Digital Distribution Summit Wrap-Up
Bench, 17-Oct-09 » 
BMW Edge at Federation Square, Melbourne, was the setting for the Digital Distribution Summit held on September 22nd 2009. Presented by Film Victoria, and featuring a lineup that included some of the leading names in the games industry, the DDS was a one-day conference that aimed to present invaluable market insight, networking, and discussion in regards to Digital Distribution and it's effects on not only developers, but publishers and retailers as well.
Digitial Distribution Summit at BMW Edge, Federation Square, Melbourne VIC
The Summit launched with Sandra Sdraulig, CEO of Film Victoria, opening the summit as well as announcing a new initiative aimed to help provide financial support for independent developers looking to released IP's through the use of Digitial Distribution. Platforms such as Xbox Live Arcade (XBLA), PlayStation Network (PSN), WiiWare, Steam, and the iPhone Apps Store; all of which would be mentioned throughout the day's proceedings.
"We want this Summit to further accelerate Victoria's position as the production hub of world-class digital content in Australia." Sdraulig said during the opening of the DDS, "and it is events like this summit that reflect the world class nature of the local sector."
It's expected the games industry in Australia would grow by 49% by 2013, and to support this Film Victoria announced the 'Downloadable Games Initiative' which will result in $500,000 invested into local game development over the next 12 months.
DDS Keynote Speaker, David Edery
The first and evidently Keynote speaker for the day was David Edery, Manager and Principal of Fuzbi, an independent consulting firm that is focused on the business and design of digitally distributed games. Edery also spoke from his experience as up until recently fulfilling the role as Worldwide Portfolio Manager for XBLA. Speaking on Downloadable Content (DLC) for Consoles, XBLA currently is the largest market, then the PSN, and finally WiiWare. He mentioned how the console DLC dashboard effects impulse buying, and how the possibility of getting an IP greenlit for a particular platform is inverse to how much of the market the platform holds. The result being that it's harder to get games greenlit for release on XBLA as it is on WiiWare. Currently statistics show that only around 18% of Xbox Live Gold users download content off XBLA and while 10% of PSN users download content, showing the market for DLC on consoles isn't as large as what would be ideal. However with the announcement that Battlefield 1943 sold 1 Million units on XBLA and PSN, the possibilities are still there.
"By the next [console generation] you can expect digital distribution to be a substantial percentage if not the vast majority of sales, depending on what the console makers do.", Edery said during his presentation.
Edery proceeded to explain how to get an IP greenlit, with a case study from the XBLA title 'Splosion Man.
Simon Carless, Chairman of the Independent Games Festival
After the break was Simon Carless, Chairman of the Independent Games Festival as well as the publisher of Game Developer magazine and Gamasutra.com, and he presented a look into realistic revenue projections for downloadable games. His presentation outlined estimated unit sales in regards to what DLC platform a given IP was on, suggesting that within the current generation consoles that XBLA would see slightly higher units moved than PSN, and significantly higher than WiiWare. However a good IP could see a lot more units sold through platforms such as the iPhone Apps store, but by doing so the price would be significantly less than on a console. With analysis that shows a difference from only 3,000 units sold to 500,000 units sold; Carless's talk definitely provided insight into the current DLC market.
Rob Murray, CEO of Firemint
To kick off the afternoon was the highly anticipated Rob Murray, CEO of Firemint and developer of the world's most popular iPhone application, Flight Control. Speaking from his experience in marketing both Flight Control and Real Racing, Murray spoke on how to market a self-distributed game including social media marketing such as Facebook and Twitter. With 1.5 Million Units sold for $0.99, Flight Control saw the incredible sales, and an increase during updates to the game. Even though shorter than previous presentations, Murray's insights into how Firemint grew from nothing into a world renowned Development Studio were invaluable.
Shainiel Deo, CEO of Halfbrick
Next up was Shainiel Deo, CEO of Halfbrick, a local development studio that was recently announced as one of two launch developers of the PSP Mini's platform. Deo spoke on the various IP's that Halfbrick is working on, as well as releasing for DLC outside of Australia and the opportunities ahead with one of the newest digital distribution networks. He also spoke on community involvement to help market games before release, and how that's increased the popularity of IP's.
