Changing the Game to Deliver Growth

                     Changing the Game to Deliver Growth

PR Newswire

ANN ARBOR, Mich., Dec. 4, 2012

ANN ARBOR, Mich., Dec. 4, 2012 /PRNewswire/ --The electronic gaming world has
seen its traditional business models torn up and rewritten over the past few
years - leading to a major boom in investment but also some high-profile
accidents. As industry leaders explain why offering games for free has become
an industry life-saver, Pcubed is well positioned to help companies adapt to
the challenges of rapid growth and change.

More than 200 million people across the world are estimated to use online
social gaming platforms, generating nearly $5 billion in revenue last year
alone. But this summer's surprise stock crash for Zynga, formerly the darling
of the industry with an IPO of $1billion, led many observers to question the
feasibility of ever successfully making money from free social gaming.

For Pcubed Consultant Alf Raju, writing in Pcubed's Insight magazine following
a recent event on the subject hosted by the British American Business Council
in San Francisco, Zynga's fortunes are not a sign of industry-wide failure but
rather an indication of its developing opportunities.

"The bubble hasn't burst and won't," he insists. "The market is out there.
While the audience for games on platforms like Facebook might be leveling out,
the concept of free social gaming has much broader scope. Giving users access
to online social games for free - at least initially - is only to be expected.
It's the direction the markets are heading across all sorts of industries,
many of which would never have previously dreamed of giving content away."

Industry experts at the BABC event described the development of free-to-play
models as the future for an industry where traditional physical game sales
dropped by 25% last year alone.

"People in some parts of the world simply can't afford to pay for the full
games on desktop computers," Raju says. "But if you can create a simple
version, which is free to pay on a mobile phone - that really expands the
audience for the game. The incremental amounts you pay to keep progressing
through the game are much more affordable, and that is where the monetization
strategy comes in."

The model of spending millions on developing each new blockbuster game over a
period of several years is also now undergoing a revolution. Developers are
shifting towards the rapid development of cheaper games on accessible public

Raju believes the industry's rapid growth and metamorphosing business models
puts its companies in clear need of program and portfolio management strategy.
"The point with the new wave of social games is that there is no huge
development cycle any more - it is about speed to value," he says. "Pcubed has
huge expertise in how to achieve that competitive delivery rate."

"It is also vital for burgeoning businesses to make sure all programs in
development are aligned to the organization's wider strategy. As start-ups
grow, their businesses develop rapidly - and they need to consider the
importance of applying agile program management to delivery execution before
they begin to make mistakes."

To read the full article online, please visit For further
information please contact Linda Lavine, Director of Marketing at 646-652-7951

Pcubed, established in 1994, brings a unique, pragmatic brand of consulting to
its clients, helping them tackle their business transformation with agile
teams led by industry veterans that engage and focus people on delivering
sustainable results and building internal capabilities. Pcubed now serves more
than half of the Fortune 500 with clients such as Chevron, Ford Motor Company,
Microsoft, the Olympic Delivery Authority, and the UK Government with regional
headquarters in New York, Ann Arbor, London, Sydney and Singapore.

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