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Business Plan V3.

1
Prepared January 2017

Contact Information
Justin French
justinfrench@dreamharvest.co.uk
07530199890
www.dreamharvest.co.uk
280 Hatfield Road
St Albans, Hertfordshire AL1 4UN, United Kingdom
Dream Harvest Ltd

Table of Contents
Contents

In trod u ction .................................................................................................................... 4

Com p an y History ........................................................................................................... 4

Su b stan tial Accom p lish m en ts to D ate ...................................................................... 5

Team ................................................................................................................................. 6

Core Team .......................................................................................................................... 6


Contractors / Freelancers / Outsourcing ............................................................................ 6

In vestm en t....................................................................................................................... 7

Cap Tab le ........................................................................................................................ 1

Projects ............................................................................................................................. 1

In ten d ed imp act ............................................................................................................. 1

M ark et An alysis ............................................................................................................. 1

M on etization Strategy .................................................................................................. 2

Release Sched u le an d D LC .......................................................................................... 4

D istrib u tion an d Release Costs .................................................................................. 5

D evelop m en t an d Com p an y G row th Sch ed u le / M ileston es ............................... 4

Localization ..................................................................................................................... 5

Target M arkets ............................................................................................................... 6

Ch aracteristics of Target M ark et ................................................................................ 6

M ark etin g ........................................................................................................................ 7

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M ark etin g Strategy ........................................................................................................ 7

Com p etition Strategy .................................................................................................... 8

Partn ersh ip s .................................................................................................................... 9

Fu tu re Produ cts .............................................................................................................. 9

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Dream Harvest Ltd

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with third parties without the express written consent of the plan author.
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Introduction
Dream Harvest is a games development studio creating games for the mid to hardcore market across
all platforms. Focused on blending competitive / co-op gaming with narrative driven experiences,
creating genre defining, highly polished games that offer players fresh new challenges.

Our Current project, Failure: NeuroSlicers is an online cyberpunk competitive arena based strategy
game for PC/ Mac/ Linux (Q4 2017), and Consoles (Est Q2 2018) mobile devices (Est Q4 2018).
Combining deep customization, clever AI controlled units, hacking abilities that allow the
manipulation of the environment and a multiplayer driven narrative, Failure: NeuroSlicers is a fresh,
highly tactical experience that offers something truly new to players.

To access a Pre-Alpha demo please contact justinfrench@dreamharvest.co.uk

In addition, Failure: NeuroSlicers utilises our own proprietary technology, allowing us to connect
with players globally and gather in-depth analytical and player research data.

Company History
Dream Harvest was founded by Justin French, previously an Audio Engineer who had spent 5 years
working in the music industry before making the transition to the AAA and indie games industry.

The company was formed in April 2013. 2 months were spent building an experienced team of
developers, designers and artists.

Our first project, Erosion: The Game That Rocks was a test bed to see how the team would gel. We
worked on the project, part time, for 3 months and then put the project on hold as our artist at the
time became inundated with freelance work.

We brought on a new artist and began work prototyping and designing a game for the band Enter
Shikari. The game was a mobile tower defence game that combined traditional tower defence
mechanics with MOBA like hero characters (which were the 4 band members). The game was set
within festival grounds and had a variety of enemy types that linked in with the lyrics of the band’s
music and political ethos and allowed players to build towers that were your traditional festival
props such as merch stands, triage tents, the dreaded festival toilets, etc. Players were able to
control each of the 4 band members who each had their own sets of abilities and strengths and
weaknesses.

Unfortunately, the project was put on hold when Enter Shikari’s management, due to their
commitment to their 4th Studio album recording which was due to begin soon, decided that the
band’s focus and energy should be within the music only and not within cross media projects, even
with protests from the band themselves. We were of course quite disappointed, especially as we
had spent almost 6 months in pre-production and were under the assumption that the project
would get the go ahead. We hope to return to this project down the line and see if Enter Shikari’s
management has warmed up to the idea and potential of cross media projects.

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We then began work on a cyberpunk stealth / action game named The Tower. We spent 6 months
documenting and prototyping ideas before going into production of a demo level. During this time
our artist unfortunately had to leave us due to pressure from his full-time job at Good Game Studios.

