2017 INSIGHTS. on External Development for the Video Game Industry. advancing external development for the games industry

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1 2017 INSIGHTS on External Development for the Video Game Industry advancing external development for the games industry

2 2 TABLE OF CONTENTS 04 WHO PARTICIPATED IN THE SURVEY 06 QUICK STATS EXTERNAL DEVELOPMENT INDUSTRY OBSERVATIONS 11 FINDING AND SELECTING PARTNERS/CLIENTS 14 TOP ISSUES IN ENGAGEMENTS 15 EXTERNAL DEVELOPMENT TOOLS AND TECH RESOURCES 16 PROJECT DISCIPLINES AND PLATFORMS 21 SERVICE PROVIDER AVERAGE RATES BY COUNTRY 23 THE FUTURE OF EXTERNAL DEVELOPMENT 26 GLOSSARY OF TERMS

3 ABOUT 3 What s Inside? External development refers to the practice of video game developers and publishers (buyers) leveraging service providers (sellers) in any aspect of development including but not limited to art, animation, cinematics, audio, server-side/front-end engineering, porting, game development, UX-UI, motion capture QA, localization, and VFX. This report is intended to provide insights in to the changing trends in external development that have occurred in recent years as it becomes an increasingly integral part of game development. The statistics in this report were derived from over 150 service providers worldwide, and over 55 industry professionals from leading game developers and publishers. Data was anonymously contributed to provide insights on engagements. The research and data gathered to establish this report was collected by the organizers of the External Development Summit, with contributions from the XDS Advisory Committee. Permission must be requested if you would like to use this information in articles or industry presentations. Who We Are External Development Summit (XDS) is the only annual, international games industry event held in Canada, with a primary focus on external development for art, animation, audio, engineering, QA and localization. Each year, a broad community of game developers and publishers, service providers, and middleware providers meet in Vancouver to contribute to the advancement of the video game industry through collaboration, sharing of best practices, networking and the delivery of a high-caliber, educational program. XDS 2017 will take place on September 6-8, 2017 in Vancouver, Canada. Guest Authors Jason Harris Senior Director, Worldwide External Development, EA Dilber Mann Senior Producer, The Coalition, Microsoft Andrea Wood Telfer School of Management Graduate

4 WHO PARTICIPATED 4 SERVICE PROVIDER OVERVIEW Service Offerings Service providers participating in the report represent a range of different disciplines Art Animation Engineering Cinematics/VFX UX-UI QA 7% 9% 9% 14% 21% 32% Localization Audio 4% 4% Client Make-up Multinational Games Developer / Publisher 34% Mobile Game-Focused Developer 20% Small Independent Console Game Developer 16% MMO Game-Focused Developer 8% TV/Media Company 7% Motion Picture Company 6% Online Casino / Gambling 5% Online Social Game-Focused Developer 3% MOBA 2% ESports 0% 55% of service providers surveyed have LESS THAN 50 EMPLOYEES with only 14% having more than % of service providers that participated have only ONE LOCATION 6% operate out of more than 5 LOCATIONS 85% of these service providers have been in business for MORE THAN 5 YEARS 44% over 10 years 4% less than 2 years EMPLOYEES LOCATIONS TIME IN BUSINESS

5 WHO PARTICIPATED 5 DEVELOPER / PUBLISHER OVERVIEW Developer / Publishers Platform Focus Console games 72% Mobile games 47% Browser/PC games 41% VR games 14% Facebook games Social Casino Games 12% 4% Frequency of Changing Partners Year Over Year 100% are the same 75% are the same 50% are the same < 50% are the same 75% of service providers are the same year after year for the majority of developers/ publishers % 93% Average team size managing service providers Average number of service providers a developer / publisher works with annually Foresee a growth in demand for external development services Developer / publishers expect to work with the same service providers again after project completion

6 QUICK STATS 6 TOP 3 most important factors when selecting a service provider: 1 QUALITY 2 EXPERIENCE 3 RATES ART accounts for 80% of all external development projects. GAME INDUSTRY EVENTS are the #1 place service providers meet new clients #1 Reason Companies Engage Service Providers: to scale teams to deliver more content & features

7 2017 EXTERNAL DEVELOPMENT INDUSTRY OBSERVATIONS 7 Mergers and Acquisitions Activity is Leading to Consolidation in the Industry Mergers and Acquisitions activity has been increasing over the past year with visible consolidation in the industry. 30% of SERVICE PROVIDERS reported that they are actively looking for acquisition targets and over half of respondents (55%) have been approached for M&A conversations. What services are companies interested in acquiring? 30% SERVICE PROVIDERS Looking for M&A Targets 17% 3D ART 15% ANIMATION 12% 2D Art 12% VFX 10% Cinematics 12% Engineering 8% Mobile Game Development 7% Other 5% Console Game Development 2% Audio 72% of service providers say they are open to being acquired

