Staying competitive when your brand new thing becomes the same old thing susana meza
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Susana Meza Graham is the COO of Paradox Interactive, a company that publishes strategy games. Over the past decade, Paradox has seen significant growth in revenue and a shift to digital distribution, with digital downloads now representing 92% of PC game sales. Paradox has also increased its creative control over its intellectual properties and grown its community engagement through YouTube, Twitch, and registered player accounts. Meza Graham outlines Paradox's focus on increasing direct reach to gamers, loyalty through community engagement and transparency, and return on investment through creative control and organic growth.
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Staying competitive when your brand new thing becomes the same old thing susana meza
- 2. Susana Meza Graham COO – Paradox Interactive • Marketing/PR • Publishing • Digital distribution • US office • Organizational growth • Organization Operations & Leadership
- 3. Intro • Significant events and results • Explore common denominators • Wrap up • Questions?
- 4. Paradox Publishing 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Community Development & Fan interaction
- 5. Total Revenue & Annual Growth
- 7. Paradox Digital Distribution 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Community Development & Fan interaction
- 8. Paradox digital penetration 20010162 DIGITAL DISTRIBUTION NON-DIGITAL DISTRIBUTION
- 9. Digital download represents 92% of all PC game sales (by volume) around the world* Source: PCR / DFC Intelligence
- 10. Paradox Creative Control & Direct Access 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Community Development & Fan interaction
- 11. Share of own IPs in Publishing Portfolio 25% 33% 47% 50% 82% 83% 100% 80% 60% 40% 20% 0% 2008 2009 2010 2011 2012 2013
- 12. Some stats Studios: 4 Youtube: 33 M + views Twitch: 9 M + views Paradox Accounts: 1.7 + M registered players
- 13. Customer focus Strong community = strong company
- 14. Need # 1 Increase our direct reach to our gamers 1. Identify and stick to your target audience and focus on opportunities to dominate the space they are in. 2. Remove as many individual obstacles as possible between yourself and the ability for your customers to pay for your game.
- 15. Need # 2 Increase our gamers loyalty 1. Make it worth their while to stick with you in the long run. 2. Share your business strategies and offer options for them to voice their opinion. 3. Show your true colors, gamers want to engage with your persona, not your corporation – if you don’t have a story, create one. 4. Create a variety of channels to let your customers interact with you.
- 16. Need # 3 Increased creative control and return on investment 1. The larger the risk you take, the larger the potential upside (typically). Explore your options. 2. Find your unique selling point. Experience and expertise gives you more influence and weight. 3. Start from where you are today, not where you want to be tomorrow, and rely on organic growth to close that gap.
- 17. Wrap up 1. Follow your convictions, and trust what you see. Just because trend analysts say something is dead or over, doesn’t mean they are right . 2. Stay the course and focus on removing as many obstacles as possible along the way 3. Aim to dominate – better to be a big fish in a small pond than a small fish in a giant pond