We were left without an artist for the second time and with a team in quite a demotivated state due
to our streak of bad luck. But through it all the core team stuck together and with our new
predicament of not having an artist we decided to conduct an internal game jam where each of the
four core team members would work on a prototype for 3 weeks and the game that we, as a team,
thought to be most interesting and commercially viable would be turned into a full game.

Failure was born. At first as a 2D puzzle strategy game developed in a custom engine where players
needed to place and remove cubes on a square grid level to alter the behaviour of Ai controlled units
and ultimately kill all the enemy units; and now a full 3D RTS game with a complex layer of player
hacking abilities, multiple unit types and buildings and a unique resource management system all
centred around the original Ai controlled unit and indirect behavioural interaction concept.

Since production began on Failure we have received incredibly positive feedback from people
throughout the industry including ex-creative Director at Maxis, Ray Mazza as well as a number of
professional Star Craft 2 players. We realised early on that we were onto something special with
Failure, an opportunity to bring together the current trends in E-sports gaming along with love of the
Cyberpunk themes and RTSand CCG genres all packaged together with a unique singleplayer and
multiplayer narrative, combined using a procedural narrative system that takes into account player
actions.

Substantial Accomplishments to Date


• Built a strong core team of industry veterans as well as top university leavers
• Self-funded development of both Failure: NeuroSlicers as well as the early prototype for our
proprietary analytics / player research and feedback system.
• Successfully raised £75,000 in early seed investment in April 2016 to get development off
the ground and build a proof of concept for Failure: NeuroSlicers.
• Partnered with Razer to potentially make use of their E-Sports tournament system and in
game voice chat
• Partnered with Alienware for support in showcasing the game at events and post release
• Partnered with Intel for marketing support in the run up to release
• Partnered with Tobii to integrate their Eye Tacking hardware into the game with the
potential of them pre-purchasing 10,000 copies in the run up to release.
• Successfully completed the CoreLabs Games Business Accelerator program
• Garnered interest from multiple Publishers including Sega, Sony and Nintendo as well as
medium and small publishers such as Kiss Digital, Curve Digital, Greenman Gaming, Iceberg
Interactive, Focus Home Entertainment, Plugin Digital, PlayStack and Kalypso. Currently in
the final stages of negotiating terms with one of the above.

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Team
Core Team

The Core team at Dream Harvest started with Justin and Sven and they were joined by Milcho in
mid-2014. The most recent addition to the core team is Loic who joined us as our Art Director in
June 2016.

Justin French
Founder, creative director, sound designer, composer, game designer, programmer, business and
marketing, based in North London, UK. Over 8 Years’ experience in the Industry. He has worked for
both SideUK and OMUK on multiple AAA games as well as providing freelance audio, design and
creative direction services to several Indie studios. He's worked on games such as Star Wars: The Old
Republic, Warhammer: Space Marine, The Witcher 2 and Broken Sword 5 among many others.
Equity Stake: 55% of the Company

Sven Herrmann
CTO and graphics and Ai Programmer, based in Zurich, Switzerland. Sven is a master of graphics
programming and network coding along with AI. He is a Swiss army knife of programming languages
and has over 15 years of industry experience working on AAA and indie games as well as game
mods. His experience extends beyond games into DSP programming as well as complex graphics
programming and backend network and server systems. There is very little, if anything, Sven is not
capable of.
Equity Stake: 33% of the Company

Milcho Milchev
Our Gameplay and UI Programmer, based in Guildford, UK. Milcho has around 4 years’ experience in
the industry and currently works full time at Edge Case Games on Fractured Space during the day
and at Dream Harvest during his evenings and weekends. He also developed the original prototype
for Failure and has worked on a number of other released indie games. At Edge Case games he is
apparently the guy that the CTO and other, more senior, programmers of the company go to when
they can’t solve a problem.
Equity Stake: 6.88% of the Company

