New Publishing Frontiers
greyorm:
We all know the market for intellectual property is changing on a fundamental level thanks to the internet and the ease of copying and distribution of data -- cheap, free, instant duplication directly conflicts with the established criteria on which profitable business is based: scarcity and privilege -- and it occurs to me that we, as a community, are still trying to stumble our way around these issues with ideas in our heads about the way things worked while we were growing up (the old/extant business model) and how they sort-of still work today, and how big companies want them to continue to work, even while realizing that's not how profits are going to be made twenty, ten, or even five years from now.
Kevin Kelly, at The Technium, talks about this issue, the issue of copying in the digital age and how it interacts with profits, and the eight properties of things that cannot be copied. I think this is an excellent article for us, as a community, to at least read and perhaps reflect on, given understanding and coming to grips with issues like piracy and its impact on profit has been something regularly discussed among designers, because we are if not digitally-focused at least digitally-incident, because many of us work on the fringes of traditional publishing already and have (in the past) blazed the way for new ways of dealing with production and profit and visibility in this industry, so why not continue to do so with better knowledge of what we're facing and where things could go?
As an example of what thinking about these ideas entails: I am reading the eight properties and come to "Personalization", and it starts me thinking about Wolfgang Baur's Open Design project which hinges on the old concept of patronage (ie: you do the work a group of interested, paying parties sponsors you to do, and not only do they alone receive the results but have a direct influence and say in the direction and details of the project), and how such is a form of Personalization. The purchasers have direct input on and an investment with the product and results.
Or perhaps a new business model might involve a company/individual creating new games for groups that hire them to personalize a particular gaming experience, via a new game, based on the creator's publicly established style. And that comes to mind because cheap, free, instant production and duplication is a reality, leading to a saturated market (and we've seen this with D20: everyone can be a producer, but it splits up the market). How do you get noticed and step above in a saturated market without constantly fighting to be one of the top dogs? Don't. Be unique. Or even "go niche". Or both. The above indicates creation of a unique, niche market for every personalization-based producer, with natural restraints on over-saturation.
Or maybe that's unworkable crap. It was a five-minute idea, after all. But, that's why thinking about how these ideas work in relation to modern publishing is important. And even when/if we decide to start playing with these ideas as a community, maybe we won't figure out immediately what works, we may sacrifice ourselves on the altar of future successes chasing these ideas around, but we've always kind of been right there at our core anyways (I mean, self-publishing and creator-control? Are we insane? You can't do that!).
Anyways, the link is there for perusal and consideration since we do have to deal with the super-copy machine that is the internet and changing consumer/market culture whether we release hardcopy or electronic. If anyone has anything they want to publicly discus about the ideas and how they might impact the publishing practices/model/methods the community currently utilizes, or how our publishing practices could be affected positively (for more profit, if that's your thing, greater customer investment, or visibility) by some application of those thoughts, or anything designers are doing or have done that maps to one of these (Greg Stolze's Ransom Model comes to mind as a clear example of the value of Patronage) and what we can learn about the market from that, go for it.
David Artman:
Very interesting article. I am tempted to try to extend his Eight (is it REALLY only eight? REALLY?), but for now I want to just think out loud a bit regarding each point:
Immediacy - He uses the model of hardcover novel releases before digest and paperback. While we might be able to plumb that model, our (apparent) audience has established preferences and our print providers are making everything more accessible. To whit: gamers either want their hardbacks or at least want some kind of book (me) or don't care (e.g. PDF would be fine; maybe preferred). So our option to follow in the footsteps of the novel writer are limited: we'd be best served (and serve best) by offering all three formats, with each having the same "IP markup" (profit after production and distribution costs, if any). This breeds trust amongst consumers, when they recognize (hopefully) that we don't gouge on hardbacks just because we can (i.e. because that's all there is available). Also, frankly, do any of us have enough cache to actually pull off such a mark-up-due-to-immediacy game (who's our Stephen King or James Grishom?).
