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John Welch
Deal Radar 2008: PlayFirst Plays Casual Games Well
PlayFirst is a leading publisher of casual computer games. Based out of San Francisco, it is focused on creating shared casual game experiences around “lasting original brands” with emphasis on “rich story and character”. Few of the more popular PlayFirst titles include the Diner Dash series, Wedding Dash, Chocolatier and Dream Chronicles. My interview with
Building the Electronic Arts of Casual Gaming: PlayFirst CEO John Welch (Part 10)
SM: What are some of your key learnings from this journey so far? JW: At my first startup we cut off our consulting business to focus on raising venture capital that never materialized. Cash is king. Build the business that makes you money and keeps the doors open; it can finance your riskier investments. During
Building the Electronic Arts of Casual Gaming: PlayFirst CEO John Welch (Part 9)
SM: Describe some of your team building experiences. Is your management team complete now? JW: The first hire was the toughest. We raised $5 million on a PowerPoint deck and the promise that we knew the industry better than anyone. But then weeks went by and we couldn’t seem to find the right people to
Building the Electronic Arts of Casual Gaming: PlayFirst CEO John Welch (Part 8)
SM: How did you finance the different phases of the company? Seed? Angel? VC? Corporate? JW: I supplied a very small amount of seed capital that basically covered expenses while we secured our first round of venture funding. The $5 million Series A was led by Trinity Ventures and Mayfield Fund in mid-2004. Rustic Canyon
Building the Electronic Arts of Casual Gaming: PlayFirst CEO John Welch (Part 7)
SM: How did you penetrate the market and get early traction? JW: While I was at Shockwave, I had the privilege to work with some of the top developers in casual games. We saw the opportunity to help those developers do what they love – focus on making games – by becoming the first publisher
Building the Electronic Arts of Casual Gaming: PlayFirst CEO John Welch (Part 6)
SM. How big is the market? How do you calculate TAM (Total Available Market)? JW: The casual games market is expected to hit $1.5 billion next year. More than 200 million people play casual games via the Internet today, with about 60 million downloads each month (Computerworld). Analyst firm DFC Intelligence predicts that casual games
Building the Electronic Arts of Casual Gaming: PlayFirst CEO John Welch (Part 5)
SM: What was the market landscape like when you founded the company? Competition? Competitive Positioning? JW: There was no formal publisher in the casual games space prior to PlayFirst’s entry. It was like authors not only writing books with no editor and no research staff but also having to scurry around from bookstore to bookstore
Building the Electronic Arts of Casual Gaming: PlayFirst CEO John Welch (Part 4)
SM: Sounds like Shockwave was a great place to experiment and learn! JW: During this time I built a friendship with the principal software architect of the project, Brad Edelman, who is now co-founder and CTO of PlayFirst. I also met three other great people who now work at PlayFirst. Unfortunately, Shockwave spent most of
