So you want to start a casual game company

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So you want to start a casual game company?

• James Gwertzman (moderator)
• Daniel Bernstein (Sandlot Games)
• Lee Crawford (TwoFish)
• Margaret Wallace (RebelMonkey)
• Jim Greer (Kongregate)
• Juan Gril (JoJu)

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Mini-Keynote
How has the industry changed in the last 7
years, particularly with regard to start-ups?
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More Money
Source DFC Intelligence
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More competitive
Number of Top 10 games released on RealNetworks
(by quarter)
Source Compiled RealNetworks top-10
listings www.game-sales-charts.com
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Shorter shelf life
Weeks in top 10 on RealNetworks, by release date
(top 150 only)
Ricochet Xtreme
Zuma
Super Collapse II
Bejeweled
Gutterball 3D
Bejeweled II
Puzzle Inlay
Feeding Frenzy
Bookworm
Diner Dash
Cake Mania
Source Compiled RealNetworks top-10
listings www.game-sales-charts.com
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More Companies
Number of titles in top-10 for each company (by
date first title shipped)
Source Compiled RealNetworks top-10
listings www.game-sales-charts.com
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More business models
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Other Shifts (annecdotal)

• More attention (e.g., this summit!)
• More investment available
• Bigger production budgets
• More global competition
• Existing companies more competitive
• Continual reinvestment
• Bigger teams, deeper benches
• More consolidation

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Tale of Sprout Games

• Founded Escape Factory in 2000
• Console developer
• First large publishing deal cancelled in 2003
• To keep doors open, accepted casual games
  contract work
• Shipped 4 games in 6 months, didnt look back
• Founded Sprout Games in 2003
• Casual game developer
• Accepted publishing deal from RealNetworks
• Feeding Frenzy was 2nd best-selling game of
  2004
• But could not grow fast enough to keep up w/
  industry
• Sold to PopCap Games in 2005

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Meet the Panelists
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Sandlot GamesDaniel BernsteinPresident/CEO

• Mission Make absolutely the best games for the
  mass market audience
• Focus We develop and publish hits in a variety
  of different game genres
• Founded August, 2002
• Employees 50
• Based in Bothell, WA with offices in St.
  Petersburg, Russia

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Joju GamesJuan GrilProducer

• Mission Design Casual Games for everybody (not
  just soccer mom)
• Focus Single and Multi Player Game Design and
  Development for Web, PC Downloads, Mobile and
  Consoles
• Founded 2005
• Employees 4 full time, 12 contractors
• Based in Virtual office spread across the
  Americas.

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Rebel MonkeyMargaret WallaceCo-Founder / CEO

• Mission To be the trusted source of game design
  excellence for players worldwide.
• Focus To create highly entertaining and original
  games for mass market audiences.
• Founded 2007
• Employees 5
• Based in New York City

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KongregateJim GreerCEO

• Mission Bring players and developers together
  in a portal with rewards for both
• Focus Combine user-uploaded games with addictive
  community features
• Founded June 2006
• Employees 9
• Based in SF and Portland, OR

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TwofishLee CrawfordCEO

• Mission Enabling the online casual gaming
  experience
• Focus Platform development and Game Service
  Provider (GSP) operation
• Founded 2006
• Employees 15
• Based in
• Redwood City, CA Headquarters
• Budapest, Hungary - Studio

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Topics

• Picking the right opportunity
• Competitive Environment
• Funding your dream
• Ingredients of Success
• Team
• Differentiators
• Business model
• Definition of Success?

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Free list of startup ideas

• Back office infrastructure
• Game importing / exporting
• Highly customized game channel provider
• High-end dependable work-for-hire
• XBLA, DS, adaptations, expansion packs, etc.
• Casual game marketing / PR firm
• Casual game UI specialist firm
• Casual game focused ad network

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Q A