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Marketing 2.0 JEDE AUSGABE MIT FIRMENREGISTER UND PRAKTIKUMSBÖRSE 06/2010 € 6,90 MAGAZIN FÜR SPIELE-ENTWICKLUNG UND BUSINESS-DEVELOPMENT magazin MARKETING 2.0 MINIMALE MITTEL, MAXIMALE AUFMERKSAMKEIT: WIE IHRE SPIELE FACEBOOK, USER-RATINGS UND GAMESTAR EROBERN PROJEKTMANAGEMENT PROGRAMMIERUNG GAME DESIGN DIE FÜNF ERFOLGSFAKTOREN WIE BIGPOINT DIE PERFORMANCE TUTORIALANALYSE VON SECHS VON SPIELEPRODUKTIONEN VON DARK ORBIT OPTIMIERT HAT GROSSEN FACEBOOK-SPIELEN gs_sh_mg_06_2010_Titel 1 19.10.10 12:38 gs_sh_MG_06_Playgenic.indd 1 11.10.10 10:56 Editorial Start Making Games Zurück in die Zukunft Neuer Stoff für Theorie und Praxis Heiko Klinge Genau fünf Jahre sind seitdem vergangen. Fünf Jahre, in denen sich viel verändert hat: der end- W ir schreiben den November 2005: Die gültige Durchbruch für Online-Magazine, der Zweitausgabe unseres Entwicklermaga- Siegeszug der sozialen Netzwerke oder auch das ist Chefredakteur vom zins verlässt die Druckerei und macht sich auf Comeback der Indie-Developer. Insofern fanden Making Games Magazin. den Weg zu unseren Lesern – damals nur ein wir es nicht nur aus nostalgischen, sondern paar Hundert, die uns auf Anhieb ihr Vertrauen auch aus praktischen Gründen ganz passend, www geschenkt haben. Feedback auf unser neues Ba- Markus erneut um einen Artikel zu seinem Lieb- by ist rar, im Redaktionsteam herrscht deshalb lingsthema »PR-Material« zu bitten. Das gerade- makinggames.de immer noch eine gewisse Unsicherheit: Kommt zu monumentale Ergebnis finden Sie im Rah- Immer wenn Sie diesen Hinweis bei einem Artikel sehen, möchten wir unser Heft in der Branche an? Wie relevant sind men unserer Titelstory »Marketing 2.0« auf den Sie auf ergänzende oder vertiefende unsere Themen? Doch am Erscheinungstag der Seiten 14 bis 21. Außerdem liefern wir praktische Informationsangebote unseres On- Ausgabe 02/2005 klingeln plötzlich sämtliche Tipps für Ihre nächste Facebook-Kampagne (Sei- line-Portals aufmerksam machen. Redaktionstelefone und fegen die Zweifel auf te 10) sowie eine spannende Case Study zum einen Schlag beiseite. Das lang ersehnte positive XBLA-Titel Aqua (Seite 22). Feedback kommt jedoch aus einer gänzlich un- Und falls Sie noch tiefer in der Praxis einstei- erwarteten Richtung: Am Apparat sind weder gen wollen, möchten wir Ihnen unser nächstes Programmierer, noch Grafiker oder Game Desi- Making Games Powerseminar ans Herz legen. gner, sondern Agenturen, Producer, PR- und Am 18. November wird der Social-Media- und Marketing-Manager. Die wenigsten von ihnen PR-Experte Thomas Zorbach (Geschäfstführer kennen unser Heft, aber alle haben sie über mehr von vm-people) acht Stunden lang alles Wis- oder weniger Umwege von diesem einen Artikel senswerte über »Virales Marketing« und »Alter- gehört, den sie unbedingt als PDF brauchen. Ob- nate Reality Games« vermitteln. Weitere Infos jekt der Begierde ist der Beitrag »Chance Presskit« zu Referent, Themen und Anmeldung finden Sie (siehe rechts), geschrieben vom heutigen Game- entweder auf Seite 69 oder unter Pro-Chefredakteur Markus Schwerdtel. In seinem makinggames.de/powerseminar Die Resonanz auf diesen Artikel skizziert Markus, was Entwickler beim Artikel brachte