aderfp633
Inscrit le: 27 Sep 2011
Messages: 7915
Localisation: England
|
 Posté le: Mer Sep 18, 2013 8:04 am Sujet du message: How I did it: Otis Perrick |
 |
|
{How I did it: Otis Perrick}
Otis PerrickTue Sep 3, 2013 12:01am PSTBusiness in Vancouver's "How I Did It" feature asks business leaders to explain in their own words how they achieved a business goal in the face of significant entrepreneurial challenges. In this week's issue, former Electronic Arts employee Otis Perrick explains how he found a niche in the console gaming industry.If your children play Xbox or PlayStation, they have an avatar – their own player persona, which they can customize with brand items like jerseys from their favourite hockey teams. Perrick's company, Disruptive Publishers, makes those avatars, the clothes they wear and other accessories for Xbox and PlayStation."I joined EA in a very small marketing group in Vancouver. I worked on NHL, MLB, FIFA, the NBA Street franchise. It was about in 2006,[url=http://www.michael-korshandbags-outlet.net]Michael Kors Outlet[/url], the Xbox 360 and PS3 had come out. We were starting to see downloadable content. An example would be the Tiger Woods product was providing opportunities to download new courses, new clubs, new players."That's where the light came on. A lot of people like customizing things. I'm a huge hockey fan, I'm a football fan, but I'm not a Madden fan, and I didn't want to buy a jersey in my game that said Madden. I wanted a jersey that had the name of the team I was on. You couldn't do that."Disruptive was born out of the idea of giving consumers the opportunity to personalize things that aren't necessarily gaming-based,[url=http://www.michael-korshandbags-outlet.net]Michael Kors Outlet[/url], but it's relevant to them."The avatar is a representation of who you are as a user. When you first plug [the Xbox console] in, you actually have to create the representation of who you are as an avatar. You get to choose whether you're male or female, change your hairstyles,[url=http://www.michael-korshandbags-outlet.net]Michael Kors Handbags[/url], pick shirts, pants, shoes,[url=http://www.michael-korshandbags-outlet.net]Michael Kors Handbags Outlet[/url], shorts. We also helped design the icons that were on the PlayStation store that were non-game themes."We're giving the ability to the users to customize it and personalize it. These are add-ons. A lot of people had a tough time understanding that I can take my brand, create a digital T-shirt, and people are going to pay for that shirt to be put on an avatar. They're going to pay $1 to $4? Why would they do that?"But everyone doesn't want to look like the same person. We're giving users the ability to customize it and personalize [the avatars]. It's a form of self-expression."We bootstrapped ourselves using the relationships that I had with Microsoft and different brands and sold Microsoft on the idea that, because I have these brands and can bring them to the table, Microsoft should allow us to become a non-game publisher for the company. It took a chance on us,[url=http://www.michael-korshandbags-outlet.net]Michael Kors Handbags[/url], and we provided personalization and interactive themes."Because nobody else was providing customization themes, Microsoft started introducing us to a lot of its partners – Warner Brothers, game companies. Harry Potter [the game] was coming out and [Microsoft] said, 'Look,[url=http://www.michael-korshandbags-outlet.net]michael kors canada[/url], you're spending money on this game, you should be creating themes, you should be creating avatar items,[url=http://www.michael-korshandbags-outlet.net]Michael Kors Handbags Outlet[/url], and here's the company that can do that and does that for us.'"Because we became experts in a niche area that capitalized on part of Microsoft's console that nobody was doing, it was profitable very quickly because nobody else was doing it. And Microsoft was happy with the results because it was providing its partners with more value."Tags: arts and entertainment,[url=http://www.michael-korshandbags-outlet.net]michael kors canada[/url], leisure, digital media, FIFA, consumers, tourism and leisure, entrepreneur
_________________
People watching the forthcoming beginning of the German half of the inhabitants of Berlin are no interested in co-optation |
|
