DOCSLIB.ORG

22-23 October 2019 Bell Harbor Conference Center, Seattle

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
22-23 October 2019 Bell Harbor Conference Center, Seattle 22-23 OCTOBER 2019 BELL HARBOR CONFERENCE CENTER, SEATTLE @gamesforum Day 1 – October 22nd GOLD SPONSOR 08:00 Registration 09:00 Opening Remarks and Welcome to Gamesforum Seattle 2019 Gamesforum will make some brief opening remarks about the conference, including an outline of what to expect from both days and some much needed housekeeping. John Speakman, CEO, Gamesforum SILVER SPONSORS 09:15 Keynote: State of the Industry Panel Our opening Keynote panel will take a look at the macro trends in the industry from the past 12 months and what’s on the horizon in 2020. Moderator, Ron Segev, Partner, Segev LLP Davd Bluhm, Managing Director, Agnitio Capital David Chang, EVP, Corporate Development, Asmodee 10:00 Morning Networking Break GAMES DESIGN AND GAMES MARKETING MONETIZATION DEVELOPMENT FORUM FORUM OPENS FORUM OPENS OPENS BRONZE SPONSORS 10:30 10 Years of Angry Birds 10:30 A Year of Spending 10:30 The Big Why: How to Mobile Games Dangerously Present Game Ideas and Get The first Angry Birds game was At last year’s Gamesforum, Nathan Sellyn Buy In launched in December 2009. 10 years spoke about ‘falling on your own harpoon,’ At the heart of every game pitch is a big and 17 mobile titles later, the Angry the process of his expensive evolution idea, but what’s the best way to help your Birds brand and games are still relevant into a whale in Nintendo’s Fire Emblem audience understand your idea the way and successful. What is needed from a Heroes. This year, he returns to present you do? Your first words in pitching your brand (and the team behind it) to live another set of lessons in core and casual idea can be the difference between selling and thrive for as long as there have F2P monetization - lessons he shamefully it in the room and losing your audience on been modern touch screen mobile learned the hard way, after a year that saw the first slide. In this talk, Leanne Loombe, games? What makes Angry Birds a his spending enter quadruple-digits on not Executive Producer at Riot Games, will brand that is perfectly suited for mobile only FEH, but multiple other titles as well. discuss her keys to success in landing game games? This talk is a look into the 10 He’ll discuss the mechanics and features pitches and getting buy-in from the groups PUBLISHER PARTNER WORKSHOP SPONSOR year journey of Angry Birds mobile that successfully seduced him into (again) that matter by wrapping the pitch in the games, and how the brand and the surrendering multiple mortgage payments, player journey. games have developed, and constantly and how these inform a set of heuristics Leanne Loombe, Head of Riot Labs, Riot stayed relevant in the fast paced and and best practices that can be employed shifting mobile games market.. across (almost) any type of F2P title. Kai Torstila, Director of Marketing, Rovio Nathan Sellyn, Chief Creative Officer, Flow Motion Entertainment 11.00 The ASO and Organic 11.00 3 Steps to Align Monetization 11.00 The Multiplayer Gaming Panel Marketing Panel & Acquisition Teams With online multiplayer games dominating EXHIBITORS From Keywords to Creatives , the Ad Monetization and User Acquisition the gaming landscape, our panel explores Organic marketing panel will look at teams have traditionally operated in silos, why some games are all conquering, why the all important tricks, trends and tools with distinct objectives and KPIs, but savvy their players love them and what you needed to boost your organic traffic. gaming publishers are quickly realizing the need to be doing to sustain success. Moderator: Edmar Mendizabal, Business Warren Woodward, Chief Growth profit-generating potential of aligning this Development, i3D.net Officer, Upptic dynamic duo. Join Singular’s VP of Customer Neil Doherty, Co-Founder, Giant Enemy Crab Kristina Taylor, Head of Marketing, Strategy, Victor Savath, as he discusses 3 Cody Bye, Business Development, Vivox Magic Fuel Games steps to align monetization and acquisition in Tom Daniel, North America, GM, Multiplay Karsten Davis, Performance Marketing order to acquire more users that generate Dr Kimberley Voll, Co-Founder, Stray Bombay Manager, Mobilityware higher ROI and revenue. Justin Lippert, Principal Game Designer, Aykut Karaalioglu, CEO, SearchAds.com Victor Savath, VP, Customer Strategy, Midwinter Entertainment Tyler Schroeder,Creative Director, Singular Labs A Thinking Ape Day 1 – October 22nd Day 1 – October 22nd GAMES GAMES GAMES MARKETING DESIGN AND GAMES MARKETING DESIGN AND MONETIZATION MONETIZATION FORUM DEVELOPMENT FORUM FORUM DEVELOPMENT FORUM FORUM FORUM 12:00 Working with an External 11:30 The F2P Monetization Panel 12:00 Your Game is a Social 14:00 The User Acquisition Panel 14:30 User-level, holistic LTV is 14:00 Crystal Ball: Predicting the ASO Agency From Brand Ads to IAPs, this panel takes Network Our panel will examine current trends finally here