Expert

Dr. Sheridan M. Tatsuno

Mr. Tatsuno is principal of Dreamscape Global, a Silicon Valley market research and corporate strategy consultancy and venture accelerator, which develops breakthrough strategies for high-tech companies in the U.S., Japan, Europe and Asia. A graduate of Yale and Harvard’s Kennedy School of Government, Mr. Tatsuno worked at Bechtel in civil infrastructure planning, international project financing, and environmental assessment. He co-founded Dataquest’s Japan and Asian semiconductor groups and served as industry liaison manager at Stanford University’s U.S.-Japan Technology Management Center. Mr. Tatsuno is the author of two books produced for television: The Technopolis Strategy (Prentice-Hall, 1986) and Created in Japan (HarperCollins, 1990). He has written 12 screenplays and is working on three new scripts for independent production. Mr. Tatsuno speaks Japanese, Spanish and French. Mr. Tatsuno is currently co-launching an online gaming venture and a Chinese satellite TV programming venture for the Beijing Olympics. Jönköping students interested in online music cyberjamming should contact him.

MODULE - Online Gaming Ventures Building Sustainable Online Gaming Businesses.

Objective

How does one build a sustainable online gaming business? What are the new business models in mental games, serious games, casual games, and massively multiplayer online games (MMOGs) that are reshaping the online world? In this course, students work on actual online gaming ventures as a way to acquire and apply real-world experience and theoretical knowledge in order to build financially viable online ventures.

Short description

The phenomenal success of Worlds of Warcraft, which has over 4 million players, or 90% share of PC games, has triggered the race for next-generation MMOGs. However, busy schedules, aging gamers and mobile phones have given rise to shorter, faster, more convenient games. Where are the new opportunities in online gaming? How does one build a sustainable online game business? What new technologies, strategies and best practices are being developed by leading online gaming companies? How can they be applied to one’s venture? The stakes are high in the fast-growing game market. Total worldwide game software sales was $18 billion in 2004 and forecast to reach $26 billion in 2010. Online games are slated to reach $6.8 billion by 2011, up from $2 billion in 2005. Mobile games, including subscriptions and downloads, will approach $17.6 billion by 2011, up from $3.1 billion in 2006. Global competition for these emerging markets will be intense, requiring innovative new games and business models. Business strategy will be paramount. This course will provide practical, hands-on methods for building online games ventures. Student teams will select an existing or new venture. Each project team will be responsible for researching, planning, implementing, marketing, monitoring and reporting on their venture or project, in conjunction with venture managers. Well-developed ventures will be introduced to corporate partners and potential investors. This course is an opportunity for aspiring entrepreneurs who want to turn theoretical and real-world knowledge into business reality by building an online gaming venture.

Course Structure

This course will consist of three parallel, iterative activities: Part 1 – Targeting Online Gaming Opportunities Market research (market sectors, competitors, advertising) Concept development Customer feedback Business plan preparation (10 pages maximum + financials) Fundraising Part 2 – Building the Business Teambuilding Leveraging IT resources Business development Guerrilla marketing & sales Branding Global partnering Online & offline distribution Spinoff products & services Part 3 – Measuring Usage User traffic Online & offline revenues Projects will be managed through a Wiki, with online videos posted on a website for review by peers and customers worldwide. Students will work closely with venture co-founders and managers to build the business and develop a solid business plan that can attract investors. The measure of success will be the popularity and profitability of the project or venture, so students are encouraged to choose innovative, compelling ventures with major growth potential.