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In-Game Advertising 2010
 

In-Game Advertising 2010

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Learn more about the many marketing options that games have. Learn about Game Mechanics and in-game advertising from Evan Fishkin of Portent Interactive.

Learn more about the many marketing options that games have. Learn about Game Mechanics and in-game advertising from Evan Fishkin of Portent Interactive.

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  • Hi, my name is Evan Fishkin. I’m an SEO at Portent Interactive in Seattle, WA. I’m talking today about Games and Marketing.
  • Utilizing a construct of rules intended to produce an enjoyable experience
  • Let’s look at some basic game mechanics
  • Points track progress
  • Increased levels = better experiences, attributes, and gear
  • It’s about increased social status.
  • School is a game Take tests Pass classes Get promoted Graduate Accumulate degrees …for increased salary and social status
  • Loyalty Programs Employ Game Mechanics
  • Airline points, get enough points, get a free trip. Or upgrade your seat to First Class and improve your social status.
  • Online retailers – discounts, special deals, and gift certificates – the more cool stuff you have the higher your social status
  • Credit card perks – spend cash: get points. Spend points on a boombox, PlayStation 3, a trip to Hawaii! Go hog wild… get a black AMEX card: giving you…. Increased social status.
  • Major retailers are becoming involved, too. Starbucks has a 3-level program. Welcome level, 5-star level, and… a GOLD level… free drinks, free syrups and… flash your gold card for… you guessed it: increased social status.
  • Gillian here has thousands of McCormick and Schmick’s points. Now, let’s talk about....
  • I’m going to cover 3 elements of marketing and games…. First is In Game Advertising. Let’s start with some stats.
  • More than >465 million gaming consoles have been sold to date. (Total: 465,377,250) http://www.vgchartz.com/weekly.php
  • In-game advertising is highly successful and video games are the fastest growing global entertainment form Reaches prime markets: male 18-34 Videogame console usage is up 21% from 2008-09 Gamers spend an average of 12.8 hrs month playing Time spent playing games – and seeing dynamically inserted ads - continues to increase
  • In 2008, Nielsen ratings created a baseline of in-game advertising norms on brand recommendations. In 2009, brand recommendation increased 29%.
  • You can target regions, games, and specific timeframes (dayparting)
  • Remember this slide? This wasn’t a joke. The Obama campaign actually spent $44,500 US dollars running this in game ad across 10 battleground states.
  • In-game Sears truck – I think this image is from SIMS http://www.massiveincorporated.com/adtypesandspecs.html
  • World Food Program – Interactive SecondLife island
  • 300 Movie – In game trailer advertisement http://www.massiveincorporated.com/adtypesandspecs.html
  • http://www.theesa.com/
  • . It’s a question of brand association. There’s a variance in the market: game styles range from “Dora the Explorerer” to “Leisure Suite Larry”. Make sure you differentiate between where your customers are comfortable visiting/playing and where your brand should be seen.
  • There’s a variance in the market
  • On October 8 th , 2008 Google made the announcement they were launching AdSense for Games in an effort to fuel the growth of online gaming.
  • http://www.google.com/ads/games/publishers.html
  • Facebook games are a leading source of lead generation advertising
  • Lead generation in facebook is pretty straightforward. Here you see how emails are collected. They are sold to interested parties for marketing purposes.
  • On March 3 rd Bing advertised on FarmVille offering free Farm Cash to all users who became a fan of Bing on Facebook. The result was over 400,000 new fans in one day. They followed up by crafting a Facebook update designed to cater to FarmVille users. On March 4 th Bing sent out an update reading, “Any FarmVille fans out there? Try using Bing to get the most out of your crops and animals.” And linked to a Bing search result for “FarmVille animals.” The update drew 585 comments in four hours and is currently at 2,010. The link received over 20,000 click-throughs in it’s first day.
  • And now, for something you’ll really enjoy….

In-Game Advertising 2010 In-Game Advertising 2010 Presentation Transcript

  • “ It’s Just a Game” Evan Fishkin Portent Interactive Helping Companies Rise Above the Rest
  • Game Mechanics
  • Basic Game Mechanics
  • Points & Levels
  • Higher Levels = Better Gear
  • It’s about social status
  • School Is a Game
  • Game Mechanics in Action
      • Airlines
      • Grocers
      • Credit Card Companies
      • Major Retailers
      • Restaurants
      • MyTown
  •  
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  •  
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  • In Game Advertising
  • Worldwide Console Purchases http://www.vgchartz.com/weekly.php
  • Game Stats 2006-2009 Interpret Research and Nielsen Research
            • Fastest growing global entertainment forms
        • Reaches prime markets: male 18-34
        • Videogame console usage is up 21% from 2008-09
        • Gamers spend an average of 12.8 hrs month playing
        • Time spent playing games – and seeing dynamically inserted ads - continues to increase
  • More Amazing Stats
            • Brand recommendation lift rose 29% in 2009
        • 72% of gamers recall brand advertisements
          • 20% increase
        • 65% of gamers believe that in-game ads stand out more compared to online, print, & TV
        • Publishers, developers, & overall integration is improving
  • Four Ways to Advertise in Games
            • 2D
        • 3D
        • Interactive
        • Full Motion/Video
  • 2D Ads
  • 3D Ads
  • Interactive
  • Full Motion/Video
  • Already engaged
  • Are These My Customers?
      • Games as a product/currency medium
      • Games as a product/currency medium
            • Avg gamer age is now 35. Majority are still male, but….
            • 40% are female – 26% are over 50
        • 60% of North Americans play video games
        • Pre-teen and teenage girls meet real life friends in game
        • Boys 13-17; tend to be above average intelligence
        • ~70% of gamers say real-life brands make games better/more relevant
  • Are These My Games?
      • Games as a product/currency medium
      • Games as a product/currency medium
  • Games With Ads
      • Games as a product/currency medium
      • Games as a product/currency medium
  • Highly Measurable
      • Games as a product/currency medium
      • Games as a product/currency medium
            • Massive & ComScore can tell advertisers whether gamers who viewed their ads:
            • Conducted searches for the brand
            • Visited the brand’s website
            • Performed other online actions
  • Who You Gonna Call?
            • IGA Worldwide
            • Massive, Inc.
            • Engage Marketing
            • Perform a search for ‘in game advertising’
  • A Friendly Face
  • PPC with a Side Order of…
            • Video
            • Images
            • Text
  • Video
    • Purchased with CPM pricing
    • Will display in both game and video content
    • Requires contacting your account rep
  • Text & Images
    • Target image ads to game placements using Placement Tool in AdWords
    • Static or Flash image ads with CPM or CPC pricing
    • Contact your account rep
  • Publisher Opportunities
    • Join a network tailored for web-based games
    • Build a business model while respecting your users
    • Access campaigns from the world’s top brands
    • Fill up to 100% of your remnant inventory
    • Filter out unwanted ads
  • Get Your Game Face (book) On
  •  
    • You pay $$$ per lead to the game company
    • The game company shows your ad
    • Players see your ad and patronize you
  •  
  •  
    • Write better copy
      • Most ad copy is awful; be clear & creative, not cute
    • Appeal to gamers’ preferences
      • Make it a game!
    • Make it valuable
      • There’s too much junk out there already
    • Change it up
      • A/B test your ads to improve conversions and ROI
  • Low-Potential, High-Achiever
  • Who You Gonna Call?
            • Zynga Facebook game developer
            • Offerpal Advertising / Publisher
  •