This trust versus markup disparity only gets deeper, when you take into account the fact that we can (and do and should) correct, improve, and re-upload PDFs more or less to our heart's content (whether to be printed or not). So, in fact, we have a Beta Problem, in that those who bite the immediacy bullet and plop down for the "first edition" inevitably are left feeling a bit cheated, when the digest soft cover comes out with correction and expansion. For less. Yuck.
Personalization - Personally (heh) I'd find this to be a nightmare, unless somehow automated. I dig your idea of custom-games-on-demand for groups--in fact, that maps very well with my notions of merging one-shot games with a NetFlix model!--but a LOT of our projects don't marry to that well. Although, as a possible exception, my current business model for GLASS (see sig) entails an additional revenue channel beyond the book(s) sales: I am going to provide a (ad-revenue-generating) database system online for (a) specifying a GLASS game type and (b) managing characters associated with a particular game/series that is using that game type. Bam: personalization, though through a supplemental product or channel. GLASS is well-suited to this channel precisely because it is a generic system--something pretty much eschewed by the indie scene (barring very notable exceptions like Universalis).
Perhaps some other game designers could follow a similar lead, if their game suits. Luke Crane burning worlds based on character profiles; Vincent Baker writing up appropriate, custom towns (or making specific setting hacks, which I have indirectly suggested to him before, in the course of "generic Dogs" discussions)--such games have an element of "genericness" due to their customization for a given session or group, and so maybe that's a channel to explore. Designers as Sales Support Service vendors.
Interpretation - On the one hand, I see how much advice many players need to "play right" in some games, and I think "Yeah, here's a support revenue model waiting to happen." But on the other hand, I see the passion and knock-on sales that free support online has provided to some of the best and most popular designers. Even for GLASS, I have a desire to eventually create setting-specific supplements to sell... but meanwhile, I can't turn my back on the (sadly, two or three at the moment) folks who approach me for advice on my forums. So this is a balancing acts, one which probably has already shown that there's more net value to be gained from giving interpretation away, at least in the short term. On the gripping hand (LOVE my Niven!), most questions get answered early and often; so, over time, the burden of such interpretation support goes way down, if a solid FAQ and list of past threads is maintained by the designer/interpreter.
Authenticity - Given that his notion starts with "copy," this is a bit of a red herring; more so for our particular medium. I doubt someone can "hack" (as in maliciously, not re-skin or system tweak) a game rule book to the point it breaks. I doubt a consumer of such a "hacked" game would (a) notice or (b) much care--easily fixed with a support question, right? ;)
I think this one, for us, comes down to Gamer Pride, which can be fostered in a community of our size. If everyone at your table has the hardback copy, and you've got a scanned-in, shitty PDF printed on your B&W laser printer... well, that's the sort of stuff that gets heckled or discouraged, openly or subconsciously, in a group that truly loves the game and wants success for its designer (see Patronage below).
Accessibility For PDF-only, this one is probably the Single Best New Angle. Consider a "Game Cabinet" site which sells PDFs and also maintains a record of what each customer has bought, so that he or she could re-download (i.e. read) any PDF in their Cabinet, from any PC or device which supports PDF reading. Man, that could be HOT, especially for folks who get into games with a shit-ton of crunch or expansion (great example is D&D, but I doubt Hasbro would ever go this route). But even without such a "store and sort" service, PDF distribution, as I mentioned above, allows for quick and easy routine maintenance... at least, for new buyers, though there's no reason that past buyers of PDF-only books couldn't have them re-emailed to them, when corrected.
Embodiment - SOP, BAU, for us. Though I personally wouldn't pad the cost of a hardback version more than the net difference in production cost--keeping my IP profits static regardless of media--there's no reason we can't. Yep, the PDF is $10... the hard back is $25 (even though prod cost diff is, say, $8). You want the best, pay premium. Nothing new there, for us or any other producer of sensual--visual, aural, tactile--media or goods.
