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|    Business

Please note: this information refers to GDC 2014, check back for updates.

The Business, Marketing & Management Track seeks to educate and inform developers about the business of game development and ways in which their business can be improved.

Arrow Search for all Business, Marketing & Management Track sessions


My Year at OUYA: The Ups, Downs and Future of a New Content Platform
Kellee Santiago (OUYA, Inc.)
At GDC 2014, it will have been almost exactly one year since the very first OUYA units shipped - at the time, to the original Kickstarter backers - followed by the retail launch in June. In this talk, Kellee Santiago will discuss the lessons learned in building a new game developer ecosystem from the ground up. Because of Kellee's background in game development, working on "the other side" has given her a unique perspective on seeing the challenges a console manufacturer and publisher faces, what defines success for both parties, and why the "right" path isn't always obvious. This talk will give the game development community a look into the thinking behind the decisions, the successes, and the missteps of operating a new game publishing portal on a hardware product.
Jackpot Slots and Live-Ops: A Postmortem on How We Got to #1
Alex Rosen (GREE International)
Jackpot Slots and Live-Ops: A Postmortem on How We Got to #1 will take attendees on a tour through a successful social casino launch on Android. Alex will first discuss the background of Jackpot Slots - our launch strategy to move up the free, and then top grossing, charts. He'll then discuss the major new features and live operations tactics that increased downloads, engagement and monetization. Finally, Alex will go through our A/B testing strategy, citing specific A/B tests and their effects on the game. The presentation will feature a lot of real data from the game that will help people benchmark their own games and understand what they can do to improve them.
FORCED Postmortem: Living Together for Three Years
Steffen Kabbelgaard Gronning (BetaDwarf)
A descriptive bootstrap adventure of how it was to develop FORCED while living together with ten people for three years. Stressful periods with drinking, synchronized sleeping hours and huge personal bank loan risks will be covered - and whether it was worth it.
Why'd She Buy THAT? Customer Psychology in Game Purchases
Lucien Parsons (Operations Catalyst Consulting)
A fairly hard-core session on understanding what drives the choice of one game over another whether off the shelf of in retail or in the App Stores and also how to best present your IAP (in-App Purchases) to maximize profits.

We will draw on Pricing and Marketing strategies from in and outside of the game industry to examine both women's and men's decisions and sensitivities to price and presentation.

By improving your mental model of the factors that people using when making the decision to buy, you can influence that decision. This is not a 'you should have good metrics' discussion, but an attempt to dive into the underlying psychology of buying in a way that provides concrete tactics and techniques for use in your games.
UBM Tech