[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.08,0:00:01.54,Default,,0000,0000,0000,,OK. Hello, everyone.
Dialogue: 0,0:00:02.57,0:00:04.03,Default,,0000,0000,0000,,It's a pleasure being here.
Dialogue: 0,0:00:04.19,0:00:07.66,Default,,0000,0000,0000,,It was a really well-designed\Npresentation, so to say.
Dialogue: 0,0:00:07.68,0:00:12.18,Default,,0000,0000,0000,,I hope ours will not look badly,\Ncompared to that.
Dialogue: 0,0:00:12.20,0:00:16.66,Default,,0000,0000,0000,,It will be hard to measure up\Nto a person that specializes in design.
Dialogue: 0,0:00:19.08,0:00:21.63,Default,,0000,0000,0000,,OK, so hopefully everything works, yes?
Dialogue: 0,0:00:21.66,0:00:24.12,Default,,0000,0000,0000,,We were just trying out\Nsome remote-control software,
Dialogue: 0,0:00:24.15,0:00:26.15,Default,,0000,0000,0000,,that's why I'm holding this device.
Dialogue: 0,0:00:26.78,0:00:30.67,Default,,0000,0000,0000,,We would like to tell you a little bit\Nabout the Black Sheep strategy.
Dialogue: 0,0:00:31.85,0:00:33.86,Default,,0000,0000,0000,,We'll try to keep it very simple,
Dialogue: 0,0:00:34.03,0:00:36.85,Default,,0000,0000,0000,,and we'll try to come up\Nwith some practical cases,
Dialogue: 0,0:00:36.87,0:00:38.44,Default,,0000,0000,0000,,to make it all a bit interesting.
Dialogue: 0,0:00:38.47,0:00:43.62,Default,,0000,0000,0000,,And, of course, the black sheep\Nis really black here, actually.
Dialogue: 0,0:00:43.64,0:00:45.34,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:45.36,0:00:47.58,Default,,0000,0000,0000,,Yeah, it's so black\Nthat you can hardly see it.
Dialogue: 0,0:00:49.80,0:00:52.50,Default,,0000,0000,0000,,I hope that Zynga --
Dialogue: 0,0:00:52.53,0:00:54.90,Default,,0000,0000,0000,,That's a black sheep\Nthat I found on the Internet.
Dialogue: 0,0:00:54.92,0:00:57.31,Default,,0000,0000,0000,,It's from Farmville.\NI hope they will not sue us.
Dialogue: 0,0:00:57.33,0:00:58.96,Default,,0000,0000,0000,,I didn't ask them for permission.
Dialogue: 0,0:00:59.29,0:01:00.84,Default,,0000,0000,0000,,There was not enough time for it.
Dialogue: 0,0:01:00.86,0:01:03.83,Default,,0000,0000,0000,,So actually, with Michał,\Nwe started following this strategy
Dialogue: 0,0:01:03.86,0:01:05.92,Default,,0000,0000,0000,,unconsciously,\Nwhen we were in high school.
Dialogue: 0,0:01:05.94,0:01:07.100,Default,,0000,0000,0000,,So, it was the Black Sheep strategy.
Dialogue: 0,0:01:08.43,0:01:11.46,Default,,0000,0000,0000,,It didn't reflect well\Non our grades, you know?
Dialogue: 0,0:01:11.81,0:01:13.55,Default,,0000,0000,0000,,We were the black sheep of the class.
Dialogue: 0,0:01:13.58,0:01:17.12,Default,,0000,0000,0000,,It was the two of us,\Nand we were apart from the herd.
Dialogue: 0,0:01:17.47,0:01:20.35,Default,,0000,0000,0000,,So, let's... (Laughter)
Dialogue: 0,0:01:20.37,0:01:23.18,Default,,0000,0000,0000,,Michał Kiciński:\NWhat actually resulted was that I,
Dialogue: 0,0:01:23.20,0:01:25.54,Default,,0000,0000,0000,,for example, didn't finish high school.
Dialogue: 0,0:01:25.56,0:01:28.79,Default,,0000,0000,0000,,Marcin Iwiński: You did, in another way.\NM.K.: In a sense, yes.
Dialogue: 0,0:01:28.81,0:01:29.87,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:29.89,0:01:31.84,Default,,0000,0000,0000,,M.I.: I did, but I had to\Nchange the class.
Dialogue: 0,0:01:31.87,0:01:35.55,Default,,0000,0000,0000,,So, it's not easy,\Nwhat we're going to tell you about.
Dialogue: 0,0:01:36.02,0:01:38.33,Default,,0000,0000,0000,,So that's a flaw,\Nbecause you see it's very nice,
Dialogue: 0,0:01:38.35,0:01:41.55,Default,,0000,0000,0000,,it's warm, it's cuddly, you feel safe.
Dialogue: 0,0:01:42.88,0:01:45.94,Default,,0000,0000,0000,,Actually, we changed\Nthe Farmville black sheep,
Dialogue: 0,0:01:45.96,0:01:47.98,Default,,0000,0000,0000,,as they have only black sheep, into white.
Dialogue: 0,0:01:48.00,0:01:50.67,Default,,0000,0000,0000,,So right now,\Nyou'll see the black sheep...
Dialogue: 0,0:01:50.70,0:01:52.43,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:52.45,0:01:54.55,Default,,0000,0000,0000,,You just see the eyes of it.
Dialogue: 0,0:01:55.50,0:01:57.93,Default,,0000,0000,0000,,You just see the eyes\Nof this little sheep.
Dialogue: 0,0:01:58.12,0:02:01.54,Default,,0000,0000,0000,,But it means it's really not\Na very cool place to be in,
Dialogue: 0,0:02:01.56,0:02:02.70,Default,,0000,0000,0000,,at least on the slide.
Dialogue: 0,0:02:03.28,0:02:04.99,Default,,0000,0000,0000,,So, how do we see that?
Dialogue: 0,0:02:05.01,0:02:09.58,Default,,0000,0000,0000,,we really see that there are two\Nmain problems with the herd.
Dialogue: 0,0:02:11.78,0:02:14.37,Default,,0000,0000,0000,,Let's start with the first one.
Dialogue: 0,0:02:15.21,0:02:17.96,Default,,0000,0000,0000,,Following the herd is easy,\Nit's very easy for everyone.
Dialogue: 0,0:02:18.31,0:02:20.35,Default,,0000,0000,0000,,And what we really see,
Dialogue: 0,0:02:20.38,0:02:22.47,Default,,0000,0000,0000,,as we are in business,\Nwe are entrepreneurs,
Dialogue: 0,0:02:22.99,0:02:25.09,Default,,0000,0000,0000,,it's all about delivering value.
