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Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
Social gaming overview for brand advertisers   as of sept 2010
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Social gaming overview for brand advertisers as of sept 2010

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Social gaming overview for brand advertisers as of sept 2010

Social gaming overview for brand advertisers as of sept 2010

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  • http://www.insidefacebook.com/2010/09/19/what-zyngas-switch-to-credits-means-for-the-facebook-ecosystem/http://www.insidefacebook.com/2010/06/22/exclusive-discussing-the-future-of-facebook-and-the-facebook-ecosystem-with-ceo-mark-zuckerberg/
  • http://mashable.com/2010/08/17/social-games-business/http://mashable.com/2010/04/08/apple-game-center/http://www.internetretailer.com/2010/09/15/realnetworks-buys-canadian-social-gaming-firm
  • http://mashable.com/2010/08/11/social-gaming-business/
  • http://socialgame7.wordpress.com/2010/08/03/social-games-surpass-e-mail-as-second-most-popular-activity-on-the-internet/
  • http://mashable.com/2010/09/10/farmville-vs-real-farms-infographic/
  • http://mashable.com/2010/08/11/social-gaming-business/
  • http://mashable.com/2010/08/11/social-gaming-business/
  • http://www.appdata.com/http://pagedata.insidefacebook.com/
  • http://www.insidefacebook.com/2010/08/02/top-25-facebook-games-for-august-2010/
  • Cheetos game: Players must choose their allies, form an army, and provide it with a name, design a flag, and select existing players to become their opponentsBattle of the Cheetos is being promoted through several content partnerships with social sites like Break.com, Gizmodo, Digg, and Mashable that are running banner ads (and in some cases sponsored content pages like this one). Perhaps as a nod to where so much of today's snacking is taking place, these sites as they appear on your computer screen become the battleground upon which tiny Puffs and Crunchy Cheetos execute their attack.Sony game: In May, Sony Pictures joined a long line of online games promoting upcoming films. The alternate reality game "Day X Exists" - based on the new Angelina Jolie flick "Salt" - invited players to stop a terrorist threat. As junior agents, players had to identify both Day X spies and the location of main character Evelyn Salt, who is suspected of being one of these enemy operatives but claims to have been set up. The nine-week long game, which came to a close last week, used a series of episodic first-person point of view videos to immerse the player in the experience. The player was asked to complete a challenge in association with each game installment, such as to determine whether to tell the truth or bluff about Salt to an agency superior, or click to take pictures of potential Day X agents. Each task was scored and each successful completion of an installment (a new one of which was launched every week) unlocked another mission badge (each mission was also followed up with clips from the film). In true social style, players could also connect with Facebook through the ARG site to personalize their gaming experience. After completing a mission, the player had the option of posting her progress to the social site for friends and other players to see. Branded games, blogs, YouTube channels, Facebook pages, Twitter accounts, and other social and viral channels give potential moviegoers a sneak peak at what they can expect to get for their 12 bucks. But they also encourage consumers to make an investment in the film's plot and characters - one that, if all goes well, is so deep that it necessitates a next step: watching how the rest of the action plays out by paying to see the film. http://www.forbes.com/2010/09/13/social-games-sanrio-technology-brands.htmlhttp://mashable.com/2010/07/13/sponsored-post-cheetos-2/
  • http://adage.com/digital/article?article_id=145147http://mashable.com/2010/07/22/farmville-organic-blueberries/
  • http://techcrunch.com/2010/08/25/scvngr-game-mechanics/
  • Transcript

