At the Game Tech event last week, a panel was put together to speak generally about issues our industry will face in the coming years.
The panel consisted of Edward Fong (MD of Ubisoft Australia & New Zealand), Philip Earl (Executive VP of Activision USA), Ian Livingstone (Life President of Eidos UK) and Robb Beeston (Head of Disney Online Studios Asia Pacific).
Fong asserted that it was publishers' responsibility to ensure that content was available wherever and whenever consumers demanded it, speaking on the topic of smartphones and tablets, stressing agility being key to remaining in business during tough times.
Discussing the role retail can play in the digital market, Earl employed some optimism, sharing his views with Livingstone that these were good times for gaming in general. He stressed the need to embrace the 'power of and' to use new technology and new distribution methods to create a stronger branding message.
Beeston stressed the importance of getting the business models right in each new digital product, saying that was key to successfully extending a brand into the digital sector. He admitted that a lack of physical product was still a roadblock, but pointed to Incomm as a great example of someone utilising the retail / digtial crossroads well.
Earl then backed the importance of retail by pointing to the culture of enthusiasm generated by store managers as playing a key role in promotion of digital content generally.
When the topic of local pricing came up, Fong suggested that publishers needed to keep a close eye on the market forces which drive pricing, and said that Ubisoft's pricing was making a statement.
The panel concludes with Earl saying he didn't see a way to maintain the essence of the Call of Duty brand as a casual, social game, stressing the need to make sure the IP fits the platform.
This panel took place at the Game Tech event in Sydney's Luna Park on 19th June.
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