RE: what cost of sales means?2 Apr 2020 14:54
Hi Deepjoy,
I feel you are wasting your time, but thank you for trying.
I pointed out the same back in Sept last yr - that the 'fixed costs' are clearly the amount BIDS has to pay over the the gaming co's as their share of the overall revenue takes. From memory, the amount left for BIDS was 24% exactly, from H1 2019 accounts. That struck me as meaning 20% + VAT, but I was not confident that VAT would appear in that section of the accounts. But either way, the figure was exactly 24%. That means that BIDS gets as actual 'money we can use for whatever purpose we like' either 20% or 24% (depending on the VAT issue).
They then need to pay all their costs out of that 20%-24%.
Lets assume they are getting 24% net, not 20%.
Currently, that means they would need to 'book' revenues (assuming JD uses the 'max up the reveunes' approach) of c £25m to show actual after 'cost of sales' revs of c. £6m, which would be enough to cover known costs of £500,000 pcm (again, a figure I accurately predicted back in autumn of 2019).
This is clearly possible in the future, once advertisers are A) confident that the new category actually 'exists' and is a bonefide way to spend their marketing/advertising budgets and B) they have income coming in to spend.
Neither of those currently can be said to be the case. There is still no announcement from any bonefide advertising category body that 'in game advertising' is now a newly recognised category. I am hoping someone on this BB can prove me wrong on this very important point, but, as it stands, I've not seen any announcement.
There is clearly a massive global squeeze on company incomes across the board. A very limited number of companies might still have deep enough pockets to advertise their way through the next 2-3 months. But they will have a very strong negotiating position and will get great deals from every channel/category. Their advertising budgets will be hotly pursued by everyone, including BIDS (or Anzu, ITV, The Sunday Times, virgin Radio etc). Most firms simply won't be able to book advertising or will massively scale back theirs, because they have much more pressing needs for the cash they currently have in their bank accounts.
so the short term is still all about cash-in-hand - and how long before BIDS needs to raise more.
a few more "you say it all, when you say nothing at all" Ronan Keating style RNSs will help the cause.
Come on 12p!!!!
Intrepid.