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Alums Get into the
Game
1 March 2004
HOLLYWOOD HILLS - Our expert panel of alums described the
Hollywoodization of video games at our 8th Yale in Hollywood
Panel. |
Video games are a multi-billion dollar industry eclipsing movies
in annual revenue. To stand out from the competition, many video
game companies are licensing Hollywood/studio properties, from
Spider-Man to Spongebob Squarepants. Advertisers are also using
online games "advergaming" to reach consumers. Our panel featured
the following distinguished alums:
- Ken Goldstein, Disney Online, Executive Vice President/Managing
Director
- Keith Ferrazzi, YaYa Media, President & CEO
- Dan Offner, Offner & Anderson, specializing in video
games-legal
- Jason Kramer, Lieberman Research Worldwide; Assistant General
Manager, Entertainment & Media, formerly Activision Director
of Research
- Liz Cho, THQ strategy/finance
- Andrew Silber, Electronic Arts programmer (James Bond game);
former programmer at Activision and Midway Games.
Our engaging discussion covered a wide range of key topics. Some
highlights:
Which Hollywood properties get made into
games
Publishers turn Hollywood properties into movies based on the
properties' demographics, popularity, other media
marketing/support (e.g. is there also a movie, TV show or toy).
For example, Spongebob Squarepants scores well in these areas, so
THQ has made Spongebob games. Another key factor is how easy it
is to sell the game to retailers. Massive discount retailers are
interested in putting only the 10 games that make up 80% of the
industry's revenue on their limited shelf space. Many retailers'
mantra is "If it's not a hit, we don't want it to sit" on the
shelves. They are not interested in the quirky, non-branded
titles without buzz, so publishers are discouraged from making
these games.
Hollywood writers get into game story lines
Electronic Arts has recently opened up a new office in Hollywood
and hired traditional Hollywood writers and storyboarders who
don't know a bit of video game code. The reason: role-playing
games featuring story non-linear story lines often sell very
well. Hollywood talent has the skills to create a compelling
story to encourage game play.
Rise of Advergaming
Consumer products companies (car, fast food, retailers, etc.)
want to engage consumers interactively. TV commercials are
passive, and many viewers ignore them or skip them using TiVo.
So advertisers are turning to branded games to entertain
consumers while promoting their brand. YaYa Media has built a
K-Mart Joe Boxer dancing game to engage consumers.
Growth of Games
Several publishers showed off their games to distributors at a
small tent at the Consumer Electronics Show in Las Vegas. Since
then games have grown so fast that they now occupy all the halls
of the Los Angeles Convention Center in the huge E3 Video Games
conference every May.
Every few years there's a new game platform - what does
that mean for the industry?
"Job security," said programmer Andrew Silber. Every new game
system often requires a total rework of new code to make games
work. Programmers will always be needed to retool and create new
code each time a new system is developed.
Many thanks to our panelists for an extremely engaging discussion
on this exciting growth industry.
Door prizes: Thanks to Liz for bringing several THQ games and a
Spongebob snow cone maker to giveaway. And thanks Jason for the
DVDs awarded to lucky guests.
Panel Organizers: Kevin Winston, Michelle Gonzalez
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Ken Goldstein, Disney Online
Keith Ferrazzi, YaYa Media
Dan Offner, Offner & Anderson
Jason Kramer, Lieberman Research Worldwide
Liz Cho, THQ
Andrew Silber
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Video Games Panel