Dialogue: 0,0:02:25.30,0:02:27.70,Default,,0000,0000,0000,,With the herd, people just follow.
Dialogue: 0,0:02:28.00,0:02:33.10,Default,,0000,0000,0000,,So whenever there is a certain solution,\Nthey just follow, because...
Dialogue: 0,0:02:33.84,0:02:36.64,Default,,0000,0000,0000,,They feel safe,\Nand that's the second thing.
Dialogue: 0,0:02:37.47,0:02:40.07,Default,,0000,0000,0000,,M.K.: You can see that everywhere\Non the market.
Dialogue: 0,0:02:40.10,0:02:44.86,Default,,0000,0000,0000,,For example, Marcin has an iPad here,
Dialogue: 0,0:02:45.04,0:02:48.33,Default,,0000,0000,0000,,and right now everyone is doing\Npads on the market, right?
Dialogue: 0,0:02:48.35,0:02:51.06,Default,,0000,0000,0000,,And it was very difficult\Nfor the first company,
Dialogue: 0,0:02:51.08,0:02:52.88,Default,,0000,0000,0000,,in this case Apple,
Dialogue: 0,0:02:53.21,0:02:56.71,Default,,0000,0000,0000,,quite often being the black sheep,\Nin our opinion,
Dialogue: 0,0:02:56.93,0:02:59.40,Default,,0000,0000,0000,,to invent this device.
Dialogue: 0,0:02:59.42,0:03:03.85,Default,,0000,0000,0000,,But now, every hardware manufacturer\Nis doing some kind of pad.
Dialogue: 0,0:03:04.03,0:03:09.13,Default,,0000,0000,0000,,So it's pretty easy to follow\Nthe one who set the trend.
Dialogue: 0,0:03:09.86,0:03:13.66,Default,,0000,0000,0000,,M.I.: Yeah, that's really funny,\Nbecause, I mean,
Dialogue: 0,0:03:13.94,0:03:16.77,Default,,0000,0000,0000,,in our 15 years in business,\Nwe talked to a lot of experts,
Dialogue: 0,0:03:16.80,0:03:19.73,Default,,0000,0000,0000,,a lot of analysts,
Dialogue: 0,0:03:20.03,0:03:22.77,Default,,0000,0000,0000,,a lot of, so to say, knowledgeable people.
Dialogue: 0,0:03:22.80,0:03:24.25,Default,,0000,0000,0000,,But they just follow the trend.
Dialogue: 0,0:03:24.27,0:03:26.21,Default,,0000,0000,0000,,So, in our opinion, they follow the herd.
Dialogue: 0,0:03:27.44,0:03:29.84,Default,,0000,0000,0000,,When something is set in stone,\Nthere is a standard,
Dialogue: 0,0:03:29.86,0:03:32.97,Default,,0000,0000,0000,,industry standards,\Na certain way of [doing] certain things,
Dialogue: 0,0:03:32.99,0:03:34.90,Default,,0000,0000,0000,,the most convenient way\Nis just to follow.
Dialogue: 0,0:03:35.21,0:03:37.86,Default,,0000,0000,0000,,Because it's easy, and you feel safe.
Dialogue: 0,0:03:38.10,0:03:41.99,Default,,0000,0000,0000,,If you work in a big company,\Nif you don't cross the line,
Dialogue: 0,0:03:42.02,0:03:44.38,Default,,0000,0000,0000,,you'll most probably not be fired,\Nyou'll be safe.
Dialogue: 0,0:03:44.40,0:03:46.92,Default,,0000,0000,0000,,Until the company\Nruns into some big trouble,
Dialogue: 0,0:03:46.95,0:03:49.84,Default,,0000,0000,0000,,and then there's massive firing,\Nbut that's another story.
Dialogue: 0,0:03:50.04,0:03:55.28,Default,,0000,0000,0000,,M.K.: It's visible in very big companies,\Nwhere people are afraid to take decisions.
Dialogue: 0,0:03:55.31,0:04:00.09,Default,,0000,0000,0000,,If they go the way\Neveryone else is going, they are safe.
Dialogue: 0,0:04:00.11,0:04:01.52,Default,,0000,0000,0000,,Nobody can accuse them
Dialogue: 0,0:04:01.64,0:04:03.87,Default,,0000,0000,0000,,that they're doing something\Nthe wrong way,
Dialogue: 0,0:04:03.89,0:04:06.69,Default,,0000,0000,0000,,because they are doing it\Nthe way everybody else is doing it.
Dialogue: 0,0:04:06.72,0:04:09.86,Default,,0000,0000,0000,,M.I.: So if you look at the herd,\Nit's a really nice place to be in.
Dialogue: 0,0:04:09.89,0:04:11.23,Default,,0000,0000,0000,,It's warm and safe.
Dialogue: 0,0:04:11.26,0:04:12.29,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:12.84,0:04:18.96,Default,,0000,0000,0000,,And, you know, we wanted\Nto ask you this question:
Dialogue: 0,0:04:18.99,0:04:20.70,Default,,0000,0000,0000,,"Do you dare to be different?"
Dialogue: 0,0:04:21.09,0:04:24.77,Default,,0000,0000,0000,,We think that first of all,\Nit's a way of life,
Dialogue: 0,0:04:25.34,0:04:27.52,Default,,0000,0000,0000,,and there is a big reward.
Dialogue: 0,0:04:27.55,0:04:29.56,Default,,0000,0000,0000,,I mean, whatever you do,\Nit can be business,
Dialogue: 0,0:04:29.58,0:04:32.25,Default,,0000,0000,0000,,it can be just, you know, things in life.
Dialogue: 0,0:04:32.48,0:04:35.44,Default,,0000,0000,0000,,M.K.: Being in high school. M.I.: Yeah.
Dialogue: 0,0:04:35.46,0:04:37.82,Default,,0000,0000,0000,,In high school, it's kind of cool,\Npeople like you.
Dialogue: 0,0:04:37.84,0:04:38.76,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:38.76,0:04:40.25,Default,,0000,0000,0000,,Because you don't really care.
Dialogue: 0,0:04:40.28,0:04:43.04,Default,,0000,0000,0000,,But actually, you do,\Nbecause you have to change the school,
Dialogue: 0,0:04:43.06,0:04:44.73,Default,,0000,0000,0000,,but it gets all complicated, so...
Dialogue: 0,0:04:46.02,0:04:50.04,Default,,0000,0000,0000,,So, as we are entrepreneurs, in business,
Dialogue: 0,0:04:50.15,0:04:51.24,Default,,0000,0000,0000,,there is a big reward.
