Focus 3RD-PARTY GAME DEV
gaming platforms will lead to the introduction of a completely different set of software houses. These will have the opportunity to create products for the new masses with an increased ability to take risks. A very prominent case in point is Zynga, which developed on the Facebook platform and is a major driver for social gaming.”
Games are being created on every continent and in every country right now - how geographically diverse is your business?
Justin Chamberlain - Betlow: “We are extremely well placed for the development and delivery of games content to regulated markets given our geographical position, and the location of most of the players that service this market. We have won and continue to win contracts for third-party games developments based on our geographical location and understanding of markets, games and delivery channels for such.”
Scott Smith - Next Gen Gaming: “Our business is hugely diverse, covering a very large number of geographic markets.”
Steve Schrier - Ash Gaming: “We localise
(not translate) our products in up to 38 languages and supply several international operators. We focus on making the product feel right in each of these languages and are successful. But we wouldn’t try to create a specific targeted product without having really in- depth local knowledge from the territory of country in question.”
Ramiro Atucha - Leander Games: “The business is getting more and more geographically diverse every month. Still the content remains Eurocentric and the results are beginning to show. Games that were very successful in Europe are failing in Latin America. Right now every operator is looking at Latin America with interest and the growth rates in land based and online - in the few cases where that is available, are amazing. Still none of the operators have real strategies in place to create content for Latin American players. Having our development team based in South America, and built by Latin American creatives, graphic artists, mathematicians and developers, we expect to assume a leading role in this kind of content.”
Jaydeep Chakravartty - Cozy Games: “We have created concentration zones for our business to focus on different geographies
depending on the platform. For our online gaming product, we target the legal jurisdictions in Europe to provide games to operators. To take the experience globally, we now have offering on Facebook platform targeting US/UK and are soon going to launch on MatchMove games targeting ASEAN market.”
Peter Causley - Lightening Box: “I would consider our company geographically diverse. We use contractors in the UK, US, Australia and New Zealand, our client base is in those regions and we regularly visit venues in these markets also.”
How open and easy is it to create games for land-based platforms as opposed to creating games for online play?
Justin Chamberlain - Betlow: “I don’t have first hand experience, but I have been reliably informed that it is far easier!”
Ramiro Atucha - Leander Games: “In the past years land based games were built for the best possible machines, since they were the ones controlling the technical specs of the hardware in which their games were deployed. On the contrary, online games had to be built to work decently in the lowest performing PC's. As bandwidth and better performing PC's
“Branded products are part of the mix
for a portfolio. They can be very expensive
depending on the brand owner. The online industry has
rushed to embrace these products
and, as a result, a number of
interesting deals have been done which potentially won’t pay back over time.”
Steve Schrier, Ash Gaming.
December 2011 Page 67
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