Left to Right: Rob Murray, Kursten Leins, Rob Walsh, and Jamil Moledina
The day closed out with a panel discussion on the Future of Digital Distribution. The panel featured Rob Murray, as well as Kursten Leins who is the head of Multimedia Strategy of Ericsson, and Rob Walsh CEO of Krome Studios. Moderated by Jamil Moledina, outreach director of EA Partners, who approve the EA's publishing of third-party titles. Speaking on the Future of Digital Distribution, the panel took a look at the opportunities for digital media and games development, as well as a behind the scenes look at Australia's $43bn Fiber to the Home roll out and an insider's opinion as to what Digital Distribution will look like heading into the future. It also gave a chance for audience members, as well as users of Twitter, to post questions to the panel and seek their opinions on issues relating to not only Digital Distribution in the present, but also Digital Distribution in the future, especially for developers and retailers. Within 10 years the next generation of consoles would be on the road to Digital Distribution only, if not already being there; and retailers would play a different part. Games would be smaller, and with the new Fiber to the Home roll out Digital Distribution would become an even more feasible opportunity for game development in Australia.
Panel Discussion broadcast at Federation Square
Speaking to Michael Woods, Conference Director, after the day's proceedings he expressed how pleased he was with how the Digital Distribution Summit turned out:-
"All in all the Digital Distribution Summit was a huge success for us. Launching a cutting edge innitoative, having world class speakers & providing business opportunities for Victorian companies came through perfectly.
Weeks later we are still seeing the huge success from the event with our live videos of each presentation reaching over 3,000 people in the following week!
Finally its so exciting to hear people like Screenhub.com.au say our event was the best event they have been too, that’s kinda nice!
“It [The Digital Distribution Summit] was the best-run day long presentation I’ve ever witnessed, clearly augmented by Twitter, XDCAM Ccameras and other available technologies” – http://www.Screenhub.com.au"
Brad Giblin as DDS MC
This event couldn't of been put together without the contributions of Film Victoria, specifically Brad Giblin and Michael Woods. To view sessions of all the speakers, as well as photos from the event, visit http://ddsummit.com or follow the DDS discussions and updates on Twitter at http://twitter.com/ddsummit.
BMW Edge at Federation Square, Melbourne, was the setting for the Digital Distribution Summit held on September 22nd 2009. Presented by Film Victoria, and featuring a lineup that included some of the leading names in the games industry, the DDS was a one-day conference that aimed to present invaluable market insight, networking, and discussion in regards to Digital Distribution and it's effects on not only developers, but publishers and retailers as well.
Digitial Distribution Summit at BMW Edge, Federation Square, Melbourne VIC
The Summit launched with Sandra Sdraulig, CEO of Film Victoria, opening the summit as well as announcing a new initiative aimed to help provide financial support for independent developers looking to released IP's through the use of Digitial Distribution. Platforms such as Xbox Live Arcade (XBLA), PlayStation Network (PSN), WiiWare, Steam, and the iPhone Apps Store; all of which would be mentioned throughout the day's proceedings.
"We want this Summit to further accelerate Victoria's position as the production hub of world-class digital content in Australia." Sdraulig said during the opening of the DDS, "and it is events like this summit that reflect the world class nature of the local sector."
It's expected the games industry in Australia would grow by 49% by 2013, and to support this Film Victoria announced the 'Downloadable Games Initiative' which will result in $500,000 invested into local game development over the next 12 months.
DDS Keynote Speaker, David Edery
The first and evidently Keynote speaker for the day was David Edery, Manager and Principal of Fuzbi, an independent consulting firm that is focused on the business and design of digitally distributed games. Edery also spoke from his experience as up until recently fulfilling the role as Worldwide Portfolio Manager for XBLA. Speaking on Downloadable Content (DLC) for Consoles, XBLA currently is the largest market, then the PSN, and finally WiiWare. He mentioned how the console DLC dashboard effects impulse buying, and how the possibility of getting an IP greenlit for a particular platform is inverse to how much of the market the platform holds. The result being that it's harder to get games greenlit for release on XBLA as it is on WiiWare. Currently statistics show that only around 18% of Xbox Live Gold users download content off XBLA and while 10% of PSN users download content, showing the market for DLC on consoles isn't as large as what would be ideal. However with the announcement that Battlefield 1943 sold 1 Million units on XBLA and PSN, the possibilities are still there.