    • 1. Social Gaming Overview forBrand Advertisers
      As of September 2010
      By Brian Groth
      Twitter: @BrianGroth
      http://BrianGroth.wordpress.com
    • 2. What Is Social Gaming
      Any online game (PC, game console, web-based, mobile) with one of the following capabilities:
      Invite a friend to play the game with or without you
      Entice your friends to play the game by sharing your achievements
      Multi-player (synchronously or asynchronously)
      Purchase game items for a friend within the game
      Plus related to a social media service
      Some social games are on social networks, such as Facebook
      Some social games have added social networking to an existing casual game
      Some game environments encourage friends to play the same game by sharing achievements, such as on Xbox Live
    • 3. But It’s More Than Just Games
      Play games with friendsand discover others toplay with
      Purchase virtual items
      and gifts for a friend in the game
      Purchase virtual items for
      yourself within a game to enhance your game play
      Purchase Facebook Credits or similar “currency” to be
      used in games
    • 4. Facebook Credits
      Facebook is the biggest platform for social games, so Facebook Credits are an important part of the social gaming market
      You can buy Facebook Credits via credit cards, PayPal, Facebook Credits gift cards (purchased in a retail store) or mobile phone payments. You can also earn credits through special promotions.
      Facebook CEO Mark Zuckerberg spoke earlier this year about wanting to create a “level playing field” for social game developers on Facebook
      “Making it so that there is one currency that people can take everywhere levels the playing field a bit, which is good” Zuckerberg said.
      http://www.facebook.com/credits/
      http://www.insidefacebook.com/2010/09/19/what-zyngas-switch-to-credits-means-for-the-facebook-ecosystem/
      http://www.insidefacebook.com/2010/06/22/exclusive-discussing-the-future-of-facebook-and-the-facebook-ecosystem-with-ceo-mark-zuckerberg/
    • 5. A Few Social Game Studios & Players
      Zyngais the biggest and pulls in $37M - $60M of revenue every month
      Mergers, Acquisitions & Investments: Each had monthly revenue of $1M each
      Disney acquired Playdom (up to $763M) – August 2010
      Google acquired Slide ($182M) – August 2010, while Google also recently invested in Zynga ($100-200M investment) – Zynga is by far the biggest social game studio
      In late 2009, EA acquired Playfish (up to $400M)
      RealNetworksacquired Backstage Technologies
      Game Platforms / Social Platforms / Marketplaces:
      Microsoft’s Xbox Live (a social network), on Xbox 360 & launching on Windows Phone 7 this fall
      Apple’s Game Center, launching on iPad this fall
      Ngmoco Plus+, OpenFeint
      Facebook, MySpace
      Nintendo, Sony
      http://mashable.com/2010/08/17/social-games-business/
      http://mashable.com/2010/04/08/apple-game-center/
      http://www.internetretailer.com/2010/09/15/realnetworks-buys-canadian-social-gaming-firm
    • 6. Where Are Social Games Being Played?
      http://mashable.com/2010/08/11/social-gaming-business/
    • 7. Facebook & Messenger Levels of Engagement
      45-minutes+ average engagement time across social games
      Social Gaming earns 10% of all internet time spent online
      Nielsen indicates that more people are playing online games than using email
      Farmville: 70M hrs/week
      http://marksilva.wordpress.com/2010/09/10/playdom-enters-the-magic-kingdom-part-2/
      http://mashable.com/2010/09/10/farmville-vs-real-farms-infographic/
      http://socialgame7.wordpress.com/2010/08/03/social-games-surpass-e-mail-as-second-most-popular-activity-on-the-internet/
    • 8. TV Sized Audiences
      100m US and UK social game players (over 200mm worldwide)
      Zynga’srecent hit, Frontierville, reached 5mm users in just 13 days
      Farmville has over 17.5M daily average users, 70M hours/week
      http://marksilva.wordpress.com/2010/09/10/playdom-enters-the-magic-kingdom-part-2/
      http://mashable.com/2010/09/10/farmville-vs-real-farms-infographic/
    • 9. Hollywood Movie Sized Revenues
      Zyngais the biggest and pulls in $37M - $60M of revenue every month
      Monthly revenue of $1M+: Rockyou, Crowdstar, Watercooler, Playdom(now Disney), Slide (now Google)
      Zynga raised $1M+ million in 5 days in FarmVille for the Earthquake Relief Campaign & $500k in 2 days for Schools in Haiti – all from 1 virtual good: Sweet Seeds
      Early evidence that Social Gaming dynamics can change offline behaviors (Foursquare, Facebook Places, etc.) and drive purchases
      http://www.freshnetworks.com/blog/2010/09/the-benefits-social-gaming-for-brands/
      http://techcrunch.com/2010/01/08/farmville-zynga-charity-virtual-goods/
      http://techcrunch.com/2010/09/21/sweet-seeds-zynga-raises-500k-in-two-days-to-build-school-in-haiti/
      http://marksilva.wordpress.com/2010/09/10/playdom-enters-the-magic-kingdom-part-2/
      http://mashable.com/2010/09/10/farmville-vs-real-farms-infographic/
    • 10. http://mashable.com/2010/09/10/farmville-vs-real-farms-infographic/
    • 11. http://www.onlineschools.org/blog/social-gaming/
    • 12. Winning at Social Gaming
      Keys to Success: Social games require a platform, content and distribution just like any other successful game. Today, most social games are notsuccessful, but moving forward, almost all games will have a social hook
      Revenue Model for the game publisher: Despite isolated deals, the revenue engine for casual gaming isn't brand advertising but virtual goods:
      Game studios fear bringing in brand advertising could destroy the game experience
      The main hurdle for brand advertisers is that the biggest publishers are scaling just fine without ad revenue
      Brands & Social Gaming: Still very early days, but options include:
