Peter Warman - inGame advertising en affiliate marketing

confidential Affiliate Dag, Utrecht 19 Mei 2009 Affiliate Marketing vs. Games Peter Warman, Newzoo Emily Jacometti, Flavour

This is your target group or employee. Now or at least in the future. © Newzoo 2009

This is not bad news. It is actually very good news. Learning real life skills in virtual worlds. http://domino.research.ibm.com/comm/www_innovate.nsf/images/gio-gaming/$FILE/ibm_gio_gaming_report.pdf 4 © Newzoo 2009

Affiliate Marketing vs. Games Is er wel een relatie?

Affiliate Marketing vs. Games Is er wel een relatie? Basics: mensen & tijd

Today’s gamers are everyone! The whole family. That is big news.

Oh no it’s not! That is where it all began.

Games and game consoles were always intended to be for everyone. Mom, dad, the kids and even granny.

But it must be new that brands are interested in games! Nope. This is 1983.

OK. That is America. But it is new to Holland! Wrong again. This is 1982.

Big game releases are events. Midnight sales of WoW doubled Marco Borsato in people and sales. © Newzoo 2009

Heroes. Heroes have movies, meet other heroes and create events. Tuschinski: Beyond the Game & NL Championship.

And games are present at all big mainstream events. Even at Huishoudbeurs 2009. © Newzoo 2009

NL 13-19 32%45% 36%28% 3.840.000 46%43% 515.000 28%56% 25%31% 3.360.000 43%69% 640.000 17%40% 12%22% 2.040.000 22%58% 460.000 Bron: Newzoo/TNS NIPO Nationaal Gaming Onderzoek 2008

Affiliate Marketing vs. Games Is er wel een relatie? Basics: geld

Big movies, big numbers. Zwartboek cost: 8 MUSD cost, 10M revenue.

Big games, big numbers. Killzone 2 cost: 40 MUSD cost, 150M revenue.

Games omzet groter dan box-offce film omzet. Dus zie je games overal.

High-end console games Overlord | Triumph Studios

Online casual games 50 worldwide portals | Spilgames More than 40% of online population of 1.2 billion plays online casual games. This amounts to more than 500 million players. Spilgames has more than 120 million unique visitors per month! #1 in traffic worldwide in front of Yahoo and MSN! *February 2009 ComScore

Casual console games Swords & Soldiers| Ronimo

MMOs & Virtual Worlds Team Galactik | VF

iPhone games. Khaeon | Elements | Makayama.

>2M spelers per maand, #18 in NL

Affiliate Marketing vs. Games Is er wel een relatie? Moet wel want er wordt zoveel tijd en geld in gestoken door consumenten.

Affiliate Marketing vs. Games Waar liggen dan de raakvlakken?

Affiliate Marketing vs. Games Waar liggen dan de raakvlakken? Wie zijn wij om daar wat over te zeggen?

v. 1.0 / 2008 v. 2.0 / 2009 © Newzoo 2009

www.nationaalgemingonderzoek.nl www.todaysgamers.com © Newzoo 2009

Affiliate Marketing vs. Games Waar liggen dan de raakvlakken?

Games en communiceren. Dan denk je aan in-game advertising. trailer

In-game advertising. Veel bedrijven doen het al.

In-game advertising. Ook in Nederland zo toe te voegen aan de mediamix. Unique Users 100K 200K Frequency Cap 10 10 Total 1M 2M Impressions CPM €15 €15 Sub-Total €15,500 €31,000 Less 15% agency €2,325 €4,650 discount Total Investment €13,175 €26,350 Maar er is meer………. veel meer Voor in de mediamix, het campagne concept en de marketingstrategie.

Gaming is divers Duizelingwekkende matrix van types, platforms en mogelijkheden Game platforms Mogelijkheden voor merken Around the game In the game With the game Game portals game portal display ads in-game display ads branded games Console / PC games pre- & post-game ads product placement game seeding & syndication Virtuele werelden / MMOs game portal specials game integration game joint-promotions

Gaming is divers Voor affiliate marketing focussen we op gameportals, game communities en advergames Game platforms Mogelijkheden voor merken Around the game In the game With the game Game portals game portal display ads in-game display ads branded games Console / PC games pre- & post-game ads product placement game seeding & syndication Virtuele werelden / MMOs game portal specials game integration game joint-promotions

Affiliate Marketing vs. Games Waar liggen dan de raakvlakken? Game portals: revenue share & pay per action

Online games Doordrenkt met affiliate deals © Newzoo 2009

Online games Doordrenkt met affiliate deals; Libelle 450.00 speelsters © Newzoo 2009

Revenue share On subscription fees and micropayments

Pay per action On visitors, registrations, subscriptions

Pay per action Per game visit / gameplay

Advergames and game portal seeding. Spring of Love game released April 1st. 38.000 gameplays in 5 days. © Newzoo 2009

Affiliate Marketing vs. Games Waar liggen dan de raakvlakken? Game communities: pay per action

Spelpunt.nl van Gamepoint Uniek concept, gebruikersgroep en advertentiemogelijkheden

350.000 spelers per maand Groot deel betaalt voor credits om te spelen

Bol.com branded games Gemiddelde speelduur per persoon is 120 minuten!

Affiliate Marketing vs. Games Waar liggen dan de raakvlakken? Advergames: pay per action, conversion to sales

Hema Cross Mediaal Tv Reclame Game Website Banners Campagne Actiesite In store Folders Speel de game op www.nickelodeon.nl © Newzoo 2009

Affiliate Marketing vs. Games Waar liggen dan de raakvlakken? Console games: joint-promotions

Add-on downaloadable items and levels. The smart and flexible way to get into high-end games. NB: DIRT2 | Codemasters © Newzoo 2009

Affiliate Marketing vs. Games Waar liggen dan de raakvlakken? Eigenlijk overal. Aan ons en jullie om nieuwe kansen te zien.

confidential DANK! Affiliate Dag, Utrecht 19 Mei 2009 Affiliate Marketing vs. Games Peter Warman, Newzoo, peter@newzoo.com Emily Jacometti, Flavour, emily@flavour.nl

Peter Warman - inGame advertising en affiliate marketing

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