Patronage - Shareware, Ransom Model, celebrity designers, great post-sale support (i.e. build loyalty).... We got this one well covered. Maybe the dude is watching US, to get ideas for this article? ;)
Findability - I suppose this is the notion from which POD RPG providers who vet their product listings operate. Keep the quality of the catalog high, categorize like mad, get the new stuff in the face of appropriate potential customers. For many of us, though, this comes down to a cost of operation, not a potential for revenue. We prolly have to leave this one to larger publishers and retail channels.
My 2¢ (or $2, given the length; sorry)...
David
guildofblades:
This is how the Guild is adapting to the digital age:
1) Many of our printed products can not easily be duplicated as of yet. Namely, we make our bank on board games rights now. But we also keep our RPG prices fairly low and have a new line coming out with most books retailing for just $2. We figure at that price they'll pay us for the books still because its just less bother than printing them themselves.
2) We're adapting many of our board games into multi player online games which are monetized via advertising and enhanced memberships. This gives us a broader marketing channel and greater ability to reach those customers who still want the hard copies. See 1483online.com for an example of our first MMO game in beta testing.
3) We're going into retail so we can expand the distribution of our games beyond the core audience that is most prone to pursue the cheaper digitally distributed content.
4) At the retail end, we're setting up POD printing, so we'll ultimately be positioned to take that huge volume of content that is going digital and will be able to provide hard copies for those who want it. We're exploring new production methods for POD, such as POD cards, POD comics, POD board games, which are simply things that can't be gotten digitally and easily printed with quality by a user at home.
5) We are GOING to figure out a means to distribute PDFs or e-books that have dynamically delivered advertising in them, tying into the adserver we do through our online games and content.
6) We're going to start focusing more on brand building and story building to build upon licensing revenues that can move our brands into theatres, toys and other things not easily duplicated through digital distribution.
7) We're going to leverage digital distribution as entry points for our products and provide communities online to serve as a nexus point for those interested in that content. Those points will be monetized via advertising, memberships, etc.
I agree, the digital age is among us and I think the value proposition of content as delivered through hard goods is going to decrease over the next decade. I think for content creators, it is essential to have a plan on how to do business in this new landscape.
Ryan S. Johnson
Guild of Blades Publishing Group
http://www.guildofblades.com
http://www.1483online.com
http://www.thermopylae-online.com
pells:
Hi Raven. I'm going to address this issue very seriously, but first, two notes.
- The article is very, very interesting. If I may, I would also recommend this other article and also, this speech on TED. And, by the way, I can't recommend enough TED. It is a wonderful website which presents very, but very interesting speakers.
- This issue you're presenting, this so called "new frontier" has already been discussed here at the forge, on a regular basis. To move from a product based (which can be copied) to a service based (which can't) business is one of my main objective and thought about my own project. But also about other's project, as this issue really interests me. Strangely, David and Ryan take part (or initiate for that matter) in those conservations.
Moving to a service based model might be difficult. Can we do it ? I guess yes. But I think we will need to re engineer our final product. Because we won't be selling the same thing anymore.
I'd like to retake the list and comment on it. I don't think there is a single solution to the issue at hand ; neither that all elements of the list can fit all solutions.
That said, David, I do find your analysis of those points a little "shy".
Immediacy - I do think it can apply to our business (our trade). For instance, take a look at what Troy Costisick does : monthly subscription, you get the game. You want to the game, you'll have to wait a couple of months for its "public" release. The notion of "hard cover" is not that you're paying for the hard cover ; you're paying more to get the book sooner. Hard cover is just a false pretext. Also, about the implantation of immediacy : Avalanche (hep) is meant to be distributed online, sold on a subscription based, but with the possibility to buy the pdf. Now, let's say I plan on releasing an "issue" every three months. But, if you subscribe, you get to see the writing as it goes. You wouldn't need to wait. I could even see putting there (I mean online) sketches done by the illustrators. But, this may part of the patronage aspect ...