      In-game advertising
      Custom branded games
      Sponsoring existing games
      http://mashable.com/2010/08/11/social-gaming-business/
    • 13. Winning at Social Gaming
      Keys to Success: Social games require a platform, content and distribution just like any other successful game. Today, most social games are notsuccessful, but moving forward, almost all games will have a social hook
      Revenue Model for the game publisher: Despite isolated deals, the revenue engine for casual gaming isn't brand advertising but virtual goods:
      Game studios fear bringing in brand advertising could destroy the game experience
      The main hurdle for brand advertisers is that the biggest publishers are scaling just fine without ad revenue
      Brands & Social Gaming: Still very early days, but options include:
      In-game advertising
      Custom branded games
      Sponsoring existing games
      moving forward, almost all games will have a social hook
      http://mashable.com/2010/08/11/social-gaming-business/
    • 14. Top Facebook Applications Are Games & Top Facebook Pages Are For Games
      http://www.appdata.com/
      http://pagedata.insidefacebook.com/
    • 15. Top 25 Facebook Games for August 2010
      http://www.insidefacebook.com/2010/08/02/top-25-facebook-games-for-august-2010/
    • 16. Brands & Social Games
    • 17. Examples of Social Branded Games
      Branded games offer more engagement with the brand compared to simply following the brand on Facebook or Twitter
      Examples of Custom Branded Games
      Hello Kitty (by Sanrio): A mass multiplayer game
      Battle of the Cheetos: Options to connect to Facebook, but not required
      Sony Pictures “Day X Exists” game based on the movie Salt, has multiple connection points into social networking sites (primarily Facebook)
      Examples of Branded Games on Facebook
      NY Jets football with the “Ultimate Fan” game
      Golden Nugget Las Vegas Casino, with casino games
      Harrah’s with their World Series of Poker game
      Honda is part of the Car Town game
      http://www.dayxexists.com/site/
      http://www.forbes.com/2010/09/13/social-games-sanrio-technology-brands.html
      http://www.clickz.com/clickz/column/1724704/its-all-fun-games-brand-marketers
    • 18. Examples of Brands in Social Gaming
      Women's blog network Sugar has built its own social game, Retail Therapy, with a number of marquee fashion brands. In the game, users design their own virtual boutiques and stock them with virtual clothes from Banana Republic, Barneys New York, Diane von Furstenberg, Gap, Juicy Couture, Topshop and Tory Burch
      Users have to come back at certain intervals to achieve tasks and can pay real money to speed up the process.
      Players pay up for virtual clothes: $1 to dress an avatar to $100 for stocking an entire store
      FarmVille recently launch its first branded crop, Cascadian Farm organic blueberries. In less than four days, more than 310 million blueberry crops were planted in the game and more than 1 million people purchased it during the campaign from July 19-26, 2010
      http://adage.com/digital/article?article_id=145147
      http://mashable.com/2010/07/22/farmville-organic-blueberries/
    • 19. Recommendations for Brands Interested in Social Gaming
      Games in general, social or not, have a large and engaged audience that will continue to get more and more social. Brands should be part of this.
      Alignment: Align your social gaming plans with your overall brand strategy and goals. The social game plans may simply be part of your overall social plans too
      Test the Social Networks: Test a branded game in your Facebook or MySpace page or as a connection point from a branded game to these networks
      Test the Social Games: Look into the options for advertising within social games, such as FarmVille and others
      Advertise (Paid Media):
      Leverage existing in-game advertising to get your brand seen during game-play
      Leverage online banner and search advertising to drive a large audience to your social game efforts
      Measure, analyze and improve your advertising efforts in social games
    • 20. Appendix
    • 21. Game Dynamics / Mechanics A list of 47 of the game mechanics SCVNGR draws upon when creating games – many of which are social – a useful resource when building your own game
      Achievement
      Appointment
      Avoidance
      Behavioral Contrast
      Behavioral Momentum
      Blissful Productivity
      Cascading Information Theory
      Chain Schedules
      Communal Discovery
      Companion Gaming
      Contingency
      Countdown
      Cross Situational Leader-Boards
      Disincentives
      Endless Games
      Envy
      Epic Meaning
      Extinction
      Fixed Interval Reward Schedules
      Fixed Ratio Reward Schedule
      Free Lunch
      Fun Once, Fun Always
      Interval Reward Schedules
      Lottery
      Loyalty
      Meta game
      Micro Leader-Boards
      Modifiers
      Moral Hazard
      Ownership
      Pride
      Privacy
      Progression Dynamic
      Ratio Reward Schedules
      Real-Time v. Delayed
      Reinforcer
      Response
      Resard Schedules
      Rolling Physical Goods
      Shell Game
      Social Fabric
      Status
      Urgent Optimism
      Variable Interval Reward Schedule
      Variable Ratio Reward Schedule
      Viral Game Mechanics
      Virtual Items
      http://techcrunch.com/2010/08/25/scvngr-game-mechanics/
    • 22. Sources for Social Gaming Info
      http://www.insidesocialgames.com/
      http://mashable.com/tag/social-games/
      http://en.wordpress.com/tag/social-gaming/
      http://www.appdata.com/
      http://pagedata.insidefacebook.com/
      http://search.twitter.com/search?q=%23socialgames
      Twitter: @BrianGroth
      Blog: http://BrianGroth.wordpress.com

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