Review of in game advertising


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A beginners guide to in game advertising from a marketers perspective.

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  • One of the first examples of static advertising 10 million sold, not including second hand sales, rentals, borrowing/lending from friends
  • One of the best selling franchises in the world
  • Poor contextualization
  • Single player on a team Train to become a superstar player Buy Puma branded products, these products improve the player’s performance in the game The store is static, the products are dynamic. Free to play
  • Pitches game involvement against advert attention The more involving a game is, the less attention the advert recieves If a game is boring, the player may not be giving the game his full attention.
  • Review of in game advertising

    1. 1. Video Games as a form of Communications: An Introduction Will Chan
    2. 2. Presentation objectives <ul><li>Understand what game communications has to offer </li></ul><ul><li>Understand it’s strengths and weaknesses </li></ul><ul><li>Look at sample case studies </li></ul><ul><li>Create a video game advertising campaign. </li></ul>
    3. 3. What is video game advertising? <ul><li>In game advertising is…. </li></ul><ul><li>Paid non-personal communication from an identified sponsor within video game media or in a video game format to inform or persuade an audience. </li></ul><ul><li>Will Chan 2009 </li></ul>
    4. 4. <ul><li>Intro Video </li></ul>
    5. 5. In game advertising: <ul><li>Becoming an integral part of many games </li></ul><ul><li>Highly accountable and measurable </li></ul><ul><li>Highly targeted </li></ul><ul><li>Accepted by most gamers so long as it is not intrusive and is contextual </li></ul><ul><li>Gamers can interact with some adverts </li></ul><ul><li>Low lead time for dynamic adverts </li></ul><ul><li>Brand appears innovative and on the cusp of technology and current trends </li></ul>
    6. 6. In game advertising disadvantages <ul><li>Prone to the same noise as regular advertising </li></ul><ul><li>Increasingly competitive share of voice (especially in sport sims) </li></ul><ul><li>Is the gamer really paying attention? </li></ul>
    7. 7. 3 major forms of advertising <ul><li>Static Advertising </li></ul><ul><li>Dynamic Advertising </li></ul><ul><li>Advergame </li></ul>
    8. 8. Static Advertising <ul><li>A hard coded, one off integration into the game </li></ul><ul><li>Long lead time, difficult to plan. (must be planned at early development stage of game, anything from 6 months to 2 years) </li></ul><ul><li>Long life span </li></ul><ul><li>As long as the game is being played </li></ul><ul><li>Better for brand advertising </li></ul><ul><li>Higher cost than dynamic adverts </li></ul>
    9. 9. <ul><li>Splinter Cell: Chaos Theory </li></ul><ul><li>10 million copies sold </li></ul><ul><li>15-25 male audience </li></ul><ul><li>Gamer interacts directly with brand </li></ul><ul><li>Excellent image transfer </li></ul><ul><li>Remains in game forever </li></ul><ul><li>Source: </li></ul>
    10. 10. <ul><li>Metal Gear Solid 4 </li></ul><ul><li>4.5 million copies sold </li></ul><ul><li>Clever and humorous integration of product… </li></ul><ul><li>http://www. youtube .com/watch? v=d4akxDMoBQs &feature=related </li></ul><ul><li>Source: </li></ul>
    11. 11. Dynamic Advertising <ul><li>Essentially billboard in games, the contents of which can be easily changed. </li></ul><ul><li>Adverts are updated via internet connection </li></ul><ul><li>Short lead time (one week or less) </li></ul><ul><li>Prone to being out of context </li></ul><ul><li>Short lifespan </li></ul><ul><li>Better for advertising a product </li></ul>
    12. 12. <ul><li>Sims 3 </li></ul><ul><li>Projected 7 million copies sold </li></ul><ul><li>12-18 male and female </li></ul><ul><li>Gamer interacts directly with brand </li></ul><ul><li>Excellent contextualization </li></ul><ul><li>Billboards update frequently </li></ul><ul><li>Source: IGA WW personal correspondence </li></ul>
    13. 13. Battlefield 2142 1.8 million copies sold 18-34 audience male Gamer passively receives advert Poor contextualization due to poor execution Source: IGA WW personal correspondence
