Interactive ODOBO
GDK framework, insisting that developers understand this prescriptive GDK framework and build to our speci- fications, not others, as part of a cloud-based market- place. Now that was a complex model to communicate! It's been a educating experience on both sides. It's not a concept that you can communicate via email or on a website. It's been a face-to-face process as we've had to convey the message that we're doing things very differ- ently. It's been exhausting, but also highly gratifying when you see that 'a-ha' moment when developers and operators realise the benefits."
are, the further they have already invested in their own technology to supply their own games via HTML5. Most have invested in their own distribution platforms, lamenting that they'd have loved to have heard about us before building their own platform. Some of those com- panies have watched what we are doing and been taken aback by the time and challenges with getting integra- tion of their own technology, own content portfolio, and now want to distribute on our platform."
One of the hardest challenges that Odobo has faced since first launching its platform in 2012, is one that confronts any company with a new idea - the explana- tion of a new concept to an established market. Traditionally, there are very large games providers offering end-to-end game creation and distribution, or much smaller white label games houses that supply the larger distributors. Until the arrival of Odobo, smaller indie game developers couldn't sell their games directly to the operators - it just wasn't done. "Ours isn't a com- mon model for operators and game developers," describes Mr. Lang of his first industry talks. "We had a complex message to communicate, whereby a lot of
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01 "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.
what we are doing is totally different to what people have become accustomed to. We introduced elements that some of the developers had been developing them- selves, imposing a new tool set within the canvas of the
At the ICE show in London this year, Odobo invited developers to share its stand, having created four kiosks within its booth to be booked by developers to host and display demos and exhibit their latest game builds and development road-maps. In total, 12 studios were repre- sented on the booth, each excited by the opportunity to discuss their ideas with operators at the exhibition and publish games directly through Odobo into the hands of those operators. "We are equal parts developer and mar- keting company," states Mr. Lang of the make-up of Odobo. "Developers love the idea that they are no longer at the mercy of a distributor or operator to feature their games. When they licence content from Odobo, the oper- ator is not just signing up to great content, but recruiting a studio as a marketing partner for the game."
Odobo's objectives for 2014 are relatively straightfor- ward, as compared to 2013. Having gained sufficient trac- tion on the developer side, Odobo is now involved in working its way through integration project planning with some of the industry's leading gaming operators, with major announcement expected throughout 2014. The company will continue to validate focus on its plat- form for meaningful commercial opportunity - not just with bet365, but in more markets, attracting more play- ers, with focused integration with more gaming opera- tors. "At the highest level," explains Mr. Lang, "I'd like more examples of players talking about games produced by developers on the Odobo platform. I want those game developers to enter player consciences and studios build games that players follow."
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