"By the next [console generation] you can expect digital distribution to be a substantial percentage if not the vast majority of sales, depending on what the console makers do.", Edery said during his presentation.
Edery proceeded to explain how to get an IP greenlit, with a case study from the XBLA title 'Splosion Man.
Simon Carless, Chairman of the Independent Games Festival
After the break was Simon Carless, Chairman of the Independent Games Festival as well as the publisher of Game Developer magazine and Gamasutra.com, and he presented a look into realistic revenue projections for downloadable games. His presentation outlined estimated unit sales in regards to what DLC platform a given IP was on, suggesting that within the current generation consoles that XBLA would see slightly higher units moved than PSN, and significantly higher than WiiWare. However a good IP could see a lot more units sold through platforms such as the iPhone Apps store, but by doing so the price would be significantly less than on a console. With analysis that shows a difference from only 3,000 units sold to 500,000 units sold; Carless's talk definitely provided insight into the current DLC market.
Rob Murray, CEO of Firemint
To kick off the afternoon was the highly anticipated Rob Murray, CEO of Firemint and developer of the world's most popular iPhone application, Flight Control. Speaking from his experience in marketing both Flight Control and Real Racing, Murray spoke on how to market a self-distributed game including social media marketing such as Facebook and Twitter. With 1.5 Million Units sold for $0.99, Flight Control saw the incredible sales, and an increase during updates to the game. Even though shorter than previous presentations, Murray's insights into how Firemint grew from nothing into a world renowned Development Studio were invaluable.
Shainiel Deo, CEO of Halfbrick
Next up was Shainiel Deo, CEO of Halfbrick, a local development studio that was recently announced as one of two launch developers of the PSP Mini's platform. Deo spoke on the various IP's that Halfbrick is working on, as well as releasing for DLC outside of Australia and the opportunities ahead with one of the newest digital distribution networks. He also spoke on community involvement to help market games before release, and how that's increased the popularity of IP's.
Left to Right: Rob Murray, Kursten Leins, Rob Walsh, and Jamil Moledina
The day closed out with a panel discussion on the Future of Digital Distribution. The panel featured Rob Murray, as well as Kursten Leins who is the head of Multimedia Strategy of Ericsson, and Rob Walsh CEO of Krome Studios. Moderated by Jamil Moledina, outreach director of EA Partners, who approve the EA's publishing of third-party titles. Speaking on the Future of Digital Distribution, the panel took a look at the opportunities for digital media and games development, as well as a behind the scenes look at Australia's $43bn Fiber to the Home roll out and an insider's opinion as to what Digital Distribution will look like heading into the future. It also gave a chance for audience members, as well as users of Twitter, to post questions to the panel and seek their opinions on issues relating to not only Digital Distribution in the present, but also Digital Distribution in the future, especially for developers and retailers. Within 10 years the next generation of consoles would be on the road to Digital Distribution only, if not already being there; and retailers would play a different part. Games would be smaller, and with the new Fiber to the Home roll out Digital Distribution would become an even more feasible opportunity for game development in Australia.
Panel Discussion broadcast at Federation Square
Speaking to Michael Woods, Conference Director, after the day's proceedings he expressed how pleased he was with how the Digital Distribution Summit turned out:-
"All in all the Digital Distribution Summit was a huge success for us. Launching a cutting edge innitoative, having world class speakers & providing business opportunities for Victorian companies came through perfectly.
Weeks later we are still seeing the huge success from the event with our live videos of each presentation reaching over 3,000 people in the following week!
Finally its so exciting to hear people like Screenhub.com.au say our event was the best event they have been too, that’s kinda nice!
“It [The Digital Distribution Summit] was the best-run day long presentation I’ve ever witnessed, clearly augmented by Twitter, XDCAM Ccameras and other available technologies” – http://www.Screenhub.com.au"
Brad Giblin as DDS MC
This event couldn't of been put together without the contributions of Film Victoria, specifically Brad Giblin and Michael Woods. To view sessions of all the speakers, as well as photos from the event, visit http://ddsummit.com or follow the DDS discussions and updates on Twitter at http://twitter.com/ddsummit.
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| Category: | Event News |
| Posted: | 17-Oct-09 6:25:58 pm |
| Author: | Bench |