    14. 14. NHL 2009 <ul><li>ESPN promoting new ESPN360 service on NHL 2009 </li></ul><ul><li>Sports games naturally have an excellent fit </li></ul><ul><li>Prone to becoming overcrowded due to game publisher </li></ul><ul><li>EA heavily advocating game advertising </li></ul>
    15. 15. <ul><li>Direct click through on billboards </li></ul><ul><li>Excellent tracking of gamer </li></ul><ul><li>Typical gamer gets addicted and plays for hundreds of hours…. </li></ul><ul><li>Low share of voice competition </li></ul>Football Manager Live
    16. 16. <ul><li>$44,465.78 for one month in Burnout Paradise </li></ul><ul><li>Does the content of the game transfer to the political message of Obama? </li></ul><ul><li> </li></ul>
    17. 17. Static/Dynamic Hybrids <ul><li>Hard coded interactive features supported by dynamic elements. </li></ul>
    18. 18. Football Super Stars Online sports MMOG Purchase branded products to improve stats Cross between dynamic & static
    19. 19. Playstation Home <ul><li>Part of the standard Play Station 3 experience </li></ul><ul><li>users can access virtual worlds similar to Second Life </li></ul><ul><li>More accessible than Second Life (less geeky, more moderated) </li></ul><ul><li>estimate 3.5 million PS3 units installed in UK </li></ul><ul><li>Source: </li></ul>
    20. 20. <ul><li>Red Bull Island </li></ul><ul><li>Innovative & Interactive </li></ul><ul><li>Excellent image transfer </li></ul>
    21. 21. Diesel Home Store
    22. 22. <ul><li>Mobile games yet to truly take off </li></ul><ul><li>But can be a useful promotional tool for established brands </li></ul><ul><li>Guitar Hero Mobile: over 1 million downloads </li></ul><ul><li>Source: </li></ul>
    23. 23. Advergame <ul><li>A game made for the purpose of promoting a brand or product. </li></ul>
    24. 24. <ul><li>Bolt promotional game for iPhone </li></ul><ul><li>Free download garnered 700,000 downloads in 6 weeks </li></ul><ul><li>Source: </li></ul>
    25. 25. Measurement & Accountability
    26. 26. Highly measurable <ul><li>Contracts arranged by CPM, with very precise measurements. One impression is: </li></ul><ul><li>at least 70 degrees of billboard, for at least 2 seconds, covering at least 4% of screen. Each player is counted a maximum of twice in 10 minutes. </li></ul><ul><li>Or by contract length (ie 2 weeks, ) </li></ul><ul><li>Impression figures are prone to fluctuation, however metrics are still measured. </li></ul><ul><li>Source IGA, personal correspondence </li></ul>
    27. 27. Concerns about game advertising <ul><li>Quality of adverts is often not high enough. Has not had the time to mature in the same way as traditional adverts </li></ul>
    28. 28. Will the audience pay attention when they’re so involved?
    29. 29. Considerations <ul><li>What are your objectives? </li></ul><ul><li>Who is your target audience? </li></ul><ul><li>Are they playing games? </li></ul><ul><li>When do they play games? </li></ul><ul><li>(Christmas is peak for video games sales, Summer has fewer releases generally due to better weather and alternative entertainment options) </li></ul><ul><li>How many people are playing the game? </li></ul><ul><li>Will the player interact with other players or with brand representatives? </li></ul><ul><li>How involved is the player with the game? </li></ul><ul><li>What are the contents of the game and will they affect the advert? </li></ul><ul><li>Does the advert fit the game contextually? </li></ul>
    30. 30. Knock on effects… <ul><li>Singstar, Guitar Hero, Rock Band contribute to digitally downloaded music and spiked interest in learning a new instrument. </li></ul><ul><li>Can a song released only on a video game reach number 1? </li></ul>
    31. 31. Creative exercise <ul><li>Pick your favorite brand/product </li></ul><ul><li>Suggest a video game campaign to help raise awareness of the product. </li></ul><ul><ul><li>Consider: </li></ul></ul><ul><li>Your audience </li></ul><ul><li>Which types of games you would use </li></ul><ul><li>Whether you are running a static or dynamic campaign </li></ul><ul><li>What is the creative execution? </li></ul><ul><li>When you will run the campaign </li></ul><ul><li>How might it integrate with other communications? </li></ul>
    32. 32. Example titles: The Sims, Ben10, Bratz Kids Mobile games, Cooking Mama Portable Brain Training, Wii Fit, Tetris Casual Ferrari Challenge Racing PKR Poker, 8 Ball Club, Grand Billiards Lifestyle FIFA, NBA, Beijing 2008 Sport Quake, Thief, Super Mario Action/Adventure Example Titles Game Genres