Habbo

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  • This is the sub title slide. To this you can add different Sulake/Habbo images (check instruction from Intra how/when to use what image)
  • Habbo

    1. 1. Habbo, the Virtual World From the player’s perspective Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    2. 2. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>Why do teens come to Habbo? </li></ul><ul><li>Make new friends </li></ul><ul><li>Spend time with existing friends </li></ul><ul><li>To express themselves </li></ul><ul><li>To communicate </li></ul><ul><li>To play games </li></ul><ul><li>To have fun </li></ul>
    3. 3. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>Create your own identity! </li></ul><ul><li>Habbo community is free and targeted at 12-20, but everybody is welcome. </li></ul><ul><li>You can create your own character, a Habbo, with a unique name, a mission and a look, which you can change whenever you want, as often as you want. </li></ul><ul><li>Now you can start your adventure in the hotel... </li></ul>
    4. 4. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>Chill, chat and hang out! </li></ul><ul><li>It is easy to meet people and make friends in the public rooms in Habbo. </li></ul><ul><li>There are several public places in the hotel, such as lobbies, lounges, bars, clubs, restaurants, gardens, game halls and many more cool hang-outs. These rooms are completely decorated and open to everybody. On the rooftop of the hotel, you can even take a high jump into the pool. </li></ul><ul><li>You can also decide to decorate your own private room... </li></ul>
    5. 5. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>Decorate your own room! </li></ul><ul><li>The catalogue offers a wide variety of furniture to decorate your room with. </li></ul><ul><li>Rare furni: furniture that is only seldom available from the catalogue and has higher speculation value </li></ul><ul><li>Tired of your stuff? Trade your furniture with other Habbo’s! </li></ul>
    6. 6. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>Habbo Credits! </li></ul><ul><li>Furniture from the Habbo Catalogue can be bought with Habbo Credits. </li></ul><ul><li>A credit costs around € 0,15. </li></ul><ul><li>Habbo Credits can currently be bought through SMS, IVR, third party prepaid cards, credit cards, online banking methods and Habbo collectible prepaid cards. </li></ul>
    7. 7. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>Communicate with friends! </li></ul><ul><li>When your room is decorated, or if you have another good reason to invite all of your Habbo friends, the Habbo Messenger can be used to contact them very quickly. </li></ul><ul><li>The Habbo Messenger is ideal for sending personal messages to your friends, whether they are online at the time or not. </li></ul>
    8. 8. Habbo, the player The demographics of the Habbo player Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    9. 9. Habbo, the player Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Sources : Interquest, Sulake Statistics Habbo user profile Age (average) 15 years (90% 10–18 yrs) Male/Female 51%/49% Visits per Habbo per week 6 (50% of all users come every day) Most popular time of day 3 pm - 9 pm Most popular days of week Every day (peak Saturday & Sunday) Average user session length 32 minutes Main interests Music, movies, TV, games, computers, sports Main interests in Habbo M eeting and finding friends 60% - 80% heard from a friend about Habbo Hotel
    10. 10. Key Success Factors Why is Habbo a success amongst teens? Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    11. 11. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>Be who you want to be, without real-life restrictions </li></ul><ul><li>In Habbo, everything is about being popular and having many friends. </li></ul><ul><li>And it is the inside that counts, because all Habbos are equally tall and skinny. Everybody has equal opportunities to ‘look good’. </li></ul><ul><li>You can only stand out from the crowd based on your assertiveness, your creativity and you sense of humor. </li></ul><ul><li>That brings out the most creative part in every Habbo. </li></ul>
    12. 12. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>Meeting new friends and hanging out with old ones </li></ul><ul><li>Habbo differs from communities like MSN and ICQ, because in Habbo you actually meet new people. </li></ul><ul><li>You do not need to share your personal data (mobile number or email address) to start a conversation with somebody. </li></ul><ul><li>The average Habbo has over 90 friends in his or her friend list. </li></ul><ul><li>In some countries, Habbo is also used as a place to meet with your real-life friends. </li></ul>