Dialogue: 0,0:04:51.26,0:04:53.74,Default,,0000,0000,0000,,Because if you don't take the risk,
Dialogue: 0,0:04:53.76,0:04:57.73,Default,,0000,0000,0000,,if you don't try to come up with something\Nthat really delivers the value --
Dialogue: 0,0:04:57.75,0:05:00.88,Default,,0000,0000,0000,,And what is important to stress here is,
Dialogue: 0,0:05:00.91,0:05:03.63,Default,,0000,0000,0000,,you have to try to be different\Nfor a reason.
Dialogue: 0,0:05:03.66,0:05:06.17,Default,,0000,0000,0000,,We are not talking\Nabout rebels without a cause.
Dialogue: 0,0:05:06.33,0:05:09.48,Default,,0000,0000,0000,,The high school example\Ntaught us a lesson, you know.
Dialogue: 0,0:05:09.68,0:05:12.15,Default,,0000,0000,0000,,"We're just rebels and, um..." Yeah.
Dialogue: 0,0:05:12.53,0:05:14.17,Default,,0000,0000,0000,,We were penalized for it.
Dialogue: 0,0:05:14.20,0:05:16.05,Default,,0000,0000,0000,,It didn't really make [so much] sense.
Dialogue: 0,0:05:16.08,0:05:17.67,Default,,0000,0000,0000,,But in business, it does.
Dialogue: 0,0:05:17.70,0:05:19.89,Default,,0000,0000,0000,,It does if you have a cool idea.
Dialogue: 0,0:05:19.92,0:05:21.91,Default,,0000,0000,0000,,You have to go against the herd, you guys.
Dialogue: 0,0:05:21.93,0:05:26.87,Default,,0000,0000,0000,,You have to go against certain trends\Nwhich are set in stone,
Dialogue: 0,0:05:26.90,0:05:28.86,Default,,0000,0000,0000,,and it's really hard\Nto break through them.
Dialogue: 0,0:05:28.89,0:05:30.44,Default,,0000,0000,0000,,M.K.: So, it's important.
Dialogue: 0,0:05:30.46,0:05:33.96,Default,,0000,0000,0000,,It's not "to be different\Nfor the sake of being different,"
Dialogue: 0,0:05:33.98,0:05:35.20,Default,,0000,0000,0000,,just like that.
Dialogue: 0,0:05:35.94,0:05:38.36,Default,,0000,0000,0000,,M.I.: So let's move to the next slide.
Dialogue: 0,0:05:38.54,0:05:40.95,Default,,0000,0000,0000,,And that's actually a practical example.
Dialogue: 0,0:05:40.97,0:05:43.11,Default,,0000,0000,0000,,"Black Sheep makes a computer game."
Dialogue: 0,0:05:43.41,0:05:48.12,Default,,0000,0000,0000,,So on the left\Nwe have the flock, or the herd.
Dialogue: 0,0:05:48.15,0:05:50.58,Default,,0000,0000,0000,,On the right,\Nwe have the very black sheep.
Dialogue: 0,0:05:51.02,0:05:56.73,Default,,0000,0000,0000,,And that's the example\Nof the first game we've developed,
Dialogue: 0,0:05:56.75,0:05:58.15,Default,,0000,0000,0000,,"The Witcher."
Dialogue: 0,0:05:58.56,0:06:04.19,Default,,0000,0000,0000,,So at the time\Nwhen we started the process,
Dialogue: 0,0:06:04.58,0:06:06.95,Default,,0000,0000,0000,,the main trend\Nwas the gaming consoles, so...
Dialogue: 0,0:06:07.42,0:06:09.80,Default,,0000,0000,0000,,Everybody who was talking to us\Nwas saying,
Dialogue: 0,0:06:09.83,0:06:14.28,Default,,0000,0000,0000,,"Hey, you have to make a console game,\Nor it will not make money.
Dialogue: 0,0:06:14.30,0:06:17.57,Default,,0000,0000,0000,,You will go bust with the company."
Dialogue: 0,0:06:17.70,0:06:19.22,Default,,0000,0000,0000,,Then, the second trend was:
Dialogue: 0,0:06:19.24,0:06:22.34,Default,,0000,0000,0000,,"If you don't want to make a console game\Nyou have to make an MMO."
Dialogue: 0,0:06:22.36,0:06:25.14,Default,,0000,0000,0000,,A Massive Multiplayer Online game,\Nlike World of Warcraft.
Dialogue: 0,0:06:25.17,0:06:26.41,Default,,0000,0000,0000,,At a certain point in time,
Dialogue: 0,0:06:27.06,0:06:30.43,Default,,0000,0000,0000,,almost everybody in the world\Nwas doing World of Warcraft clones.
Dialogue: 0,0:06:30.71,0:06:35.82,Default,,0000,0000,0000,,That's a very "flockish" approach,\NI would say.
Dialogue: 0,0:06:35.84,0:06:38.66,Default,,0000,0000,0000,,And there is no reward at the end.
Dialogue: 0,0:06:38.97,0:06:41.13,Default,,0000,0000,0000,,A lot of these guys really went bust,
Dialogue: 0,0:06:41.16,0:06:44.47,Default,,0000,0000,0000,,and that was happening during the crisis,
Dialogue: 0,0:06:44.49,0:06:45.84,Default,,0000,0000,0000,,and a little bit afterwards.
Dialogue: 0,0:06:46.32,0:06:49.81,Default,,0000,0000,0000,,M.K.: So when we started\Nthe development of The Witcher,
Dialogue: 0,0:06:49.84,0:06:54.14,Default,,0000,0000,0000,,somebody [calculated]\Nthat there were 200 projects,
Dialogue: 0,0:06:54.16,0:06:56.87,Default,,0000,0000,0000,,MMO projects, started in the world.
Dialogue: 0,0:06:56.89,0:06:59.04,Default,,0000,0000,0000,,So everyone was doing MMOs,
Dialogue: 0,0:06:59.06,0:07:01.62,Default,,0000,0000,0000,,because analysts, consultants,
Dialogue: 0,0:07:01.64,0:07:04.17,Default,,0000,0000,0000,,everyone was advising\Nthat that's the future of gaming.
Dialogue: 0,0:07:04.20,0:07:07.28,Default,,0000,0000,0000,,M.I.: I remember the reports\Nwe were getting from big publishers,
Dialogue: 0,0:07:07.30,0:07:08.86,Default,,0000,0000,0000,,and the reports were saying, like,
Dialogue: 0,0:07:09.09,0:07:11.45,Default,,0000,0000,0000,,"Make a console MMO,\Nthat would be the best.
Dialogue: 0,0:07:11.84,0:07:13.97,Default,,0000,0000,0000,,It would really kick ass,\Nand you would rule."
