But it must be new that brands are interested in games! Nope. This is 1983.
Around the game In the game With the game Game portals / social Console / PC games / mobile Virtuele werelden / MMOs Mogelijkheden voor merken Game platforms Welke kant kan ik op? game seeding & syndication branded games game joint-promotions game integration product placement in-game display ads game portal display ads pre- & post-game ads game portal specials
Voor groot bereik: Ontwikkel laagdrempelige, verslavende game
Prijsmechanisme moet triggerend zijn en haalbaar
Gameplay zou belangrijker moeten zijn dan prijzen.
Overzicht campagne – Game
Gaming is serious business. Why is game advertising and advergaming treated as an experiment?
“ We have launched an advergame!” Results come in. 100.000 gameplays! Yes!!!!! That is a lot!!!!
“ Let’s double the budget for gaming!” Wow!! I am going to tell my boss!! 100.000, that will impress him!!
“ 100.000 what? I want euro’s!” My assistant here just ran a campaign with 95GRPs! I love him! No more games.
In the end it is all about money What is the value? How do I compare that with other media?
“ I need a model!” A model that will be acepted. A model that is easy and flexible.
Example: Advergame 2,2M gameplays Centraal Beheer Skydiver game (Hyves/Sticky Studios) 105.840 euro time eyeballs engagement ad views price CPM X X = integration index 30 euro CPM 420,000 unique players 7 min. per player product integration 30CPM 2,520,000 1.4
Peter Warman Newzoo Consumer insights Brands and Games