Loïc Bramoullé
Our Art Director, based in Paris, France. Loïc has been working across the games and animation
industries for the past 6 years, first cutting his teeth in games working on Ghost Recon: Future
Soldier for Ubisoft as a Concept Artist and then moving into roles at other games studios as a matte
painter, texture artist, compositing artist and art director. Capable of a wide variety of art styles, Loïc
was brought on board to work with us full time and bring continuity and a true art direction to
Failure.
Equity Stake: 0.13% of the Company

Contractors / Freelancers / Outsourcing


Antony Johnston

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Producer and Writer based in the UK. Antony is a New York Times bestselling author of graphic
novels, videogames, and books. Antony's graphic novel The Coldest City is being adapted into a film
starring Charlize Theron. His epic series Wasteland is one of only a handful of such long form comic
stories in the medium. His first video game, Dead Space, redefined the survival horror genre, and he
has since worked on many other games, including LOTR: Shadow of Mordor, Binary Domain, and
ZombiU. Antony was brought on board to add credibility to the narrative within Failure. He has been
working on elements of the backstory for the game along with creating the Factions and their
individual stories.

David Kelly
Intern Writer based in the UK. David is an avid gamer as well as being a budding games writer,
author and Youtuber. His blog caught the eye of Justin and we asked him if he would be interested in
contributing to Failure, specifically to help with the procedural multiplayer narrative and the massive
number of dialogue lines that are required to make the system work. He was more than happy to
join us and has also been helping with a bit of design and marketing too.

Ryan Klaverweide
Our UI/ UX Designer, based in USA. Ryan has 6 years’ experience in the Industry and currently works
full time at Bungie on their Destiny Ui team as well as previously working on Halo: Reach. Ryan was
brought on board to lead the Ui and menu design for Failure and bring a AAA quality to every
element he works on. Ideally, we would like to take Ryan on full time in the future if he is willing to
leave his job at Bungie.

Natalie Crabtree
Our 3D Artist, based in USA, Natalie is a recent graduate of the Academy of Art University in San
Francisco where she got a Masters in Fine Art in 3D Modelling, she also has a Bachelors in
mathematics and has been teaching maths for 7 years. She has worked on an indie title called
Eclipse Wars with Onami Games, set to release in late 2016 and was brought on board due to her
amazing portfolio, passion and dedication.

Bobby Tilley
Communications Manager, based in the UK. Bobby was brought on board in October 2016 to lead
our marketing and community engagement efforts at the studio. Bobby comes from 8 years of
experience working in the telecommunications sector and was a big fan of the game which lead us to
believing that he would be perfect for directing how we talk and share things with our community in
the run up to release.

Other contractors / freelancers include our VFX artist Kelvin and we also plan on hiring a 3D
environment artist and additional concept artist in the near future.

Investment
In early April 2016 we managed to secure an investor. His initial investment was £70,000 for a 5% of
the company, this investment was to be paid over a 6-month period starting in April and ending in
October at which point he would be given his 5% share in the company.

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The investment was secured in order to pay for continued work on Failure as well as begin work on a
comic book series set within the same world as the game and also bring a smaller game, also set
within the same world to market by August 2016. The funding will also be used to pay our monthly
software and service costs. Please refer to the burn chart provided for details of monthly costs
incurred and how the money will be spent which can be found here:

https:// www.dropbox.com/ s/ irtao6i31792i07/ BurnChart_ULTIMATE.xlsx?dl=0

We are looking to raise another £400,000 - £500,000 over the next 6 – 12 months through a
combination of grants, SEISand EIS investment as well as potentially financial support from a
publisher in order to bring Failure to market and help with the growth of the studio.

