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)

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  • 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. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • Why do teens come to Habbo?
    • Make new friends
    • Spend time with existing friends
    • To express themselves
    • To communicate
    • To play games
    • To have fun
  • 3. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • Create your own identity!
    • Habbo community is free and targeted at 12-20, but everybody is welcome.
    • 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.
    • Now you can start your adventure in the hotel...
  • 4. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • Chill, chat and hang out!
    • It is easy to meet people and make friends in the public rooms in Habbo.
    • 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.
    • You can also decide to decorate your own private room...
  • 5. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • Decorate your own room!
    • The catalogue offers a wide variety of furniture to decorate your room with.
    • Rare furni: furniture that is only seldom available from the catalogue and has higher speculation value
    • Tired of your stuff? Trade your furniture with other Habbo’s!
  • 6. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • Habbo Credits!
    • Furniture from the Habbo Catalogue can be bought with Habbo Credits.
    • A credit costs around € 0,15.
    • Habbo Credits can currently be bought through SMS, IVR, third party prepaid cards, credit cards, online banking methods and Habbo collectible prepaid cards.
  • 7. Habbo, the Virtual World Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • Communicate with friends!
    • 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.
    • The Habbo Messenger is ideal for sending personal messages to your friends, whether they are online at the time or not.
  • 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. 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. 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. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • Be who you want to be, without real-life restrictions
    • In Habbo, everything is about being popular and having many friends.
    • And it is the inside that counts, because all Habbos are equally tall and skinny. Everybody has equal opportunities to ‘look good’.
    • You can only stand out from the crowd based on your assertiveness, your creativity and you sense of humor.
    • That brings out the most creative part in every Habbo.
  • 12. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • Meeting new friends and hanging out with old ones
    • Habbo differs from communities like MSN and ICQ, because in Habbo you actually meet new people.
    • You do not need to share your personal data (mobile number or email address) to start a conversation with somebody.
    • The average Habbo has over 90 friends in his or her friend list.
    • In some countries, Habbo is also used as a place to meet with your real-life friends.
  • 13. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • Familiar communication tools
    • Habbo combines a number of popular communication tools in a unique graphical interface.
    • Public rooms offer a great environment to chat with new people.
    • Use Habbo‘s messenger to find your friends and have conversations without being in the same room.
    • Alert friends by email to come to Habbo or leave a message in your friend‘s guestbook.
  • 14. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • A Virtual World free of real life problems!
    • Politics, religion, violence and racism have no place in Habbo. In that sense, Habbo is a world free from any real world problems.
    • However, Habbos are extremely aware of the world’s issues and environmental concerns.
    • They organize fund raising activities and even held a three-minute silence period in Habbo, in memory of the Tsunami victims.
  • 15. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • You set the rules and create the content!
    • The concepts that the users create inside Habbo are very creative, and wide in variety. They also copy popular offline concepts.
      • Who wants to marry a Habbonair
      • Expedition Habbinson
      • American Idol
    • The game is endless and so are the possibilities.
    • The only limit is your imagination.
  • 16. Key Success Factors Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • There is always something to do!
    • Based on international themes, events take place in Habbo on a continuous basis. Habbowood, Habboween, Habbo Music Awards, Valentines Day, Christmas, etc.
    • The events are merely themes that Habbos create their own content for.
    • VIP guests visit Habbo. The Gorillaz, Pussy Cat Dolls, P!NK, Avril Lavigne, Sugababes, Ashley Simpson, Ozzy Osbourne, Rasmus, Fergie, etc...
  • 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. 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
      • Austria
      • Mexico
      • Chile
      • Colombia
      • Malaysia
      • Venezuela
      • Ireland
      • New Zealand
  • 19. Habbo Community Growth Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • 118 million registered Habbo-characters!
        • Source: Sulake, November 2008
    • 10,4 million unique browsers per month!
        • Source: Google Analytics, November 2008
    2000 2002 2003 2004 2005 2006 2001 118 million 10.4 Million/ month!
  • 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. Social Media Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • User Generated Content in the Marketing Strategy
    • Do’s
    • Find relevance with social platform
    • Integrate message to secure acceptance
    • Focus on brand value positioning
    • Ad value to social platform
    • Do not make it too simple
    • Don’ts
    • Do not force the message
    • Do not focus on leads and transactions
    • Do not make it to complicated
  • 22. Non-profit Organizations Christian Batist, Senior Vice President of Marketing - Sulake Corporation Oy Strictly confidential – legally protected and privileged
    • Discuss teen issues with teens inside their world.
    • Introduce real life issues and topics to a sequence of small audiences.
    • Have an open conversation with a maximum of 10 participants.
    • Execute short polls to test awareness and knowledge of participants.
  • 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