Dialogue: 0,0:07:14.19,0:07:16.46,Default,,0000,0000,0000,,"And make sure\Nthat it appeals to everyone,
Dialogue: 0,0:07:16.48,0:07:18.59,Default,,0000,0000,0000,,so then you have\Nall the market in the world,
Dialogue: 0,0:07:18.61,0:07:20.32,Default,,0000,0000,0000,,and you will make a lot of money."
Dialogue: 0,0:07:20.35,0:07:21.94,Default,,0000,0000,0000,,So what we did...
Dialogue: 0,0:07:22.36,0:07:23.97,Default,,0000,0000,0000,,We did a PC game.
Dialogue: 0,0:07:23.100,0:07:25.31,Default,,0000,0000,0000,,A dying platform.
Dialogue: 0,0:07:25.57,0:07:28.07,Default,,0000,0000,0000,,So PC computers versus consoles, I mean,
Dialogue: 0,0:07:28.09,0:07:29.72,Default,,0000,0000,0000,,the retail having its problems.
Dialogue: 0,0:07:30.12,0:07:32.78,Default,,0000,0000,0000,,We do not have time to elaborate,\Nbut yeah, it was tough.
Dialogue: 0,0:07:32.80,0:07:37.78,Default,,0000,0000,0000,,It was almost like that sentence.
Dialogue: 0,0:07:37.80,0:07:39.24,Default,,0000,0000,0000,,And then, we did single-player,
Dialogue: 0,0:07:39.27,0:07:40.85,Default,,0000,0000,0000,,because we wanted to tell a story,
Dialogue: 0,0:07:40.85,0:07:43.51,Default,,0000,0000,0000,,the story of an iconic hero,
Dialogue: 0,0:07:43.54,0:07:45.33,Default,,0000,0000,0000,,Geralt, the monster slayer.
Dialogue: 0,0:07:45.54,0:07:48.34,Default,,0000,0000,0000,,And then, we designed it\Nfor a specific audience,
Dialogue: 0,0:07:48.36,0:07:49.54,Default,,0000,0000,0000,,a mature audience.
Dialogue: 0,0:07:49.56,0:07:51.92,Default,,0000,0000,0000,,So, the whole story
Dialogue: 0,0:07:51.95,0:07:55.94,Default,,0000,0000,0000,,was written in a way\Nthat a mature audience would enjoy,
Dialogue: 0,0:07:55.96,0:07:59.30,Default,,0000,0000,0000,,and would find it witty,\Nwould find it intelligent.
Dialogue: 0,0:07:59.60,0:08:02.27,Default,,0000,0000,0000,,I don't want to say that other games\Nare not intelligent,
Dialogue: 0,0:08:02.30,0:08:04.44,Default,,0000,0000,0000,,but if you're making a game\Ndesigned for all,
Dialogue: 0,0:08:04.47,0:08:07.49,Default,,0000,0000,0000,,which is getting an R rating\Nor 12 rating in the US,
Dialogue: 0,0:08:07.52,0:08:10.51,Default,,0000,0000,0000,,I mean, it has to be pretty flat\Nin many places,
Dialogue: 0,0:08:10.54,0:08:13.51,Default,,0000,0000,0000,,or you'll not get this rating,\Nso it won't appeal to this group.
Dialogue: 0,0:08:13.83,0:08:16.36,Default,,0000,0000,0000,,M.K.: And one of the hardest parts\Nof making this game
Dialogue: 0,0:08:16.39,0:08:18.27,Default,,0000,0000,0000,,was not actually making the game itself,
Dialogue: 0,0:08:18.30,0:08:20.99,Default,,0000,0000,0000,,it was to sell this game to a publisher.
Dialogue: 0,0:08:21.01,0:08:23.28,Default,,0000,0000,0000,,Because we were approaching\Ndifferent companies,
Dialogue: 0,0:08:23.30,0:08:24.88,Default,,0000,0000,0000,,and they were asking us questions.
Dialogue: 0,0:08:24.90,0:08:28.67,Default,,0000,0000,0000,,It was a standard set,\Nfrom all the publishers.
Dialogue: 0,0:08:28.91,0:08:30.61,Default,,0000,0000,0000,,"What about the multiplayer mode?"
Dialogue: 0,0:08:30.64,0:08:33.18,Default,,0000,0000,0000,,And we were like,\N"We are telling the story, you know.
Dialogue: 0,0:08:33.20,0:08:35.10,Default,,0000,0000,0000,,It doesn't fit in this kind of game.
Dialogue: 0,0:08:35.12,0:08:37.41,Default,,0000,0000,0000,,So, we decided to make it single-player."
Dialogue: 0,0:08:37.44,0:08:40.73,Default,,0000,0000,0000,,And people looked at us like,\Nare we crazy or something?
Dialogue: 0,0:08:40.88,0:08:44.32,Default,,0000,0000,0000,,And the other question was,\N"Do you plan it for consoles?"
Dialogue: 0,0:08:44.34,0:08:46.65,Default,,0000,0000,0000,,"No, we would like to focus on the PC."
Dialogue: 0,0:08:46.67,0:08:49.12,Default,,0000,0000,0000,,And then, it was end of story, basically.
Dialogue: 0,0:08:49.14,0:08:52.42,Default,,0000,0000,0000,,M.I.: We were coming with a story\Nbased on Andrzej Sapkowski's books.
Dialogue: 0,0:08:52.44,0:08:53.72,Default,,0000,0000,0000,,It's defined.
Dialogue: 0,0:08:53.89,0:08:55.80,Default,,0000,0000,0000,,It makes sense, it's a believable world,
Dialogue: 0,0:08:55.83,0:08:57.91,Default,,0000,0000,0000,,millions of people\Nread the book, and so on.
Dialogue: 0,0:08:57.93,0:08:59.63,Default,,0000,0000,0000,,We didn't come up with it.
Dialogue: 0,0:08:59.65,0:09:01.26,Default,,0000,0000,0000,,And they were asking us:
Dialogue: 0,0:09:01.45,0:09:03.61,Default,,0000,0000,0000,,"Could the main protagonist be a female?
Dialogue: 0,0:09:03.64,0:09:05.63,Default,,0000,0000,0000,,Maybe a dwarf? How about that?" (Laughter)
Dialogue: 0,0:09:05.66,0:09:09.00,Default,,0000,0000,0000,,And we said, "Yeah, maybe we could\Ntweak it a little bit,
Dialogue: 0,0:09:09.03,0:09:11.22,Default,,0000,0000,0000,,so let's talk another time."
Dialogue: 0,0:09:11.49,0:09:14.61,Default,,0000,0000,0000,,But really, people come up\Nwith these kinds of ideas,
Dialogue: 0,0:09:14.63,0:09:19.20,Default,,0000,0000,0000,,because it comes out\Nof a certain market service.