uns damals die Anfertigen von Screenshots und Videos beach- Viel Spaß beim Lesen und Werben! Gewissheit,dass unser neues Baby ten sollten, um ihre Spiele in den Medien best- nicht nur überleben, möglich platzieren zu können. Die überwälti- das Team von Making Games sondern auch etwas gende Resonanz auf diesen Artikel brachte uns bewirken kann. damals die endgültige Gewissheit, dass unser neues Baby nicht nur überleben, sondern auch etwas bewirken kann. Making Games Magazin 06/2010 3 MG0610_R_Edi.indd 3 20.10.10 16:19 Inhalt 06/2010 Inhalt 80 Ein Tag bei ... Black Rock Studios. 48 Wie Sie mehr Performanz aus Ihren Flashgames holen. 10 Facebook, Twitter & Co. effektiv nutzen. 79 Was macht Steve Meretzky? 14 Was gehört in eine Pressemappe – und was auf keinen Fall? 38 Der Aufbau des Spielkonzepts – Teil 4 unseres Workshops. Branche Titelstory Marketing 2.0 06 Branche / Köpfe 10 Best Practice Bemerkenswertes aus der Branche Social Media Marketing von Christian Egli und Oliver Chudy 07 Eventkalender Wichtige Branchenveranstaltungen 14 Best Practice PR-Material 2.0 08 Passiert auf makinggames.de von Markus Schwerdtel Interessantes aus dem World Wide Web Case Study Making Games Tools 22 09 Marketing für Xbox LIVE Arcade Games Die Meinung der Profis zu wichtigen Updates von Frank Holz Rubriken Grafik 03 Editorial 24 Making-of Asset-Erstellung für Crackdown 2 von Bleick Bleicken 79 Was macht eigentlich ... Steve Meretzky? 80 Ein Tag bei … Black Rock Studios 82 Vorschau 82 Impressum 4 Making Games Magazin 06/2010 gs_sh_mg_004 4 20.10.10 13:51 Inhalt 42 Worauf es in den ersten fünf Spielminuten ankommt. 24 Der zweite Teil unseres Crackdown 2 Post Mortems. 64 Multi-Touch für Computerspiele. 54 Psychotoxic liegt in den Läden. 28 Die fünf Erfolgsfaktoren (Silver Bullets) von Spieleproduktionen. 34 Wie CipSoft Angriffe auf das Spiel Tibia abwehrt. Entwicklung Business 28 Projektmanagement 51 Recht (Serie) Erfolgsfaktoren in der Spiele-Entwicklung Entwicklungsverträge 24 von Benedikt Grindel und Christopher Schmitz von Claas Oehler 34 Case Study Sicherheit in Online-Spielen 54 Post Mortem (Serie) von Stephan Börzsönyi Psychotoxic: Chronik einer Odyssee von Frank Fitzner 38 Workshop (Serie) Von der Idee zum Konzept von Daniel Dumont 57 Konferenz Browsergames Forum 2010 von Heiko Klinge 42 Game Design Tutorials in Social Games von Aki Järvinen 58 Essay Turning the digital page von Jan Rothenberger 48 Programmierung Performanzoptimierung bei Flash Games im Browser 60 Finanzierung Quo vadis Gamesfonds? von Nurdogan Erdem von Dr. Benedikt Wemmer Campus Märkte 62 Interview Im Gespräch mit Gary Whitta 73 Marktforschung von John Gaudiosi GameStar- und GamePro-Leserdaten von Yassin Chakhchoukh 64 Forschung Multi-Touch Gaming mit XNA von Marc Herrlich, Benjamin Walther-Franks 74 Firmenregister Die Branche im Überblick und Daniel Weidner 70 Ausbildung Praktikumsbörse Making Games Magazin 06/2010 5 gs_sh_mg_005 5 20.10.10 13:51 www Branche | Köpfe makinggames.de aktuelle News und Gerüchte EIGA, GAMEplaces & Talents Z wei Tage, drei Events: Die Wirtschafts- tern dennoch bewährt und soll auch im näch- förderung Frankfurt hat sich im Oktober sten Jahr beibehalten werden. für die deutsche Games-Branche unbestritten