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MOBILE PLAYTHE GAME CHANGERSEPTEMBER 2012PRESENTED BY COLIN CARDWELL
PRESENTATION OUTLINE  Who are 3RD SENSE?  The Mobile Landscape  What are your options?  The Power of Play  The Golden Rule...
WHO ARE 3RD SENSE?
WE DO PLAY  Australia’s leading ‘Play Agency’  10 years old, established in 2002  A team of 20 technology creatives workin...
WEB PLAY Web games Web promotions and competitions Single player Multiplayer Micro-sites Leader boards
MOBILE PLAY  iOS (iPhone and iPad)  Android  Cross platform  Stand alone and  connected  Free and Paid
SOCIAL PLAY  Facebook Apps  Facebook Pages  Facebook Connect  Twitter integration  Promotions and  Competition
DESKTOP PLAY Desktop installable games and Apps Windows, Mac, Linux CD, USB, Web distribution DRM
GAMIFICATION  Making non-game activities more game  like  Motivating and rewarding with points,  leader boards, awards, sh...
OUR TOOLKIT  Over 100 game engines  Cross platform development framework  Robust high traffic hosting platform  Email mark...
HOUSE PROJECTS We are also the publisher of Fizzy.com which has over 1750 games and 800,000 members We are the publisher o...
WHO WE WORK WITH
THE MOBILE LANDSCAPE
SMARTPHONES IN AUSTRALIATELSYTE SMARTPHONE MARKET STUDY 2012   Already some 12 million consumers use   smartphones (more t...
SALES BY OS
NON VOICE USAGE (APPS)
USE OF SMARTPHONES IN AUSTRALIA
APPS VS MSITES: APPS ARE WINNING
DIGITAL AUSTRALIA 2012  Females make up 47% of the total game population, up  from 46% in 2008.  The average age of video ...
DIGITAL AUSTRALIA 2012  The average adult gamer has been playing video  games for 12 years, 26% have been playing for more...
TO SUM UP  Smartphone use in Australia is huge and  continuing to grow  A very large amount of time is spent playing  game...
WHAT ARE YOUR OPTIONS?
MOBILE ADVERTISING
GAMIFICATIONMake your app more game like
CREATE A MOBILE GAME
THE POWER OF PLAY
NOT CONSIDERED ADVERTISING  Most advertising  interrupts, games are  considered content  Which leaves people  feeling good...
LONG ENGAGEMENT TIMES Deep brand engagement Great for communicating complex messages Games are different every time you pl...
SHAREABLE CONTENT Good games are genuinely talked about and shared across all social networks Sharing can be integrated in...
GREAT FOR DATA COLLECTION  Will exchange data for access  to play, competition entries,  prizes, etc.  Increased propensit...
TARGET SPECIFIC AUDIENCES  Different audiences like different types of  games  Different audiences play for different reas...
CAN DRIVE ACTIONS  Games can be the reward for actions  Competition entry can be the reward for actions  Actions can be in...
THE GOLDEN RULES
BEGIN WITH THE END IN MIND  What actions do you want  your customers to take?  Set specific goals  Consider how you will t...
PUT THE AUDIENCE FIRST  Identify the game or playful  content which will appeal to  your audience  Be subtle about brand  ...
INTEGRATE WITH THE WIDERCAMPAIGN  The game should be part of  the marketing mix  The game could be the  centre of the camp...
PROMOTE THE GAME Just building the game isn’t enough, you need to promote it too Be smart about the targeting of that prom...
THINK LONGER TERM  Think beyond the campaign  Games can remain popular  for years  Some players will get upset if  you rem...
CASE STUDIES
SWORDS AND SANDALSBackgroundBy 2010, 3RD SENSE’s popular ‘gladiatorial combat’ online gamefranchise ‘Swords and Sandals’ h...
SWORDS AND SANDALS
SWORDS AND SANDALS
SWORDS AND SANDALSThe outcomes  Become the #1 Role-Playing iPhone Game in 30 countries (App Stores)  Generated over 400,00...
EGGY WORDS FOR BLAKEObjectiveMake learning sight words fun for 5 year olds (there are 250to learn)The Game    Kids have to...
