Table of Contents Executive summary 2 company overview 3

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Red Kelly Productions

a digital production studio

Copyright Eirplay ©. All Rights Reserved 2011

Table of Contents

Executive summary 2


Target Market 3

Objectives 4

Dynamo 5

Description 5

Market Comparison 7









Executive summary

Target Market: European mobile entertainment market (currently €255million, forcast to grow to over €3 billion by 2005 (Analysis Research Report).

Market segment: mobile game aggregators / mobile entertainment portals
Our sales strategy is to bypass mobile operators and sell to mobile portals and other publishers. This means lower margins, but substantially higher volumes

The games industry has become a mass-market media format and there is increase convergence between games and other media products such as film and TV. Game developers are struggling to deliver games that can satisfy their new audience. The first product from ‘Red’ Kelly will be a game title that meets the needs of games industry as it attempts to consolidate it’s mass-market position. The game will be a 3D action adventure game set in an ‘alternative’ prehistoric. Besides the profit from the game, there will be very strong licensing potential for the central character.

The game will take approx 18 months to develop and will need of 17 to produce it (5 software engineers, 5 graphic artist, 5 QA engineers, 1 Producer and 1 Game Designer). The estimated budget is £750,000. For the game to go into full production, a publishing deal will need to b signed after the prototype has been developed.
Currently games design document is being finalized.


Target Market

Target market: action/adventure section PC games market

Value: $2.6 billion – global sales

Other potential markets: game console market, interactive digital TV
The main market for the company will be action/adventure games within the PC section of the $20 billion international games market. The worldwide value of the PC games market is approx $6.5 billions (1/3 of the overall market). Action/adventure games account for at least 40% of that market, so the value of the market is approx $2.6 billion.

projected market

growth : Europe

The growing interactive TV games market will also be targeted though to a lesser extent, as this is such a new technology with revenue potential difficult to forecast. The PC will be the initial target platform. Though it now has a smaller installed player base than the game consoles, it is a more profitable platform (most console manufacturers charge a royalty per unit).

‘Red’ Kelly’s first game will be a 3D action adventure called “Dynamo”. In addition to the normal elements in these type of games, Dynamo will feature unique gameplay elements not found in this genre before. Action/adventure games have are very popular titles and are more likely to become mass markets games than other genres. Successful examples of this game type are Tomb Raider (Eidos) and Grim Fandango (LucasArts).



  • Set up a digital production company using established design, programming and graphic talent

  • Keep the initial cost base low (salaries, premises)

  • Develop a mainstream computer game that meets the needs of international game publishers.

  • License key technology components when they are not cost effective to produce in Ireland


  • Create games and other interactive software with strong identifiable branding (game characters etc.) that can be used in other digital media

  • Develop strategic links with key multimedia training organizations to ensure there are no difficulties in attracting talented designers and developers

  • Partner with a major publisher to ensure financial stability and significant growth potential



The product will be a computer game of the 3D action adventure genre. It will initially be developed for the PC (Windows 95,98,200 and NT) and later for the X-Box gaming console. This development plan may change depending on the publisher i.e. if they want the X-Box version first.


The game will be a 3D action adventure game that will combine excellent character animation and dialogue to create a vivid central game character. It will combine the ease of use of a console with the depth of a PC game to create a unique and addictive game playing experience.
The sections below (STORY and FEATURES) are taken from the game design document, which will fully document the following;

  • Gameplay movements

  • Characters

  • Environments

  • Inventory
  • Weapons

  • Spoken dialogue


The game is set in the prehistoric age – a very ‘alternative’ version of this age though. Through DNA construction techniques, humans can now construct the thought patterns and memories of certain prehistoric animals. A recent archeological dig uncovered a dinosaur with an unusually large brain. As an avid historian, you test the new DNA memory technique on the dinosaur brain.

Unfortunately this is where the trouble starts. The memories you are re-creating belong to an overweight dinosaur called “Dynamo”. Besides having a weight problem (ice cream is older than we think), his attitude towards you and his fellow dinosaurs is not the best, to put it mildly. Though you are controlling Dynamo on screen, his own character can prevail on many occasions, particularly if there is exercise involved. In addition, he has a tendency to eat anything smaller than him, which makes life very difficult for you as you attempt to find out what really happened during this time period. It transpires that there was one dominant creature (known only as Klamath) that controlled all others due to his superior intelligence and physic ability. You have to get Dynamo to find and communicate with this creature in order to unravel the mystery of why dinosaurs disappeared and other species survived to evolve into their present day form. The answers you seek may have serious implications for the evolution of modern man…. can you uncover these ancient secrets knowing your only guide keeps eating most of the clues!

  • Walk, run (more of a jog actually) and waddle your way through amazing 3D organic environments
  • Survive the challenge of critters bigger than you, hostile plants, singing sea-life and a host of others under the influence of Klamath .

  • Puzzle your way through 20 chapters of a funny and bizarre story that is both gripping and action packed. .

  • Travel the world, as it existed then – lush green forests, barren ice landscapes and volcanic islands that always change.

  • Construct weapons from anything you can find – smaller creatures (that you have not eaten yet), exploding rocks, poisonous vegetation.

