Co-Production: How to Structure a Media Relationship in a Way That Really Works

Co-Production: Slide Slides/Audio (49 MB)

In 2007, Merscom and Lifetime entered into a co-production arrangement to create and publish a game based on the Blood Ties TV show. Rather than a traditional licensing or for-hire model, both companies shared the risk and the benefits. The result was a stunning success. This business model has formed the basis of Merscom's relationship with Starz Entertainment/Liberty Media, which resulted in the #1 title, Righteous Kill as well as upcoming projects with National Geographic and Granada. Just as creation of junk bonds and the junk bond market in the 1980s created a whole new way of financing projects, the co-production model has opened up a new way to create hit casual games. This session will discuss in detail how to structure a co-production relationship, the strengths and weaknesses of the model, how to pursue it and who would make the best partner. Rather than relying on theory, Lloyd will focus on real examples from Merscom's experiences.

Delivered at Casual Connect Kyiv, October 2008

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Lloyd MELNICK (email)

Lloyd has been involved with publishing and licensing computer and video games for over 15 years. As a co-founder of Merscom, Lloyd has marketed, produced and published over 150 games for both the casual and core gamer market. Lloyd played a key role in the development and launch of Merscom’s number one hit title, Blood Ties, building a relationship with Lifetime Networks, selecting the game’s developer and managing the launch. Lloyd was also responsible building Merscom’s relationship with Starz Media, which will result in the first casual game to coincide with a major motion picture release. Lloyd has also developed and implemented Merscom’s retail distribution network both in the U.S. and Europe. Lloyd secured relationships for Merscom with leading portals and aggregators including Big Fish Games, RealArcade and Oberon in the U.S., helping Merscom gain access to virtually all casual game customers. In Europe and Asia, Lloyd works with over 100 retail and online portals and distributors in over 30 countries to ensure Merscom’s titles reach customers in every market.

Lloyd has a Bachelor of Arts in Psychology and Political Economy from John Hopkins University and a Master in Business Administration from Duke University’s Fuqua School of Business. Lloyd also earned a Master of Arts in European Integration from the University of Limerick in Ireland.

HOME \| LECTURES & ARTICLES \| MARKETING & BUSINESS MODELS \| Co-Production: Structuring a Media Relationship That Really Works Slides/Audio (49 MB) In 2007, Merscom and Lifetime entered into a co-production arrangement to create and publish a game based on the Blood Ties TV show. Rather than a traditional licensing or for-hire model, both companies shared the risk and the benefits. The result was a stunning success. This business model has formed the basis of Merscom's relationship with Starz Entertainment/Liberty Media, which resulted in the #1 title, Righteous Kill as well as upcoming projects with National Geographic and Granada. Just as creation of junk bonds and the junk bond market in the 1980s created a whole new way of financing projects, the co-production model has opened up a new way to create hit casual games. This session will discuss in detail how to structure a co-production relationship, the strengths and weaknesses of the model, how to pursue it and who would make the best partner. Rather than relying on theory, Lloyd will focus on real examples from Merscom's experiences. Delivered at Casual Connect Kyiv, October 2008 DOWNLOAD Lloyd MELNICK (email) Lloyd has been involved with publishing and licensing computer and video games for over 15 years. As a co-founder of Merscom, Lloyd has marketed, produced and published over 150 games for both the casual and core gamer market. Lloyd played a key role in the development and launch of Merscom’s number one hit title, Blood Ties, building a relationship with Lifetime Networks, selecting the game’s developer and managing the launch. Lloyd was also responsible building Merscom’s relationship with Starz Media, which will result in the first casual game to coincide with a major motion picture release. Lloyd has also developed and implemented Merscom’s retail distribution network both in the U.S. and Europe. Lloyd secured relationships for Merscom with leading portals and aggregators including Big Fish Games, RealArcade and Oberon in the U.S., helping Merscom gain access to virtually all casual game customers. In Europe and Asia, Lloyd works with over 100 retail and online portals and distributors in over 30 countries to ensure Merscom’s titles reach customers in every market. Lloyd has a Bachelor of Arts in Psychology and Political Economy from John Hopkins University and a Master in Business Administration from Duke University’s Fuqua School of Business. Lloyd also earned a Master of Arts in European Integration from the University of Limerick in Ireland.