mächtig ins Zeug gelegt. Zum einen mit der Ent- EIGA: Namen wie »Cloddy«, »Gabarello« sowie wicklerkonferenz GAMEplaces International, »The Path« dürften nur absoluten Branchenin- die sich am 15. Oktober dem Schwerpunkt-The- sidern etwas sagen. Und doch handelt es sich ma »Games meet Finance« widmete. Zum ande- um absolut bemerkenswerte Games-Projekte, ren mit der dritten Verleihung der European In- die bei der Verleihung der European Innovative novative Game Awards (EIGA) im Congress Cen- Game Awards völlig verdient Auszeichnung, ter der Messe Frankfurt. Auch Making Games Aufmerksamkeit und nicht zuletzt je 10.000 hat beim Ins-Zeug-legen ein wenig mitgeholfen Euro Förderung erhalten haben. Es ist auch die- und am 16. Oktober auf unserem Recruiting se große Bühne für die Kleinen, die den Award Event Making Games Talents 150 Jobsuchende wieder einmal zu etwas Besonderem gemacht mit 8 Entwicklerstudios zusammengebracht. haben. Die Preisträger: GAMEplaces International: Weg von der Genera- Innovative Technology, Hauptpreis: CryEngine 3 listen-Konferenz, hin zu einem monothema- (Crytek) und Kinect (Microsoft) tischen Spezialisten-Treffen, das Games- und Fi- Innovative Technology, Förderpreis: Cloddy nanzbranche zusammen bringen soll. Rund 100 (ByteTheBytes) Teilnehmer diskutierten über Finanzierungs- Innovative Game Design, Hauptpreis: Limbo Themen und lauschten fast durchweg interes- (Playdead) santen Vorträgen von Jon NEVERDIE Jacobs Innovative Game Design, Förderpreis: The Path (»Making the Real cash in a Virtual Economy«) (Tale of Tales) oder Nick Button-Brown von Crytek (»Building Innovative Application Methods and a Global Business«). Schade nur, dass trotz des Environments, Hauptpreis: Houthoff Buruma – Standortes Frankfurt kaum Vertreter der Finanz- The Game (Ranj Serious Games) branche anwesend waren, der gewünschte Net- Innovative Application Methods and working-Effekt blieb damit größtenteils aus. Environments, Förderpreis: Gabarello Das neue Konzept habe sich laut den Veranstal- (Cornelius Müller) Heiko Klinge Patrice Désilets baut neues THQ-Studio in Montreal auf S eit Monaten ein Gerücht, am 19. Okto- President Danny Bilson ab dem Sommer 2011 ei- ber offiziell bestätigt: Patrice Désilets, ne neue IP für THQ entwickeln. »Mit Patrice Dé- ehemals Ubisofts Creative Director von silets haben wir einen großartigen Gewinn ge- »Assassin’s Creed« und »Prince of Persia: The macht. Entwickler wie er helfen uns, neue Mar- Sands of Time«, wurde von THQ verpflichtet ken aufzubauen und fokussiert zu bleiben«, so und soll in Montreal ein neues Studio mit 400 Bilson. THQs erklärtes Ziel sei es, auch weiterhin Mitarbeitern aufbauen. die kreativsten Köpfe der Branche an zentralen Vor einigen Monaten verkündete Désilets Standorten zu konzentrieren und überraschend seinen Abschied von Ubisoft – neue IPs aufzubauen. In diesem Zuge ein Angebot von THQ sei bereits damals der ließ THQ verlauten, dass man sich Grund gewesen, so wurde gemunkelt. Mit sei- auch für Großbritannien ein wei- nem neuen Studio wird er laut Executive Vice teres großes Studio vorstellen könne. 6 Making Games Magazin 06/2010 gs_sh_mg_006 6 20.10.10 14:34 Branche | Köpfe
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