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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