Adults and Social Gaming
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Adults and Social Gaming

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This PowerPoint defines the adult demographic that partakes in social gaming and their motives and characteristics as consumers. It also looks at the various types of in-game advertising, the pros and ...

This PowerPoint defines the adult demographic that partakes in social gaming and their motives and characteristics as consumers. It also looks at the various types of in-game advertising, the pros and cons of in-game advertising, as well as the overall effectiveness of this type of marketing strategy.

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Adults and Social Gaming Adults and Social Gaming Presentation Transcript

  • Adults & Social Gaming Mike Doherty
  • Social Gaming: What is it?Social gaming is a multiplayer, competitive, goal-oriented activity with defined rules of engagementand online connectivity among a community of players.Most social games include a few key elements:o Leader boardso Achievement Badgeso Friend or buddy list
  • Adults & Social Gaming: Overview User Motives “Adults” Why are users playing Defined as 18+ social games? Effectiveness User Characteristics Is advertising How do these users act in social games with the others and the effective? market?In-game AdvertisingWhat are the differences intypes of in-gameadvertisements? What In-gameplacement works for who? Advertising
  • User Motives: Overview Users often turn to social gaming for a way Social gaming can be to get away from the a large part of the negative aspects of recovery process for every day life the user Users often game to getUsers of social away from thegames are social real world, givingand often look to them anmeet new people, opportunity toand form online “take control” ofrelationships with various situationsother players in the game FlowTeamwork Is a large component formany online players for games such Teamworkas Call of Duty. This allows users towork together and socialize in thecomfort of their own homes
  • Flow: Definition Flow • Flow is the sense of immersion, or telepresence a user may experience while playing a game. • This plays a large role in the way a user interacts within a game. This “flow”, or immersion of the user is highly desirable to marketers for insight on how to best reach users of social games.
  • User Motives: Defined New Escape Relax Control Teamwork Social Ventures•Users turn to •Social gaming has •Users may often • Teamwork and • Users of social • Many usersonline games to been found to be feel empowered communication games are very enjoy the variousget away from an important part or in control when are of the upmost social individuals experiences theynegative exterior of the recovery play games importance to and love meeting can have online,forces process for some users new people online they may not get to have in real life•Often feel a •Users feel more •This is seen as a • Seen as more • Users may often • Users cansense of rested and de-stresser for fun and rewarding form strong “harvest theirautonomy capable after many users than playing a relationships with crops” without playing solo-player game online “friends” ever leaving home•Feel a sense of •Social games are • By allowing • Users often feel • Social gamers • Users that enjoyimmersion often played at users to have the teamwork often feel more this are very work to reduce control, many aspect is similar to comfortable immersive and user’s stress and users feel a sense that displayed in a expressing suseptable to anxiety of autonomy game of football themselves online online ads
  • User Characteristics: Defined Socially Active Sophisticated Highly Receptive to Avid Consumers • Users spend 13 hours Gamers in-game ads per week on social • Often making purchases networks in the following: • 50% of the current • 42% of social gamers social gamer population say they would be more • Entertainment • Spend an average of owns at least one motivated to play a 9.5 hours per week on console social game that offered • CPG (Consumer social games real world rewards (eg: Packaged Goods) a coupon or gift card); • 25% prefer games • Have 218 social with missions or quests •and many other major connections •55% of players would categories rather earn virtual • 22% say the fact that currency than purchase •16.5 real-life friends their online friends can it with real money who play the same see their score drives social game as them them to play more and harder •24% of players report they have clicked on an • Have made 20 new ad in a social game and friends through social made an online gaming purchase
  • In-Game Advertising: Overview Peripheral Focal Visual Field Placement Experienced Vs. Differences in In- Violent Video Game Advertising and Inexperience Games and Brands Traditional Media Players
  • Focal Vs. Peripheral Visual Field Focal Visual Field The brand appears in the center of the action in the game Peripheral Visual Field The brand is placed outside the main field of visual focus – often used in racing games
  • Experienced Vs. Inexperienced Players Experienced Inexperienced • Experienced players should demonstrate greater memory • Focal placement may be performance for focal superior to peripheral placement than for peripherally placement regardless of the placed brands in a moderate- level of game involvement involvement game situation • Peripheral placement may get • Experienced playes should lost in the clutter of the game have a firm grasp on the game as the user trys to navigate and therefore may tune out through the game peripheral placement ads