Dialogue: 0,0:09:19.62,0:09:22.87,Default,,0000,0000,0000,,M.K.: This female character\Nis kind of a company story,
Dialogue: 0,0:09:22.89,0:09:26.36,Default,,0000,0000,0000,,it's told from person to person,
Dialogue: 0,0:09:26.38,0:09:28.56,Default,,0000,0000,0000,,because that was what actually happened.
Dialogue: 0,0:09:28.59,0:09:31.20,Default,,0000,0000,0000,,One of the representatives\Ncame from the second meeting,
Dialogue: 0,0:09:31.23,0:09:34.03,Default,,0000,0000,0000,,and told us\Nthat they had done the research,
Dialogue: 0,0:09:34.32,0:09:37.14,Default,,0000,0000,0000,,and gamers would love\Nto play a female character.
Dialogue: 0,0:09:37.28,0:09:40.38,Default,,0000,0000,0000,,And could we change the witcher Geralt\Nfrom Sapkowski's books
Dialogue: 0,0:09:40.41,0:09:41.56,Default,,0000,0000,0000,,into an elvish woman?
Dialogue: 0,0:09:41.92,0:09:45.28,Default,,0000,0000,0000,,Because that was something that gamers\Nsupposedly expected. (Laughter)
Dialogue: 0,0:09:45.31,0:09:47.53,Default,,0000,0000,0000,,M.I.: We are already running 10 minutes,
Dialogue: 0,0:09:47.56,0:09:50.16,Default,,0000,0000,0000,,and we are halfway there,\Nso let's end here.
Dialogue: 0,0:09:50.37,0:09:51.74,Default,,0000,0000,0000,,So what's the result?
Dialogue: 0,0:09:51.77,0:09:53.34,Default,,0000,0000,0000,,Just very briefly.
Dialogue: 0,0:09:53.36,0:09:55.21,Default,,0000,0000,0000,,So the flock was saying:
Dialogue: 0,0:09:55.24,0:09:57.86,Default,,0000,0000,0000,,"Working in a dying genre,\Non a dying platform."
Dialogue: 0,0:09:57.88,0:09:59.99,Default,,0000,0000,0000,,That's pretty much the verdict.
Dialogue: 0,0:10:00.18,0:10:02.24,Default,,0000,0000,0000,,And we sold 1.5 million units worldwide,
Dialogue: 0,0:10:02.26,0:10:04.02,Default,,0000,0000,0000,,and received over 100 awards.
Dialogue: 0,0:10:04.04,0:10:05.64,Default,,0000,0000,0000,,Why? Because...
Dialogue: 0,0:10:05.67,0:10:08.67,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:10:12.75,0:10:16.56,Default,,0000,0000,0000,,Simply because the game was different,\Nit was appealing to a certain audience,
Dialogue: 0,0:10:17.09,0:10:18.70,Default,,0000,0000,0000,,We delivered what we wanted to,
Dialogue: 0,0:10:18.73,0:10:22.23,Default,,0000,0000,0000,,and not some mass-market "blah-blah" pulp,
Dialogue: 0,0:10:22.25,0:10:23.98,Default,,0000,0000,0000,,which we really hate, by the way.
Dialogue: 0,0:10:24.00,0:10:26.28,Default,,0000,0000,0000,,Oh and by the way, the game was good, too.
Dialogue: 0,0:10:26.30,0:10:28.12,Default,,0000,0000,0000,,That's kind of important.
Dialogue: 0,0:10:28.15,0:10:29.79,Default,,0000,0000,0000,,M.K.: That's important too, yeah.
Dialogue: 0,0:10:30.36,0:10:35.03,Default,,0000,0000,0000,,So the next example is:\N"Black Sheep does digital distribution."
Dialogue: 0,0:10:35.05,0:10:36.85,Default,,0000,0000,0000,,So, direct delivery of games.
Dialogue: 0,0:10:36.100,0:10:39.27,Default,,0000,0000,0000,,We are gamers,\Nwe're running a gaming company.
Dialogue: 0,0:10:39.46,0:10:43.35,Default,,0000,0000,0000,,And again, you have the flock,
Dialogue: 0,0:10:43.78,0:10:47.65,Default,,0000,0000,0000,,and you have the very black sheep,\Non the right.
Dialogue: 0,0:10:47.67,0:10:51.59,Default,,0000,0000,0000,,And what was the flock doing and saying?
Dialogue: 0,0:10:51.62,0:10:53.51,Default,,0000,0000,0000,,So, "only new games."
Dialogue: 0,0:10:53.54,0:10:55.20,Default,,0000,0000,0000,,Digital distribution is, basically,
Dialogue: 0,0:10:55.23,0:10:58.09,Default,,0000,0000,0000,,the concept of downloading the game\Ndirectly to your computer,
Dialogue: 0,0:10:58.11,0:10:59.95,Default,,0000,0000,0000,,and playing it, in one way or another,
Dialogue: 0,0:10:59.98,0:11:04.45,Default,,0000,0000,0000,,without the necessity of going to a store\Nand buying the game.
Dialogue: 0,0:11:04.58,0:11:07.18,Default,,0000,0000,0000,,So basically, Video on Demand,\Nbut in the gaming world.
Dialogue: 0,0:11:07.61,0:11:09.09,Default,,0000,0000,0000,,So, only new games.
Dialogue: 0,0:11:09.40,0:11:12.38,Default,,0000,0000,0000,,High price points,\Nbecause new games are expensive,
Dialogue: 0,0:11:12.40,0:11:14.04,Default,,0000,0000,0000,,so that's the best market.
Dialogue: 0,0:11:14.26,0:11:15.60,Default,,0000,0000,0000,,If it's a high price point,
Dialogue: 0,0:11:15.62,0:11:17.61,Default,,0000,0000,0000,,and you have a certain share\Nof the revenue,
Dialogue: 0,0:11:17.61,0:11:19.39,Default,,0000,0000,0000,,you'll obviously get higher revenue.
Dialogue: 0,0:11:19.51,0:11:21.11,Default,,0000,0000,0000,,The region restriction.
Dialogue: 0,0:11:21.14,0:11:25.05,Default,,0000,0000,0000,,The platforms were usually originated\Nin western Europe and the US,
Dialogue: 0,0:11:25.08,0:11:28.27,Default,,0000,0000,0000,,and quite often you were not able,\Nbeing a Polish customer,
Dialogue: 0,0:11:28.38,0:11:30.28,Default,,0000,0000,0000,,Thai customer, Russian customer,
Dialogue: 0,0:11:30.53,0:11:33.64,Default,,0000,0000,0000,,whatever that was, really,\Noutside the US and Western Europe,
Dialogue: 0,0:11:33.67,0:11:37.41,Default,,0000,0000,0000,,you weren't able to buy the games because\Nthere wasn't a license for the region.
