Game's key platforms
- 1. Games Advanced Social Media Marketing
- 2. Key platforms in games today • Social games • MMORPGs (massively multiplayer online role- playing games) • Consoles • Mobile games
- 3. Platform Social Games on Facebook Top performers Zynga’s CityVille and FarmVille Core audiences Mostly ~48 years old (46% >50) Women (55%) 2010 ISG Reach CityVille: 90.6 MM players Farmville: 45.8 MM players Total number of players est. in 250 MM Business Freemium: ~5% of the players pay for Zcoins to exchange for model in-game virtual goods In 2010, $ 510 MM were spent in virtual goods Opportunities In-game product placement for brands In-game advertising Promotions with Zcoins Branded social games (ex.: NY Jets Ultimate Fan on Facebook)
- 4. Cascadian Farm Farmville Organic Blueberries
- 5. Capital One Farmville Goat
- 7. NY Jets Facebook Social Game
- 8. Platform MMORPG Top performers World of Warcraft (more than 50% mkt share) Core audiences Mostly Men (84%) ~30 years old 2010 dedalus/xeroxParc Reach 10.3 MM subscribers (WoW - nov. 2011) Business Prepaid limited game time model Subscription (credit/debit cards monthly fees) (free starter edition – up to level 20) Opportunities In-game advertising for brands Mainstream games like WoW don’t place in-game ads, but other less popular games do (ex: Anarchy)
- 9. MMORPG Anarchy in-game ad
- 10. Platform Console games Top performers Nintendo Wii Microsoft XBOX Sony PS3 Sony PSP Nintendo DS Core audiences Mostly Men (58%) ~37 years old (29% 50+) 2011 Entertainment Software Association Reach Wii: 89.5 MM XBOX: 57.9 MM (hardware sold) PS3: 55.4 MM PSP: 70.9 MM DS: 149.3 MM Business Selling: model Consoles ($249-499) Accessories ($9.99-$269.99) Games ($49.99-149.99) On demand games, movies, music – through services like XBOX Live, PS Network or Wii Channels Opportunities In-game advertising for brands Branded Games (Burger King)
- 11. Burger King XBOX 360 games (2006) $ 3,99/each
- 12. NBA Live in-game ad
- 13. Need for speed in-game ad
- 15. Platform Mobile Games Top performers AppStore Android Market Core audiences Mostly Women (53%) ~28 years old Juniper research Reach 37% of Iphone owners game daily 70%-80% of all downloads are games Angry birds has been downloaded 140 MM times Business Game selling ($0,99-4.99) model In-app purchase (new levels, skills, etc) ~$ 0.99 (Free lite versions) Opportunities In-game product placement for brands In-game advertising Branded games
- 16. Angry Birds in-app banner
- 17. Angry birds Rio special edition
- 18. Relevance from brands perspective • Social and Mobile are growing more relevant as marketing/branding tools • Ad spending in social games is expected to hit $ 293 MM in 2011 compared to $ 183 MM in 2009, a 60% growth. • In 2010, mobile game developer made $ 87 MM off advertising revenue. By 2015, this figure is expected to be 10 times that amount: $ 894 MM
- 19. Why not console and MMORPG? • Fact 1: console games are better designed and value-added products compared to social and mobile games (2010’s Grand Theft Auto 4 cost $ 100 million) • Fact 2: console and MMORPG gamers are more critical than others, assigning great value to elaborate graphics and storylines, and are in general less tolerant to in-game advertsing when it is clearly out of the context. • This drives the industry focus increasingly on the player and less on the advertiser (Last year, Microsoft shut down its dynamic in-game advertising division called Massive). • Now, big producers like Eletronic Arts control the dynamic in-game advertising display for their games. The trend is that only games where advertising is a natural part of the storyline (like Fifa Soccer and NBA Live) will carry in-game advertising.