GSN Digital - Leveraging Games as a Powerful Marketing Medium

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FutureM 2013 session with GSN Digital …

FutureM 2013 session with GSN Digital

Speakers:
Ari Brandt
CEO and co-founder, MediaBrix

John Federman
CEO, Dailybreak

Geoffrey Greenblatt
North American Gaming Director, Mindshare

James Kissell
Strategic Partner Lead, Americas Mobile Apps and Gaming, Google

Christian Meyer
Senior Vice President, Digital Advertising, GSN Digital


This panel discussion, led by Mindshare’s Geoffrey Greenblatt, will explore the correlation between gaming environments and the measured success of advertisements, shedding light on the growing marketing and brand awareness-boosting opportunities available across social, mobile and web game platforms.

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  • 1. SESSION  PARTNER   Leveraging Games As A Powerful Marketing Medium VISIONARY  SPONSORS   INNOVATOR  SPONSORS   TA L K A B O U T U S ! # F U T U R E M # E D I T Y O U R S E S S I O N
  • 2. AGENDA • Introduc)on   §  Today’s  Gaming  Landscape   §  Why  Gaming  For  Brands     • Panel  Discussion     •  Wrapup  And  Q&A     TA L K A B O U T U S ! # F U T U R E M
  • 3. Introduc?on   TA L K A B O U T U S ! # F U T U R E M
  • 4. TODAY, GAMING IS SEEN AS… Engagement  Entertainment!   Lean-­‐Forward  Environment   Adver;sing  Is  Embraced   Mul;ple  Playing  PlaEorms   TA L K A B O U T U S ! # F U T U R E M
  • 5. IT MOVES THE NEEDLE FOR BRANDS BRAND   ENGAGEMENTS   Results   •  Clicks     •  Video  Views   •  FB  ‘Likes’   ATTRIBUTE   LIFTS   Results   • Awareness  LiNs   • Favorability  LiNs   • Recommenda;on  LiNs   TA L K A B O U T U S ! # F U T U R E M SALES     RESULTS!   Results   • Purchase  Intent   • Drive-­‐To-­‐Site/Store   • Actual  Transac;ons  
  • 6. AND BRANDS CAN REACH… 2  BILLION  PEOPLE  Across  Every  Device  Imaginable!!   256 MILLION   1.6 BILLION   500 MILLION   300 MILLION   500 MILLION   1 BILLION   CURRENT-­‐GEN  GAMING  CONSOLES   iOS  DEVICES   ANDROID  DEVICES   Sources:  NewZoo  2013   DESKTOP  AND  NOTEBOOK  PCS   CONNECTED  TVS   FACEBOOK  USERS   (And  That’s  Up  33%  From  One  Year  Ago)       TA L K A B O U T U S ! # F U T U R E M
  • 7. 75% Of Guys Play Games… ...AND  46%  OF  ALL  PLAYERS  ARE  FEMALE   Sources:  NewZoo  2013   TA L K A B O U T U S ! # F U T U R E M
  • 8. TIME SPENT IS HUGE Playing  Games   On  YouTube   On  Facebook   134  Million   175  Million   1  Billion   Hours  Spent  Per  Day   Sources:  NewZoo  2013   TA L K A B O U T U S ! # F U T U R E M
  • 9. AND MOBILE… It  Just  Con;nues  To  Evolve  And  Grow…   2010   2001   2011   2007   2005   2008   2003   2006   2000   TA L K A B O U T U S ! # F U T U R E M 2010   100MM   2011   Paid  downloads   of  TETRIS   2013  
  • 10. …IN MINDBLOWING FASHION!!! Mobile  Gamers  WW  2011-­‐2016   millions   1,272   1,082   869   662   351   2011   Sources:  NewZoo  2013   487   2012   2013   TA L K A B O U T U S ! # F U T U R E M 2014   2015   2016  
  • 11. FOR BRANDS, THIS MEANS… Opportunity!!!   Massive  Audience   Hugely  Engaging  Experiences   Unobtrusive  Environments   Added  Value   Pricing  Discounts   TA L K A B O U T U S ! # F U T U R E M
  • 12. THEY CAN TARGET BY PLAYER TYPE Core  Player   Casual  Player   Social  Player   Play  To  Win/Compete   Play  To  Explore/Escape   Play  To  Engage  W  Others   Personality:     Killer     Personality:    Achiever/Explorer     Personality:    Socializer       TA L K A B O U T U S ! # F U T U R E M    
  • 13. REACH THEM… All  Day,  Every  Day  
  • 14. AND SELECT FROM A MULTITUDE OF… SCALABLE,  EFFECTIVE  OPTIONS   Video   Media  &  Sponsorships   Minigames   Integra@ons   Retail/OOH/e-­‐Commerce  
  • 15. EVEN MORE… GAMING  WORKS  WITH  OTHER  MEDIA  FORMS   ACTIVE,  LEAN-­‐FORWARD  MEDIA   •  Free  Games   •  Incen;vized  Views   •  Branded  Rewards   •  Events   •  Content  Crea;on     PASSIVE  MEDIA   •  TV  Spots     •  Banners   •  Online  Video   •  OOH   •  Print   •  Radio     STRONGER  DRIVE  TO  POINT  OF  PURCHASE   TA L K A B O U T U S ! # F U T U R E M
  • 16. BRANDS CAN OPTIMIZE ON-THE-GO Use  Real-­‐Time  Marke;ng  Tools  To   Track  Playing  Ac;vity…   PASSES  CAUGHT   LEVELS  BEATEN   …Op;mizing  Campaigns  And  Maximizing  Results!!   TA L K A B O U T U S ! # F U T U R E M
  • 17. AND TAKE ADVANTAGE OF GAMIFICATION Drives  Retainment  Via  Engagement   Mechanics  Include:   Personaliza@on   Rewards   Ac@vity   Socializa;on   Compe;;on   Status   Coins   Levels   Economy   Badges   Par;cipa;on   Bonuses   TA L K A B O U T U S ! # F U T U R E M
  • 18. SIMPLY PUT… Gaming  Con@nues  To  Smash  All  Barriers   A  $68B  Industry  Expected  To  Reach  $82B  In  2017   (Compare  To  Movies:  $33B)   (Compare  To  Music:  $17B)   And  Brands  Must  Get  Involved!   TA L K A B O U T U S ! # F U T U R E M
  • 19. FOR MORE INFORMATION Let’s  Play:     A  How-­‐To  Guide  To  Winning  In  Gaming   By  Geoff  GreenblaY   LinkedIn:  Geoffrey  GreenblaY   TA L K A B O U T U S ! # F U T U R E M
  • 20. AND NOW… LEVERAGING  GAMES  AS  A  POWERFUL  MARKETING  MEDIUM   Geoffrey  GreenblaY   Mindshare   North  American  Gaming  Director   Ari  Brandt   Mediabrix   CEO  &  Co-­‐Founder   James  Kissell   Google   Strategic  Partner  Lead,  Mobile  Apps  &  Gaming   TA L K A B O U T U S ! # F U T U R E M John  Federman   Dailybreak   CEO   Chris@an  Meyer   GSN  Digital   SVP,  Digital  Adver@sing