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Cap Table
Share Price £0.00 £7.00 £12.00 £7.00
Founders Common Series A Series A Series B Series B Series C Series C Options Total Cost Total Shares Ownership
Shares (cost) (shares) (cost) (shares) (cost) (shares)
Justin French 110000 £0.00 0 £0.00 0 £0.00 0 0 £110.00 110000 63.22%
Sven Herrmann 40000 £0.00 0 £0.00 0 £0.00 0 0 £40.00 40000 22.99%
Milcho Milchev 13750 £0.00 0 £0.00 0 £0.00 0 0 £13.75 13750 7.90%
Investors
Didier 0 £70,000.00 10000 £0.00 0 £0.00 0 0 £70,000.00 10000 5.75%
Second Investor 0 £0.00 0 £0.00 0 £0.00 0 0 £0.00 0 0.00%
Third Investor 0 £0.00 0 £0.00 0 £0.00 0 0 £0.00 0 0.00%
Fourth Investor 0 £0.00 0 £0.00 0 £0.00 0 0 £0.00 0 0.00%
Management
Loïc Bramoullé - Art 250 £0.00 0 £0.00 0 £0.00 0 0 £0.25 250 0.14%
Director
Other Employees 0 £0.00 0 £0.00 0 £0.00 0 0 £0.00 0 0.00%
Unissued Options 0 £0.00 0 £0.00 0 £0.00 0 0 £0.00 0 0.00%
Totals 164000 £70,000.00 10000 £0.00 0 £0.00 0 0 £70,164.00 174000 100.00%

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Projects
Failure: NeuroSlicers
Failure is our first full release and we’ve been working on it since November 2014, part time and
financed by the team up until April 2016. It’s a real-time strategy game that takes elements from
other genres including card collecting games and tower defence games but the main focus is on real
time arena based battles against 2 or more players.

We’ve seen a rise in success of Battle Arena type games over the past 6 or so months and Failure
aims to give players a brand new competitive experience by taking the idea of smaller maps and fast,
yet highly tactical matches between players in a new direction, not yet seen on PC or Mobile (with
the exception of Clash Royale – which lacks the tactical depth and variety that we are offering with
Failure)

Intended impact
• Highly competitive gaming experience that is as fun to watch as it is to play.
• A modern RTSthat caters to gamers looking for a unique blend of the best elements of
tradition real time strategy games such as StarCraft 2 with the fast-paced nature and ease of
access found in games such as Hearthstone while offering new challenges and ways to play.
• A narrative campaign tied to multiplayer which helps hook players and most importantly
delivers a more immersive experience.
• Dedicated ranked tournament mode for players looking for a hardcore competitive
experience.
• Single player missions that are specifically designed to help players become better at
competitive play. This has been a major complaint of other competitive games where the
ability to compete on a level playing field with seasoned players has been very hard and off
putting to newer players.
• Piracy is negated due to the necessity of authenticating with our servers to verify
purchases.
• Well suited to the "busy gamer" as matches last between 5 - 10 minutes each.

Market Analysis
Market analysis shows a current rise in sales surrounding games of this genre with recent RTS games
by other developers. Examples include:

• Ashes of the Singularity – 39,000 Sales in the first week (March 31st 2016) at a price of
£39.99 generating £1.5Million in sales over a 1-week period.
• Homeworld: Deserts of Kharak – 107,000 sales since January 2016 at a price point of £29.99
generating £3.2Million in sales over a 7-month period.

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• Grey Goo – 251,000 lifetime sales since release in Jan 23rd 2015 at a price point of £22.99
generating in the region of £5.8Million in sales over a 19-month period.

Games within the Battle Arena Genre:


• Minion Masters – 300,000 sales since December 2nd 2016 (Early Access Release) at a price
point of £14.99 generating in the region of £4.5Million.
• Battlerite – 500,000 sales since September 2th 2016 (Early Access Release) at a price point
of £14.99 generating in the region of £7Million.

Due to having elements of CCG games as well we can look at other games that have blended CCG
mechanics with other genres such as:

• Hand of Fate – 302,000 Sales since release Feb 17th 2015 at a price point of £18.99
generating in the region of £5.7Million in sales over a 14-month period.

Games within the Tower Defence Genre:

• Hero Defence: Haunted Islands – 20,000 sales since 26th January 2016 (Early Access Release)
at a price point of £10.99 generating around £220,000 in sales over a 7-month period.
• Defence Grid: The Awakening – 571,467 lifetime sales since December 2008 at a price point
of £6.99 generating £4Million over an 8-year period. It’s sequel, Defence Grid 2 which was
released in September 2014 at a price point of £14.99 (Which has recently been reduced to
£10.99) has sold 141,00 copies generating in the region of £2Million over an 18-month
period.