and is an absolute Future of Game Co-Development in the paid acquisition space, where Panelists will facilitate a discussion with both In this fireside chat, Jami Wardman a warts and all look at monetizing your game-changer In this talk, Selcuk Atl, CEO of Bunch, to put your marketing dollars, best- Publishers/Developers and Service Providers from Lab Cave and Josh Chandley F2P game, what best-practice looks Join Offer and Doron as they explain will share insights and best practices practice techniques and building a team about what it might look like to co-develop from WildCard Games (a local game like? Striking the right balance between how AI-driven user segmentation allows a game in the future - three, five, ten years revenue and retention and continuing to on how great games can drive for success developers to identify behavioral patterns developer from Bellevue) will discuss Randy Waxman, CEO, Blind Ferret down the road. Prompts may include: deliver the player experience. social network level engagement, to segment users into clusters. In turn, • How will virtual machines and AI the challenges of ASO a team can face Faith Price, Head of User Acquisition, by bringing players back more often publishers can optimize overall revenue technology change the way we when they are on their own, how to stay Moderator: Nancy Peters, Director of DoubleDown Interactive up to date on ASO changes, what has Business Development, Chocolate with their friends. by intelligently limiting or increasing approach co-development? Yiannis Alexopoulos, Performance • How will the consolidation of service been gained (or lost) by working with Jake Rothman, Director of New Supply Selcuk Atli, CEO, Bunch.live ads shown to those unlikely or likely to Marketing Director, Next Games providers impact the way we approach an external partner, and the difficulties Partnerships, Smaato spend money in-game. By combining Daniel Todd, CEO, Influence Mobile IAP data with user-level ad revenue data, co-development? agencies face when working with clients. Nishant Ghaiy, Director of Supply Sales, Fyber Chris Hoyt, Chief Growth Officer, • How do we tap into the best talent Jami Wardman, Business Development, publishers have user-level, holistic LTV Kevan O’Brien, Marketing Director, LBC Studios Target Circle around the globe? Lab Cave Games & Josh Chandley, COO, Cristian Radulesco, Director of Design and and can control the frequency of who, • Where are there untapped talent pools Wildcard Games Monetization, Gameloft when, how much and which ad unit is and how do we connect with them to Josh Rubenstein, Product Lead, A Thinking Ape shown--ultimately helping publishers run build great games? UA to optimize for both IAP as well as Moderator: Lauren Freeman, Director, ad revenue. Worldwide External Development, EA 12:30 Lunch Break Offer Yehudai, President, Fyber Kassi O’Connor, Outside Services Director, Glu and Doron Kagan, Co-Founder & CEO, Esteban Lora, Senior Executive Partners and Alliances, Microsoft Game of Whales 13:30 How to adapt creatives 13:30 Why Game Systems Work 13:30 Being Epic: An Indie Jeff Pobst, CEO, Hidden Path Entertainment, Inc. within each ad network placement? – An Exploration of Live-Ops Developer’s Guide to the Ninel Gruyner, CEO, Devoted Studios Given consumer attention spans, Success and Failure Epic Ecosystem the concept of “one creative fits all” is no This panel will discuss success and failure Epic Games is dedicated to supporting 15:00 Maximizing success & 15:00 The CAPS Approach 15:00 Building Better Worlds longer an effective ad strategy. in live-ops games, as well as some key game developers of all types and sizes. limiting cannibalization within a to Monetization through Game Culturalization Based on ever-changing consumption learnings from major titles, with an In addition to Unreal Engine, Epic F2P franchise With a variety of complex and meaningful With over 30 years of experience in digital habits, marketers and advertisers must emphasis on data, design and psychology. provides a number of ancillary resources In today’s market of free-to-play gaming optimizations, like header bidding, media as a geographer and culturalization adjust their creative to match the John Smith, Microsoft Playfab that are of great value to independent and the games-as-a-service model, it can mediation, merchandising, dynamic pricing, strategist, and 26+ years in games, Kate respective platform they leverage. In Sean Michael, Senior Insights Manager, game developers everywhere. In this be a risk to launch a sequel as an attempt and many others, the mechanics of Edwards has been involved in the creation addition, creatives must be relevant to the 343 Industries of many games, including major titles such as presentation, Epic’s Christian Allen will to prolong the lifecycle of a product and monetization can be incredibly complex. identified target audience, vs consumers Jeremy Sherette, Senior Manager, Digital Halo, Fable, Age of Empires, Mass Effect, Call of explore Epic Mega Grants, Epic Online brand.
