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The Church of Molyneux is really
starting to take off...
Conference
Yohei Ishii of CCP Games whipped
the audience into a frenzy with
details of console-based – yes, you
read that correct – FPS, Dust 514.
Ishii acknowledged the traditional
console publishing model is broken.
As a result, CCP have adopted a
games-as-service approach for their
FPS. Expect microtransactions and
an achievement system that blows
anything currently on XBLA out of
the water. Put infamy in your pipe
and smoke it. CCP have the luxury
of an established community - 340k
Seb Hayes has gone on to build a
social network for gamers... He is
convinced Playfire will succeed
with like-minded gamers. Seb is facing
stiff competition from the likes of
GamerDNA and Raptr, but he, and his
VC-funders, are convinced Playfire will
burn the souls of gamers worldwide.
subscribers of space-trading cashcow, EVE Online – to present Dust
514. And with four studios around
the World, including Gateshead doors now open - they have the
expertise to make the FPS a success.
Tom Rothenberg is the modern
day Donald Draper. He was electric
personified on the stage using phrases
like, “Don’t talk at, talk with”, “Where
is your audience?”, and “A story is
better than an idea”. Whilst we’re being
playful, lets not forget Rothenberg’s
thinking was behind launch campaigns
for Gears of War and Halo 3. So he
deserves his buzzword bingo medal.
Rothenberg acknowledged the
shift over to social media and the
importance of tracking how people are
interacting with your brand; “We’re
in the 4th age of advertising, the
dialogue era. We care if your brand
has X amount of ‘Likes’ on Facebook”.
Google analytics is a cost-effective
tool. PepsiCo, with their warchest, have
assembled a mission control centre
where they monitor the buzz about
brands like Gatorade through high-tech
visualization tools and techniques.
Sure, the games industry is booming
We didn’t get to hear Peter
Molyneux. Although we did find this
picture on the web and it made us
laugh:
In the same vein, the pint-sized
master statistician, Rick Gibson was
all data, data, data. Yeah, well take a
look at the numbers on this:
If Schell, Olin and Foe were the
hearty main course, Charles Cecil
was the cheese and biscuits, with
his playful comparison of the
entrepreneurial 18th century painter,
William Hogarth, with modern-day
game developers.
The 18th century was an epoch
of disruption. Hogarth broke the
rules and found new distribution
models for his paintings, selling
direct to the consumer. Hogarth’s
paintings slipped, but he was
brazen in his reasoning, “When its
ready”. The Housers – circa, Dan and
Sam, founders of Rockstar - must
have a Hogarth or 7 hanging in
their mansions. Hogarth, as a true
innovator and manipulator, forced
parliament to change the copyright
laws. Indeed, in 1739, legislation was
passed to protect his own interests.
UK lobby group Tiga should take
note.
Seb Hayes is a media innovator.
After creating a Playstation 3 forum
years ahead of his, and the consoles
time, he went on to build a social
network for gamers: Playfire.com.
Its a place to hang out and meet
and content is flooding channels, but
how do you stand out? Rothenberg
cited fascinating case studies: Umbro
football shirts; Gatorade energy drink
and Bavaria beer – poor Robbie Earl –
where all had one underlying theme: a
good story, which was then massaged
accordingly.
engaging story – overcoming cancer
with a decadence that commanded
respect and admiration. Schulman is a
powerful performer with an awesome
stage presence. Two outstanding
sound bytes that are still ringing in the
ear – as well as his playing: “Attitude is
powerful” and, “All we have in life is a
Viral marketing is more alive
than ever. Create content that
can be customised and more
people will pass it on.
Viral marketing is more alive than
ever. So create content that can be
customised as people will be more
inclined to pass the message on. Of
course recommendations from friends
are infinitely more valuable. Amen.
Motivational speaker Mark Schulman
was a highlight. He’s a session
drummer that has played with the
likes of Billy Idol, Cher, Simple Minds,
and more recently, P!NK. He shared his
series of nows”. So go seize them.
He recommended a drinking game,
BAG: bragging, aspiration and
gratitude. Mark’s call to action; go
play this game without drink. You’ll
be surprised of the results, and it will
bond your team together.
Darren Jobling of Eutechnyx is one of
the old-guard. However, his business
acumen and drive to keep his company
ahead keep him young at heart. He
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points out, “children cycle every 2-3
months, so make the content sticky.
After all, players invest a lot of time,
energy and (their parents) money”.
Action-Smith and colleagues at
Mind Candy put a razor sharp focus
on A-B testing and data mining –
like the social gaming behemoths;
Zynga, Playfish, Playdom, etc.. - to
make sure their community continue
to customise their little hearts out.
When kids fall in love, they want
it now! Judging by the incredible
numbers, they want colourful little
Moshi’s.