Overall, it’s quite hard to do direct comparisons with CCG (Collectible card games), RTS(Real time
strategy games) or Tower Defence games as Failure is quite a different experience to all three and
caters to all three audiences due to its unique blend of mechanics. There are no directly comparable
products with the PC gaming market, however, on Mobile the recently release Clash Royale is
somewhat similar, though Failure adds a lot more depth both in the sense of game mechanics and
narrative and graphically is a far superior product. Failure will also be a buy to play game and not
free to play on PC/ Mac/ Linux, however the mobile release will be, offering players the opportunity
to purchase special currency that can be used to speed up advancement and purchase visual
enhancements for their characters.

One other consideration that must be taken into account; most of the above example games have
been supported with post release downloadable content which has probably increased their
generated revenue. Calculations for this have been omitted.

Monetization Strategy
• We looked at a number of online competitive arena type games, a genre that's still
evolving. Minion Masters, priced at £14.99, 300,000 sales since release on Dec 2nd 2016

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generating £4.5Million during early access period. Battlerite, £14.99, 500,000 sales since Sep
20th 2016 generating over £7Million in sales revenue during early access period.
• Based on the above and due to the inclusion of narrative progression, deep end game
content (that goes beyond the simple progression of the above examples) + our decision not
to have an in game real money cash shop, Desktop and Console releases will be priced
between £18.99 - £29.99.
• PC/ Mac/ Linux sales estimate is 200,000 copies in the first year. This was estimated by one of
the above publishers, however, was calculated before the release of the two games within
the battle arena genre, mentioned above, and their sales data could signify much higher
sales numbers than first thought.
• Game will be supplemented with DLC planned over 12 months, priced between £8.99 -
£12.99 for each of the 3 DLC packs.

We are aiming at a price point of around £18.99 (Early Access Price, rising to between £24.99 and
£29.99 upon Full Release) for Failure. With a core surrounding competitive multiplayer gaming we
hope to attract a large number of players at release with first month early access sales in the region
of 13,000 from Steam, 1000 from Humble Bundle and around 1000 from our own website for a total
of around 15,000 sales in this first month on sale.

We expect sales during the early access period to be lower that full release sales, however, if we are
able to secure enough funding to allow us to forgo the early access period and work until full release
this would be our preferred course of action.

During early access, we expect sales to decline at steady rate up until full release, however we hope
to stay in early access for no more than 2 – 3 months at the most, during which time we would like
to try to release large content updates which will hopefully negate the decline in sales and instead
boost them in the run up to full release.

We hope to see sales increase drastically upon full release with the aim to shift at least 50,000
copies in the first month and around 500,000+ copies within the first year generating around £12.5
Million in revenue. After Steam’s cut of 30%, £3,750,00, we are looking at our stakeholders,
including our publisher, Creative England and Corelabs taking a share of £4,927,358.34 broken down
into £249,000 spent on marketing, QA, PR, Backend Service costs and localization, £996,766.67 for
Creative England, making almost 10x their initial investment back; Our publisher will take
£3,480,400, 8.7 times their investment; CoreLabs would take home £201,191.67. This would leave
Dream Harvest with £3,822,641.67

Even if our sales are no more than our initial prediction of 200,000 copies, a prediction that was
made before the success of BattleRite and Minion Masters came to light, the first year of sales
Creative England will still walk away with almost 5 times their investment and our Publisher would
walk away with 3.45 times their investment.

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We would only need to sell around 33,290 copies at a price point of £29.99 for Creative England to
make their investment back. At the lower early access price point this would rise to 54,127 copies at
a price point of £18.99

In order for the Publisher to recoup their investment we would need to sell 34,733 copies at a price
point of £29.99 or 58,436 copies at the lower, Early Access price point of £18.99.

At all of these sales numbers and price points Dream Harvest will be able to re-invest money into the
game and continue to support it for the foreseeable future.

Release Schedule and DLC


We have an estimated early access release date of the 30th November 2017 and Full release will be
sometime in Q1 2018.

Early access will release with 3 of the 8 Sectors of the game and all core systems in place. During the
early access period, we plan to release large content updates every two months including new
Levels, new story content and new abilities for players to discover and add to their “Decks” .