  • Violent Video Games and Brands Violent Video Games Users are less likely to remember advertised brands when they are embedded in a violent game in comparison to a neutral game Why? •More arousing than other media • Diverts attention away from ads • Induces strong cognitive and affective reactions from players • Amount of mental resources spent on processing violence hinders encoding process of ads • Violent video games have proven less effective in brand placement in the aspects of brand recall and brand attitude
  • In-Game Advertising Vs. Traditional Media In-Game Advertising Traditional Media • Consists of script and screen placements within social games • Consists of television and • Allows user to interact movie commercials, as well with product and brand in as print ads and billboards proactive manner • Low-level of consumer • May allow for involvement collaboration between • Often seen as annoying or company and user invasive • Often creates stronger • Often difficult to rise brand impression than above the advertising traditional media “noise” • Does not interrupt • Limited time allotted for entertainment as a consumer impressions commercial would
  • Brand Placement: Pros and Cons Pros Cons • Does not interrupt the Cons consumer’s experience like Cons • Ads may seem invasive to users traditional media • Ads may seem • seem seem • The brand mayAds may unauthentic invasive to users invasive to users • Not always paid for by the brand • The brand may seem • Users may feelThe brand may or • persuaded seem • unauthentic Placements may not be tricked if they find out they are unauthentic perceived by Users may feelas consumers playing an advergame, or are • • Users may feel commercial messages tricked if persuaded or being advertised to persuaded or tricked if they find out they are they find out they are • Creates realism an advergame, playing playing an advergame, or are being advertised or are being advertised to to • Authenticity • Creates a greater sense of telepresence
  • Effectiveness of In-Game Advertising Involvement is Grounded in Motivation There is a correlation between a user’s involvement in the game, and ad memorization. Thus, the more immersed a user is, the better brand placement will fare. Brand recall, and recognition is affected by game’s level of violence Users spend their time processing the violent images in the game, which takes time away from encoding brands or ads. Violent games also negatively affect a user’s brand opinion. Exposure Helps with Recall Users often do not have great brand recall after their first time playing a game, thus repetition helps with this issue. Proven Effective In-game advertising has proven to be effective. Users not only remember a brand, but may also remember the specific product. (ie. Nissan Skyline) However, script, screen and visual point of advertising must stil be considered when deciding if brand placement is right for a certain business.
  • Sources Dong-Hee Shin, Youn-Joo Shin, Why do people play social network games?, Computers in Human Behavior, Volume 27, Issue 2, March 2011, Pages 852-861, ISSN 0747-5632, 10.1016/j.chb.2010.11.010. Frostling-Henningsson, M. (2009). First-person shooter games as a way of connecting to people: Brothers in blood..Cyberpsychology & Behavior, 12(5), 557-562. doi:10.1089/cpb.2008.0345 Kuhn, Kerri-Ann and Pope, Nigek K. Ll. and Voges, Kevin E. (2007) Exploring product placement in video games : an investigation of recall effects. In: Proceedings of : the Australian and New Zealand Marketing Academy (ANZMAC) Lee, M., & Faber, R. J. (2007). Effects of product placement on on-line games on brand memory: A perspective of the limited-capacity model of attention. Journal Of Advertising, 36(4), 75-90. doi:10.2753/JOA0091-3367360406 Lee, M., & Tsai, T. (2010). What drives people to continue to play online games? An extension of technology model and theory of planned behavior. International Journal Of Human-Computer Interaction, 26(6), 601-620. doi:10.1080/10447311003781318 Nelson, Michelle R.; Heelo, Keum; Yaros, Ronald A. Advertainment or Adcreep Game Players Attitudes toward Advertising and Product Placements in Computer Games. Journal of Interactive Advertising,Volume 5 No1, Fall 2004. Reinecke, L. (2009). Games at work: The recreational use of computer games during working hours. Cyberpsychology & Behavior, 12(4), 461-465. doi:10.1089/cpb.2009.0010 RockYou(R) Reveals Findings from Social Gamer Thought Leadership Research Study: Top 5 Insights About Social Gamers. (28 September). Business Wire Retrieved November 20, 2011, from ABI/INFORM Dateline. (Document ID: 2469967211).
  • Sources Tuten, L. Tracy (2011). Enterprise 2.0 How Technology, eCommerce, and Web 2.0 Are Transforming Business Virtually, Volume one. (7-3 & 7-4) Yang, H., & Wang, C. (2008). Product placement of computer games in cyberspace. Cyberpsychology & Behavior,11(4), 399-404. doi:10.1089/cpb.2007.0099 Yoo, S., & Peña, J. (2011). Do violent video games impair the effectiveness of in-game advertisements? The impact of gaming environment on brand recall, brand attitude, and purchase intention. Cyberpsychology, Behavior, And Social Networking, 14(7-8), 439-446. doi:10.1089/cyber.2010.0031