The Advanced Certificate in Video Game Publishing is designed for graduates and professionals who wish to have a comprehensive understanding of the gaming publishing business in order to increase their odds of successfully launching a game and stand out from the competition. Participants may be developers who want to acquire business insights and incorporate them into the game development process or business professionals who want to refine or update their skills to create powerful and innovative go-to-market plans that incorporate the industry’s latest trends.
This program is something the gaming industry needed. It provides a 360º perspective on the business side of video games to build an optimised value proposition for the players.
As VP Marketing and Sales for Ubisoft Mobile, Kim Tran oversees marketing, player acquisition and revenue generation worldwide and across the Ubisoft portfolio of games. Since learning advanced computing and management, Kim has sought to apply digital technology and data to solve real-world business problems and help brands engage with people autonomously at scale. After working at IBM with data software and helping to found a data-tech start-up later on, she joined Activision Blizzard EMEA as Director of Media, CRM and Data Marketing in 2017, where she combined a player-centered marketing philosophy with data and automation to launch the fastest-selling World of Warcraft expansion of all time, “Battle for Azeroth,” generating a record breaking 3.5 million sales in day one of the launch.
David Tyler is a highly experienced marketing leader with over 20 years spent growing brands in a range of markets from the oil industry to consumer electronics and the video game sector. With a lifelong passion for games, David has spent much of his career deeply involved with the Call of Duty franchise at Activision Blizzard having joined them as a UK marketeer in 2006 and later running the Call of Duty franchise as Vice President for the International Region from 2012 until 2019. David was an integral part of the franchise leadership that grew Call of Duty from a challenger brand to one of the largest entertainment franchises in the world. After a period of marketing consultancy in 2020, David joined Tencent, the tech and gaming giant, as the Global Marketing Director for PC & Console Games, where he leads the consumer marketing of internally developed titles and consults across Tencent partner studios on all aspects of their go-to-market plans.
A passionate gamer since his childhood, Cedric Maréchal has been working in the gaming industry for 27 years. Originally leading Marketing teams, Ced then expanded his career to wider roles, first as EMEA Managing Director and finally as Senior Vice President, International. During this journey, Ced has worked on many key gaming franchises such as Sonic the Hedgehog, Counter-Strike, Crash Bandicoot, Diablo, Overwatch, Hearthstone, World of Warcraft, and Call of Duty. Ced has a strong appeal for numbers, company culture, entrepreneurship, and teamwork, solidified by deep international market knowledge. Thanks to this and his permanent gaming passion, Ced has been able to deliver great business results with multi-million-dollar bottom-line growth.
Artem Bykov is a passionate leader with over 10 years of experience building world-class esports products. Currently, he works as a General Manager at ESL Gaming, the world’s largest esports company, which operates high-profile, branded international leagues and tournaments. Prior to joining ESL, Artem spent more than five years at Blizzard Entertainment, working in various esports roles. He also worked as a team manager at Natus Vincere, a product manager at Epic Esports Events, and as a project specialist at Freaks 4U Gaming. Artem has produced more than 30 offline esports events across Europe, North America, and Asia.
Benoit Dufour has been working in the gaming industry for the past 20 years. As Vice President of Business Operations, for the last three years, Ben was responsible for Blizzard International Product Strategy, Financial and Business intelligence as well as EMEA esports. Ben started his career in the United Kingdom, working for Crown Cork and Seal in the beverage industry. Then his passion for video games made him move to Vivendi Games where he held several roles before joining the Blizzard journey in France. Ben is a passionate and humble team believer for whom curiosity and diversity matter.
Eric Chauveau is the Publishing Director Europe, Hearthstone & Diablo for Blizzard Entertainment. Eric has spent most of his 20 plus year-long career as a marketeer working on games with strong communities. His long stint at Blizzard Entertainment allowed him to navigate most of the business models, platforms and ecosystems of the video game industry, with a strong focus on the game-as-a-service model with titles like World of Warcraft or Hearthstone.
Ignacio de Otalora
Ignacio de Otalora is a passionate leader with 30 years of experience and is currently the Executive Director of DigiPen Institute of Technology Europe-Bilbao, providing market insights and strategic advice, analyzing market trends and challenges, maintaining awareness of the competitive market landscape and expansion opportunities, and leading and overseeing PR, marketing, and promotion. Ignacio graduated in Business Administration and, prior to joining DigiPen, worked for 20+ years at the Bilbao Chamber of Commerce as Director of Studies and Planning and as an auditor of the Basque Court of Public Accounts.
A translator by training and ESSEC Business School graduate in International Operational Management, Inés Rubio is a localization veteran with 15 years of gaming-industry background with major developers like Nintendo and Blizzard Entertainment, as well as with localization services providers. An innovative take on technology and partnership leverage is the core of her industry research and contributions to academic and business forums. Currently, Inés leads the Language Services program at NI, global leader in software-defined automated testing and measurements solutions. She is the Mentorship and Education Manager for Women in Localization in the Netherlands and a contributor to the localization market research and international consulting company Nimdzi.
Javier Uriz is a video game industry veteran with 10+ years tenure in international executive positions at Activision Blizzard, working with several AAA franchises such as Call of Duty, World of Warcraft, Diablo, Overwatch, Destiny, Skylanders, and Guitar Hero. Passionate about business growth and development of new monetization models, Javier brings a vast experience in Sales (retail and digital) and Business Development. His role as Senior Director of Sales and Business Development International at Blizzard provided him with extensive knowledge of the challenges and opportunities across different regions around the globe. He has led international sales deals and marketing partnerships that have helped the companies reach wider audiences and ultimately grow their revenue and profit lines.