Dialogue: 0,0:11:37.43,0:11:41.12,Default,,0000,0000,0000,,M.K.: It works pretty similar\Nto what we know from iTunes.
Dialogue: 0,0:11:41.15,0:11:42.72,Default,,0000,0000,0000,,You cannot buy many things.
Dialogue: 0,0:11:42.74,0:11:44.05,Default,,0000,0000,0000,,M.I.: Or it doesn't work.
Dialogue: 0,0:11:44.07,0:11:47.17,Default,,0000,0000,0000,,M.K.: Yeah, you cannot buy many things\Nwhich US customers can buy.
Dialogue: 0,0:11:47.19,0:11:49.06,Default,,0000,0000,0000,,M.I.: And different region pricing.
Dialogue: 0,0:11:49.08,0:11:51.72,Default,,0000,0000,0000,,So, in the US, the game was 50 dollars,
Dialogue: 0,0:11:51.74,0:11:54.19,Default,,0000,0000,0000,,in Europe it was 50 euros. Kind of unfair.
Dialogue: 0,0:11:54.21,0:11:56.24,Default,,0000,0000,0000,,Of course,\Ndepending on the period of time.
Dialogue: 0,0:11:56.37,0:11:59.24,Default,,0000,0000,0000,,And the last thing,\Nwhich is very important, DRM protection.
Dialogue: 0,0:11:59.35,0:12:01.25,Default,,0000,0000,0000,,So you'd download a game,
Dialogue: 0,0:12:01.27,0:12:03.98,Default,,0000,0000,0000,,and it's protected,\Nyou have to be online to play it,
Dialogue: 0,0:12:04.01,0:12:05.46,Default,,0000,0000,0000,,even though it's single-player.
Dialogue: 0,0:12:05.48,0:12:08.13,Default,,0000,0000,0000,,It just makes your life\Nreally difficult and cumbersome.
Dialogue: 0,0:12:08.16,0:12:10.88,Default,,0000,0000,0000,,If you're traveling with a laptop,\Nyou cannot play the game.
Dialogue: 0,0:12:10.98,0:12:13.08,Default,,0000,0000,0000,,And what did we come up with?
Dialogue: 0,0:12:13.98,0:12:15.19,Default,,0000,0000,0000,,PC classics.
Dialogue: 0,0:12:15.21,0:12:16.40,Default,,0000,0000,0000,,Why? A few reasons.
Dialogue: 0,0:12:16.43,0:12:18.28,Default,,0000,0000,0000,,Because we found it a perfect niche,
Dialogue: 0,0:12:18.30,0:12:20.89,Default,,0000,0000,0000,,we had experience in it\Nin our Eastern-European markets,
Dialogue: 0,0:12:20.92,0:12:23.34,Default,,0000,0000,0000,,in our retail, brick-and-mortar activity.
Dialogue: 0,0:12:23.81,0:12:27.21,Default,,0000,0000,0000,,And also, the big battle of the big guys\Nwas happening in the new games.
Dialogue: 0,0:12:27.24,0:12:31.21,Default,,0000,0000,0000,,So why enter there and you know,\Nfight with the big guys.
Dialogue: 0,0:12:31.24,0:12:33.03,Default,,0000,0000,0000,,Then, we introduced lower price points.
Dialogue: 0,0:12:33.06,0:12:35.94,Default,,0000,0000,0000,,So 5 to 10 dollars, pretty much.
Dialogue: 0,0:12:36.38,0:12:40.15,Default,,0000,0000,0000,,No restrictions, and one price for all.
Dialogue: 0,0:12:40.17,0:12:41.55,Default,,0000,0000,0000,,"All different customers,"
Dialogue: 0,0:12:41.58,0:12:43.47,Default,,0000,0000,0000,,I lost that in this presentation.
Dialogue: 0,0:12:45.30,0:12:47.29,Default,,0000,0000,0000,,So, no regional restrictions.
Dialogue: 0,0:12:47.31,0:12:51.04,Default,,0000,0000,0000,,Actually, I was very proud\Nthat we had some customers from Cambodia.
Dialogue: 0,0:12:51.52,0:12:54.74,Default,,0000,0000,0000,,We are still looking\Nfor some customers from Somalia.
Dialogue: 0,0:12:54.76,0:12:57.38,Default,,0000,0000,0000,,I think, you know, in a few years\Nwe'll get one or two.
Dialogue: 0,0:12:59.19,0:13:00.99,Default,,0000,0000,0000,,And 100% DRM-free.
Dialogue: 0,0:13:01.02,0:13:03.39,Default,,0000,0000,0000,,So you download it,\Nand have a feeling of ownership.
Dialogue: 0,0:13:03.42,0:13:06.10,Default,,0000,0000,0000,,Although it's a license,\Nit's a real feeling of ownership.
Dialogue: 0,0:13:06.12,0:13:07.84,Default,,0000,0000,0000,,You own the game, you can back it up,
Dialogue: 0,0:13:07.87,0:13:10.24,Default,,0000,0000,0000,,you can install in on your notebook.
Dialogue: 0,0:13:10.26,0:13:11.75,Default,,0000,0000,0000,,M.K.: This is quite important,
Dialogue: 0,0:13:11.78,0:13:16.12,Default,,0000,0000,0000,,because most companies are afraid\Nto give the file to the end customer,
Dialogue: 0,0:13:16.14,0:13:19.53,Default,,0000,0000,0000,,because they imagine that the customer\Nwill start copying it endlessly,
Dialogue: 0,0:13:19.56,0:13:22.29,Default,,0000,0000,0000,,and broadcasting it on the Internet.
Dialogue: 0,0:13:22.32,0:13:26.14,Default,,0000,0000,0000,,M.I.: "The customer will steal it."\N(Laughter)
Dialogue: 0,0:13:26.16,0:13:29.82,Default,,0000,0000,0000,,And they can go at any time\Nto the torrent sites,
Dialogue: 0,0:13:30.01,0:13:33.37,Default,,0000,0000,0000,,and download any of the new games\Ntotally for free.
Dialogue: 0,0:13:33.48,0:13:36.83,Default,,0000,0000,0000,,And quite often,\Nbecause these pirated games are cracked,
Dialogue: 0,0:13:36.86,0:13:40.10,Default,,0000,0000,0000,,so they have no protection,\Nthe functionality for the user is better.
Dialogue: 0,0:13:40.12,0:13:42.22,Default,,0000,0000,0000,,So this is a really sick concept.
Dialogue: 0,0:13:43.82,0:13:45.64,Default,,0000,0000,0000,,And what is the result?