8 2017 EXTERNAL DEVELOPMENT INDUSTRY TRENDS 8 Increasing Number of External Development Projects from Mobile Companies Service providers are seeing an increase in the number of art and engineering projects from mobile companies who now represent 20% and 29% of their client portfolio, respectively. TOP 3 areas of increase in the past 12 months 1 2 Mobile Game Developer Online Casino / Gambling Company 3 Multinational Games Developer / Publisher Service providers cited Mobile Games Companies as the #1 growing client segment over the past 12 months, followed by online casino games companies. The increase in projects from mobile companies is not surprising given the growth in the market. According to SuperData s report, 2016 Year in Review the mobile market is continuing to see growth with total mobile games revenue estimated at $40.6 billion USD in 2016 and growing to a forecasted $50 billion in Comparing to data collected from a similar report of 100 service providers in 2011 shows further evidence of this trend; increases in work from mobile developers, TV/ media companies, motion picture companies, and online casino/gambling companies.

9 2017 EXTERNAL DEVELOPMENT INDUSTRY TRENDS 9 Service Provider Art Client Portfolio by Segment, 2013 vs % 17% 21% 9% 3% 6% 7% 5% 1% % 23% 10% 10% 9% 4% 3% 1% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% n Multinational Games Developer / publisher n Small Independent Console Game Developer n Mobile Game Developer n MMO Game Developer n Online Social Game Developer n Motion Picture Company n TV/Media Company n Online Casino/Gambling Company n Other This is also true for engineering projects where SERVICE PROVIDERS cited that mobile companies represented 7% of their client portfolio in 2013 compared to 29% in Service Provider Engineering Client Portfolio by Segment, 2013 vs % 14% 29% 6% 3% 4% 9% 8% 1% % 12% 6% 7% 10% 1% 4% 4% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% n Multinational Games Developer / publisher n Small Independent Console Game Developer n Mobile Game Developer n MMO Game Developer n Online Social Game Developer n Motion Picture Company n TV/Media Company n Online Casino/Gambling Company n Other

10 2017 EXTERNAL DEVELOPMENT INDUSTRY TRENDS 10 VR/AR Not So Hot for External Development Although service providers are optimistic about the impact of VR/AR, developers / publishers are less convinced this will drive demand for external development. 37% SERVICE PROVIDERS see VR/AR as the #1 driver for increased demand in external development ONLY 14% of DEVELOPERS / PUBLISHERS report that they are currently experimenting with VR/AR ONLY 10% of DEVELOPERS / PUBLISHERS believe VR/AR will drive demand

11 FINDING AND SELECTING PARTNERS/CLIENTS 11 How do you meet the majority of your partners? Networking tools such as LinkedIn are one of the most utilized tools by service providers to reach out to buyers, but only 4% of developers / publishers find their external partners through this outreach. This declined compared to the 2016 report where 10% of respondents said they met services providers through cold calls. Games industry events Online research Other 31% 13% Service Providers 3% 7% 18% 27% Internal company resources Referrals Buyer Reaches Out Internal referrals & company resources Other 41% Developers / Publishers 4% 4% 12% 39% Games industry events Industry Peer Referrals Networking sites Games events and referrals are the top ways that companies connect. SERVICE PROVIDERS: Factors Considered When Accepting a New Client Project 1 Potential for future projects 2 Prestige of project/client 3 Rates the client can pay TIP FOR SERVICE PROVIDER Prioritize attending industry events to meet potential clients verses relying on outreach through networking sites.

12 FINDING AND SELECTING PARTNERS/CLIENTS 12 DEVELOPERS / PUBLISHERS: Factors Considered When Selecting an External Partner Developers / publishers indicated that the most important factors in selecting an external partner are quality, experience, and rates. Despite the huge impact that a company going out of business during an engagement or an IP leak can have on a developer / publisher, financial stability and security controls ranked as the least important factors. A report released by IBM (2016 Ponemon Cost of Data Breach Study) analyzing security breaches at 383 organizations in 12 countries found that the average consolidated total cost of a data breach is $4 million USD so leaks can be very costly /8/9 7/8/9 7/8/ QUALITY EXPERIENCE RATES Credibility Language/Communication Skills Previous Clients & portfolio Size of company Studio leadership Technology Experience Security controls Financial stability Proximity