Additional downloadable content is also planned for the game and includes:
• Level design tools for players to create their own multiplayer or single player missions
• Additional story content that extends the narrative as well as faction warfare system
• Custom Tournament system taking the game to the forefront of the E-Sports experience
with custom deck limitations and ladders.
• Brand new Co-Op missions where you can partner with your friends and fight against other
players and the Keepers machinations

Additional DLC is planned over 2 separate Seasons which will last a year and each will be priced in
the region of £12.99 and £14.99. We also plan to release some free content updates including the
custom level design tools, additional abilities for players to unlock and of visual customization
options for players to discover and purchase.

Development Schedule / Milestones


Milestone Date
Additional Funding Secured Marchl 2017
Bring Milcho and Sven on Full Time May 2017
Hire Comic / Motion Graphics Artist May 2017
Hire 3D Environment Artist May 2017
Hire Composer May 2017
Hire Animator / Animation Studio June 2017
Hire UX/ UI Designer June 2017
Issue 1 of Slicer Comic Released August 2017

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Early Access Soft Launch / Closed Alpha September 2017


Early Access Full Launch / Open Beta November 2017
Full Launch February / March 2018
XboxOne Release May 2018
First Story DLCRelease for Failure June 2018
Second DLCRelease for Failure November 2018

Distribution and Release Costs


• CoreLabs, the business accelerator that we’re on will take 5% of the Gross Revenue from
Failure for 5 years from release. However, this will be considered after other investment
costs or deals made with publishers and financers. This only affects revenue generated by
our larger Failure game and not The Mendax Proxy or the comic book or any revenue
generated through crowdfunding campaigns.
• Our current Target platforms are PC/ Mac/ Linux (All desktop platforms) for Failure but we
are in talks with several other platform holders about bringing the game to their devices
including Sony and their PlayStation VR device.
• Our target distribution platform, Steam, takes a 30% cut of sales after tax – 90% of all game
sales worldwide go through this online shop.
• Antony charges £150 per script page for the comic book work and we’re looking to secure a
similar price for our comic artist – each comic will be made up of around 7 pages.
• We are looking to partner with a publisher for distribution and marketing and potentially
financial support with the game. We have been in talks with SEGA, Curve Digital, Plug In
Digital, KISSand Green Man Gaming in regards to this and talks are ongoing.

Localization
We are currently in talks with the leading digital distribution platform for Poland called CDP.pl and
have plans to talk to other localized digital distribution companies in order to build our distribution
network across multiple locations for the release of our larger game.
We have been in talks with a number of localization and voice recording companies including Side
and Pitstop Productions along with Keywords, based on their quotes we have decided to have voice
localization done in most major European languages as well as Japanese. Text will be translated into
English, French, German, Polish and Bulgarian, Russian, Spanish, Portuguese, Japanese, Chinese
(simplified), Korean and Taiwanese.

There are plans to create a version of the game specifically for the Chinese market that changes the
game from a buy to play to a free to play game, changing the balancing and economy to suit the
trends within the Chinese space where in game purchases and grinding to gain new skills is less
frowned upon.

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Translations will be handled in house for the first batch of languages; other languages will be
outsourced to the either the Mogi Group or one of the above-mentioned outsourcing companies.

Target Markets
• Mid to Hard Core gamers that enjoy strategy games (CCG, Real-Time Strategy, Turn Based
Strategy, MOBA, Arena Battle Games)
• Competitive gamers looking for a modern Real Time Strategy game that offers new
gameplay challenges, world settings and game mechanics that are different to other
competitive games currently on the market
• Gamers that want to get into competitive gaming but have been put off by the steep
learning curve and lack of design driven insights on how to become better often associated
with these types of games.
• Busy gamers who want to play competitive games but who don’t have the time to play a
30min+ match
• Busy gamers who enjoy or want to get into competitive gaming but have been put off by the
long match times usually associated with these types of games.
• Gamers that enjoy narrative driven experiences
• European and USMarkets will prefer the premium version of the game where as Asian
markets (other than Japan) will prefer F2P version. This may mean that our desktop version
in Asian markets is a port of the mobile version of the game.

