Jurriaan van Rijswijk
 
Games helps to sell cars (1) Conversion = printing out a test-drive certificate
Games helps to sell cars (2) Conversion = providing personal information to a dealer
 
 
 
Size of the market <ul><li>Parks Associates released results of a survey into PC in-game advertising that predicts in-game...
 
Adscape Media aquired by Google
Q. Why did Google acquire Adscape Media? <ul><li>A. ‘ In-game advertising is an area where we believe Google could add a l...
Massive acquired by Microsoft Door  Inge   Janse , zaterdag 6 mei 2006 14:36 Bron:  Massive , views: 12.025
In game as seen from:
Wii play games ! ?
Resources <ul><li>PWC Media outlook </li></ul><ul><li>Rapport: Serious games: sectoroverstijgende technologie- en marktver...
Mind the gap
 
 
 
 
 
What is fun? <ul><li>Fun is about our brains feeling good,  releasing Endorphins </li></ul><ul><li>One of the subtlest rel...
Definition of a good game <ul><li>One that teaches everything it has to offer before the player starts playing </li></ul><...
Theory of fun chapter 1 <ul><li>Language is hard coded behaviour, it is an instinct </li></ul><ul><li>Seeing a pattern wit...
 
<ul><li>The nose is blocking  a lot of our view </li></ul><ul><li>The brain assumes  it remains there </li></ul><ul><li>Th...
German model
 
Broadband strategy Korea
Game industry in Korea
Market size & Forecast of Korea DC Industry (Unit : 1 M U$) DC Industry Status in Korea - 1 12,637 1,029 202 561 2,646 157...
‘ 05~’08 CAGR : 15%   2004 2005 2006 2007 2008 <Unit: US 1 Mil> Korea’s Digital Content Market Size DC Industry Status in ...
Europe 16% Asia-Pacific 63% America (N,S) 21% Korea China Japan Others Korea Online Game Industry Status <ul><li>Global On...
The market
What are we talking about?
Massive Multiplayer Online Games
What gamers do
Leerrrrrrooyyyy
A (way)  F (rom)  K (eyboard)
London memorial service WoW
London memorial Everquest
Project Entropia 22-YEAR-OLD GAMER PAYS US $26,500 FOR VIRTUAL REAL ESTATE IN LARGEST MMORPG PURCHASE EVER Treasure Island
Zachurm &quot;Deathifier&quot; Emegen  David Storey   Deathifier
In game  marketing research
ViagraFalls   Lykke   Two members of the Project-Entropia community has fallen in love, they are very happy about eachothe...
Coupling on Calypso
MMOG dating
In game advertising !
 
In game x x x ? <ul><li>In game radio </li></ul><ul><li>In game hangen op de bank </li></ul><ul><li>In game merchandising ...
 
Business meetings in Martial Heroes
User Generated Content & Online Oxygen
 
 
NintenDogs
It’s not gaming, it’s socializing
www . wii have a problem . com
Intel IT Manager Game
 
Source: www.yourselffitness.com
 
Cons <ul><li>Ruins a game </li></ul><ul><li>Monthly fee instead of adds </li></ul><ul><li>Framerate and ping drops </li></...
Pro’s <ul><li>Non-subtle product placement </li></ul><ul><li>Improvement of game development by adds </li></ul><ul><li>No ...
How? <ul><li>Make it look real </li></ul><ul><li>Added value </li></ul><ul><li>Adds in online play, not in offline play </...
Consumer generated adds
Make it look real!
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Emerce Update Gamevertising- Game Entertainment Europe

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  • Emerce Update Gamevertising- Game Entertainment Europe

