GAMING
TRENDS

DEMOGRAPHIC
SHIFTS

WHO PLAYS COMPUTER AND VIDEO GAMES?
65%
OF AMERICAN HOUSEHOLDS
PLAY COMPUTER VIDEO GAMES
Source: ESA “Essential Facts”, 2008 3 | 57

COMING UP NEXT
A society
born in gaming
Image: PlayStation 2 “Baby” 4 | 57

SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s
Tweens & Teenagers
reigning supreme
Image: PlayStation 3 “God” 5 | 57

SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION
Change of focus:
18-35 years old core
male gamers
Image: PSP “Blind” 6 | 57

SHIFT IN AGES: TODAY
Age of U.S. game players
Today, the average game player age is 32
25%
under 18
years
49%
18-49 years
26%
over 50
years
Source: ESA, 2008 + IGN’s “Are You Game” from November 2008 7 | 57

SHIFT IN AGES: TODAY
Age of U.S. game players
Today, the average game player age is 32
20% 45-54 years 17% 45-54 years
20% 35-44 years 20% 35-44 years
22% 25-34 years
27% 25-34 years
19% 18-24 years
16% 18-24 years
17% 12-17 years 22% 12-17 years
New gamers Established gamers
(<2 years) (>2 years)
Source: IGN’s “Are You Game” from November 2008 8 | 57

SHIFT IN GENDER: THE GIRL POWER
Gender of U.S.
game players
40%
Female
60%
Male
Source: ESA “Essential Facts”, 2008 | Image: Nintendo DS Lite “Woman” 9 | 57

SHIFT IN BEHAVIOR
The way we consume video games today has changed.
People don’t spend hours playing video games anymore.
Image: Lego “PlayStation” 10 | 57

SHIFT IN BEHAVIOR
WHAT DOES Wii’S SUCCESS TEACH US?
Create devotees out of
people who didn’t consider
themselves as gamers
(and who, often, still don’t)
11 | 57

SHIFT IN BEHAVIOR
WHAT DOES Wii’S SUCCESS TEACH US?
A strategy of “and”
Hard core & Casual
12 | 57

SHIFT IN BEHAVIOR
MAINSTREAM GAMES EVOLVING TO SEDUCE CASUALS
13 | 57

SHIFT IN BEHAVIOR
THE EMERGENCE OF SOCIAL GAMING
59%
OF GAMERS PLAY
WITH OTHER GAMERS
IN PERSON.
Source: ESA “Essential Facts”, 2008 | Visual: PlayStation 2 “Mould” 14 | 57

GAMING
UBIQUITY

GAMES ARE ENJOYED ON AN
INCREASINGLY DIVERSE ARRAY OF SCREENS
16 | 57

GAME & WATCH:
CONSOLES OR
MEDIA HUBS?

GAMING IS PROGRESSIVELY MOVING
FROM THE BEDROOM TO THE LIVING ROOM
18 | 57

FROM GAMING CONSOLES TO
SCHIZOPHRENIC ENTERTAINMENT HUBS
Gaming hardware
Technology toy
Music platform
TV/Set-top box
Blu-Ray player
Online video
Photo album
Web browsing
19 | 57

THE CONVERGENCE OF ENTERTAINMENT
Media initiatives
Xbox Video Marketplace
Netflix partnership
BBC iPlayer
PS3 PlayTV
etc.
20 | 57

CONNECTED
GAMING

NEXT GENERATION IS NOT DEFINED BY
TECHNOLOGY BUT CONNECTIVITY/COMMUNITY
76%ARE
OF USERS
ONLINE GAMERS
70%ARE 40% LIVE
OF USERS HAVE AN XBOX
ONLINE GAMERS GOLD ACCOUNT
(VS. 10% ON XBOX 1)
70%ARE
OF USERS
ONLINE GAMERS
Sources: NPD Study, October 2007 | ESA, 2008 22 | 57

THE NEW GENERATION OF CONSOLES IS NOT DEFINED BY
TECHNOLOGY BUT BY CONNECTIVITY/COMMUNITY
49%
OF GAMERS PLAY
GAMES ONLINE AT
LEAST ONE HOUR
PER WEEK
Source: NPD Study, October 2007 | ESA, 2008 23 | 57

MOST RECENT GAMES ARE ONLINE-ENABLED
Image: Grand Theft Auto 4 24 | 57

THE ADVENT OF MMOGs
MMOG Active Subscriptions
(in millions, for games with 200,000+)
10M World of Warcraft
Lineage
9M
Everquest
8M Dark Age of Camelot
RuneScape
7M Final Fantasy XI
Dofus
6M Everquest II
Lineage II
5M
Ultima Online
4M
3M
2M
1M
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Source: MMOG Charts, April 2008 25 | 57

TALES OF A USER-GENERATION
Communities are increasingly involved in
the expansion of the experience
Image: Try“Lubricant Gel” 26 | 57

HALO 3
30% more uploads of
user-generated content
(machinima, maps, etc.)
than YouTube videos
during the first month
Source: Microsoft keynote, GDC 2008 | Image: Halo 3 27 | 57

