Interactive ODOBO
01 "We need to be supporting future successful studios, so that tomorrow's big successful studios can emerge. It is our responsibility to promote and incubate the best content on the market. Even in such a short space of time the results have borne this out, with games such as Castle Builder and Poker Drop. We have created a simplified model for a game developer to distribute to the industry. It's this simplification of the production process that greatly reduces the developer's costs, both in the creation of great and even mediocre games." Ashley Lang, Odobo CEO.
When iTunes launched no one
had heard of Rovio or Zynga, but as the first companies to
embrace that opportunity they became multi-billion game developers in that sector.
a company that others in industry admire and respect, which has helped advance other operator discussions."
The 'chicken and egg', 'cart and horse' conversations were part of the early dialogue of a marketplace that needed games to attract operators, and operators to attract game developers. One without the other simply doesn't work. Initial traction began as game developers recognised the potential and possibilities of creating games using the Odobo GDK as a quick route to deliver- ing HTML5 content and the value of its own market- place to sell them. Securing its distribution deal with bet365, on the other hand, meant that Odobo's content pipeline was guaranteed. "Each month we add more and
1 0 0
more developers, more and more games," commented Mr. Lang, "but it was bet365 that brought in those pen- sive developers who are now investing in games on the platform. I would agree that we faced some serious hurdles in 2012-13, but we've overcome 90 per cent of those challenges and have validated this technology for both the game developers and the operators."
Right from the outset, Odobo sought to put games and the creators of those games at the heart of its business model. The goal is to see the most interesting content developed on its platform from the most capable and respected studios. Where the App Store helped to create a brand new model to be exploited by hitherto unknown games developers, Odobo seeks to create the same environment for games development in the real money gaming space. When iTunes launched no one had heard of Rovio or Zynga, but as the first companies to embrace that opportunity they became multi-billion game developers in that sector. The App Store was a disruptive force in a video games market dominated by major publishing houses such as Electronic Arts and Activision, which should have been the first movers, not Facebook or iOS, but their size dictated that they'd committed to their own distribution channels, missing
the biggest opportunities presented by the new technol- ogy. "I see a parallel between our platform and that of iOS and Facebook, in that the early adopters will be pro- gressing the conversations, while those waiting on the fence will be playing catch-up for years to come," states Mr. Lang. "The early movers in our programme are seeing tremendous movement and in two years time will be the household names, the Rovio and Zynga of the real money new games developers."
"We need to be supporting future successful studios, so that tomorrow's big successful studios can emerge," underlines Mr. Lang. "It is our responsibility to promote and incubate the best content on the market. Even in such a short space of time the results have borne this out, with games such as Castle Builder and Poker Drop. We have created a simplified model for a game developer to distribute to the industry. It's this simplification of the production process that greatly reduces the developer's costs, both in the creation of great and even mediocre games."
The Odobo model reduces both friction and risk dramati- cally, enabling greater experimentation and innovation from the developer's perspective, and enabling operators to experiment with new games without the prohibitive costs of single game integration. Every stakeholder in the process invests less utilising the Odobo platform, which is something that hasn't gone unnoticed by the major game development houses. "We been approached by the biggest companies in the gaming industry, from both real money and social gaming," reveals Mr. Lang. "They're very interested in what we are doing, but the bigger they
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