DDMA – gaming / brand / consumer



Marcel Nieuwpoort
8 december, 2009
Gaming industrie overview
Gaming vs Movies
90 Miljoen gamers in Europa (1 op 3)




       Europa – actieve                Betalende gamers
                         ...
Online gaming




Europese – breedband huishoudens 2007 - 2011              Europa – geinstaleerde 3rd Gen. Console Base 2...
1 miljard wereldwijde advertentie markt in gaming


                              Market Forecasts: Global and U.S. In-Gam...
Mobile gaming…




7
Op dit moment…
Mogelijkheden op dit moment




Gamer-focused   Dynamic in-game   Sponsorships   In-game product   Advergames
  web sites ...
Ingame advertising




10
Voorbeeld van BDE




11
Burger King



     Custom game promotion
      - 3 custom games for Xbox & Xbox 360
      - Sold exclusively in-store for...
Games & dataverzameling cases
KLU - Werving
Nuon Ballenjongens – WL Messenger




16
toekomst?
"This is a pivotal moment
     that will carry with it a wave
     of change, the ripples of
     which will reach far bey...
Dank u.
http://advertising.microsoft.nl
marcen@microsoft.com
DDMA / Microsoft: Crossmedia Marketing
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DDMA / Microsoft: Crossmedia Marketing

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Marcel Nieuwpoort (Microsoft) gives facts and figures about advertising and gaming and sketches devllopments in the nereby future. Such as Microsoft's project Natal

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  • Xbox LiveMicrosoft Tag / Mobile MarketplaceSocial Marketing packCreatieveinspiratieTechnologie
  • 170 M launch dayVs151 M openings weekend!
  • Broadband is key factor in game hardware and software sales and overall online gaming growth. This connectivity is bringing people together around in world and opening up games to marketers. Broadband penetration in the Nordic countries is above the European average. The Nordic countries are home to the most experienced online users in Europe The four Nordic countries are outperforming the rest of Europe in JupiterResearch’s digital life index, with Sweden currently ranking at the top.By 2011, Internet penetration in Norway is expected to reach 77% by 2011 – with PC penetration expected to be only 1% point higher it clearly shows the core role of online access. Broadband penetration is expected to be 74%Source: Jupiter Research – Data Essentials Nordic Region – Nov 2006
  • Broadband is key factor in game hardware and software sales and overall online gaming growth. This connectivity is bringing people together around in world and opening up games to marketers. Broadband penetration in the Nordic countries is above the European average. The Nordic countries are home to the most experienced online users in Europe The four Nordic countries are outperforming the rest of Europe in JupiterResearch’s digital life index, with Sweden currently ranking at the top.By 2011, Internet penetration in Norway is expected to reach 77% by 2011 – with PC penetration expected to be only 1% point higher it clearly shows the core role of online access. Broadband penetration is expected to be 74%Source: Jupiter Research – Data Essentials Nordic Region – Nov 2006
  • Parks Associates: Electronic Gaming in the Digital Home: Game Advertising – June 2007Yankee Group: Advertising and Games: 2007 In-Game Advertising Forecast – Jul 07PwC: Global Media & Entertainment Outlook: 2007-2011 – Jun
  • The ad campain will garner momentum with a teaser at the end of April 2009 on chaneln5.com and will open officially on the internet on May 5th 2009, 88 years to the day after it was introduced, respecting the superstitious spirit of Gabrielle Chanel who considered 5 to be her lucky number (and it was never disproved by history.)
  • CEO John Chidsey said the lower-priced "Value Menu" and the promotion with Xbox 360 helped drive sales and customer traffic. He said more than 3.2 million Burger King-branded Xbox 360 games were sold.
  • Engagementopbouwen met de doelgroep en verzamelen van klantdata / potentiele klanten.
  • Engagementopbouwen met de doelgroep en verzamelen van klantdata / potentiele klanten.
  • a.            952.464 gameplays totaal gespeeldb.            Gemiddelde speelduur: 4’37”c.            Aantal unieke bezoekers die deze periode de MSN Tab geopend hebben:  103.373 Periode minder dan een maand
  • DDMA / Microsoft: Crossmedia Marketing

    1. 1. DDMA – gaming / brand / consumer Marcel Nieuwpoort 8 december, 2009
    2. 2. Gaming industrie overview
    3. 3. Gaming vs Movies
    4. 4. 90 Miljoen gamers in Europa (1 op 3) Europa – actieve Betalende gamers • 66 millioen die actief betalen voor games gamers en game consoles (miljoenen) 90 Niet betalende gamers 66 • 24 millioen “niet betalende” gamers – Diegene die gamen maar het afgelopen 24 jaar geen game hebben gekocht, maar wel gratis spelletjes spelen (online of offline) Total Paying Non-paying Gamers Gamers Gamers
    5. 5. Online gaming Europese – breedband huishoudens 2007 - 2011 Europa – geinstaleerde 3rd Gen. Console Base 2006-2011 120 50 Breedband Huishoudens 100 40 80 (Miljoenen) miljoenen 30 60 20 40 20 10 0 0 2007 2008 2009 2010 2011 2007 2008 2009 2010 2011
    6. 6. 1 miljard wereldwijde advertentie markt in gaming Market Forecasts: Global and U.S. In-Game* Advertising Expenditure ($ US millions) Parks Associates (U.S. Only) Yankee Group (Global) PwC (U.S. Only) emarketer (U.S. Only) 1,000 750 US $ millions 500 250 0 2006 2007 2008 2009 2010 2011 2012 * Defined herein as: Parks Associates: forecast for static and dynamic in-game ad revenues inc. product placement & sponsorships (U.S. market only) - Jun 07 Yankee Group: for static and dynamic in-game ad revenues inc. product placement & sponsorships (Global market) - Jul 07 PwC: forecast is for "in-game" advertising - no further definition available (U.S. market only) - Jun 07 emarketer: includes static ads, dynamic ads, product placements, game portal display ads and sponsofed sessions in console-based, PC-based and web-based games; excludes advergames and advertising on mobile games - Feb 08 6
    7. 7. Mobile gaming… 7
    8. 8. Op dit moment…
    9. 9. Mogelijkheden op dit moment Gamer-focused Dynamic in-game Sponsorships In-game product Advergames web sites Advertising placement …Van simpele game interacties online tot meer geavanceerde branded games Complexity & lead time
    10. 10. Ingame advertising 10
    11. 11. Voorbeeld van BDE 11
    12. 12. Burger King Custom game promotion - 3 custom games for Xbox & Xbox 360 - Sold exclusively in-store for $3.99 - Cross promotion Results - 40% profit increase YOY - 4% increase in same store sales - Won the Grand Prix Titanium Lion at Cannes 2007 12
    13. 13. Games & dataverzameling cases
    14. 14. KLU - Werving
    15. 15. Nuon Ballenjongens – WL Messenger 16
    16. 16. toekomst?
    17. 17. "This is a pivotal moment that will carry with it a wave of change, the ripples of which will reach far beyond video games" STEVEN SPIELBERG 18
    18. 18. Dank u. http://advertising.microsoft.nl marcen@microsoft.com

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