MediaMonks: Games vs Advertising

MediaMonks Interactive Marketing Agency Games versus Advertising

Intro Games versus Advertising : Focus at the opportunities

Today • Advertising loves Games • Games need advertising

Who are we? • Victor Knaap – Main Monk - MediaMonks • Nomkwazi Hooplot – Manager online – ‘Charity lotteries’ as Peoples Postcode Lottery

About MediaMonks MediaMonks is one of the biggest independent interactive marketing agencies in the Netherlands. MediaMonks is situated in Hilversum and was established in 2001. Currently MediaMonks is represented by almost 90 Monks. MediaMonks Games was established in 2006 and is the biggest advergame studio in the Netherlands. We are specialized in translating offline ideas in online campaigns. We work for a lot of (inter) national agencies and brands . We differ from our competitors by doing all the development and productions in-house.

Today’s topic Games versus advertising What is the connection between the advertising and gaming industry?

Figures gaming industry Gaming is the fastest growing (media) industry in the world • Global revenue in the game industry: 51.4 billion US dollars in 2008 • And will grow to 73.5 billion US dollar in 2013. • On average this a more than an annual increase of 7%. • To compare: The gaming industry is even bigger than Hollywood. • And even Holland plays a role : Killzone / Guerilla games , Overlord from Triumph studios, Spill media and of course MediaMonks Games….. PricewaterhouseCoopers (PwC)

We are very sorry But unfortunately….. • Advertising has almost no connection with the Gaming industry • Not many agencies are involved with branded console games. • That’s why these enormous growth figures aren’t that interesing.

Online games But luckily there are other interesting options in the gaming field… That is where advertising meets online games

Figures online gaming industry Online gaming is still a small part but increasing: •Online gaming revenue in 2008 some figures: – MMO’s 3.5 billion dollar – Casual Games 1.5 billion dollar •Online gaming revenue in 2013 is 13.7 billion dollars •Annual increase of more than 120% •Online gaming reaches more than100 million unique persons per month •Online games reach more than 60% of the Dutch population •Almost all target groups from 8 – 88 play online games.

Where are our opportunities? We see three major possibilities in the online gaming field for the advertising industry. •Translation of an above the line campaign into an online game •Making use of the enormous reach of the existing gaming platforms •Introducing structural loyalty and activation gaming for brands

Above the line How to translate an above the line campaign into an online game: It is easier to show you that with an interesting example Nestea DEMO demo

Translation above the line As you can see the quality of the online game can be as good as the commercial. And a game offers a lot more benefits: •It holds your attention (even longer than 30 sec) •Players return quite often to play again (from push to pull) •It is fun to play (brand entertainment / experience) •And you even send it to your friends (viral effect) We call this Brand immersion (The visitors / gamers are totally focussed on playing the game and they are intensely involved with brand)

Production of games in Holland How can we produce games that have that kind of communicative and appealing power for the Dutch market?

Dutch examples We can again best illustrate this with some examples: 1. Bijenkorf – Maffe Marathon ‘ Crazy Marathon’ 2. SOA AIDS Netherlands – Vrij Soa Vrij ‘STD Free Sex’ 3. Dreft – Schitterend Schoon ‘Sparkly Clean’

Bijenkorf - Maffe Marathon ‘Crazy Marathon’ demo

Results: Bijenkorf Results: Confidential Xander Amo +31651451216

SOA AIDS Netherlands – Vrij Soa Vrij demo

Results SOA AIDS Netherlands Results: • Online effects, some examples – 9.5 million online impressions – More then 220.000 unique visitors on www.vrijsoavrij.nl within 6 months. – 139.000 visitors on the Windows Live Messenger Tab • Campaign effects, some examples – 23% more teenagers see the importance of a STD test – 43% more teenagers do acknowledge to test before having unprotected sex

Dreft – Schitterend Schoon ‘Sparkly Clean’ demo

Dreft: Results Results: Confidential Xander Amo +31651451216

Conclusion Above the line campaigns can be successfully translated into attractive games. There are endless creative possibilities. But keep in mind: •It’s not a 1 to 1 translation •Combine concept, game play, technical development and media •It has to have a fun gameplay, but it has to underline the brand values

What are they doing? How can we use the reach of the current game portals? And…… What are these online gaming people doing all day?

Zylom First we look at Zylom. The largest woman gaming portal in the Netherlands. demo

Spill media Then we want to show you an average gameplay of a Spill media portal visitor. demo

Conclusion: • The current online game portals are often quite dull and the content is mostly of very low quality. • The portals look alike have the same content which is often used on multiple places. • But gamers accept this! They are entertained for several hours.

Action points: What must agencies do in order to react? Create visually attractive, fun and playable games in which the advertiser is integrated. Launch this on game portals where the target group can be found. Success is guaranteed!

Charity lotteries Disclosed Xander Amo +31651451216

Game over For agencies we see big opportunities in the online advergame industry. • Translation of themed campaigns to an online game. • Make use of the enormous reach of current game portals • Advise your clients in loyalty and activation gaming

Game over What you need to know on creation and concept development: • Combine concept, game play, technical development and media Make great content! This will make both, gamer, advertisers, agencies and your creatives happy. Online gaming needs advertising!

MediaMonks: Games vs Advertising

by MediaMonks Haar on Jul 02, 2009

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MediaMonks: Games vs Advertising — Presentation Transcript