Upload
sebastien-de-halleux
View
8.875
Download
1
Embed Size (px)
Citation preview
1
Make mistakes and innovate! Sebastien de Halleux – Playfish Co-Founder - VP of BD, EA interactive
2
Belgian Civil Engineer Tech Entrepreneur Glu Mobile: nasdaq IPO ($337m) Playfish: sold to EA ($400m)
facebook.com/sdehalleux
Entrepreneurship journey
Startup launch sequence
Illustrated Playfish examples
4
2.5 years post launch
http://www.youtube.com/watch?v=uZZj8pyHnXY
World in crisis needs innovation
Make meaning and live longer
5
Watch: www.bluezones.com Read: “The Art of the Start” – G Kawasaki
Create value
and jobs
Getting started is toughest
Why launching matters
6
startup launch sequence
7
Start with people: team and attitude
Meet: Betagroup Connect: online interest groups (Ruby, Flash, J2EE, deviantArt)
Sami, our ninja CTO
6
Define your passion, choose a problem
Act: team + pen & paper + lots of <your favourite drink> Outcome: state your selected problem as a vision
5
People spend $50bn on video games today
Why?
Games generate emotions
Achievement Frustration
Wonder Joy
Suspense Horror Greed
Fear
But what about social emotions?
Anger
Love Friendship
Envy
Pride
12
Movies make people cry – Could games?
13
What about people who matter to you?
14
Change how the world plays games
15
aim to change the world, not just your town or your country
Brainstorm transformative solutions 4
Act: team + pen & paper + lots of <your favourite drink> Outcome: a series of potential solutions
16
You + your friends = strong emotions
Your friends are now accessible
17
18 Photo credit: jay1441
Games as social experiences with friends and family
Expression
Cooperation
Friendship Competition
Communication
Filter your solutions down to ONE BIG IDEA
19
Does anyone care (enough to use or to pay) ?
Are you solving the problem you initially selected?
Would it scale (success x 1 billion) ?
Can it be built (by you or by someone else)?
Why now? Any tectonic shifts?
3
Outcome: one liner description of your idea
20
Fun games for friends
21
Using social design
0
to reach 1 billion users access barriers
audience 50m 100m 1Bn 500m 10m
PS3
Xbox 360
Wii
iPhone / mobile Free-to-play / online / social
Lower cost
More real
More social
More immediate
23
monetizing via micro-transactions
Scale is the new challenge
game client
game server
social graph
canvas page
Fast CDN
Secure protocol
Rest API
25
the cloud
27
Blue Ocean check: Playfish
Create a new utility
Fun from playing with friends
Eliminate distribution costs
Design for viral distribution
Reduce development costs
Release early, run as service
Raise monetization ceiling
Micro-transactions & advertising
“No battle plan ever survives contact with the ennemy” – von Moltke
28
Forecasts are usually (dramatically) wrong Keep your plan short Prototyping is key to test your ideas Timebox your development Help others visualise your solution
Planning: www.sequoiacap.com/ideas Building: must be able to hand prototype over to a test user
Build don’t plan 2
Self-expression
Competition Collaboration
31
1
redder = smarter*
* Source: 500,000 datapoints from Playfish’s hit social game ‘Who Has The Biggest Brain?’
The game is available at http://apps.facebook.com/biggestbrain
Make mistakes, and iterate
Measure Nurture Evolve
1
Think: what will your feedback loop consist of? Build: an offering capable of adapting quickly to feedback
time
+$$
-$$
Product success = create hits
Success = F (P, Q) price quantity
time
+$$
-$$
Service success = nurture hits
Success = F(α, β, γ) virality, engagement, monetization
0
10
20
30
40
50
Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08
20m
Monthly active users (millions)
12 months
0
10
20
30
40
50
55m
Monthly active users (millions)
36
50m 20 months
37
When traction, think BIG, think FAST 0
Ensure cash is not a limiting factor
Go global early – new growth model
Hire the very best people you can afford
Create constant feedback loops
Change the world
Playfish story
Oct 2007 Playfish starts in UK $3m seed 4 founders
Dec 2007 Who Has the Biggest Brain? 1st game released Sent to 100 friends
Oct 2009 12 live games 200 million games distributed 60 million monthly active users High growth, high margin
Nov 2009 Acquired by EA for $400m
2010 FIFA & MADDEN First billion $ franchises on Facebook
2008 Opened offices in US, China, Arctic Raised $18m Created great games
39
London
San Francisco
Tromsø
Beijing
The global startup
Getting ready to launch Start with a team and an attitude
Define your passion, chose your problem
Brainstorm transformative solutions
Filter your solutions down to ONE BIG IDEA
Build don’t plan
Make mistakes and iterate
When traction, think BIG, think FAST
6
5
4
3
2
1
0
Thank you!