Some of the most common questions we receive at GIGnews are posed by new developers desperately seeking business advice. How do we get published? We need artists, how do we put a team together? We’re about to sign a publishing deal, should we agree to X? We do the best we can to steer them in the right direction, but we don’t always have all the answers. Happily, a new book from Charles River Media has come to the rescue.

Secrets of the Game Business provides an insider’s look at how the game business really works. This well-organized and insightful collection of chapters by industry professionals reveals the workings of the game development and publishing industry through their experience and insights. These publishing executives, developers, veteran producers, designers, owners of independent studios, and academics have written a unique collection of articles that really delve into the intricacies of the business. The articles, case studies, and interviews cover all aspects of the industry, providing real-world examples that illustrate how successful companies and individuals have achieved their goals. Everything is covered from how the retail market works to financing a start-up and deciding on the right business model for a game.

The book is divided into four primary sections (Publishers & Developers, Game Development Startups, Taking a Game to Market, and Managing Game Development), with six to eight chapters in each section. Certainly, every game studio start-up would be well-advised to read this book cover-to-cover, as well as those existing studios who need a refresher course on the business-side of game development.

Section 1: Publishers and Developers
The helpful and honest tone of the book is set in the very first chapter, and editor Francois Dominic Laramee does an excellent job of keeping the train on track.

In chapter one, "The Top Ten Misconceptions New Game Developers Have About Publishers", Mason McCuskey of independent game developer, Spin Studios, attempts to shed light on publishers or those "magical beasts, capable of granting wishes or destroying fortunes…" In practical, no-nonsense terms, McCuskey tells it like it is, and, as he notes, while one could fill an entire book on the topic of how to get a publishing deal, this article gives you a good start on the basics and provides direction as to where to go next.

In fact, this "just the basics" approach is what sets the book apart, and why it is a breeze to read cover-to-cover. Yes, there are books that go into much more detail, but getting the big picture is a big key to success and, as you read through the book, you’ll be able to quickly note those areas requiring further study. In short, this is a game business primer that will help set your company’s course.

Speaking of which, the course to delivering a game into a consumer’s hands has become an increasingly complex, lengthy, and costly process. How many entities do you think it takes to get a game into the consumer’s hands? How about 14? In "The Role of Each Entity in Game Publishing," Kathy Schoback, Director of External Development and Publishing for Sega of America, outlines the roles of 14 entities that collaborate to deliver a game to market. From the game developer to the motion-capture and art and animation service providers to the publishers and the QA providers, this chapter lays out the intricacies of the process.

Section 2: Game Development Startups
Given the complexity of the process, an established business plan to guide your company would seem of paramount importance, but based on the emails we receive, many game developer startups appear to be operating without one. "Writing a Business Plan for a Game Development Startup" by Francois Dominic Laramee makes you ask yourself the important questions and define your goals in a nutshell format. Again, not only could an entire book be written on the subject of business plans, entire books -- plenty of them -- have been written on the subject of writing business plans, however this chapter is specific to a game development startup, and provides a good jumping off point for further exploration. Similarly, in the chapter "Financing Projects & Startups", author Thomas Djafari illustrates the various sources of financing you can use for your project, how they work, and what the people who will decide whether to fund your team are looking for when evaluating your project. Also included are chapters on specific business models for wireless game developers ("Wireless Business Models" by Johanna Wilson) and online game developers ("Online Business Models: Using the Net for Profit" by Sande Chen).

Also included in this section is Sean Timarco Baggaley’s candid article on "Development Misery and How to Avoid It." As Baggaley notes, only one in five new businesses, regardless of industry or market, succeeds and as success speaks for itself, his article highlights "the mistakes, the traps, and pitfalls that can beset the unwary."

Section 3: Taking the Game to Market
In this section, public relations ("Public Relations: Making the Most of the Gaming Press" by Beverly Cambron), pitching ("Securing a Development Contract: The Art of Pitching" by Ed Bartlett), and the use of game agents ("The Whys and Wherefores of Game Agents" by Borut Pfeifer) are tackled. How do you, as a developer, market yourself to publishers? And, for self-publishers, how do you handle public relations, customer service, and maybe even direct sales? These chapters provide specific advice and direction.

Also included in this section is attorney Thomas H. Buscaglia’s "Effective Development Contracts," and game agent Jay Powell of Octagon Entertainment gives the "Pros and Cons of Worldwide and Country-by-Country Deals." Jay’s presentation at GDC2003 on negotiating the best deal possible, played to a packed house. He knows what he’s talking about and if you missed his lecture, you can learn many of the basics as set forth in this chapter. And, finally, Mason McCuskey outlines "Techniques to Increase Upsell for Online Games."

Section 4: Managing Game Development
As noted in the introduction to this section, managing a game development business is hard work, and while much has been written about the game industry’s "idiosyncratic problems" such as lack of business acumen, burnout, and employee revolving doors, little direction has been provided to help avoid these issues, which is where Secrets of the Game Business comes in.

In "The Stages of Game Development", Michael Sellers of Online Alchemy, outlines a development process that is practical, realistic, flexible, and takes into account the unique aspects of game creation. Sellers advises that by applying the stages of game development as discussed in his article, you will "clarify your process, and increase your chances of developing a fun game that sells."

At the end of the day, games are made by people, and a cohesive and happy team will not only save money, but valuable production time as well. How to create and maintain a "legendary and legendarily happy team" is set forth by Heather Maxwell and Melanie Cambron in "Leadership: The Making of Effective and Happy Teams." Maxwell and Cambron include the warning signs of an unhappy team and ways to head problems off at the pass, now and in the future.

Conclusion
Not every chapter in Secrets of the Game Business has been covered in this review, but virtually every chapter in the book provides at least one (at the very least) core concept of advice that every game developer should not only take to heart, but apply in practice. Again, this book isn’t about the subtle nuances or detailed variations, it’s about the big picture and key concepts, and when we receive those "help!" emails from game developers, there is a good chance that "read this book" will be our answer.

Book Details
Publisher: Charles River Media
ISBN: 1-58450-282-7
MSRP: $39.95 (US) $61.95 (CAN)