13 FINDING AND AND SELECTING SELECTING PARTNERS/CLIENTS PARTNERS/CLIENTS 13 TOP REASONS Developers / Publishers Engage Service Providers 31% Scale teams to deliver more content and features 18% Cost savings 16% Flexible skill-set ramp-up/ramp-down 12% Access hard to find skills 11% Lack of available local resources 7% Support content needs for live services 5% Speed up development through follow-the-sun model #1 Reason Scale teams to deliver more content & features

14 TOP ISSUES IN ENGAGEMENTS 14 TOP ISSUES Encountered with External Development in 2016 SERVICE PROVIDERS DEVELOPERS / PUBLISHERS 1 Inadequate documentation and direction 1 Partners lack capacity 2 Differences between internal & client time estimates 2 Communication challenges 3 Communication challenges 3 Iteration issues (volume, speed) 4 Iteration issues (volume, speed) 4 Poor quality deliverables 5 Acquisition of client 5 Pipeline set-up TIP FOR SERVICE PROVIDER Ensure you invest in communication tools, relevant language courses, and training for project managers. Communication challenges rank as the #2 issue for your clients. TIP FOR DEVELOPERS / PUBLISHERS Take time to create adequate documentation, clearly communicate quality benchmarks, and fully understand reasons for differences in estimates. This can save you a significant amount of time and money in the long-run. It will reduce the number of iterations and asset polish/ code clean-up needed by your internal artists/engineers. Developers / publishers cite that high demand for the top service providers is leading to capacity issues.

15 EXTERNAL DEVELOPMENTS TOOLS AND TECH RESOURCES 15 TOP TOOLS Tools commonly used to support external development displayed in order of highest usage. SERVICE PROVIDERS DEVELOPERS / PUBLISHERS Project Management Communication File Transfer Jira Trello Shotgun Basecamp Skype Slack FTP Dropbox Aspera Faspex MS Excel Jira Shotgun Skype Aspera Faspex Perforce FTP Art Review Basecamp Shotgun Jira Shotgun Internal tool </> Code Review Github Github External Company Database (CRM) Pipedrive Salesforce/Internal tool Internal tool Emerging Tools For the second year in a row, Substance was named as the top emerging tool adopted by service providers.

16 PROJECT DISCIPLINES AND PLATFORMS 16 The number of integrated art projects have decreased in 2017, dropping from 41% of all projects to 25% while the percentage of conventional art projects with partial tool pipeline jumped from 19% to 36%. The number of co-development projects also dropped from 16% to 8%. This could be a result of an increase in mobile projects where service providers do not integrate art assets directly in engine or normally work in a co-development model. TYPES OF ENGAGEMENT Of all external projects, 84% are for production (-6% YOY) with very few projects for R&D, pre-production, live services updates or DLC. 36% 25% Conventional Art External Development with partial tool pipeline Integrated Art Development full pipeline 19% Convectional Art External Development without partial tool pipeline 8% Full Development 8% Co-Development 2% Programming 2% Other (Programming and Full Development) PROJECTS BY PLATFORM Console 58% (+3% YOY) Mobile/Tablet 22% (-8% YOY) Browser/PC 21% (+3% YOY) VR/AR 2% (+2% YOY)

17 PROJECT DISCIPLINES AND PLATFORMS 17 External Development within Art Disciplines Although photo-real projects represent a slightly smaller percentage of overall projects by art style compared to 2016, there has been a 20% YOY increase in these types of projects. PROJECT TYPES BY ART STYLE 63% 4% Photo Real Cartoon 33% Stylized By Project Duration Compared to 2016, for projects overall there has been an increase (from 35% of projects to 49%) in the number of projects under three months in duration and a drop in projects lasting more than 12 months (from 33% to 25%). This could also be a result of the increase in mobile projects which are often shorter in duration than console projects. The below graphic provides a break-down for art and engineering (does not include other categories such as UX-UI, VFX, QA, etc). art engineering 60% % of project engagements 51% 30% 20% 12% 11% 10% 6% < 3 3 < > 6 6 < > 9 9 < > 12 >12 months

