Tips

Tips from Gordon Newman of Wizcom.

1. It's all about CUSTOMERS.

   In the case of developers you aren't just dealing with Aggregators & Distributors, always think about the end user, they have to play the game and more importantly they have to buy the game. If it doesn't match their needs they simply won't pay, if you have 1000's of distributor deals you won't see a penny if the Customers needs aren't met.

2. Do Your Research

   When developing a game, ensure that you have researched the market/markets that you wish to launch into, make sure that you can answer the question "what do Customers want to play?" then make sure the end product is appropriate.

3. Understand Your Brand

   Customers don't buy games! Just like Starbucks Customers don't buy Coffee and Vodafone Customers don't buy mobile phone services. Ensure that your titles appeal to what Customers do buy - in the case of Games, Customers are buying benefits which include Entertainment, Not having to look at people on the tube, Challenge and Interest - so make the product entertaining, challenging & interesting! Some great examples of companies that understand this are Sumea, Mr Goodliving, Elkware & Gameloft. These companies have built their reputations on providing this consistently, when a new title is released distributors and aggregators don't have to think twice about purchasing, and neither do Customers!

4. Handset Support

   Make sure that your games are appropriately tested and ported to each of the major handsets for each market. Start with the major platforms first and then follow with the smaller ones. There is no point in making a great game if it is only works on 5% of the handsets in the market.

5. Marketing Support Materials

   Make sure that games are released with appropriate support materials, multiple language descriptions that sell the benefits of the game, web screenshots, web animations, 300DPI screenshots for print, Animations & Graphics suitable for TV and Guidelines for presentation of the product. The more you do for the distributor the fewer resources they have to allocate to putting promotions together for your product, this makes it cost effective and simple for them and builds your reputation as a great supplier.

6. Appropriate Licensing

   People buy brands, if you can cost-effectively license someone else's brand to help sell your product then do it - but make sure you have licensed a brand that appeals to the largest share of Customers in your intended markets - Not just developers and distributors. You don't have to do this - building a brand around a character or concept can work - have a look at Mr Goodliving's Playman Character as a great example.

7. Manage your Distributors

   Talk to the distributors you have - they can give you insight into what Customers buy, include it in your reasearch process, then make sure you follow up your releases by telling your distributors that your product meets these needs. Build relationships wherever you can, if they don't buy now they may in the future.

8. Join Developer Forums, Trade Associations & Go to Exhibitions

   Many big distributors meet together at events facilitated by handset manufacturers or other large aggregators. All buyers also attend the exhibitions on the hunt for exciting new titles. If you aren't involved you won't be noticed.

9. Know your Competitors

   There are thousands of developers, look at the market leaders. You have to compete with these guys and the only way to do this effectively is to make your product meet the needs of Customers better than theirs. Check their release schedules and play their games. Nobody has released the perfect game - this gives you the opportunity to better the good aspects and correct the worst.

10. Price to Win

    When setting your license fee/revenue share, ensure there is enough in it to make a profit, but don't get greedy. Distributors can put more effort into marketing the product when there is a good margin in it for them. You can take a small hit on the margin per download which would be more than made up in the increase in volume. When starting out, cheap revenue shares enable you to get your titles out to Customers and start to build a fan base. Don't give your distributors unrealistic payment terms, but do ensure that they manage their reporting and pay regularly and on-time.

11. Keep Trying

    If nobody takes your first releases find out why. What aspects didn't meet customers needs? When you find this out - change them. Then try again. Rarely does anyone get everything right first time. Because the market is so tough you have to be resilient.

If you talk to any distributor they will tell you the same type of thing. It may vary but the underlying points are the same. I can't stress the point enough that this is about Customers, not technology or capability. It's the Customers Cash after all.

If you don't use all these tips just remember CUSTOMER FIRST & Keep Trying.

More Tips from William Volk of BonusMobile.

1. The fellow who has a Nokia 6600 isn't going to be impressed that your game also runs on a Series 30 phone. Go full screen, and create the best graphics possible for each platform.

2. Don't make the user work to play the game. Try to make the controls feel 'natural' on the phone. Make the game fit the media.

3. Don't be unrealistic about potential sales, it's just like every other entertainment market, a few titles garner most of the sales. 25% of Jamdat's revenue is tied to ONE game (Bowling).

4. You can't rely on a huge video intro or a state of the art 3D engine here. It's all about the GAME PLAY.

5. Understand the sociology of the game player. When and where do they play games. This isn't uniform, there are hard-code gamers on mobile, but for the most part mobile games are played at moments of opportunity.