What You Really Need to Know about Game Development

1
What You Really Need to Know about Game
Development Publishing
Neal Robison ATI Research
2
What Well Talk About

• Who Is ATI?
• Game Dev Process
• The Business Side of Games
• Latest Issues in Development Publishing
• Questions

3
Who Is ATI?
4
ATI World Leader In Visual Processing

• GPUs Workstation Graphics
• 1 GPU Supplier
• 1 Notebook Supplier
• Handheld
• 2 Media Co-Processor Supplier
• Shipping in Over 35 Phones
• Game Consoles
• Xbox 360
• Ninteno Revolution Gamecube
• Integrated Graphics
• 1 3rd Party Supplier
• Digital TV
• 1 DTV Silicon Supplier

5
Game Development Process
6
Sources for Game Ideas

• Game Developers
• Dedicated Game Designers
• Employees of Game Publishers
• Film/ TV/ Music

7
First...The Players

• Game Developers
• Game Publishers
• Retailers
• Gaming/Consumer Press
• Platform Holders Sony, MS Nintendo

8
Software Licensing

• Whats A 3rd Party
• 1st Party vs. 3rd Party
• Why Cant Just Anyone Make Games?
• Console vs. PC

9
Typical Production Timeline

• Console vs. PC vs. Films

10
Stages of Development
11
Stages of Development Concept

• Define Game Concept
• Define Core Game Features
• Find/Assign Developer
• Estimate Budget Due Date

12
Concept Van Helsing
13
Concept Van Helsing
14
Concept Van Helsing
Video removed
15
Concept Van Helsing
Video removed
16
Prototype or 1st Playable

• GDD TDD The Bibles
• Production Budget Detailed Schedule
• Submit Concept to Sony, etc.
• Working Prototype, with Game Mechanics
• Focus Test

17
Prototype Red Ninja
18
Prototype Red Ninja
Video removed
19
Red Ninja - Finished Version
Video removed
20
Stages of Development Alpha

• Feature Complete
• Localization Begins
• Focus Test
• Play Testing
• Marketing Continues

21
Alpha Crash Bandicoot
22
Alpha Crash Bandicoot
Video removed
23
Stages of Development Beta

• Polish, Polish, Polish
• Game Balancing
• Localization Continues
• Demo Versions

24
Stages Final/GMC/Gold

• The Game is Done
• Testing, Testing, Testing
• Intense Pressure
• Submit to Sony
• Manufacturing Timing

25
Ghost Recon 3 Advanced Warfighter
Video removed
26
Ghost Recon 3 Advanced Warfighter
Video removed
27
Stages Post-Mortem

• Analysis of PR, Marketing
• Analysis of Production, Source Code
• Archive All Assets
• Kick-off the Sequel!

28
The Business of Games
29
First...The Players

• Game Developers
• Game Publishers
• Retailers
• Platform Holders

30
Game Business
Game Developers
Game Publishers
Actual Game
US 4-10 Million
31
Game Business
Sony, Nintendo Microsoft
Game Publishers
US 7/unit
Invent Game System Marketing
32
Game Business
Game Publishers
Retailers
Finished Product
Wholesale Price US 32/unit
33
Game Business
Retailers
Consumers
Finished Product
Retail Price US 49.99
34
Who Makes the ?

• Developers
• Get millions from Game Publisher
• Huge fixed variable costs
• Most fun, most pressure
• Dependent on Publishers
• Exceptions?

35
Who Makes the ?

• Publishers
• Get 32/unit from Retailers
• Pours out millions to develop product
• Sales Marketing costs
• Inventory management returns

36
Who Makes the ?

• Retailers
• Get approx. 17/unit
• Remember cost of store
• Marketing costs
• Some help from Publishers on inventory
• Hot vs. Not

37
Who Makes the ?

• Platform Holders
• Get 7/unit licensing fee
• RD Cost to create system, including
  anti-pirating costs
• Marketing system to consumers
• 1st Party games

38
Issues in Game Development Publishing
39
Development Publishing Issues

• Advertising In-Game
• Cost To Develop for Next-Gen Systems
• U.S. Canadian Legislation Restricting Games
• Lack of Originality

40
Questions?