Jean Guerin is the EMEA Director of Community & Engagement at Ubisoft. With a 12-year track record in different digital fields at Ubisoft, from Marketing to Digital TV, Content Creators to Community, and Owned to Paid Media, Jean is a multi-disciplinary industry leader who values the idea that it is less and less about telling the story a publisher wants to tell than about the story players want to hear and that in a highly competitive war on attention between different forms of entertainment, engagement is becoming the most strategic objective.
Passionate about turning data into actionable insights, Jutta Jakob leads Newzoo’s research and consumer insights projects. As the Head of Consumer Insights, she loves helping clients to shape business and marketing strategies by effectively conducting and leveraging consumer research. Jutta has more than 10 years of experience in market research/consumer insights on both the agency (GfK) and client side, having previously led global research operations at Red Bull.
Michelle Van der Wilk-Rouhof
As Newzoo’s Commercial Director, Michelle Van der Wilk-Rouhof enjoys helping companies to optimize their business with data. As a video games veteran with 15 years of experience working on the publisher side for Activision Blizzard, Michelle knows firsthand how important it is to have access to in-depth market data and insights to make the right strategic decisions.
Tom Wijman is Newzoo’s Games Market Lead. He oversees Newzoo’s efforts for games market sizing, forecasting, and trend watching. An avid gamer himself, Tom ensures Newzoo stays on top of the latest developments in gaming and shapes the conversation around trends.
Tyler Long is the Market Lead of Game Development and Publishing at Newzoo, the world’s leading provider of games and esports data and insights. With over a decade of experience in the games industry with roles in production, operations, and business development at companies such as 2K and The9, Tyler works with Newzoo’s product and commercial teams to help build and further enhance Newzoo’s product portfolio and connect those services to developer and publisher subscribers.
In video games, as with music or movies, we generally tend to focus on the creative side of things and acclaim or despise them based on their engine, graphics, story, or playability. Very often we underestimate the business strategies that cause players to purchase or download a game. In a booming and overcrowded market (3 billion gamers around the globe, $159.3 billion in revenues in 2020) having a good game and properly publishing it are equally important.
Obtain a full understanding of the current “state of the art” in the gaming publishing industry: evolution of business models, market trends and challenges, and the esports phenomenon.
Understand the publishing functions and how to combine them in order to build a publishing strategy that maximizes revenue generation by implementing innovative monetization techniques and driving engagement for each type of game, depending on its business model (Box, GaaS, F2P, mobile…).
Deep dive into digital marketing tactics, understanding the game-conversion funnel, how to maximize user acquisition (UA), retention, monetization, and win back, and become familiar with key distribution channels.
Understand operations that support the publishing function and play a key role in the go-to-market strategy, such as Localization, Customer Support, Finance, and Legal.
At the end of the program, the students will be able to design a publishing plan, decide a publishing structure for their companies, and understand the publishers’ mindset to negotiate publishing agreements with them.
In addition to the knowledge that you’ll gain from the practical projects, you’ll learn live from top faculty members with vast experience. You’ll engage in peer discussions moderated by program facilitators, and solidify concepts through case studies. The participants will acquire a complete understanding of the different publishing functions and how to leverage each of them to build a powerful business plan that is aligned with the game monetization model, completing a capstone project, addressing a real-world challenge you face in your organization.
Access to in-depth market data and insights is crucial for making the right strategic business decisions which can lead to the success or failure of a game.
Michelle Van der Wilk-Rouhof
Module 1: The Gaming Ecosystem
Introduction to Video Games
The Gaming Market
Module 2: Building a Publishing Plan
Publishing: objectives, functions, and organization.
The Box Model Publishing Plan: how to drive quick sell-through
Digital Marketing Plan: how to build a powerful conversion funnel
Digital Marketing Components. Mobile gaming.
Sales and Business Development
Final Project Kick Off
Module 3: Publishing Operations
Game Localization from a Publishing Perspective
Finance for Publishers
Legal: Critical Aspects from a Publishing Perspective
Final Projects Presentation and Defense
Content is King, Publishing is Queen!
Having a good game is key to reaching success… but it is not always enough: You also need the right business model and an efficient go-to-market strategy. This course will provide the attendants with the tools & thinking processes they need in order to maximize the potential of a game.
The Advanced Certificate in Video Game Publishing focuses on the business side of gaming, building the foundation for a full publishing program, providing a deep understanding of the interrelations between game development and publishing, and exploring all the publishing functions. Fundamental core subjects such as business models and monetization schemes, communication and community-building strategies, distribution channels and relationships with first parties, as well as post-launch lifecycle management tools are discussed with industry professionals who have accumulated years of experience in the industry. The program will also provide a good understanding of supporting functions such as Localization, Legal, and Finance.
The aim of this program is to learn about different strategies that video game companies could use to overcome the limits on reaching their audience efficiently and at scale.
According to a recent report by Newzoo senior market analyst Tom Wijman, the global gaming market will generate $159.3 billion in revenue in 2020. That would be 9.3 percent year-over-year growth. What’s more, Newzoo projects the industry to surpass $200 billion in revenue in 2023. The gaming community is larger, more diverse, and more affluent than ever before. For advertisers, this is a massive opportunity. Video-game marketing is ready for innovation.
Get recognized! Upon successful completion of the program, DigiPen Institute of Technology Europe-Bilbao grants a verified digital certificate of completion to participants. This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.
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