Peter Warman - inGame advertising en affiliate marketing

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Adverteren binnen Games is inmiddels gemeengoed aan het worden, maar welke mogelijkheden zijn er nu op basis van Affiliate Marketing?

Spreker: Peter Warman (Newzoo.com)

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Peter Warman - inGame advertising en affiliate marketing

  1. 1. confidential Affiliate Dag, Utrecht 19 Mei 2009 Affiliate Marketing vs. Games Peter Warman, Newzoo Emily Jacometti, Flavour
  2. 2. This is your target group or employee. Now or at least in the future. © Newzoo 2009
  3. 3. 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
  4. 4. Affiliate Marketing vs. Games Is er wel een relatie?
  5. 5. Affiliate Marketing vs. Games Is er wel een relatie? Basics: mensen & tijd
  6. 6. Today’s gamers are everyone! The whole family. That is big news.
  7. 7. Oh no it’s not! That is where it all began.
  8. 8. Games and game consoles were always intended to be for everyone. Mom, dad, the kids and even granny.
  9. 9. But it must be new that brands are interested in games! Nope. This is 1983.
  10. 10. OK. That is America. But it is new to Holland! Wrong again. This is 1982.
  11. 11. Big game releases are events. Midnight sales of WoW doubled Marco Borsato in people and sales. © Newzoo 2009
  12. 12. Heroes. Heroes have movies, meet other heroes and create events. Tuschinski: Beyond the Game & NL Championship.
  13. 13. And games are present at all big mainstream events. Even at Huishoudbeurs 2009. © Newzoo 2009
  14. 14. 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
  15. 15. Affiliate Marketing vs. Games Is er wel een relatie? Basics: geld
  16. 16. Big movies, big numbers. Zwartboek cost: 8 MUSD cost, 10M revenue.
  17. 17. Big games, big numbers. Killzone 2 cost: 40 MUSD cost, 150M revenue.
  18. 18. Games omzet groter dan box-offce film omzet. Dus zie je games overal.
  19. 19. High-end console games Overlord | Triumph Studios
  20. 20. 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
  21. 21. Casual console games Swords & Soldiers| Ronimo
  22. 22. MMOs & Virtual Worlds Team Galactik | VF
  23. 23. iPhone games. Khaeon | Elements | Makayama.
  24. 24. >2M spelers per maand, #18 in NL
  25. 25. Affiliate Marketing vs. Games Is er wel een relatie? Moet wel want er wordt zoveel tijd en geld in gestoken door consumenten.
  26. 26. Affiliate Marketing vs. Games Waar liggen dan de raakvlakken?
  27. 27. Affiliate Marketing vs. Games Waar liggen dan de raakvlakken? Wie zijn wij om daar wat over te zeggen?
  28. 28. v. 1.0 / 2008 v. 2.0 / 2009 © Newzoo 2009
  29. 29. www.nationaalgemingonderzoek.nl www.todaysgamers.com © Newzoo 2009
  30. 30. © Newzoo 2009
  31. 31. Affiliate Marketing vs. Games Waar liggen dan de raakvlakken?
  32. 32. Games en communiceren. Dan denk je aan in-game advertising. trailer
  33. 33. In-game advertising. Veel bedrijven doen het al.
  34. 34. 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.
  35. 35. 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
  36. 36. 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
  37. 37. Affiliate Marketing vs. Games Waar liggen dan de raakvlakken? Game portals: revenue share & pay per action
  38. 38. Online games Doordrenkt met affiliate deals © Newzoo 2009
  39. 39. Online games Doordrenkt met affiliate deals; Libelle 450.00 speelsters © Newzoo 2009
  40. 40. Revenue share On subscription fees and micropayments
  41. 41. Pay per action On visitors, registrations, subscriptions
  42. 42. Pay per action Per game visit / gameplay
  43. 43. Advergames and game portal seeding. Spring of Love game released April 1st. 38.000 gameplays in 5 days. © Newzoo 2009
  44. 44. Affiliate Marketing vs. Games Waar liggen dan de raakvlakken? Game communities: pay per action
  45. 45. Advertisers create virtual events. Johnson & Johnson in Habbo: Pyjama parties! © Newzoo 2009
  46. 46. Spelpunt.nl van Gamepoint Uniek concept, gebruikersgroep en advertentiemogelijkheden
  47. 47. 350.000 spelers per maand Groot deel betaalt voor credits om te spelen
  48. 48. Bol.com branded games Gemiddelde speelduur per persoon is 120 minuten!
  49. 49. Affiliate Marketing vs. Games Waar liggen dan de raakvlakken? Advergames: pay per action, conversion to sales
  50. 50. Hema Beestenbende Doelgroep Speel de game op www.nickelodeon.nl © Newzoo 2009
  51. 51. Hema Game Speel de game op www.nickelodeon.nl © Newzoo 2009
  52. 52. Hema Pay-off Speel de game op www.nickelodeon.nl © Newzoo 2009
  53. 53. Hema Call to Action Speel de game op www.nickelodeon.nl © Newzoo 2009
  54. 54. Hema Cross Mediaal Tv Reclame Game Website Banners Campagne Actiesite In store Folders Speel de game op www.nickelodeon.nl © Newzoo 2009
  55. 55. Hema Cross Mediaal Tv Reclame Game Website Banners Campagne Actiesite In store Folders Speel de game op www.nickelodeon.nl © Newzoo 2009
  56. 56. Hema Cijfers Begin Juli Speel de game op www.nickelodeon.nl © Newzoo 2009
  57. 57. Ook zo’n campagne? Speel de game op www.nickelodeon.nl © Newzoo 2009
  58. 58. Affiliate Marketing vs. Games Waar liggen dan de raakvlakken? Console games: joint-promotions
  59. 59. Joint-promotions / distribution. Games as attractive content and brands. © Newzoo 2009
  60. 60. Joint-promotions / distribution. Games in loyalty / discount programs. © Newzoo 2009
  61. 61. Add-on downaloadable items and levels. The smart and flexible way to get into high-end games. NB: DIRT2 | Codemasters © Newzoo 2009
  62. 62. Affiliate Marketing vs. Games Waar liggen dan de raakvlakken? Eigenlijk overal. Aan ons en jullie om nieuwe kansen te zien.
  63. 63. confidential DANK! Affiliate Dag, Utrecht 19 Mei 2009 Affiliate Marketing vs. Games Peter Warman, Newzoo, peter@newzoo.com Emily Jacometti, Flavour, emily@flavour.nl

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