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Will Chan, Global Media Planner MA Marketing & Advertising, Leeds University
STAND UP IF.
130M
Mobile & Reader Casual & Online Social
80M 40M
1995 2000 2005 2011
90%
Of Video Games Have Stronger Opening Days Than All Box Office Movies
55%
72%
A BOOMING INDUSTRY
Worldwide Players
PC/Online
1.57B
Mobile
17%
21% 33% Social
80M
Casual
$51.2B
$48B
$44.8B $40.1B
12.3
$29.2B $24.8B
4.4 3.7
$41.5B
24.8 29.2
15.9
20.2
$20.2B
3.4 2.2
3.9 3.1
11.3 9.7
8.3
27.8
25.6
24.6
23.2
22
6.4 8.3 10.0
CY08
CY09
CY10
CY11E
CY12E
CY10
CY11E
CY12E
EA estimates, ESA.
39%
Of Time Spent On Facebook
14.7
Hours Per Week
9.3
10+
Hours Per Week 18-34 25-49
8+
Hours Per Week
Sources: 2011 Flurry, PopCap, Entertainment Software Association 2011, TripWire Magazine 2011 - Social Gaming By The Numbers
12-17
Demo Breakdown
17%
18-24
18% 22%
male female
45-54 55-65
24%
95%
66%
67%
63%
Outdoor
Online
12%
Source: Hall & Partners Research, 1997-2007; Nielsen Research, 2006-2008; Interpret Research, 2006-2010 * Average for +100 in-game campaigns
Hard Coded
Built into the game, more permanent
Suited to brand advertising More interactive, deeper engagement
ADVERTISING WITH EA
ADVERTISING WITH EA
IN GAME RESULTS
24% increase in sales within user group 13% increase in buying rate 9% increase in new users
ON PACK PROMOTIONS
Results: 94% chose to interact with the Dr Pepper content 76% of the reported sales increase driven from NEW buyers 32% told a friend about the Dr Pepper downloadable content
Source: comScore, Nielsen, Interpret Research Methodology: Multiple Brand Impact Studies, Social Listening Study, Nielsen NetEffect ROI study
TOP TIPS
Tip 1: Gaming is no different from any other medium. Think about the goals and KPIs you want
Tip 2: Think laterally, you dont have to be in game, and you dont have to be represented identically
Tip 3:
Give value to gamers. They love content!