Analysis of advetising opportunities within social gaming with RockYou at Social Media World Forum.

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Gillies Storme, Head of EMEA Advertising Sales at Rock you speaks at the Social Media World Forum Europe, 2011 (http://www.socialmedia-forum.com/europe/).

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Analysis of advetising opportunities within social gaming with RockYou at Social Media World Forum.

  1. 1. RockYou Social Brand Engagementgilles.storme@rockyou.com@gillesstorme
  2. 2. RockYou Overview What is RockYou? • Leading Publisher of Social Games • Innovative Social Media Ad Solutions Worldwide Reach: • 200 Million monthly unique visitors worldwide • 15 Billion monthly global impressions. Social Game Studios • RockYou, Redwood City, CA • Loot Drop, San Mateo, CA • Playdemic, UK • RockYou Asia
  3. 3. Not just pimply teenagers! Total Uniques % Reach %Comp Index Total Audience 168m 12.7% Female 18+ 80m 48.0% 110 Female 15-24 35m 164 Female 25-34 20m 101 Female 35-44 17m 105 Female 45-54 12m 107 Male 18+ 68m 40.3% 78 Male 15-24 33m 137 Male 25-34 18m 78 Male 35-44 13m 67 Source: comScore Media Metrix Multi-Country Key Measures – December 2010
  4. 4. How Many?
  5. 5. They Love It! • 95% of social gamers play multiple times per week • 61% of social gaming sessions last more than 30 minutes • More than 50% of Social Networkers log-in just to play a social game % of Facebook Users Playing Games 53%Source: TNS, “Digital Life,” 10/10/10
  6. 6. Which Games? Social games:  Web-based games/apps  Turn-based  Easy to play  Similar to casual games  integrate the community- based attributes of social networks. Source: www.appdata.com/
  7. 7. Revenue
  8. 8. Successful Ad Solutions  Measurable  Engaged audience  Engaging and impactful solutions  Scalable  Targetable  Standard formats  Safe context: no UGC  Talkability/PR
  9. 9. Social Games Media Planning Model Build Integrate/ Level of engagement sponsor Recruit Video Display Audience Reach
  10. 10. Display: CPM, CPC, CPA Games Space Facebook Ads
  11. 11. Roadblocks
  12. 12. Apps/Games Installs: CPI
  13. 13. Facebook Like Driver: CPL, CPC
  14. 14. Video Advertising: CPM, CPV, CPE, CPCV  In-banner, pre-load, in-game  Expandable  Companion banner  Clickable  Sharable
  15. 15. Virality/Sharability 1. User views video 2. User posts video on their wall SHARE THIS VIDEO 3. Post appears on users’ profile Trang posted the Lego Universe video.
  16. 16. Lead Generation / Offers Walls: CPA
  17. 17. Integration/Sponsorship
  18. 18. Integration/Sponsorship
  19. 19. On-line/off-line Partnerships
  20. 20. Branded Games
  21. 21. But… “The secret is respecting the consumer. You are interrupting their life. All advertising is unwanted, so if you’re going to crash the party, bring some champagne with you.” Bob Thacker, senior VP-marketing and advertising at OfficeMax
  22. 22. Potlatch Ceremonies Kwakwakawakw people “a gift economy is a society where valuable goods and services are regularly given without any explicit agreement for immediate or future rewards”
  23. 23. New Social Games Media Planning Model New Engagement Solutions Build Level of engagement Integrate Engagement at Scale Recruit Video Display Audience Reach
  24. 24. Engagement Solutions: CPE “a special offer embedded inside a social game that lets users engage with a brand advertisement in exchange for moving forward in the game” How it works: User User Receives Completes In-Game Brand Reward User Sees Deal Pop-Up Engagement Users Clicks Deal Button Brands Only Pay User Plays per Social Game Engagement!
  25. 25. Video Engagements
  26. 26. Branded Mini Games Features: • A Custom Flash Mini-Game with Full-Tracking Capabilities • Truly Integrated Branding Benefits: • An Immersive and Interactive User Experience • An Authentic Engagement with Your Brand
  27. 27. Sponsored goods
  28. 28. Thank you RockYou Social Brand Engagement

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