Load more

Recommended publications
  • Xbox Security
    Xbox Security The Xbox is a sixth generation video game console produced by Microsoft Corporation. It was Microsoft's first foray into the gaming console market, and competed directly with Sony's PlayStation 2 and the Nintendo GameCube. It was released on November 15, 2001 in North America, February 22, 2002 in Japan, and March 14, 2002 in Europe and Australia. It is the predecessor to Microsoft's Xbox 360 console. The remarkable success of the upstart Sony PlayStation worried Microsoft in late 1990s. The growing video game market seemed to threaten the PC market which Microsoft had dominated and relied upon for most of its revenues. Additionally, a venture into the gaming console market would diversify Microsoft's product line, which up to that time had been heavily concentrated on software. The Xbox was Microsoft's first product that ventured into the video game console market, after having collaborated with Sega in porting Windows CE to the Dreamcast console. Notable launch titles for the console included Halo: Combat Evolved, Amped: Freestyle Snowboarding, Dead or Alive 3, Project Gotham Racing, and Oddworld: Munch's Oddysee. Development The Xbox was initially developed within Microsoft by a small team that included game developer Seamus Blackley (an agent with Creative Artists Agency representing video game creators). Microsoft repeatedly delayed the console, which was revealed at the end of 1999 following interviews of Microsoft CEO Bill Gates. Gates stated that a gaming/multimedia device was essential for multimedia convergence in the new times of digital entertainment. On March 10, 2000 the "X-box Project" was officially confirmed by Microsoft with a press release.
    [Show full text]
  • Vintage Game Consoles: an INSIDE LOOK at APPLE, ATARI
    Vintage Game Consoles Bound to Create You are a creator. Whatever your form of expression — photography, filmmaking, animation, games, audio, media communication, web design, or theatre — you simply want to create without limitation. Bound by nothing except your own creativity and determination. Focal Press can help. For over 75 years Focal has published books that support your creative goals. Our founder, Andor Kraszna-Krausz, established Focal in 1938 so you could have access to leading-edge expert knowledge, techniques, and tools that allow you to create without constraint. We strive to create exceptional, engaging, and practical content that helps you master your passion. Focal Press and you. Bound to create. We’d love to hear how we’ve helped you create. Share your experience: www.focalpress.com/boundtocreate Vintage Game Consoles AN INSIDE LOOK AT APPLE, ATARI, COMMODORE, NINTENDO, AND THE GREATEST GAMING PLATFORMS OF ALL TIME Bill Loguidice and Matt Barton First published 2014 by Focal Press 70 Blanchard Road, Suite 402, Burlington, MA 01803 and by Focal Press 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Focal Press is an imprint of the Taylor & Francis Group, an informa business © 2014 Taylor & Francis The right of Bill Loguidice and Matt Barton to be identified as the authors of this work has been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.