EGGY WORDS
EGGY WORDS
FOX FOOTY LIVE KICKObjectiveFox Sports wanted to engage Footy fans when they were watchingthe game on TVThe Game    Give t...
FOX FOOTY LIVE KICK
NRL ON FOX LIVE KICK
QUESTIONS?
FINAL THOUGHTS
LET’S START A CONVERSATION…If you’re looking for a Mobile Game that CUTS THROUGH thenoise, CONNECTS with your target audie...
3RDSENSE Mobile Play 2012
3RDSENSE Mobile Play 2012
3RDSENSE Mobile Play 2012
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3RDSENSE Mobile Play 2012

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Comprehensive overview of game play on smartphones. More than 65% of smartphone users play games on their phones. This presentation given in Sydney in September 2012 looks at how brands and content owners can harness this large and demographically diverse audience to meet commercial objectives.

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Transcript of "3RDSENSE Mobile Play 2012"

  1. 1. MOBILE PLAYTHE GAME CHANGERSEPTEMBER 2012PRESENTED BY COLIN CARDWELL
  2. 2. PRESENTATION OUTLINE Who are 3RD SENSE? The Mobile Landscape What are your options? The Power of Play The Golden Rules 3 Case Studies
  3. 3. WHO ARE 3RD SENSE?
  4. 4. WE DO PLAY Australia’s leading ‘Play Agency’ 10 years old, established in 2002 A team of 20 technology creatives working out of our North Sydney studio Creators of Games and Apps with over 250 projects under our belt We work on web, mobile, desktop and social platforms And we do Gamification
  5. 5. WEB PLAY Web games Web promotions and competitions Single player Multiplayer Micro-sites Leader boards
  6. 6. MOBILE PLAY iOS (iPhone and iPad) Android Cross platform Stand alone and connected Free and Paid
  7. 7. SOCIAL PLAY Facebook Apps Facebook Pages Facebook Connect Twitter integration Promotions and Competition
  8. 8. DESKTOP PLAY Desktop installable games and Apps Windows, Mac, Linux CD, USB, Web distribution DRM
  9. 9. GAMIFICATION Making non-game activities more game like Motivating and rewarding with points, leader boards, awards, sharing, storytelling, virtual economies, and more Games might be part of the strategy, but not necessarily Increase customer loyalty, change behaviours, increase profits, differentiate brands, drive learning, track behaviours and more
  10. 10. OUR TOOLKIT Over 100 game engines Cross platform development framework Robust high traffic hosting platform Email marketing system Analytics and reporting Competition management and draw system Virtual economy platform Ad serving platform Ad network Cross platform test suite
  11. 11. HOUSE PROJECTS We are also the publisher of Fizzy.com which has over 1750 games and 800,000 members We are the publisher of hit games like Swords and Sandals Our games are played more than 25 million times every month around the World
  12. 12. WHO WE WORK WITH
  13. 13. THE MOBILE LANDSCAPE
  14. 14. SMARTPHONES IN AUSTRALIATELSYTE SMARTPHONE MARKET STUDY 2012 Already some 12 million consumers use smartphones (more than 50% of the population) By 2014, more Australians will access digital services via smartphone than a computer By 2016, more than 20 million smartphone users in Australia By 2016, more than 50% will be using 4G (LTE)
  15. 15. SALES BY OS
  16. 16. NON VOICE USAGE (APPS)
  17. 17. USE OF SMARTPHONES IN AUSTRALIA
  18. 18. APPS VS MSITES: APPS ARE WINNING
  19. 19. DIGITAL AUSTRALIA 2012 Females make up 47% of the total game population, up from 46% in 2008. The average age of video game players in Australia is 32 years, up from 30 in 2008. 75% of gamers in Australia are aged 18 years or older. 94% of 6 to 15 years play video games 43% of those aged 51 or older play video games.
  20. 20. DIGITAL AUSTRALIA 2012 The average adult gamer has been playing video games for 12 years, 26% have been playing for more than 20. Playing habits are moderate with 59% playing for up to an hour at one time and only 3% playing for five or more hours in one sitting. 57% of all gamers play either daily or every other day. Mobile phones are used to play games in 43% of game households, tablet computers in 13%.
