Skill Pod Media Teens Presentation
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This document discusses how gaming can be used effectively to market to teenagers. It notes that teenagers spend much more time online than watching TV, and engage with various social media platforms. Some key points about teenagers are that they are continually connected, influenced by peers, seek recognition, and enjoy sharing content. The document provides tips for connecting with teenagers through gaming, such as not pretending, customizing content, and making everything shareable. It discusses different types of games and why casual games are popular. Examples are given of how gaming content has been used successfully in marketing, such as the Neopets virtual world. The document outlines opportunities for using games in advertising mediums, tournaments, and the benefits of gaming for community building, user acquisition
Skill Pod Media Teens Presentation
- 2. A Very Different Generation • Teens spend 60% less time watching TV and 600% more time on the Internet than their parents • They watch an average of 40 YouTube videos a month • They text over 50 messages a week • 85% have Facebook profiles • Teenagers and young adults spend almost 17 hours a week on the Internet
- 3. 10 Truths About Teens 1. Continually connected 2. Speak their own language 3. Skeptical of authority 4. Influenced by peers 5. Seek recognition and fame 6. Enjoy absurdity and odd humor 7. Embrace a variety of subcultures 8. Skim text and information quickly 9. Easily bored 10. Expressive and digitally creative
- 4. Connecting with Teens • Don’t pretend • Make it digital • Let them play • Use downloads • Customize content • Let them connect • Make everything shareable
- 5. Motivated by Self and Others Trophies – Badges - PowerUps Virtual Items - Avatars Rankings-Comments-Ratings Message Boards and Chat Leaderboards Customisation Friends Lists
- 7. Types of Games Game Types: – Online – MMOG – World of Warcraft – Online – MMORPG – 2nd Life – Mobile – Java Games – Console Games – PS3 / Xbox – Handheld Games – PSP / Nintendo DS – Email Games – SMS Games – PC Games – IPTV Games – Online Casual Games – Mobile – Flash Lite
- 8. Casual Games Why do 217 Million people play casual games? – Stress release – Boredom relief – Chill out – Recognition – Social Fun – Ego – Self development • Casual games are fun, easy to learn and addictive • High levels of loyalty, commitment and enjoyment • Higher % female users
- 9. Using Gaming Content
- 11. Neopets: A Virtual World Success Neopets is the original and largest global, youth-focused online virtual world, launched in 1999… • Over 40 million registered users • 30,000 avg. daily new activated accounts • Nearly 12 million avg. monthly unique visitors • Daily content published in 11 languages simultaneously • 5x more US reach than the next largest free-to-play virtual world Superserving primarily youth, as well as adult membership Core kid & young teen audience (80%), and adults (20%) 70% awareness with Kids 7-13 Rich with activities and depth of characters, stories, games, quests, creativity, economy.... Made successful by listening to its loyal audience
- 12. KTV Games KTV site offered 4 online games, needed to enhance offering – now 600 games Achieved 9,500 users within first 2 weeks of launch, KTV website averaged less than 5,000 page views a month, now does 100,000+ game loads per month Align TV themes with online games / tournaments
- 13. Arcadia Client Brief – Strika / Media24: Arcadia is a 2 page comic which appears weekly in You, Huisgenoot and Drum. Launch a simple Flash sponsorship based Arcadia game for teen readers to enjoy and win prizes, with the following functionality: The Game: • Gamers log on and enter short code from the comic in the magazine = access to additional aerobikes. • Comic Avatar on a motorbike. • Dodge the shongololo, pick up power ups / fuel • Earn points by completing games • Players Lounge • High Scoreboards The Launch: • July 2009 – to be promoted in 3 magazines • Tournament will offer massive prizes
- 14. Gaming Advertising Mediums
- 16. Game Pre-loaders
- 21. Mini Site / Tournament Example
- 22. Tournament Opportunities Features: • Tournaments can be open to All Users or Members Only • Tournaments can be setup for any time duration: • Minutes / Hours / Days / Weeks • Tournament Format: • Highest Score Wins Tournament • Lucky Draw, each score logged = entry into the draw • Prize Format: • Unlimited Prizes per Tournament • Prizes – Photo, Description and Value • Virtual Trophies • Games – Mobile or Download • Administration: • SkillPod or Publisher can Administer • Workflow for the control of Winners & Prizes
- 23. Benefits of Using Games – Community Building – Proven user acquisition medium, increased user base – Limited Barriers to Entry – Proven user retention medium, 70% daily return rate – Fully customisable to reflect your product / brand – Opens up cross media promotion opportunities – TV, Print, Online – Multiple Formats – Online / Mobile / Download – New promotional opportunities: • Link to special events – ie sports events • Link to advertising / product promotions – Cost effective medium – Measurable
- 24. Contact: Mark van Diggelen Email: Mark@SkillPodMedia.com Web: www.SkillPodMedia.com Tel: 08611 MEDIA