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 …

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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  • 1. MOBILE PLAYTHE GAME CHANGERSEPTEMBER 2012PRESENTED BY COLIN CARDWELL
  • 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. WHO ARE 3RD SENSE?
  • 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. WEB PLAY Web games Web promotions and competitions Single player Multiplayer Micro-sites Leader boards
  • 6. MOBILE PLAY iOS (iPhone and iPad) Android Cross platform Stand alone and connected Free and Paid
  • 7. SOCIAL PLAY Facebook Apps Facebook Pages Facebook Connect Twitter integration Promotions and Competition
  • 8. DESKTOP PLAY Desktop installable games and Apps Windows, Mac, Linux CD, USB, Web distribution DRM
  • 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. 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. 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. WHO WE WORK WITH
  • 13. THE MOBILE LANDSCAPE
  • 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. SALES BY OS
  • 16. NON VOICE USAGE (APPS)
  • 17. USE OF SMARTPHONES IN AUSTRALIA
  • 18. APPS VS MSITES: APPS ARE WINNING
  • 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. 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. 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. WHAT ARE YOUR OPTIONS?
  • 23. MOBILE ADVERTISING
  • 24. GAMIFICATIONMake your app more game like
  • 25. CREATE A MOBILE GAME
  • 26. THE POWER OF PLAY
  • 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. 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. SHAREABLE CONTENT Good games are genuinely talked about and shared across all social networks Sharing can be integrated into the game
  • 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. 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. 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. THE GOLDEN RULES
  • 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. 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. 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. 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. THINK LONGER TERM Think beyond the campaign Games can remain popular for years Some players will get upset if you remove the game
  • 39. CASE STUDIES
  • 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. SWORDS AND SANDALS
  • 42. SWORDS AND SANDALS
  • 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. 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. EGGY WORDS
  • 46. EGGY WORDS
  • 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. FOX FOOTY LIVE KICK
  • 49. NRL ON FOX LIVE KICK
  • 50. QUESTIONS?
  • 51. FINAL THOUGHTS
  • 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