Characteristics of Target Market


Failure: NeuroSlicers (Premium) Desktop / Console Release

• PC market worth $26.7Billion in 2016 a 4.2% growth


• Console Market worth $29Billion with a 4.5% growth
• Mid to Hard Core gamers are generally bigger spenders (on average $1000+ a year) and will
play a wider variety of game genres as well as be willing to try new gaming experiences.
• Mid to hard core market makes up more than 90% of global game revenue.
• 8 of the top 10 PCgames by player numbers are competitive online games, 5 of which are
premium titles that require a day one purchase.
• Media companies embracing E-Sports as a way to engage with millennials leading to more
eyes on popular E-Sports games which then leads to more sales of games that are involved
in tournaments. The Riot Games League of Legends Final was watched live by over 34million
people, more than the NBA finals.
• E-Sports market worth $1.4Billion in revenue by 2019

Failure: NeuroSlicers (F2P) Mobile Release


• Mobile market worth $27.1 Billion a 23.7% growth

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• Strategy games on Mobile make up 15.65% of the market.


• Clash Royale, a mobile competitive strategy game generated $110 Million in just 2 months
after release.
• E-Sports growth on mobile is centered around Free to play battle Arena games, exactly the
type of game we're making.

SOURCE: Newzoo.com

Marketing
Marketing has been handled purely in house by ourselves through the use of social media
(Facebook, Twitter, Google+, and LinkedIn), gaming specific sites and forums, our weekly blogs
(targeted more towards other developers) and out Newsletter (targeted towards our potential
market). Only a small amount of money has been spent <£2000 on marketing up to this point.

In the run-up to release we would like to make use of a full-service marketing company and a PR
company – costs for both are still to be determined but we imagine the PR work will be in the region
of £2500-£5000.

A total budget of around £100,000 has been assigned to Marketing and this includes bringing on
both a PRcompany / person, a community manager and social media marketing up until 04/ 18.

The comic is a tool that we are keen to use for marketing purposes as well so we are still on the
fence as to whether we will charge for it or not. One idea would be to release the web version for
free and then closer to release of the full game do large physical collector’s edition in a graphic novel
format that can be sold as part of a bundle with the game and / or sold separately.

We also plan to bring on a full-time community manager sometime before release; however,
securing additional financing to build the team will be needed beforehand.

We have secured partnerships with a number of companies including Razer, Alienware, Intel, Tobii
and Archtor who are all going to be helping in one way or another with promotion and support in
the run up to release.

We plan to attend a number of events over the next year including EGX Rezzed next year and
Gamescom. This year we have attended Develop Conference where the game was shown privately
to a number of industry connections. On August, the 4th we are attending an event in London held by
Archtor where we will be demoing the game to the general public.

Marketing Strategy
• Mixed social media marketing through Twitter, Facebook and Google+
• Targeted ad campaigns through Twitter, Facebook, Youtube and Google+

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• Trailers released on Youtube and Vimeo


• Stream live gameplay on a regular basis through our own channel on twitch
(www.twitch.tv/ dreamharvestgames) as well as partner with popular streamers that play
games within our genre.
• Work with Youtubers that specialize in playing games within our genre and work with them
to build their communities while they help us build ours.
• Working with a PR company to get previews and reviews into major online and print
publications
• Engaging with our communities across social media and Steam (our primary distribution
platform for PC/ Mac/ Linux)
• Attend events and trade shows pre and post release to show off the game and engage with
new players
• Work with partners such as Intel, Razer, Alienware, NVidia and Tobii to find opportunities to
get the game in front of player.
• Purchase advertisement space / banner ads on major publication websites during release
and post release
• Monthly / weekly newsletter with latest development updates (Current
Issues:www.failuregame.com/ issues)

