Seattle, July 13 - Here are my notes from the panel today on starting a mobile game development studio. Audience size: 150-180. I was recording the conversation longhand, so most comments are paraphrased. First, here's the description of the session from the official program:
Panel Discussion: Constructing a Mobile Game Developer
Developers make games for love, not money. Just ask any publisher. And although nothing can protect a developer from bad luck, there are some things you can do to increase your chances. This panel will be an open discussion with new and "established" mobile game developers about the business side of their life. What are the biggest risks? Their biggest mistakes? How do they make money? Raise money? Spend money? What's the best way to build a mobile game developer, or just survive with one?
- Paul Foster, President/CEO, Pick Up and Play
- Andreas Vasen, CEO, Machineworks NW LLC
- Randy Shepherd, Founder & Director of Business Development, Werd Interactive Inc.
- John Szeder, Mofactor
- Scott Wallin, President, CEO, Metaplay, Inc.
- Brian Burke, Managing Director, Corporate Development, Smashing Ideas
- Matthew Bellows, GM & VP Marketing, Floodgate Entertainment (moderator)
Bellows: Why did you all get into mobile games?
Foster: We were in console games and got tired of the two-year development cycle. Now, our schedules are so short that we can do event-based games like something for the Super Bowl. We can take chances on innovative concepts.
Wallin: I was sucked in by the newness of the technology, the social aspects, always on...yadda yadda yadda.
Vasen: We were doing Pocket PC games. They were good games, but not commercially successful, so we switched to cell phones.
Bellows: Talk about the hassles of mobile game development.
Foster: It's hard to get on the carrier's deck and to do anything innovative. It's all arcade remakes.
Wallin: We're in it for the money. It's hard when you get paid 30 days late. The downside to short development cycles is that sometimes development is shorter than payment cycles.
Foster: And the development cycles can be shorter than legal cycles, too. Publishers are wary of working with developers who are also going direct to consumer. They're worried that your direct game might be more successful.
Wallin: I don't know if direct to consumer is a real business model. There's just nothing there.
Burke: The Flash community has been developing games for free/love/exposure, but now there may be a way to monetize it.
Bellows: Aren't you worried about free games moving to mobile and staying free?
Burke: Yes, but we want to collaborate with the Flash development community. We'll see how it turns out.
Wallin: The guys developing games for free don't say no when you offer them money.
Foster: Outsourcing is so cheap. Yes, there are issues like different hours that make communication hard, different culture, etc.
Wallin: The experienced guy is too valuable to ignore, even if he's more expensive.
Bellows: How do you hire, train, and fire?
Vasen: If we're going to hire a guy, he has to have shipped games or some other expertise. He gets a test project. He has to understand programming and fun.
Wallin: The experienced guy can be anywhere, even India, but he must be experienced.
Vasen: Development shops are small and must hire quality.
Comment from audience: We've had success with trade schools like Full Sail and DigiPen, but they're not a replacement for the guy with experience.
Wallin: It's not just a body you're hiring, it's a talented person.
Burke: People put themselves out on the web with blogs and such. There's lots of talent out there and it's possible to find.
Bellows: How do you market your development studio?
Shepherd: We have every handset. We're comprehensive and do our own testing. It's a selling point.
Bellows: What kind of funding did you get?
Shepherd: Angel.
Wallin: Angel.
Foster: Investors who are older don't understand the potential of mobile because they don't use it themselves.
Burke: Raising money through friends and family is a great way to bootstrap.
Bellows: What do you spend a seed money on?
Shepherd: A programmer.
Vasen: A brand.
Burke: A designer/programmer.
Vasen: If you have a great game, you may still have a lot of trouble convincing publishers to pick it up. If you have a great brand, publishers are happy.
Wallin: Don't spend any of the seed money until a contract is signed. Save it, and work for free.
Bellows: What's your favorite office dinner recipe during crunch?
Foster: Candy, soda, frozen pizza.
Burke: Frozen pizza goes a long way.