Personalization - I don't think personalization is to be understood from a person to person angle, but from an "option" angle. You're selling me a product, but can I personalize it ? Do you have options ? The movie example given in the article seems to me as a good one. The movie could be free, but the options (more/less violence, more/less sex, more/less coarse language, more/less car chasing) would cost something. For instance, look at the mobile phone company (I used to work for them for six years, so it's an example I know well), you can personalize everything, the number of options being enormous, but still, this is not a person to person thing. For Avalanche, and this could apply to many other games, we plan on having various options : systems, dungeons, "sim" (with a lot, but a lot of details) ... This could also be easily implemented for GLASS.
Interpretation - Sorry, I can't see how this could apply.
Authenticity - I guess the world of warcraft here might turn out to be a good example : you've got this powerful sword, but is it "real" ? I think this could apply to any online games, with some kind of community, where having the true/legit stuff is part of the game.
Accessibility - This is already there. And, please, stop thinking about re downloading the pdf !!! 1483online is accessible. From everywhere : you just need a browser and an internet access. This could be the same for GLASS, David. You put everything a player needs on the web. No more need for pdf, nor for paper. It is on your "personal space" on the internet. That's one of our main goal with Avalanche : to provide players and DM alike a powerful tool to prepare, use in play and keep track of everything you need. You're at one of your players' house and someone propose an unexpected game ? Fine !! All the PCs are on the net and everything the DM will need. That's accessibility.
Embodiment - As David says.
Patronage - Beside any model or example, we're right on this one !!!! I believe this is one the main advantage of being indie. Do I want to give money to hasbro ? Pffff ... I would prefer to give it to a small indie publisher. Same thing applies for food, music, movie ... When most movies could be found free over the money, which ones am I ready to buy ? Whom do I have to encourage ? This is the "poor man's power".
Quote
Or maybe that's unworkable crap. It was a five-minute idea, after all.
I don't believe it's crap, but this will need much thoughts and a lot of time. And finding new ways to produce rpg, to find new products. And, in my opinion, it all starts there : what's your trade, what are you selling, how can this properties be applied to it ?
To conclude, I'd say I'm enthusiast about this new frontier and I believe, when I see what the big ones are planning (for instance, for d&d 4e, they plan to propose online dungeon generators. Who cares ?), that the indie community will find its place, and propose products unique of their own.
guildofblades:
>>Accessibility - This is already there. And, please, stop thinking about re downloading the pdf !!! 1483online is accessible. From everywhere : you just need a browser and an internet access.<<
This is partially true anyway. Through the web page players can login, check their games' statuses, check and send e-mail on our system, sign up to games, post in the forums, etc, but they can't play their turn through any web browser.
1483 Online does have a game download as well. That's the program that is necessary to run the game map application. We /could/ have done the 28 player Europe 1483 totally online via flash, but no way that was going to practical for the 95 player Full World version. So we needed the download component.
The download also will ultimately give us far greater marketing reach, since its free. We will be able to place the software into 200-300 software/shareware download sites. That's a lot of exposure that simply having it all web based wouldn't give us. That and the software side makes the game more hack proof.
But since the software is free, yeah, if our users travel, they can simply download and install to the system they are using. When traveling to visit the in-laws in Thailand, a few days I had to play my turns in the beta games I was monitoring via the local internet cafe, since on that island they didn't have internet at the hotel. All customer and game saved data is held at the server level, so any 1483 app from anywhere in the world will do.
When we begin the relaunch of our Dark Realms line, other than the dollar store channel, physical distribution of product and content will actually play a very small role in the overall plan.
Ryan S. Johnson
Guild of Blades Publishing Group
http://www.guildofblades.com
http://www.1483online.com
http://www.thermopylae-online.com
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