Competition Strategy
Failure: NeuroSlicers Desktop / Console Release

• Competitors include major MOBA titles such as DOTA, Heroes of the Storm and League of
Legends. We are unlikely to take hard core players away from these titles as many only play
these. Mid core players are more likely to be interested in trying something new and this is
one of our key selling points.
• Failure's gameplay really is unlike anything else currently on the market, it's careful blend of
game mechanics might borrow from other games in small parts but when combined in such
a way we've found, through player research and testing sessions, players really enjoy the
new challenges and they feel that what we're offering is a fresh take on the genre.
• The aim is to position Failure: NeuroSlicers as a game that explores deep tactical play
without the overly complex nature of micromanagement found in other Real Time Strategy
games such as Starcraft 2.
• We remove redundant mechanics of traditional RTSgames making it much more accessible.
Gameplay is focused on the wider strategy rather than pure execution and through player
testing we've found that players who are not accustomed to RTSgames pick up the basics
quite quickly (1 - 2 matches), even without a tutorial and more seasoned players have even
managed to beat our development team on their first go at the game.
• We offer a strong visual style and setting as well as multiplayer focused narrative, something
that none of the competition offer.

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Failure: NeuroSlicers Mobile


• Main competitor would be Clash Royale. Failure has more tactical depth while still retaining
the short matches, that are essential for mobile play, along with narrative driven progression
and a wider variety of level types, player objectives and 3D visuals instead of 2D.
• Other competitors include Dawn of Titans, a game praised for its high-quality 3D visuals. This
is something that Failure: NeuroSlicers should also manage to do. In addition, Dawn of Titans
is not designed as a Mobile E-Sports title so caters to a slightly different audience.

Partnerships
We have partnerships with the following companies:
• Intel are going to be helping us with marketing the game upon release at events by cross
promoting their devices with the game.
• Razer for several services including their Online Multiplayer tournament service and in game
chat service and they will be doing cross promotion as well as providing us an OSVR HDK
device for the planned VR support we have planned for Failure.
• We have partnered with Tobii to integrate their Eye X eye tracking hardware into Failure.
Upon successful implementation, we will be offered a pre-purchase agreement with Tobii
where they will buy up to 10,000 copies of the game to package with their device.
• Archtor, manufacturers of the Protean reactive keyboard have recently partnered with us
and are personally integrating the game with the device. They have offered us shared booth
space to show off Failure with the device.
• Alienware / Dell have also partnered with us by supplying us with hardware for integration
of their Alienware FX lighting system along with providing all our hardware for all
Conferences and events that we go to.
• We’re also on the Microsoft BizSpark program.

Future Products
Failure: The Mendax Proxy (Working Title)
The Mendax Proxy, previously named The Tower, is the game we were working on prior to starting
work on Failure. We decided to set Failure within the same world as this game quite early into
development and plan to return to The Mendax Proxy upon completion of Failure. The Mendax
Proxy is a completely different combination of genres and has elements of Adventure games, action
games and puzzle games with its combination of fast melee combat, hacking and strong narrative
driven level design.

Failure: Slicers (Working Title)


Slicers is a mini comic series that is being written with the support of Antony Johnston. The comic
will tell the events leading up to Failure and The Mendax Proxy and will be released in monthly
instalments in the run up to the full release of the game. On top of this mini-series there will also be

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self-contained mini stories about key figures from each of the three Factions which we hope will
drive excitement for our potential player base.

Initially the mini-series will be purchasable through our website and other sites such as Comixology
in digital form. Closer to release we would like to do a printed graphic novel version that contains all
the stories together.

Pricing for this comic still needs to be determined.

First issue will be made available with the release some time in Q2 2017.

GameSickle (Playtesting, Player Research and Analytics Tool)


GameSickle was developed alongside Failure in its most basic form as an in-game feedback tool.
Plans for the platform include connecting developers with play testers in a cost-effective way in
order to enhance the quality of their games before release.

The system will include a variety of analytics to help with quality assurance and will be offered as a
free Unity plugin for basic play tester feedback (other platforms still to be confirmed) and a
subscription based web service with deep analytics and the ability to connect with quality assurance
personnel using a pay as you go model.

In Summary:
• Offers a service that's not currently available to developers, at least in the form of an
analytics tool for games in the early stages of development centered around player
research.
• Competing platforms are catering to post release data and are heavily biased towards the
free 2 play market.
• GameSickle will allow teams to interact with their testers and use this data early on in
development to build better products with their customers as a focus, way before it reaches
market.
• Test across different global markets and with different types of players.

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information and is shared only with the understanding that you will not share its contents or ideas
with third parties without the express written consent of the plan author.