18 PROJECT DISCIPLINES AND PLATFORMS 18 Maturity of ART/ANIMATION External Development Disciplines Most companies started their art engagements by sending 3D props out-of-house. A third of respondents began this over 10 years with all respondents now citing that no prop work is done internally. This is expected as props are one of the easiest types of assets to send externally with an abundance of service providers being able to take on this work. Very few respondents (less than 10%) started sending 3D art work out-of-house less than a year ago with approximately 70% starting over 5 years ago. Hand-in-hand with this, only 8% of companies have kept 3D animation internal. Most companies started sending 3D animation out-of-house around 2 to 4 years ago. n Less than 5% of developers / publishers have kept 3D art (characters, environments, weapons, and props) internally. n Developers / publishers appear cautious to send 2D work out-of-house with 15 to 20% of respondents keeping this internal. Most started sending 2D assets out-of-house about 2 to 4 years ago. This also ties in to the growth of mobile games within the past few years. n Very few companies create cinematics internally (less than 3%). Over 50% of respondents started sending this out of house over 5 years ago. n UX-UI is one of the newest areas that companies have started sending out-of-house. Almost 40% of respondents only began engaging with service providers in this area less than 1 year ago and 32% starting 2 to 4 years ago. Only 22% of UX-UI work now remains internal. n VFX is the area most companies keep internal (45% of respondents) with some companies experimenting with this over the past couple of years. ART TIMELINE: When developers / publishers started sending art disciplines out-of-house 2-4 years 2D Environments 2D Characters 2D Vehicles 2D Props Concept Art 3D Animation 2D Animation Cinematics VFX > 10 years 3D Props 3D Environments < 1 year UX-UI 5-9 years 3D Characters 3D Weapons 2D Weapons Remains Internal VFX 45% UX-UI 23% 2D Animation 22% 2D Vehicles 20% 2D Weapons 20% 2D Props 16% 2D Environments 14% 2D Characters 14% Concept Art 10% 3D Animation 8% 3D Environments 5% 3D Weapons 3% Cinematics 3% 3D Characters 2% 3D Props 0%

19 PROJECT DISCIPLINES AND PLATFORMS 19 Maturity of ENGINEERING External Development Disciplines n Compared to art, a higher percentage of engineering projects remain internal with 83% of rapid prototyping remaining internal, 75% of front-end development, 70% of engine development, and 60% of telemetry work. n Although a high percentage of rapid prototyping projects remain internal, 11% of respondents experimented with engaging external partners in this area over the past year. n Only one-third of respondents have kept full SKU mobile development projects in-house. n About 50% of companies send console game modes, tools development, level design, and server-side development outof-house. n Web development is the most common candidate for external development with only about a quarter of these projects remaining internal, 28% starting to send these out of house 2 to 4 years ago, and almost 40% started 5 to 9 years ago. ENGINEERING TIMELINE: When developers / publishers started sending engineering disciplines out-of-house 2-4 years Console game modes Tools development Engine development Telemetry Server-Side development Level Design/Building < 1 year Rapid prototyping 5-9 years </> Web development Full SKU mobile development Full SKU console development Front-end development Remains Internal Rapid prototyping 83% Front-end development 75% Engine development 70% Telemetry 60% Server-Side development 58% Level Design/Building 52% Tools development 50% Console game modes 41% Full SKU console development 41% Full SKU mobile development 34% Web development 26%

20 PROJECT DISCIPLINES AND PLATFORMS 20 TOP COUNTRIES for Different Types of Work 3D ART ENGINEERING FULL DEVELOPMENT 1 China 1 Ukraine 1 USA 2 India 2 India 2 United Kingdom 3 Vietnam 3 Russia 3 Russia 4 Spain 4 Argentina 4 Canada 1 UX-UI United Kingdom CONCEPT ART United Kingdom Mexico India TOP EMERGING markets for game markets for game development development * India and Ukraine India and Ukraine 4 Canada *Backed up by the data on where game engineering work is being sent

21 SERVICE PROVIDER AVERAGE RATES BY COUNTRY 21 Average rates were collected from over 150 service providers worldwide covering art, animation, and engineering. Information is shown on the next two pages for countries and disciplines that received a critical mass in responses. ) CANADA 3D Animation $12,540 Concept Art $14,200 Console Dev $9,975 Mobile Dev $11,702 USA 3D Animation $10,313 Concept Art $9,790 Console Dev $13,734 Mobile Dev $13,659 VR Dev $13,200 UNITED KINGDOM Concept Art $11,200 Console Dev $11,327 VR Dev $8,580 Mobile Dev $10,171 UKRAINE 3D Art $4,464 2D Art $4,162 Mobile Dev $4,400 VR Dev $5,368 SPAIN 3D Art $6,490 2D Art $5,280 Mobile Dev $6,600 All rates are staff month rates in USD and calculated at 22 days per month.

