The Pitching Process Today

1

• The Pitching Process Today
• Game Connect Asia Pacific
• November 16, 2007

2
Introduction

• Brian Christian
• VP Product Development
• cb21484_at_konami.com
• Careen Yapp
• VP Licensing and Business Development
• yp21461_at_konami.com

3
Presentation objectives

• A typical pitch
• Who to approach
• What to communicate
• Materials to prepare
• Submission package
• A typical green light process
• Departments involved
• Information considered

4

• A Typical Pitch

5
Who To Approach

• Acquisition publishing contacts
• Front line products
• Budget products
• Downloadable products
• Other developers
• Strong and supportive community
• Outsourcing development
• Sharing technology

6
What to Communicate

• Ability
• Innovation and creativity
• Technology and expertise
• Passion and enthusiasm
• Professionalism
• Fiscal responsibility
• Past portfolio
• Industry knowledge
• A great partnership

7
Materials to Prepare

• Publishers portfolio
• Determine how your project will fit into their
  initiatives
• Pitch package
• Tailor your presentation to each publisher
• Ensure that the pitch package content is
  applicable to all divisions
• Passion and enthusiasm can be contagious

8
Materials To Prepare Submission Package

• Sell Sheet
• One page document tailored for sales and
  marketing
• Basic information
• Key selling points and features
• Game Play Storyboards
• Game Design Overview
• Game design minus detail overload
• Samples of game play
• Description of controls, interface
• Multi-player and other features

9
Materials to Prepare Submission Package

• Game AVIs
• A promotional video
• Showcase characters, play style and look and feel
  of the game
• Most effective if created in engine
• Game Playable/Prototype/Tech Demo
• Showcase current technical ability and proven
  execution
• Easy to pick up and play
• Proof of the new game play mechanic

10
Materials to Prepare Submission Package

• Technical Design Overview
• A technical design document minus the overload
• Use laymans terms
• Describe engine, tools, middleware descriptions
  and pipeline efficiencies
• Competitive Product and Sales Analysis
• Focus on how your game stands apart

11
Materials to Prepare Submission Package

• Company prospectus
• Overview
• Biographies of key team members
• Estimated timeline and budget
• Team size
• Detailed milestones
• Not a final schedule but thought out

12

• A Typical Green Light Process

13
Departmental Analysis

• Business Development
• Typically is your main point of contact
• Will walk the opportunity through the process
• Product Development
• Reviews from a game play perspective
• Will ask the most questions of the development
  team

14
Departmental Analysis

• Marketing
• Reviews from a market perspective
• What is the hook?
• Sales
• Reviews recommendations from marketing and
  product development
• Gives perspective on retail climate

15
Departmental Analysis

• Finance
• Builds business model
• Executive team
• Reviews all materials, recommendations and
  business model
• Gives final approval

16
Information Considered

• The opportunity
• Publishers portfolio
• Even the most successful brands have a finite
  lifespan
• The development team
• History
• It is a small world and an even smaller industry
• Willingness to build a partnership
• Technology

17
Information Considered

• The Game
• Genre and Platform
• Historical performance of like titles
• Target demographic
• In relation to platform and marketing spend
• Marketplace
• What is the hook?
• Business model

18
Finally

• Listen
• Audience will convey what they want
• Be patient
• The larger the publisher, the longer it may take
  to complete the process
• Convey potential timing issues
• Look to the future