LITTLE BIG PLANET’S CREATION TOOLS
Create your levels/share them/monetize them?
The first gaming economy?
Source: Press conference with David Reeves, President SCEE | Image: Little Big Planet 28 | 57

GUITAR HERO: WORLD TOUR MUSIC CREATOR
Create your songs
Share them
Image: Guitar Hero World Tour 29 | 57

SPORE’S CREATURE GENERATOR
2 million creatures created
and shared in a month
Images: Spore 30 | 57

Spore: YouTube Integration
Upload videos of
your creations on
YouTube in 2 clicks
Watch
the Case
Study
31 | XX

DIY (DEVELOP IT YOURSELF) INITIATIVES
Development & distribution tools
for independent developers
Image: David Perry’s Project Top Secret 32 | 57

PLAYSTATION HOME
Image: PlayStation Home 33 | 57

KEY LEARNING
Gamers cease to be consumers
and start to become contributors
Image: PlayStation Home 34 | 57

DIRECT
DISTRIBUTION

DIGITAL DISTRIBUTION PUTTING
THE SQUEEZE ON TRADITIONAL RETAIL
The end of the box?
Gaming is embracing online as a
potential distribution medium
Image: Warhawk 36 | 57

DIGITAL DISTRIBUTION PUTTING
THE SQUEEZE ON TRADITIONAL RETAIL
Entire game
libraries online
Steam, Metaboli,
GameTap, etc.
Image: Half Life 2 37 | 57

UNLOCKING NEW BUSINESS MODELS
Pay-per-play logic
Monthly subscriptions
Episodic distribution, etc.
Image: World of Warcraft 38 | 57

VIDEO GAME
INDUSTRY
MATURING

GAMING IS NOW BIGGER THAN DVDs,
BOX OFFICE, MOVIE RENTALS, BOOKS OR MUSIC
A $34 billion industry worldwide
Asia: $11.5 billion
Europe: $11.4 billion
U.S.: $10.7 billion
Sources: Wired, 2008 | GamesIndustry, 2008 | ESA “Essential Facts”, 2008 | NPD Group/Retail Tracking Service 40 | 57

THE CONNECTION BETWEEN GAMES
AND MOVIES IS NOW TIGHTER THAN EVER
Tighter connection
than ever between
games and movies
Image: Wall-e 41 | 57

THE NATURE OF GAMING/MOVIE’S
LOVE STORY HAS CHANGED
High-profile
brains coming
from the movie
industry to
experiment
Image: Prince of Persia 42 | 57

GAMING IS NOW POWERFUL ENOUGH
TO GENERATE MULTIMEDIA FRANCHISES
Gaming now
generates its
own franchises
Image: God of War 43 | 57

ADVERTISING
AND GAMING

VIDEOGAMES BECOMING
AN ADVERTISING CHANNEL
Projected U.S. in-game video ad revenue
$829
$665
$502
$346
2006 2007 2008 2009
Source: eMarketer, April 2007 / Advertising Age Fact Pack, 2008 45 | 57

Video
Case Study BURGER KING ADVERGAMES
3.22 million titles sold at $3.99 each
Source: Microsoft official sales numbers, 2007 | Cannes Lions awards archive, 2008 46 | 57

IN-GAME ADVERTISING
EXAMPLE: OBAMA CAMPAIGN 2008
In-game
advertising
specialists
Massive
IGA Worldwide
Double Fusion
GameCreative
NeoEdge
Jogo
47 | 57

PRODUCT PLACEMENT
EXAMPLE: METAL GEAR SOLID 4
Images: Metal Gear Solid 4 48 | 57

MARKETING PARTNERSHIPS
NIVEA/SPLINTER CELL TIE-IN
Nivea For Men
marketing site
In-game advertising
program in Splinter
Cell IV
Dedicated
standalone game
Images: RDA’s ad campaign for Nivea “The Good Side” and Splinter Cell 49 | 57

RADICAL EVOLUTION
OF HOW VIDEO GAMES
ARE ADVERTISED

Video Case
Study
WHAT TO LEARN FROM HALO 3? See the
website
THE EPITOME OF INTEGRATED COMMUNICATIONS
Integrated Campaign:
One unifying message
80 executions
Credits: AKQA + McCann Erickson (advertising agencies) 51 | 57

See the
website
WHAT TO LEARN FROM BIOSHOCK?
INTEGRATED VIRAL CAMPAIGN
“The Cult of Rapture” spread real-world evidence that
this underwater utopia may have actually existed
Newspaper clippings | Wikipedia definitions
eBay auctions | Old radio recordings, etc.
Credits: RDA International (ad agency) 52 | 57

FAN SERVICE: CREATE AND FOSTER COMMUNITIES
“The nature of
community
management is one
which changes
constantly. Currently it’s
all about videos, blogs
and being on social
networking sites. Those
things weren’t around
back in 1999. Back then
all you needed was a
fan site, some basic
HTML knowledge and
you had a public
platform!”
San Van Tilburgh
Lionhead
Community liaison officer
53 | 57

THANK YOU FOR NOT BOOING
OR THROWING TOMATOES.
Jérôme Sudan
Account Planner
www.advertisingpawn.com
jeromesudan@yahoo.fr