22 SERVICE PROVIDER AVERAGE RATES BY COUNTRY 22 RUSSIA 3D Art $5,075 3D Animation $4,928 Console Dev $6,774 Concept Art $4,928 CHINA 3D Art $4,082 3D Animation $5,435 2D Art $3,874 Concept Art $4,449 INDIA 3D Art $4,253 3D Animation $3,300 VIETNAM 2D Art $4,400 3D Art $4,635 Mobile Dev $4,500 PHILIPPINES 3D Art $3,483 MALAYSIA 3D Art $4,880 3D Animation $4,840 Concept Art $5,030 All rates are staff month rates in USD and calculated at 22 days per month.

23 THE FUTURE OF EXTERNAL OF EXTERNAL DEVELOPMENT DEVELOPMENT 23 Q1 What are the main drivers for an increased demand in external development services over the next 3 to 5 years? SERVICE PROVIDERS DEVELOPERS / PUBLISHERS 1 Virtual Reality 1 Demand for more content 2 Players demand for more content 2 Richer/deeper games 3 Augmented Reality 3 Need to decrease development costs 4 Need for developers to decrease development costs 4 Virtual Reality/Augmented Reality Service providers are significantly more optimistic about VR/AR as they forecast this to be the biggest area of demand in the next 3 to 5 years. This ranked 4th for developers / publishers. 85% of developer / publishers responded that the need for more content is driving demand. Q2 For what disciplines are service providers optimistic about growth in demand for services over the next 12 to 18 months? Most Optimistic (10 is highest) Engineering Art Animation Audio QA UX-U Cinematic/VFX Localization % growth As games get bigger/deeper and with the proliferation of platforms, 93% of developers / publishers are seeing a growth in demand for service providers at their company. UX-UI and concept art are two new areas seeing significant growth.

24 THE FUTURE OF EXTERNAL OF EXTERNAL DEVELOPMENT DEVELOPMENT 24 Q3 In what areas have developers / publishers seen a growing demand for external services in the past 12 months? 3D CHARACTERS 81% 3D PROPS 75% ALL OTHER 3D ART 70% UX-UI 69% CONCEPT ART 58% Q4 In what areas do developers / publishers expect to see growth/demand in the next 18 months? DEVELOPERS / PUBLISHERS D Props 3D Characters VFX UX-UI Concept Art areas of less growth The bottom 3 areas where developers / publishers did not expect to see much growth were: 2D casual art, 2D animation, and web development. only 17% of developers / publishers expect to see a demand in VR/AR development in the next 18 months

25 THE FUTURE OF EXTERNAL OF EXTERNAL DEVELOPMENT DEVELOPMENT 25 Main concerns about the future of external development SERVICE PROVIDERS DEVELOPERS / PUBLISHERS Demand for lower rates, but higher quality Increased need for investments and training on new technology, software, and platforms. Consolidation is pushing out high-quality, niche service providers. Developers / publishers often want hard to find niche skills but do not always want to pay the higher rates. Increase in competition due to both tax credits reducing costs in some regions and an influx of new service providers. Developers / publishers do not always take cultural differences in to consideration in communication. Consolidation among service providers could potentially cause a number of issues: reduce competition among the top companies. lead to rate increases for the top companies that have been acquired one bad decision by the parent company could be detrimental to all of the entities that have been acquired work may be sub-contracted to different entities that have been acquired Service providers moving in to co-development and creating their own IP means they could become future competitors to their current clients. Lack of capacity can mean teams are fighting for the best talent and bandwidth. Political and economic instability in some countries can cause issues working with partners. Talented artists leaving credible companies to start their own art studio, but without knowing how to run and establish a credible business.

26 GLOSSARY OF TERMS 26 The following definitions may be subject to the context in which they were used in this report. Co-Development Cooperative engagement where significant parts of development are shared by a client and service provider Conventional Art External Development (without tool pipeline) A service provider builds art content without any tools to integrate or export the assets to the developer Conventional Art External Development (with partial tool pipeline) A service provider builds art content with the support of tools that allow them to export content, or use a viewer to check their work Developers / Publishers (buyers) Companies that develop video games and/or publish games that they own, or publish games on behalf of other developers External Development The practice of video game developers and publishers (buyers) leveraging third party service providers (sellers) in any aspect of development Industry Professional (buyer) An individual under the employment of a video game developer responsible for managing, influencing or decision making for external development. Integrated Art Development A developer s full technical pipeline is used by the service provider Photo Real Art Art that is intended to simulate aspects of the real world, whether organic or inorganic, as realistically as possible Service Provider (seller) A third party external partner hired to contribute to certain or all aspects of game development Stylized Art Design according to a style or stylistic pattern rather than according to nature or tradition Full Development A developer requires a full game to be developed by service providers

27 EXTERNAL DEVELOPMENT SUMMIT For more information about the External Development Summit (XDS), please contact us at:

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