  • Speak and listen to eccentric animal characters

The player will be introduced to the character though a tutorial mission In this mission, the player will learn how to control Dynamo and how to interact with the environment around him. There will be a number of movie scenes (using the 3D engine) that are shown at certain stages during the game to further advance the game plot.

The game will ship on one CD (or DVD), which will include a small manual. Further merchandising may be included depending on the publisher.

Market Comparison


Title Strengths Weaknesses
Tomb Raider - well established - dated technology

- good puzzles - 5 revisions of same game

- varied locations

Heavy Metal FAKK2 - wide variety of character - very similar to Tomb Raider e.g.

moves main female character

- high quality graphics

Curse of Monkey Island - excellent dialogue - a PC game only

- good animation, colour

Gabriel Knight 3 - strong story - poor animation

- deep game - some difficult puzzles

Grim Fandango - high production values - a PC game only

e.g. sound and graphics

Indiana Jones - good puzzles - male version of Tomb Raider

- similar feel to the movie

Unique selling points of Dynamo

  • Strong identifiable character that will appeal to a wide audience. Similar character development to some of the Simpson cartoon characters - young players attracted by the funny animations – older players by the witty dialogue

  • Humor added to traditional 3D action/adventure genre. In addition, there will be a higher level of character interaction than in other similar games

  • Close-up of facial animation to allow character emotions to be displayed

  • Unique control system, whereby the player instructs the character (Dynamo) to do things. The player will need to understand the character well in order to achieve results

  • Builds upon the media fascination with dinosaur related topics

  • Weapon’s system will be based on the environment (forest, ice etc,) in which Dynamo inhabits. Unlike other games, which use traditional systems (pistol progresses to rifle which progresses to machine gum), Dynamo will have to adapt natural elements to use them as weapons.


All content (story, character development and graphic elements) will be original creations and will come under the copyright of ‘Red’ Kelly Productions.

Some technology will be licensed from 3rd part developers as dictated by the software plan.



3 Phase approach
Game design

Working prototype

Production version

Though publishers are very interested in see game design documents and initial art, it is very important that they see something working before they commit to the project. Phase 1 has already commenced. It is vital during Phase 2 to keep costs to an absolute minimum – serious production will not begin on the game until an international publisher is on board.

Phase 1: R & D
Duration: 2 months


  • Company established

  • Game design and business plan completed

  • Prototype funding sought

  • Contact established with potential production partners

Approx. cost £xx

Phase 2: Working game demo completed

Duration: 6 months

Approx. cost £xxxxx

Software £

Visual C++ (x2) xxxxx

3D Studio Max (x1) xxxxx

Photoshop xxxxx

Renderware SDK (x2) xxxxx



5 P800 PCs xxxxx

2 Zipp Drives xxxxx


Human Resources

1 graphic artist xxxxx

3 software engineers xxxxx

1 game designer xxxxx

1 level designer xxxxx

(all on 900 per month) xxxxx


Rent, phone, travel xxxxx xxxxx
Total xxxxx, xxxxx

Phase3: Production

Duration: 12 moths

Approx cost

  • Based on demo, deal signed with publisher
  • Production funding supplemented d by publisher and bank/VC

  • Core team expanded and production work outsourced where possible

  • Game ships and 1st royalty payment to cover outstanding liabilities.

Approx cost xx



Human Resources






Production costs xxxxx

10% contingency costs xxxxx

Total xxxxx


Average developer royalty (15%)

100,000 units sold @ 30 p.u 450,000

200,000 units sold @ 30 p.u 900,000

300,000 units sold @30 p.u 1,350,000

Break-even units sold = 181,000 units




    This section will briefly show the size of the games market in relation to the general multimedia market. It will also show the breakdown of the market and predicted growth rates.

Games MArKET
Most games now are still sold via CD-ROM or DVD. In the ‘new’ media market, games are the dominant product type.

Profits margins on games (owing to the large volume of sales) are much higher than other product types such as education and edutainment software.

With the advent of new gaming platforms such as the Playstation 2 and X-Box, the computer games industry is now second only to the music business in revenue terms. This confirms that games have finally moved from the niche market of young males (though still the predominant buyers) into the more mainstream media markets. There has been a deliberate push by game publishers (many of whom are also music publishers) to develop game titles with more widespread appeal.

The PC accounts for approx 1/3 of the overall games market.

Though the chart on the previous page was compiled from US data this year, it is representative of the global gaming audience. This has proved difficult for many game designers to adjust to the change in the demographics of their customers. With Havas Interactive, their key game titles this year were Zeus and Diablo 2 – games that are very easy to lean and appeal to a wide variety of players.

To date most games on consoles were relatively simplistic, combining addictive gameplay with clear colourful graphics. Examples of these would be fighting games, racing games etc. On the PC, games had more depth and tended to be more complex – examples here would be adventure game and strategy games. To some extend, this represented the traditional view of the gaming audience; console games were for younger players and PC games were for adults. With the increased power (and price) of the new generation consoles and the lowering of PC prices, the traditional distinction between game players has become blurred.


Though 2 years old, the above chart give an indication of the most popular games – this chart was compiled in the UK and is based on PC game players.

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