  21. 21. TO SUM UP Smartphone use in Australia is huge and continuing to grow A very large amount of time is spent playing games Male and Female audiences like to play All age groups like to play
  22. 22. WHAT ARE YOUR OPTIONS?
  23. 23. MOBILE ADVERTISING
  24. 24. GAMIFICATIONMake your app more game like
  25. 25. CREATE A MOBILE GAME
  26. 26. THE POWER OF PLAY
  27. 27. NOT CONSIDERED ADVERTISING Most advertising interrupts, games are considered content Which leaves people feeling good about it Which is a great state to associate with your brand
  28. 28. LONG ENGAGEMENT TIMES Deep brand engagement Great for communicating complex messages Games are different every time you play, so lots of repeat play Long time + good feelings = LOVE
  29. 29. SHAREABLE CONTENT Good games are genuinely talked about and shared across all social networks Sharing can be integrated into the game
  30. 30. GREAT FOR DATA COLLECTION Will exchange data for access to play, competition entries, prizes, etc. Increased propensity to ‘Opt in’ Will login with Facebook Connect and similar to access to games
  31. 31. TARGET SPECIFIC AUDIENCES Different audiences like different types of games Different audiences play for different reasons Which means that with the right game design, you can target very specifically
  32. 32. CAN DRIVE ACTIONS Games can be the reward for actions Competition entry can be the reward for actions Actions can be integrated into the game Discounts and vouchers can have higher perceived value if someone has had to play to win them
  33. 33. THE GOLDEN RULES
  34. 34. BEGIN WITH THE END IN MIND What actions do you want your customers to take? Set specific goals Consider how you will track and measure the performance?
  35. 35. PUT THE AUDIENCE FIRST Identify the game or playful content which will appeal to your audience Be subtle about brand integration, no need to shout Reward your target audience for deeply engaging with your brand, they’ll love you for it
  36. 36. INTEGRATE WITH THE WIDERCAMPAIGN The game should be part of the marketing mix The game could be the centre of the campaign Or designed to target part of the audience
  37. 37. PROMOTE THE GAME Just building the game isn’t enough, you need to promote it too Be smart about the targeting of that promotion You can pay per install on mobile devices Integrate with broader campaigns
  38. 38. THINK LONGER TERM Think beyond the campaign Games can remain popular for years Some players will get upset if you remove the game
  39. 39. CASE STUDIES
  40. 40. SWORDS AND SANDALSBackgroundBy 2010, 3RD SENSE’s popular ‘gladiatorial combat’ online gamefranchise ‘Swords and Sandals’ had had over 250 million gameplays over 5 years. The obvious next step was an iPhone gameObjectives Generate revenue, sell games Cross promote the existing game (Test the platform’s commercial opportunities)
  41. 41. SWORDS AND SANDALS
  42. 42. SWORDS AND SANDALS
  43. 43. SWORDS AND SANDALSThe outcomes Become the #1 Role-Playing iPhone Game in 30 countries (App Stores) Generated over 400,000 downloads (including paid & free) Seen over 40 million virtual gladiators fall on the sand! Generated around $200,000 in net revenue
  44. 44. EGGY WORDS FOR BLAKEObjectiveMake learning sight words fun for 5 year olds (there are 250to learn)The Game Kids have to swipe the flying eggs with the right words on them Collect bonus items, earn rewards and hatch new animals Lots of fun sounds and animations Include reporting for parents
  45. 45. EGGY WORDS
  46. 46. EGGY WORDS
  47. 47. FOX FOOTY LIVE KICKObjectiveFox Sports wanted to engage Footy fans when they were watchingthe game on TVThe Game Give the fans a game they can play against each other. Make it real by using Live Kick data from the match. Add a Virtual Currency layer to use fan’s passion to drive brand actions. Add in great prizes as an additional motivator Extend into NRL too
  48. 48. FOX FOOTY LIVE KICK
  49. 49. NRL ON FOX LIVE KICK
  50. 50. QUESTIONS?
  51. 51. FINAL THOUGHTS
  52. 52. LET’S START A CONVERSATION…If you’re looking for a Mobile Game that CUTS THROUGH thenoise, CONNECTS with your target audience and drives theACTIONS you want, get in touch. 02 89 231 200 commercial@3rdsense.com www.3rdsense.com
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