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Shock and awe

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Jurriaan van Rijswijk

Jurriaan van Rijswijk
Emerce Update, Gamevertising
11 december 2007

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Shock and awe Shock and awe Presentation Transcript

  • Jurriaan van Rijswijk
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  • 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
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  • Size of the market
    • 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.
    • 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.
    • De in-game advertising markt is op dit moment goed voor $695 miljoen omzet en zal groeien naar $1.938 miljard in 2011.
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  • Adscape Media aquired by Google
  • Q. Why did Google acquire Adscape Media?
    • 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.’
  • 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
    • PWC Media outlook
    • Rapport: Serious games: sectoroverstijgende technologie- en marktverkenning: M&ICT Op te vragen bij Postbus 51 
  • Mind the gap
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  • What is fun?
    • Fun is about our brains feeling good, releasing Endorphins
    • One of the subtlest releases of chemicals is at a triumph moment we learn something
    • It is important to survive
    • Therefore if we learn something, our body rewards us
  • Definition of a good game
    • One that teaches everything it has to offer before the player starts playing
    • Games are teachers
    • Fun is just another word for learning
    • The method of transmitting is wrong
    • Good teachers are those who make learning fun
    • Games are very good teachers when funny
    When learning is boring ?
  • Theory of fun chapter 1
    • Language is hard coded behaviour, it is an instinct
    • Seeing a pattern without understanding it (example of tic-tac-toe) – you simply ‘see’ the patterns
    • People who play mentally challenging games are delaying the onset of Alzheimer
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    • The nose is blocking a lot of our view
    • The brain assumes it remains there
    • The brain is actually hiding the real world
    • Chunking (morning routine auto pilot)
  • German model
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  • 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 2,646 157 480 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
  • ‘ 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%)`
  • Europe 16% Asia-Pacific 63% America (N,S) 21% Korea China Japan Others Korea Online Game Industry Status
    • Global Online Game Market share (2005)
  • 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 eachother and has actually met up in real-life as the picture proves. Profile Profile
  • Coupling on Calypso
  • MMOG dating
  • In game advertising !
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  • In game x x x ?
    • In game radio
    • In game hangen op de bank
    • In game merchandising
    • In game bellen
    • Op straat mee-chatten met de chat in game
    • In game bankieren?
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  • Business meetings in Martial Heroes
  • User Generated Content & Online Oxygen
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  • NintenDogs
  • It’s not gaming, it’s socializing
  • www . wii have a problem . com
  • Intel IT Manager Game
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  • Source: www.yourselffitness.com
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  • Cons
    • Ruins a game
    • Monthly fee instead of adds
    • Framerate and ping drops
    • Double ripp off: pay for game and adds
    • Distracting
  • Pro’s
    • Non-subtle product placement
    • Improvement of game development by adds
    • No monthly fee, then adds are allowed
    • Lower retail price
    • More game updates
  • How?
    • Make it look real
    • Added value
    • Adds in online play, not in offline play
    • Around the game, loading screen
    • Game(rs) first
    • Consumer generated adds
  • Consumer generated adds
  • Make it look real!