Dialogue: 0,0:13:48.37,0:13:51.23,Default,,0000,0000,0000,,M.K.: So GOG, because that's our platform,
Dialogue: 0,0:13:51.25,0:13:52.65,Default,,0000,0000,0000,,started two years ago.
Dialogue: 0,0:13:53.03,0:13:56.88,Default,,0000,0000,0000,,So that's actually the youngest\Ndigital distribution platform
Dialogue: 0,0:13:57.00,0:13:59.68,Default,,0000,0000,0000,,of the top digital distribution platforms\Nright now,
Dialogue: 0,0:13:59.70,0:14:00.98,Default,,0000,0000,0000,,working in the world.
Dialogue: 0,0:14:01.17,0:14:05.61,Default,,0000,0000,0000,,We showed here the 5 biggest\Ndigital distribution platforms.
Dialogue: 0,0:14:05.88,0:14:07.96,Default,,0000,0000,0000,,The first one, the biggest,\Nis Steampowered.
Dialogue: 0,0:14:07.99,0:14:11.03,Default,,0000,0000,0000,,They were the first on the market,\Nand they are the leader.
Dialogue: 0,0:14:11.19,0:14:12.72,Default,,0000,0000,0000,,M.I.: That's the pioneer premium.
Dialogue: 0,0:14:12.75,0:14:15.99,Default,,0000,0000,0000,,So if you are different, and a pioneer,\Nyou'll really rock the world.
Dialogue: 0,0:14:16.39,0:14:19.09,Default,,0000,0000,0000,,M.K.: And the other ones\Nare the followers.
Dialogue: 0,0:14:19.11,0:14:21.98,Default,,0000,0000,0000,,And our GOG is the blue one.
Dialogue: 0,0:14:22.00,0:14:24.79,Default,,0000,0000,0000,,Just recently, a few weeks ago,
Dialogue: 0,0:14:25.72,0:14:28.24,Default,,0000,0000,0000,,we came to the position\Nof number one, as you can see.
Dialogue: 0,0:14:28.69,0:14:30.46,Default,,0000,0000,0000,,And what is important --
Dialogue: 0,0:14:30.49,0:14:33.43,Default,,0000,0000,0000,,For example,\Nthe one that we overcome here,
Dialogue: 0,0:14:33.46,0:14:36.58,Default,,0000,0000,0000,,the yellow one, it's Direct2Drive.
Dialogue: 0,0:14:36.70,0:14:38.48,Default,,0000,0000,0000,,That's the platform which is connected
Dialogue: 0,0:14:38.51,0:14:44.20,Default,,0000,0000,0000,,with one of the biggest gaming magazines,\Nwebsites, in the world.
Dialogue: 0,0:14:44.22,0:14:46.17,Default,,0000,0000,0000,,So they have very big leverage
Dialogue: 0,0:14:46.20,0:14:49.18,Default,,0000,0000,0000,,from the fact that they are connected\Nwith the online magazine.
Dialogue: 0,0:14:49.20,0:14:51.96,Default,,0000,0000,0000,,M.I.: [It says] "15 minutes" there,\Nit sounds kind of scary.
Dialogue: 0,0:14:51.99,0:14:53.87,Default,,0000,0000,0000,,We still have 25 slides more to go, so...
Dialogue: 0,0:14:53.89,0:14:54.94,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:14:54.97,0:14:56.20,Default,,0000,0000,0000,,Give us a moment.
Dialogue: 0,0:14:56.58,0:14:57.100,Default,,0000,0000,0000,,Black Sheep makes PR.
Dialogue: 0,0:14:58.02,0:15:02.05,Default,,0000,0000,0000,,And that's about the platform,\Nabout what we did recently.
Dialogue: 0,0:15:02.07,0:15:08.48,Default,,0000,0000,0000,,So, a lot of people we were talking to\Nabout signing deals for our platform
Dialogue: 0,0:15:08.50,0:15:10.32,Default,,0000,0000,0000,,were asking about our marketing spend.
Dialogue: 0,0:15:10.35,0:15:12.55,Default,,0000,0000,0000,,And we'd say,\N"We don't spend on marketing."
Dialogue: 0,0:15:12.70,0:15:14.94,Default,,0000,0000,0000,,And they were like, "Hm, kind of strange.
Dialogue: 0,0:15:14.96,0:15:17.90,Default,,0000,0000,0000,,Because everybody spends on marketing,\Nand it really works."
Dialogue: 0,0:15:17.92,0:15:19.68,Default,,0000,0000,0000,,But we have a different approach.
Dialogue: 0,0:15:19.70,0:15:22.96,Default,,0000,0000,0000,,We really think that PR builds more value.
Dialogue: 0,0:15:22.99,0:15:25.04,Default,,0000,0000,0000,,This is the way we've handled The Witcher,
Dialogue: 0,0:15:25.06,0:15:27.04,Default,,0000,0000,0000,,and the same way we approached GOG.
Dialogue: 0,0:15:27.52,0:15:28.61,Default,,0000,0000,0000,,So, what we did...
Dialogue: 0,0:15:28.97,0:15:30.84,Default,,0000,0000,0000,,We planned a big relaunch,
Dialogue: 0,0:15:30.86,0:15:32.35,Default,,0000,0000,0000,,getting out of beta,
Dialogue: 0,0:15:32.38,0:15:36.11,Default,,0000,0000,0000,,because the site ran in beta\Nfor two years.
Dialogue: 0,0:15:36.88,0:15:39.88,Default,,0000,0000,0000,,We planned to announce the new version,\Ncome up with new features.
Dialogue: 0,0:15:39.91,0:15:42.47,Default,,0000,0000,0000,,We signed really exceptional content,\Ngreat RPG games,
Dialogue: 0,0:15:42.50,0:15:46.72,Default,,0000,0000,0000,,and wanted to use this opportunity\Nto boost the traffic
Dialogue: 0,0:15:46.74,0:15:48.66,Default,,0000,0000,0000,,and get more customers going.
Dialogue: 0,0:15:48.96,0:15:52.13,Default,,0000,0000,0000,,So what we did was,\Nwe decided to shut the site down.
Dialogue: 0,0:15:52.37,0:15:55.54,Default,,0000,0000,0000,,I mean, some of you are probably dealing\Nwith Internet business.
Dialogue: 0,0:15:55.57,0:15:57.72,Default,,0000,0000,0000,,If there is no site, it's kind of scary,
Dialogue: 0,0:15:57.74,0:16:00.65,Default,,0000,0000,0000,,because that's your only connection\Nto the end customer.