    [Show full text]
  • Score Pause Game Settings Fire Weapon Reload/Action Switch Weapo
    Fire Weapon Reload/Action ONLINE ENABLED Switch Weapons Melee Attack Jump Swap Grenades Flashlight Zoom Scope (Click) Throw Grenade E-brake (Warthog) Boost (Vehicles) Crouch (Click) Score Pause Game Settings Get the strategy guide primagames.com® ® 0904 Part No. X10-96235 SAFETY INFORMATION TABLE OF CONTENTS About Photosensitive Seizures Secret Transmission ........................................................................................... 2 A very small percentage of people may experience a seizure when exposed to certain visual images, including flashing lights or patterns that may appear in video games. Even people who Master Chief .......................................................................................................... 3 have no history of seizures or epilepsy may have an undiagnosed condition that can cause these Breakdown of Known Covenant Units ......................................................... 4 “photosensitive epileptic seizures” while watching video games. These seizures may have a variety of symptoms, including lightheadedness, altered vision, eye or Controller ............................................................................................................... 6 face twitching, jerking or shaking of arms or legs, disorientation, confusion, or momentary loss of awareness. Seizures may also cause loss of consciousness or convulsions that can lead to injury from Mjolnir Mark VI Battle Suit HUD ..................................................................... 8 falling down or striking
    [Show full text]
  • Oral History of Ed Fries
    Oral History of Ed Fries Interviewed by: Dag Spicer Recorded: May 6, 2014 Mountain View, California CHM Reference number: X7162.2014 © 2014 Computer History Museum Oral History of Ed Fries Dag Spicer: So we're here today on May 6, 2014, with Ed Fries from Microsoft, and various other ventures, but [now] in [his] post-Microsoft life. And, Ed, welcome to the Computer History Museum. Ed Fries: Thanks. It's good to be here. Spicer: Really glad to have you here today. Can you tell us a bit about your early years, where you grew up, where you went to school, that kind of thing? Fries: Yeah, sure. So I grew up outside Seattle, [a] town called Bellevue. My mom and dad both moved out from the East Coast to work for Boeing, so Bellevue is kind of the engineer’s town at Boeing. So everything was Boeing back then. It was the biggest employer. And so, yeah, that's where I grew up. Spicer: Were your parents technically oriented or-- Fries: Yeah, they're both technical. Yeah. My dad was an electrical engineer, and my mom was a chemical engineer. Spicer: Wow. Fries: Yeah, so they met at Bucknell [University] and then both ended up getting hired by Boeing and moving out here. Spicer: That's great. So tell me how they influenced you, then. Having two engineers as parents must have had some kind of influence. Fries: Yeah, it gets worse actually, because my mom quit her job when she had the kids, and then when I was in sixth grade, she went back to school, back [to the] University of Washington, and got a master's [degree] in computer science and then went to work at DEC, Digital Equipment Corporation, as you know.
    [Show full text]
  • Express Evaluate Exhibit Engage
    Middle School Modules engage express evaluate exhibit ModuleTable 1: This of Contents is Senseless Module 1: This is Senseless Table of Contents ABOUT THIS MODULE 3 ACADEMIC VOCABULARY 4 REQUIRED MATERIALS 6 EVENT PLANNER 11 MONDAY: SENSES IN THE WORKS 12 TUESDAY: SENSORYMANIA 30 WEDNESDAY: I’VE GOT A FEELING 47 THURSDAY: EXTRAORDINAIRY SENSES 63 FRIDAY: COMMUNITY SHARING EVENT 72 engage express exhibit evaluate2 2 of 40 Module 1: This is Senseless About This Module This module focuses on the human senses, both traditional and some that are lesser known. Throughout the week, topics will focus on how Objective the senses work in the body and how they can be adapted to our appliances. How do the senses detect energy? How can we make our senses stronger? What if our senses became interconnected so we could smell sounds or taste colors? Driving Questions What kind of sixth sense would you like to develop? Is there a technology that acts in place of eyes/mouth to prepare the sense? Products of the SENSOR’d Appliance Design Week Community SENSOR’d Appliance Expo Sharing Event Our bodies are equipped to sense all kinds of energy–we can feel electric shocks in our fingertips, hear how much energy a sound wave possesses, and even smell energy in the form of food. But how might we perceive energy differently if we had no senses, a sixth sense, or Introduction recombined the senses we already have? This week we’ll work in teams to explore this year’s theme of “Energy of the Future” and create ideas for new inventions that use our senses in ways we’ve never used them before.
    [Show full text]
  • Halo: Combat Evolved
    Left trigger: Right trigger: Throw Grenade Fire/Charge Weapon Move/ Crouch Move Turn/Aim Scope Zoom Go Back Pause Menu Flashlight On/Off Switch Grenade Switch Weapon Melee Attack Pick Up/Swap/ Jump Reload Weapon Perform Action Move Left Thumbstick, D-pad Turn/Aim Right Thumbstick Crouch Left Thumbstick Button, press in Fire Weapon Right Trigger Charge Weapon Right Trigger hold, then release to fire Throw Grenade Left Trigger Scope Zoom Right Thumbstick Button, press in Pause Menu START Button Go Back BACK Button 0901 Part No. X08-54602 m Safety Information CONTENTS About Photosensitive Seizures Using the Xbox Video Game System 2 A very small percentage of people may experience a seizure when exposed to certain visual images, including flashing lights or Using the Xbox Controller 3 patterns that may appear in video games. Even people who have Using the Xbox Controller 3 no history of seizures or epilepsy may have an undiagnosed condition that can cause these “photosensitive epileptic seizures” The Story So Far 4 while watching video games. The Main Screen 6 These seizures may have a variety of symptoms, including lightheadedness, altered vision, eye or face twitching, jerking or shaking of arms or legs, disorientation, confusion, or momentary Loading and Saving Games 7 loss of awareness. Seizures may also cause loss of consciousness or convulsions that can lead to injury from falling down or striking The Pillar of Autumn and Its Crew 8 nearby objects. Immediately stop playing and consult a doctor if you experience The Covenant 10 any of these symptoms. Parents should watch for or ask their children about the above symptoms—children and teenagers are Fighting the Enemy more likely than adults to experience these seizures.
