TCC Academy: Peter Warman
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  • And a movie based on the IP is only one step away from the ultimate dream……
  • To be a lego series!
  • Good luck and donot forget Hollywood. For past and future.

Transcript

  • 1. Peter Warman Newzoo Consumer insights Brands and Games
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  • 14. Peter Warman Newzoo Consumer insights Brands and Games
  • 15. international partners business decisions consumer market data B2B marketing tools NewWho?
  • 16. Newzoo Market Data Clients 50% EU, 30% US, 20% Asia Custom data clients include: Full data access clients include: Standard report clients include: Market data clients
  • 17. Newzoo Market Data Clients 50% EU, 30% US, 20% Asia Local to global
  • 18. Breaking news: Newzoo newest client $10,000,000,000 in prepaid retail sales in 2009
  • 19. Newzoo Market Data Clients 50% EU, 30% US, 20% Asia Total consumer spend on games | Netherlands
  • 20. Newzoo Market Data Clients 50% EU, 30% US, 20% Asia Retail is dead, long live retail
  • 21. Peter Warman Newzoo Consumer insights Brands and Games
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  • 25. Newzoo Market Data Clients 50% EU, 30% US, 20% Asia Demographics| Netherlands | % online population game portals MMOs/ virtual worlds consoles PC mobile iTV 46% 46% 20% 14% 38% 25% 38% 32% 33% 24% 27% 28%
  • 26. Newzoo Market Data Clients 50% EU, 30% US, 20% Asia Demographics| Netherlands
  • 27. Peter Warman Newzoo Consumer insights Brands and Games
  • 28. 1976
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  • 33. But it must be new that brands are interested in games! Nope. This is 1983.
  • 34. 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
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  • 36. Overzicht campagne – Game
  • 37. Resultaten
    • Totaal 7 miljoen keer gespeeld via MSN en Hyves.
    • Ruim 162.500 unieke spelers.
    • Gemiddeld bijna 30 keer per persoon gespeeld.
    • De gadget staat momenteel op circa 39.000 Hyvesprofielen. Hoogste aantal ooit voor campagnegadget!
    • Officiële Ballenjongens Hyve van 5 naar 1.706 leden in campagneperiode
    • Merendeel gameplays via Hyves. Aantal doorclicks via Hyves en MSN bijna gelijk.
    • Overall meer dan 14.000 inschrijvingen waarvan 50% via online inzet.
    Overzicht campagne – Game
  • 38. Learnings
    • Communiceer, dus produceer geïntegreerd
    • Maak je merk niet belangrijker dan de gameplay
    • Meten = weten, blijf optimaliseren!
    • Voor groot bereik: Ontwikkel laagdrempelige, verslavende game
    • Prijsmechanisme moet triggerend zijn en haalbaar
    • Gameplay zou belangrijker moeten zijn dan prijzen.
    Overzicht campagne – Game
  • 39. Gaming is serious business. Why is game advertising and advergaming treated as an experiment?
  • 40. “ We have launched an advergame!” Results come in. 100.000 gameplays! Yes!!!!! That is a lot!!!!
  • 41. “ Let’s double the budget for gaming!” Wow!! I am going to tell my boss!! 100.000, that will impress him!!
  • 42. “ 100.000 what? I want euro’s!” My assistant here just ran a campaign with 95GRPs! I love him! No more games.
  • 43. In the end it is all about money What is the value? How do I compare that with other media?
  • 44. “ I need a model!” A model that will be acepted. A model that is easy and flexible.
  • 45. 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
  • 46. Peter Warman Newzoo Consumer insights Brands and Games
  • 47. Bereik: game portals
  • 48. Casestudy: All Days – Flexistyle Klant Campagne Mediabureau Doelstelling Doelgroep Communicatie oplossing Resultaten
    • Alldays
    • Alldays Flexistyle
    • Starcom
    • Introductie van nieuwe productlijn: Flexistyle
    • Vrouw 18-35 jaar
    • 3-in-1 propositie
    • 58% van de doelgroep is bereikt door campagne op Zylom
    • Stijging van 263% op Alldays.nl gerealiseerd door campagne op Zylom
    • Stijging van 61% meer samples aanvragen gerealiseerd door campagne op Zylom
    • Spontane campagne herkenning: 63% bij groep bereikt door Zylom, 43% bij groep niet bereikt door Zylom
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    • Resultaten
    • 76% van alle consumenten heeft het spel gespeeld
    • 70% van alle consumenten is uniek
    • Gemiddelde overall CTR van 8,1%
    • Slechts 5% uitval op de landingspagina
    Casestudy: Friso – Mama’s ideetjes | Resultaten
  • 50. Peter Warman Newzoo Consumer insights Brands and Games
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  • 59. What does my audience do with games? Remember: +65% time reach, engage, co-marketing Respect game companies, people and brands. They just might be bigger than you.
  • 60. 3. May the force be with you
  • 61. Peter Warman Newzoo Consumer insights Brands and Games [email_address]
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    • IP. Game brands across all platforms are becoming more important. Creating or using recognizable IP is key.
    • Communities. Games are no longer products. They are services continously growing in functionality and backed by an active community.
    • Lifestyle. Games now have definitely become an integrated part of peoples lives. > Integarted part of brand strategy?
    • Price. New business models have driven the price of games down. Small and relatively cheap games can attract a mass audience. Ideal for good advergames
    • Co-marketing. Game brands are cooler and bigger than FMCG brands. Respect and use this.
    • Budget. Alternative funding for games is sought by developers. Will brands put up serious enough budgets?
    • Social & Mobile. Brands want to get into Social & Mobile media. Gaming is #1 content and #2 activity (behind core activity: communication)
    • Mindset. People do not want to be interrupted in their core activity. Casual gamers, playing to relax, are in a better mindset for brands seeking attention.
    • Mass vs niche. Now games are mass audience, niche opportunities arise. Who offers the best selectivity?
    Newzoo Market Data Clients 50% EU, 30% US, 20% Asia Games industry trends and opportunities for brands