Dialogue: 0,0:16:01.65,0:16:05.27,Default,,0000,0000,0000,,We shut it down, we posted\Na really lame-looking screen,
Dialogue: 0,0:16:05.50,0:16:09.01,Default,,0000,0000,0000,,saying that, you know,\Nthere were too many challenges,
Dialogue: 0,0:16:09.03,0:16:12.24,Default,,0000,0000,0000,,and a certain era had ended,\Nand blah-blah-blah.
Dialogue: 0,0:16:12.56,0:16:15.80,Default,,0000,0000,0000,,We thought it was very straight-forward,
Dialogue: 0,0:16:16.08,0:16:17.94,Default,,0000,0000,0000,,a true hint for the people:
Dialogue: 0,0:16:17.96,0:16:20.46,Default,,0000,0000,0000,,"Hey, it's a game, you know, we'll reopen!
Dialogue: 0,0:16:20.65,0:16:21.94,Default,,0000,0000,0000,,We're just having fun here."
Dialogue: 0,0:16:22.15,0:16:24.48,Default,,0000,0000,0000,,A lot of people didn't get it this way.
Dialogue: 0,0:16:24.63,0:16:27.17,Default,,0000,0000,0000,,We had to say a big sorry afterwards.
Dialogue: 0,0:16:27.37,0:16:31.27,Default,,0000,0000,0000,,But one thing happened\Nin the social-media driven world,
Dialogue: 0,0:16:31.29,0:16:36.65,Default,,0000,0000,0000,,and the mass-market\NTV and Internet stations.
Dialogue: 0,0:16:37.07,0:16:41.65,Default,,0000,0000,0000,,We were covered in every single\Nbiggest gaming place in the world
Dialogue: 0,0:16:41.67,0:16:42.100,Default,,0000,0000,0000,,as a top story.
Dialogue: 0,0:16:43.02,0:16:44.44,Default,,0000,0000,0000,,"GOG went bankrupt."
Dialogue: 0,0:16:44.93,0:16:46.47,Default,,0000,0000,0000,,"Why did they close?"
Dialogue: 0,0:16:46.70,0:16:48.60,Default,,0000,0000,0000,,And you know, all the different theories.
Dialogue: 0,0:16:48.63,0:16:49.99,Default,,0000,0000,0000,,We really loved that.
Dialogue: 0,0:16:52.06,0:16:54.35,Default,,0000,0000,0000,,Of course, we were really scared\Nat the same time.
Dialogue: 0,0:16:54.35,0:16:55.54,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:16:55.54,0:16:57.23,Default,,0000,0000,0000,,Changing our diapers, so to say.
Dialogue: 0,0:16:57.60,0:17:01.47,Default,,0000,0000,0000,,So, we thought we planted\Nsome hints on the shutdown page.
Dialogue: 0,0:17:01.49,0:17:03.87,Default,,0000,0000,0000,,Some people thought we didn't.
Dialogue: 0,0:17:04.39,0:17:07.75,Default,,0000,0000,0000,,We were, of course,\Ntrying to manage it somehow,
Dialogue: 0,0:17:08.47,0:17:11.25,Default,,0000,0000,0000,,and we were posting hints\Nvia Twitter and Facebook.
Dialogue: 0,0:17:11.53,0:17:14.02,Default,,0000,0000,0000,,And then on the second day of the closure
Dialogue: 0,0:17:14.04,0:17:16.63,Default,,0000,0000,0000,,we posted a trailer,\Nwhich was already showing something.
Dialogue: 0,0:17:16.66,0:17:18.66,Default,,0000,0000,0000,,"It's a glimpse,\Nthere is something coming."
Dialogue: 0,0:17:18.68,0:17:20.28,Default,,0000,0000,0000,,Some people still didn't get that.
Dialogue: 0,0:17:20.31,0:17:27.62,Default,,0000,0000,0000,,And then we hosted\Na very unusual PR conference.
Dialogue: 0,0:17:27.64,0:17:28.78,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:17:29.33,0:17:30.01,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:17:35.48,0:17:39.08,Default,,0000,0000,0000,,So, we told everybody that on Wednesday,
Dialogue: 0,0:17:39.10,0:17:41.18,Default,,0000,0000,0000,,we'd host an unusual PR conference.
Dialogue: 0,0:17:42.06,0:17:44.45,Default,,0000,0000,0000,,That the management would have\Nan official statement.
Dialogue: 0,0:17:44.47,0:17:47.03,Default,,0000,0000,0000,,"Management," "official statement,"\NI like these words.
Dialogue: 0,0:17:47.06,0:17:50.00,Default,,0000,0000,0000,,And so, we appeared --\NI'm the guy on the left, actually --
Dialogue: 0,0:17:50.51,0:17:53.45,Default,,0000,0000,0000,,dressed as monks,\Nand we asked people for redemption.
Dialogue: 0,0:17:53.47,0:17:55.56,Default,,0000,0000,0000,,We also had a couple of videos about that.
Dialogue: 0,0:17:55.77,0:17:57.61,Default,,0000,0000,0000,,We have to be going, so...
Dialogue: 0,0:17:57.83,0:17:59.16,Default,,0000,0000,0000,,M.K.: Just a short note.
Dialogue: 0,0:17:59.18,0:18:00.35,Default,,0000,0000,0000,,For the press conference,
Dialogue: 0,0:18:00.38,0:18:04.12,Default,,0000,0000,0000,,we had more than 600 journalists\Nfrom all over the world,
Dialogue: 0,0:18:04.15,0:18:05.73,Default,,0000,0000,0000,,checking what's going on with GOG.
Dialogue: 0,0:18:05.73,0:18:07.82,Default,,0000,0000,0000,,So, a huge number of journalists.
Dialogue: 0,0:18:07.84,0:18:11.24,Default,,0000,0000,0000,,M.I.: So, as you see,\Nit was only the 23rd,
Dialogue: 0,0:18:11.26,0:18:14.27,Default,,0000,0000,0000,,so we peaked,\Nand the final message to deliver:
Dialogue: 0,0:18:14.86,0:18:16.51,Default,,0000,0000,0000,,Guys, dare to be different.
Dialogue: 0,0:18:16.86,0:18:18.43,Default,,0000,0000,0000,,We believe there is a lot of value
Dialogue: 0,0:18:18.46,0:18:20.83,Default,,0000,0000,0000,,and there is a lot of great things\Nto come up with.
Dialogue: 0,0:18:20.85,0:18:23.06,Default,,0000,0000,0000,,So, we're begging you,\Ndare to be different.
Dialogue: 0,0:18:23.63,0:18:24.61,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:18:24.64,0:18:27.64,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:18:27.78,0:18:29.36,Default,,0000,0000,0000,,Paul Klipp: Thank you very much.
Dialogue: 0,0:18:29.38,0:18:31.76,Default,,0000,0000,0000,,(Applause)