    [Show full text]
  • Washington Interactive Network Impact Study 2016
    December 2016 Community Attributes Inc. tells data-rich stories about communities that are important to decision makers. Sponsored by President & CEO Chris Mefford OneRedmond City of Redmond Analysts City of Bellevue Spencer Cohen, PhD Economic Development Council of Seattle & King County Michaela Jellicoe City of Kirkland Alexandra Streamer Eric Viola Design Maureen McLennon Community Attributes Inc. 1411 Fourth Ave, Suite 1401 Seattle, Washington 98101 www.communityattributes.com EXECUTIVE SUMMARY In 2007, Community Attributes Inc. (CAI) was Cluster support industries include a distribution commissioned to conduct an Interactive Media network to deliver games to the consumer, professional Industry Assessment. The purpose of the original study services such as banking, financing, real estate, venture was to provide a knowledge foundation that could be capital, legal advising and information and used to grow businesses and economic activity within communications technology (ICT) infrastructure. Most the interactive media cluster throughout Washington importantly, the cluster is supported by a talented state. CAI updated this study in 2012, and again in workforce and the education and research institutions 2014 to assess the changes that had occurred over time. that back that workforce. In 2016 the Washington Interactive Network (WIN) commissioned an update to the previously conducted The cluster is comprised of an estimated 423 studies to assess the cluster’s growth in jobs and companies, including more than 40 companies working business, as well as new trends in the industry with a in the burgeoning virtual and augmented reality field. particular focus on the growing Virtual Reality (VR) Washington’s interactive media firms employed an and Augmented Reality (AR) segments of the cluster.
    [Show full text]
  • Score Pause Game Settings Fire Weapon Reload/Action Switch Weapo
    Fire Weapon Reload/Action ONLINE ENABLED Switch Weapons Melee Attack Jump Swap Grenades Active Camo Zoom Scope (Click) Throw Grenade E-brake (Warthog) Boost (Vehicles) Crouch (Click) Score Pause Game Settings Get the strategy guide ™ primagames.com® 0904 Part No. X10-73320 SAFETY INFORMATION TABLE OF CONTENTS About Photosensitive Seizures Report on the Atrocity at Halo ........................................................................ 2 A very small percentage of people may experience a seizure when exposed to certain visual Updated Intelligence on Human Weapons and Tactics ........................ 3 images, including flashing lights or patterns that may appear in video games. Even people who have no history of seizures or epilepsy may have an undiagnosed condition that can cause these Our Numbers Deployed on the Human World ......................................... 4 “photosensitive epileptic seizures” while watching video games. These seizures may have a variety of symptoms, including lightheadedness, altered vision, eye or Controller ............................................................................................................... 6 face twitching, jerking or shaking of arms or legs, disorientation, confusion, or momentary loss of Sangheili Battle Suit ........................................................................................... 8 awareness. Seizures may also cause loss of consciousness or convulsions that can lead to injury from falling down or striking nearby objects. Battle Tactics .........................................................................................................
