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ENGAGING AUDIENCES

Will Chan, Global Media Planner MA Marketing & Advertising, Leeds University

STAND UP IF.

NAME THE CONSOLE!

NAME THE CHARACTER!

A LEADER IN EVERY CATEGORY


302M #1 #1 #1 #1 #2
HD Console PC Retail

130M
Mobile & Reader Casual & Online Social

80M 40M
1995 2000 2005 2011

(MM monthly unique players across all platforms) EA Estimates

$115B INDUSTRY BY 2015


(WORLDWIDE)

90%

Of Video Games Have Stronger Opening Days Than All Box Office Movies

55%

Of Gamers Spend More On Entertainment Than Non-Gamers

72%

Of All Households Play Video Games

Entertainment Software Association 2011, Gartner 2011, BoxOfficeMojo 2011

A BOOMING INDUSTRY
Worldwide Players

PC/Online

Console 13% 16%

1.57B

Mobile

17%
21% 33% Social

80M

Casual

DIGITAL IS DRIVING GROWTH


Mobile, Handheld Digital Packaged Goods Console

$51.2B

PC Core Casual, Social

$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

($ B, Calendar Year basis, Worldwide)

EA estimates, ESA.

FINDING MORE TIME TO PLAY

39%
Of Time Spent On Facebook

14.7
Hours Per Week

9.3

Hours Per Week

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

EVERYONE IS PLAYING GAMES


Age Breakdown
6%
13%
25-34 35-44

12-17

Demo Breakdown
17%

18-24

18% 22%

male female

45-54 55-65

24%

Source: Interpret New Media Measure

GAMERS ARE FULLY ENGAGED


% of users that dont multitask while

95%

66%

67%

Playing Video Games Watching TV


Question: In the last 24 hours, when you did the following activity what else where you doing? Source: Simmons 2010 Fall NCS Adults Full Year New Media Study; 18-44

Using the Internet


15

ENGAGED PLAYERS LEAD TO RECALL


Average Ad Recall For All Campaigns
Hall & Partners Research, 1997-2010

In-Game Television Print 18% 13% 32%

63%

Outdoor
Online

12%

Source: Hall & Partners Research, 1997-2007; Nielsen Research, 2006-2008; Interpret Research, 2006-2010 * Average for +100 in-game campaigns

IN GAME ADS ARENT NEW

IN GAME ADS ARENT NEW

TWO CREATIVE STYLES, ANY PLATFORM


Dynamic
Served via internet connection, more flexible Suited to product advertising Geo, time, demo targetable

Hard Coded
Built into the game, more permanent
Suited to brand advertising More interactive, deeper engagement

DYNAMIC IN GAME BANNERS

ADVERTISING WITH EA

ADVERTISING WITH EA

EXTENDING BRANDS TO NEW FRONTIERS

IN GAME RESULTS
24% increase in sales within user group 13% increase in buying rate 9% increase in new users

$3 ROI for every $1 spent

Source: Nielsen US, 2010

SHOWCASE BRAND ATTRIBUTES

SHOWCASE BRAND ATTRIBUTES


Results:

2,700,000 Bounty Towels placed in unique players games


522,600 NEW Bounty fans on Facebook, 40% of Bountys total

59,000,000 game sessions played during the 3-week


sponsorship

Sources: EA, comScore Brand Impact Study, Networked Insights

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

Whatever the brand, there is a relevant gaming solution

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!

Tip 4: Leverage the existing audience and IP of an existing game

Tip 5: Dont interrupt the gaming experience, be additive to it

WHAT NOT TO DO!

THANK YOU! ANY QUESTIONS?

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