1. Dan Prigg Realgames GM, Partners & Programming “The Publisher” Trademarks, trade names, logos and images are owned by their perspective owners and are used in this deck for demonstration purposes only

2. Looking for the Blue Inside the Publisher’s Mind In the Beginning, it was calm and blue “Freeware”: that’s what they called it Lessons from Other Red Oceans The Core Space Nobody knew the market We all made mistakes For Example….

3. Launching for Real Arcade in 2001 Inside the Publisher’s Mind

4. Tex’s Atomic Big Bot Battles

5. Top downloaded game 2001 Inside the Publisher’s Mind

6. The Pitch Inside the Publisher’s Mind Game Idea – 5-10 pages – visuals – Gameplay & flow – Cost, time, & audience Alpha – Playable – sell sheet – complete concept Beta – Feature complete, sell sheet Release Candidate – Finished game, sell sheet

7. The Pitch Inside the Publisher’s Mind Game Overview Mortimer Beckett 2 Description Hidden Object Game description Platforms Supported PC Download Mac Download Flash/Web Alt platforms Iphone PC Retail Mac Retail Budget & Timeline Xxxk USD Eight month development cycle (Milestones and dates below) Publisher’s previous titles: Mortimer Beckett 1 Milestone Date (examples) Kickoff/Begin Design Doc 12/29/07 Design Doc Submit 1/21/08 Alpha Submit 2/18/08 Beta Submit 4/8/08 Gold Master Submit 5/6/08 Gold Master Web build 6/3/08 Studio Information

8. The Pitch Inside the Publisher’s Mind

9. The Cost Inside the Publisher’s Mind Commercial Viability Audience – Are they targeting my audience (see slide 4) – can they build for it? Cost/Risk – Is it in my tolerance for risk? Rights for the deal – What else do I get for the game? – Control vs IP Brand – Is there a long term play? Catalog Depth – Is it different enough or more of what I need? Competitive risks – What else do I have going on that may compete with it?

10. The Developer Inside the Publisher’s Mind Work Experience What's their history in video games? Relevant Game Experience Have they ever done this type of game? Personal experience What do we personally know about their working habits and ability to complete the game?

11. The Publisher Inside the Publisher’s Mind How do I market this game? Beyond the normal, whats special about it? Brand management? Is their something special I can do that would make this standout in a sea of content? If I publish this game, it’s in my best interest to market and squeeze as much out of it.

12. The Game Development Inside the Publisher’s Mind Knowledge of the audience – Setting the expectations. Expect input, don’t ignore it. Producers to work with the studio – We see over 2000 titles a year. Experience and market data Focus Groups – “I don’t care what your Mom’s Focus group said!” - you should Beta Test QA Branding Other opportunities

13. The Prestige Inside the Publisher’s Mind The Applause, now what? The post mortem Sequels? Alternative Platforms? Experience gained/Positive Relationship points Building blocks for future deals Your only as good as your last game

14. The Power of a Publisher Inside the Publisher’s Mind Embracing the Red Ocean GAME Social Mac PC market Community consoles Iphone True Blue Ocean?

15. Red Ocean vs Blue Ocean Inside the Publisher’s Mind Its red. There maybe markets of blue, but the business models are still red. These markets are becoming red quickly. Publishing isnt really about innovation. Its about red market optimization.

16. The Summary Inside the Publisher’s Mind The ocean turned quickly from blue to red In a red market and recession; its about focus Blue markets may change the delivery model but the key aspects of publishing may not change IP ownership Distribution rights Revenue stream