On GamesIndustry.biz there was a small material The right way to monetize kids?, in which the president of the animation studio Nerd Corps Ken Faier (Ken Faier) told, among other things, what is the fundamental difference between the entertainment market for children 30 years ago and now. Briefly about this difference – in our note.
The entertainment market for children has changed significantly over the past thirty years. The level of entertainment itself has risen to an incredibly high level. This was mainly due to the fact that the market itself has become more complex in terms of structure.
According to Feyer, in the 80s and 90s, the following scheme usually worked: children’s programs that ran on weekend mornings were paid for by toy companies. The shows were not of high quality. As a rule, they had a bad script, weak animation, but they worked as a tool for promoting plastic models.
This was facilitated by the situation when there was not only a limited number of content supply channels, but also a small number of companies that had the opportunity to agree on placing their content in a time slot on a particular channel.
Now the situation is fundamentally different. The market is highly fragmented. There are many channels for the supply of content, moreover, users today decide for themselves what to watch. In other words, today it is necessary to fight for the attention of the audience. In this struggle, the quality of content is critical. There is no good content, and there is no new strong brand that can make money by selling merchandise.
And the mobile market today is just one of the channels on which you can build a brand or support it, develop existing or emerging success. But, what is also critically important for large companies, this is a channel through which you can not only raise popularity, but also earn directly.
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- A source:
http://www.gamesindustry.bizNerd Corps is a Canadian animation studio.
Based in Vancouver. Founded in 2002. It is known thanks to the TV series Slugterra and Max Steel. At the end of 2014, DHX Media (“Teletubbies”, Action Man) was bought for $57 million.