    13. 13. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>Familiar communication tools </li></ul><ul><li>Habbo combines a number of popular communication tools in a unique graphical interface. </li></ul><ul><li>Public rooms offer a great environment to chat with new people. </li></ul><ul><li>Use Habbo‘s messenger to find your friends and have conversations without being in the same room. </li></ul><ul><li>Alert friends by email to come to Habbo or leave a message in your friend‘s guestbook. </li></ul>
    14. 14. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>A Virtual World free of real life problems! </li></ul><ul><li>Politics, religion, violence and racism have no place in Habbo. In that sense, Habbo is a world free from any real world problems. </li></ul><ul><li>However, Habbos are extremely aware of the world’s issues and environmental concerns. </li></ul><ul><li>They organize fund raising activities and even held a three-minute silence period in Habbo, in memory of the Tsunami victims. </li></ul>
    15. 15. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>You set the rules and create the content! </li></ul><ul><li>The concepts that the users create inside Habbo are very creative, and wide in variety. They also copy popular offline concepts. </li></ul><ul><ul><li>Who wants to marry a Habbonair </li></ul></ul><ul><ul><li>Expedition Habbinson </li></ul></ul><ul><ul><li>American Idol </li></ul></ul><ul><li>The game is endless and so are the possibilities. </li></ul><ul><li>The only limit is your imagination. </li></ul>
    16. 16. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>There is always something to do! </li></ul><ul><li>Based on international themes, events take place in Habbo on a continuous basis. Habbowood, Habboween, Habbo Music Awards, Valentines Day, Christmas, etc. </li></ul><ul><li>The events are merely themes that Habbos create their own content for. </li></ul><ul><li>VIP guests visit Habbo. The Gorillaz, Pussy Cat Dolls, P!NK, Avril Lavigne, Sugababes, Ashley Simpson, Ozzy Osbourne, Rasmus, Fergie, etc... </li></ul>
    17. 17. Global Perspective Habbo’s world-wide foot print Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    18. 18. Global Perspective Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged Finland UK Switzerland Japan Spain Italy Sweden Netherlands Germany Canada Norway USA Australia France Singapore Denmark Brazil Portugal China Russia <ul><ul><li>Austria </li></ul></ul><ul><ul><li>Mexico </li></ul></ul><ul><ul><li>Chile </li></ul></ul><ul><ul><li>Colombia </li></ul></ul><ul><ul><li>Malaysia </li></ul></ul><ul><ul><li>Venezuela </li></ul></ul><ul><ul><li>Ireland </li></ul></ul><ul><ul><li>New Zealand </li></ul></ul>
    19. 19. Habbo Community Growth Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>118 million registered Habbo-characters! </li></ul><ul><ul><ul><li>Source: Sulake, November 2008 </li></ul></ul></ul><ul><li>10,4 million unique browsers per month! </li></ul><ul><ul><ul><li>Source: Google Analytics, November 2008 </li></ul></ul></ul>2000 2002 2003 2004 2005 2006 2001 118 million 10.4 Million/ month!
    20. 20. Social Media User Generated Content in the Marketing Strategy Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    21. 21. Social Media Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>User Generated Content in the Marketing Strategy </li></ul><ul><li>Do’s </li></ul><ul><li>Find relevance with social platform </li></ul><ul><li>Integrate message to secure acceptance </li></ul><ul><li>Focus on brand value positioning </li></ul><ul><li>Ad value to social platform </li></ul><ul><li>Do not make it too simple </li></ul><ul><li>Don’ts </li></ul><ul><li>Do not force the message </li></ul><ul><li>Do not focus on leads and transactions </li></ul><ul><li>Do not make it to complicated </li></ul>
    22. 22. Non-profit Organizations Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged <ul><li>Discuss teen issues with teens inside their world. </li></ul><ul><li>Introduce real life issues and topics to a sequence of small audiences. </li></ul><ul><li>Have an open conversation with a maximum of 10 participants. </li></ul><ul><li>Execute short polls to test awareness and knowledge of participants. </li></ul>
    23. 23. Thank you! Christian Batist Senior Vice President of Marketing Sulake Corporation Oy Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged

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