    1. 1. Jurriaan van Rijswijk
    2. 3. Games helps to sell cars (1) Conversion = printing out a test-drive certificate
    3. 4. Games helps to sell cars (2) Conversion = providing personal information to a dealer
    4. 8. Size of the market <ul><li>Parks Associates released results of a survey into PC in-game advertising that predicts in-game advertising to increase from $80 million in 2005 to over $400 million by 2009. </li></ul><ul><li>Gisteren veel nieuws rond in-game advertising, Ed Bartlett van IGA meldt dat in-game advertising in 2010 rond de $1.2 miljard waard zal zijn. Deze cijfers baseerd hij op voorspellingen van enkele belangrijke analisten in de industrie zoals Citi, IDC, Yankee Group, Forrester en SIG. </li></ul><ul><li>De in-game advertising markt is op dit moment goed voor $695 miljoen omzet en zal groeien naar $1.938 miljard in 2011. </li></ul>
    5. 10. Adscape Media aquired by Google
    6. 11. Q. Why did Google acquire Adscape Media? <ul><li>A. ‘ In-game advertising is an area where we believe Google could add a lot of value to users, advertisers and publishers. Adscape Media's technology and talented team are a great addition to Google's current advertising solutions for advertisers and publishers.’ </li></ul>
    7. 12. Massive acquired by Microsoft Door Inge Janse , zaterdag 6 mei 2006 14:36 Bron: Massive , views: 12.025
    8. 13. In game as seen from:
    9. 14. Wii play games ! ?
    10. 15. Resources <ul><li>PWC Media outlook </li></ul><ul><li>Rapport: Serious games: sectoroverstijgende technologie- en marktverkenning: M&ICT Op te vragen bij Postbus 51  </li></ul>
    11. 16. Mind the gap
    12. 22. What is fun? <ul><li>Fun is about our brains feeling good, releasing Endorphins </li></ul><ul><li>One of the subtlest releases of chemicals is at a triumph moment we learn something </li></ul><ul><li>It is important to survive </li></ul><ul><li>Therefore if we learn something, our body rewards us </li></ul>
    13. 23. Definition of a good game <ul><li>One that teaches everything it has to offer before the player starts playing </li></ul><ul><li>Games are teachers </li></ul><ul><li>Fun is just another word for learning </li></ul><ul><li>The method of transmitting is wrong </li></ul><ul><li>Good teachers are those who make learning fun </li></ul><ul><li>Games are very good teachers when funny </li></ul>When learning is boring ?
    14. 24. Theory of fun chapter 1 <ul><li>Language is hard coded behaviour, it is an instinct </li></ul><ul><li>Seeing a pattern without understanding it (example of tic-tac-toe) – you simply ‘see’ the patterns </li></ul><ul><li>People who play mentally challenging games are delaying the onset of Alzheimer </li></ul>
    15. 26. <ul><li>The nose is blocking a lot of our view </li></ul><ul><li>The brain assumes it remains there </li></ul><ul><li>The brain is actually hiding the real world </li></ul><ul><li>Chunking (morning routine auto pilot) </li></ul>
    16. 27. German model
    17. 29. Broadband strategy Korea
    18. 30. Game industry in Korea
    19. 31. Market size & Forecast of Korea DC Industry (Unit : 1 M U$) DC Industry Status in Korea - 1 12,637 1,029 202 561 2,646 157 480 1,142 1,036 1,147 576 3,661 ~ 2008 14% 381 337 Tool 27% 76 60 e-Publishing 15% 1,795 1,506 Content Trading & Exchange 17% 699 605 e-Learning 22% 258 220 Digital Music 19% 124 101 Content Protection 15% 8,364 7,164 Total 8% 820 766 Management/Service 14% 712 609 Information Content 30% 581 405 Digital Image 10% 408 393 Animation 14% 2,510 2,162 Game CAGR 2005 2004 Classification
    20. 32. ‘ 05~’08 CAGR : 15% 2004 2005 2006 2007 2008 <Unit: US 1 Mil> Korea’s Digital Content Market Size DC Industry Status in Korea - 2 Game (35.6%) Distribution (25.5%) Animation/Character (5.8%) Digital Image (8.3%) Web Info (10.1%) e-Learning (9.9%) e-Pulishing(1.1%)`
    21. 33. Europe 16% Asia-Pacific 63% America (N,S) 21% Korea China Japan Others Korea Online Game Industry Status <ul><li>Global Online Game Market share (2005) </li></ul>
    22. 34. The market
    23. 35. What are we talking about?
    24. 36. Massive Multiplayer Online Games
    25. 37. What gamers do
    26. 38. Leerrrrrrooyyyy
    27. 39. A (way) F (rom) K (eyboard)
    28. 40. London memorial service WoW
    29. 41. London memorial Everquest
    30. 42. Project Entropia 22-YEAR-OLD GAMER PAYS US $26,500 FOR VIRTUAL REAL ESTATE IN LARGEST MMORPG PURCHASE EVER Treasure Island
    31. 43. Zachurm &quot;Deathifier&quot; Emegen David Storey Deathifier
    32. 44. In game marketing research
    33. 45. ViagraFalls Lykke Two members of the Project-Entropia community has fallen in love, they are very happy about eachother and has actually met up in real-life as the picture proves. Profile Profile
    34. 46. Coupling on Calypso
    35. 47. MMOG dating
    36. 48. In game advertising !
    37. 50. In game x x x ? <ul><li>In game radio </li></ul><ul><li>In game hangen op de bank </li></ul><ul><li>In game merchandising </li></ul><ul><li>In game bellen </li></ul><ul><li>Op straat mee-chatten met de chat in game </li></ul><ul><li>In game bankieren? </li></ul>
    38. 52. Business meetings in Martial Heroes
    39. 53. User Generated Content & Online Oxygen
    40. 56. NintenDogs
    41. 57. It’s not gaming, it’s socializing
    42. 58. www . wii have a problem . com
    43. 59. Intel IT Manager Game
    44. 61. Source: www.yourselffitness.com
    45. 63. Cons <ul><li>Ruins a game </li></ul><ul><li>Monthly fee instead of adds </li></ul><ul><li>Framerate and ping drops </li></ul><ul><li>Double ripp off: pay for game and adds </li></ul><ul><li>Distracting </li></ul>
    46. 64. Pro’s <ul><li>Non-subtle product placement </li></ul><ul><li>Improvement of game development by adds </li></ul><ul><li>No monthly fee, then adds are allowed </li></ul><ul><li>Lower retail price </li></ul><ul><li>More game updates </li></ul>
    47. 65. How? <ul><li>Make it look real </li></ul><ul><li>Added value </li></ul><ul><li>Adds in online play, not in offline play </li></ul><ul><li>Around the game, loading screen </li></ul><ul><li>Game(rs) first </li></ul><ul><li>Consumer generated adds </li></ul>
    48. 66. Consumer generated adds
    49. 67. Make it look real!

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