    [Show full text]
  • Grabbed by the Ghoulies Is Split Into Chapters
    l+r Auto-center Camera r Rotate Camera B Discard Temporary Weapon l Rotate Camera L Move APick Up Weapon/ Advance Text R Attack > Pause Game/Skip Story Get the strategy guide primagames.com® 0903 Part No. X09-93065 About Photosensitive Seizures A very small percentage of people may experience a seizure when The Story . 2 exposed to certain visual images, including flashing lights or patterns that may appear in video games. Even people who have no history of seizures or epilepsy may have an undiagnosed condition The Characters . 4 that can cause these “photosensitive epileptic seizures” while watching video games. These seizures may have a variety of symptoms, including Getting Started . 6 lightheadedness, altered vision, eye or face twitching, jerking or shaking of arms or legs, disorientation, confusion, or momentary loss of awareness. Seizures may also cause loss of consciousness or The Controller . 8 convulsions that can lead to injury from falling down or striking nearby objects. Immediately stop playing and consult a doctor if you experience any Screen Display . 10 of these symptoms. Parents should watch for or ask their children about the above symptoms-children and teenagers are more likely than adults to experience these seizures. Playing the Game . 12 The risk of photosensitive epileptic seizures may be reduced by sitting farther from the television screen, using a smaller television screen, playing in a well-lit room, and not playing when you are Challenges . 18 drowsy or fatigued. If you or any of your relatives have a history of seizures or Items and Secrets . 20 epilepsy, consult a doctor before playing.
    [Show full text]
  • Retro Game Programming Copyright © 2011 by Brainycode.Com
    Retro Game Programming Copyright © 2011 by brainycode.com Retro Game Programming How this book got started? ................................................................................................. 4 Introduction ......................................................................................................................... 5 What is a retro game? ..................................................................................................... 6 What are we trying to do? ............................................................................................... 7 What do you need?.......................................................................................................... 8 What should you know?.................................................................................................. 9 What‘s the plan? ............................................................................................................. 9 Chapter 1: The Early History of Video Games ................................................................. 11 Just Having Fun ............................................................................................................ 12 A germ of an idea ...................................................................................................... 12 The First Pong Game ................................................................................................ 12 Spacewar! .................................................................................................................
    [Show full text]
  • Xbox on the Mind Microsoft Is Scoring Mind Share, but It Must Make One More Deal to Have a Shot at Winning the Console War
    001-12_GIN _04.te.qxd 2/18/04 11:39 AM Page 1 VOLUME 1, ISSUE 4; FEBRUARY 20, 2004 Xbox on the Mind Microsoft is scoring mind share, but it must make one more deal to have a shot at winning the console war “People are acting like our desire to make to conferences, hand out fliers, talk to important it is for Microsoft to play well a profit on a product we sell is some sort influencers. There’s absolutely nothing with others in the console space than those of unforgivable sin.” organic about this.” in the PC space. Microsoft has bet heavily on online gaming as a strong selling point That’s a Microsoft executive whom But such PR campaigns are successful of the Xbox, and the company is making we’ve known since before Bill Gates made only if there’s an audience ready to accept steady progress in attracting subscribers, his first billion. He’s worked on all sorts of them. “People are throwing all sorts of but Xbox Live will not be sustainable until projects for Redmond since the 1980s, and money at our culture,” says Kevin Liles, Microsoft makes a deal to include the enor- he’s furious about the response to early who stepped down as president of hip-hop mously popular Electronic Arts games on news about Xbox Next. “People don’t even stalwart Def Jam earlier this month as part the system. Online isn’t the only key, know what it’s going to be, and already of the Lyor Cohen/L.A.
    [Show full text]
  • SWP 4046 Michael A
    Software Business Entrepreneurship Lessons from Bill Gates and Microsoft SWP 4046 Michael A. Cusumano MIT Sloan School of Management Fuji Conference, January, 1998 Revised Draft: December 10, 1998 Introduction Established in 1975, Microsoft is now the largest company in the world specializing in computer software, with some 27,000 employees and annual revenues of exceeding $11 billion in 1997 (Table 1). Microsoft has grown by skillfully moving from one software mass market to another. The company started by selling programming languages for a new PC kit, and then built an operating system (MS-DOS) for IBM and then other computer equipment manufacturers. It gradually entered a variety of applications markets and sold products directly to retail stores. Today, Microsoft dominates various PC software markets throughout the world. It has a market share of around 90 percent in operating systems (Windows and Windows NT), and this has provided the company with an enormous revenue stream for many years. But Microsoft has also learned how to develop applications programs, and builds more than 200 software products. In addition, the company has an Internet portal business and is rapidly increasing its presence in the Internet software (browser and server) markets, where it entered late but now has a market share of approximately 60 percent in browsers (Cusumano and Yoffie, 1998). In fact, Microsoft continues to grow at an astounding pace for a large firm (see Table 1). The company has also created incredible wealth: Microsoft's market valuation in 1998 reached approximately $300 billion. Bill Gates is frequently listed as the richest individual in the world, with a net worth (mostly Microsoft stock) of more than $50 billion.
    [Show full text]