CONSOLE GAMESState of the Business and Opportunities in Advertising                David Merzel                Country Man...
Consumer (R)evolution                                                    Personalized                                     ...
Facebook:                      100M                     9 months                                iPod      Interne   TV    ...
Seismic Shift calling for New Marketing                     Broadcast                                  >   Interactive    ...
Trends Evolution                                      Timeline 1960-2010            Van de sociale                        ...
Total Belgian Entertainment Market 2009              Consumer spending in million units: -2.1% (2009 vs. 2008)            ...
Breakdown Belgian Entertainment Market 2009                Consumer spending in turnover %700                             ...
Gaming has evolved into a major entertainment player
Who’s playing - it’s just a niche group....right?
CHANGE THE WAY PEOPLE SEE GAMING & ENTERTAINMENT
16CAPTURE A BROADER CASUAL GAMING            AUDIENCE
17WITHOUT LOSING OUR CORE
Fantastic opportunities for marketersGreat for         An immersive,   Social,         Drive areaching          engaging  ...
Microsoft Interactive Entertainment   A broad commitment across the spectrum
Microsoft Interactive Entertainment   A broad commitment across the spectrum
Microsoft Interactive Entertainment   A broad commitment across the spectrum
Windows LIVE Messenger games                           High  Over 16 million      interactive     High number of Messenger...
Coke plays the brand love game                                                                                            ...
Interactive Entertainmentget your brand on the stage                  Great for reaching young males, teens and females   ...
Pushing the boundaries ofinteractive entertainment
Kinect changes the way we see entertainment & games                                                        Games          ...
Kinect : Key FeaturesKinect changes the way we use entertainment &games: you become the controllero Full body motion contr...
Kinect : TransformsGame       Social        Entertainment
Kinect : 1st Party Launch Games
Kinect: 3rd Party games for launch window• Varity of genres  • Dance  • Sports  • Racing  • Fitness  • Family  • Party
Thank you for your time• David Merzel, dmerzel@microsoft.com                     David Merzel                     Country ...
Gaming : Opportunities in Advertising ?
Gaming : Opportunities in Advertising ?
Gaming : Opportunities in Advertising ?
Gaming : Opportunities in Advertising ?
Gaming : Opportunities in Advertising ?
Gaming : Opportunities in Advertising ?
Gaming : Opportunities in Advertising ?
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Gaming : Opportunities in Advertising ?

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CONSOLE GAMES

State of the Business and Opportunities in Advertising

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Gaming : Opportunities in Advertising ?

  1. 1. CONSOLE GAMESState of the Business and Opportunities in Advertising David Merzel Country Manager Entertainment & Device Microsoft BeLux Blog : davidmerzel.wordpress.com
  2. 2. Consumer (R)evolution Personalized Anywhere, AnytimePre-PC Era PC Era Internet Era Consumer (1980) (1995) (2000) Era (Today+) Informed Choice Connected
  3. 3. Facebook: 100M 9 months iPod Interne TV Radio 3 years t 13 38 years 4 years years 50 45 40MILLIONS OF USERS 35 30 25 20 15 10 5
  4. 4. Seismic Shift calling for New Marketing Broadcast > Interactive Single platform > Multiple Media Platforms Publisher Timetable > My Timetable Passive > Engaged Mass > Targeted Interrupt > Relevant Advertiser Control > Consumer Control 30 Seconds > Extended time
  5. 5. Trends Evolution Timeline 1960-2010 Van de sociale Door de Aan het sociaal status individualisatie spel 1960 1970 1980 1990 2000 2010 Kerngezin Kerngezin / Actieve Erkenning van Het nieuw Open sociale Mei 68 vrouwen/ de postmoderne samengesteld kringFamilles Nieuwe vaders familie gezin Gezelschap- Gezelschapss Nintendo Internet Consoles next- 3D sspellen pellen Actiefiguren Playstation gen Sociale netwerken Spellen per Spellen per VHS PC Toegevoegde genre genre Walkman Mobile phone realiteit Play (Barbie) Scherm- Televisie thuis generatie Voorberei- Een Een uitlaatklep Een inwijdende Een middel tot Een manier van ding op het weerspie- Een leefwereld zelfontwikkeling communiceren volwassen geling aggressievere Een heel tot Een familiale leven van het leefwereld mannelijke perfectionisering hobby standpunt van leefwereld Een gemengde de ouders leefwereld 10
  6. 6. Total Belgian Entertainment Market 2009 Consumer spending in million units: -2.1% (2009 vs. 2008) Consumer spending in million value: -4.8% (2009 vs. 2008) 60 700 646 615 600 50 610 551 531 500 40 400 VauleUnits Units 30 Value 300 20 45 45 44 200 40 39 10 100 0 0 Bron: GfK / BEA 2005 2006 2007 2008 2009
  7. 7. Breakdown Belgian Entertainment Market 2009 Consumer spending in turnover %700 Games Music600 Video500 28 % 32 % 38 % 37 % 26 %400300 35 % 32 % 29 % 25 % 26 %200 39 % 40 % 39 % 37 % 37 %100 0 2005 2006 2007 2008 2009 Bron: GfK / BEA Belgische entertainment 12
  8. 8. Gaming has evolved into a major entertainment player
  9. 9. Who’s playing - it’s just a niche group....right?
  10. 10. CHANGE THE WAY PEOPLE SEE GAMING & ENTERTAINMENT
  11. 11. 16CAPTURE A BROADER CASUAL GAMING AUDIENCE
  12. 12. 17WITHOUT LOSING OUR CORE
  13. 13. Fantastic opportunities for marketersGreat for An immersive, Social, Drive areaching engaging connected broad rangeyoung males, medium entertainment of marketingteens & females goals, from awareness, to trial and purchase
  14. 14. Microsoft Interactive Entertainment A broad commitment across the spectrum
  15. 15. Microsoft Interactive Entertainment A broad commitment across the spectrum
  16. 16. Microsoft Interactive Entertainment A broad commitment across the spectrum
  17. 17. Windows LIVE Messenger games High Over 16 million interactive High number of Messenger Game click through game-plays forunique users across rates on ads commercial games EMEA and in-game
  18. 18. Coke plays the brand love game Objective: 1. Determine your audience • To build ‘brand love’ among 16-19 year olds e.g. scoring an average of 7.5 out of 10 for statements inc. ‘Coke is a brand I love’ Solution: 1. Determine your audience • Teen consumers were invited to Digital platforms drive Brand Love for 16-19s participate in the HappinessIncreased agreement with Brand Love statements Factory through social media and 0.127 gaming– using branded Windows Live Messenger Game and Xbox Live Dashboard with downloads Results: 1. Determine your audience 0.035 • Impact on ‘brand love’ over 7 0.024 times that of TV 0.017 0.012 • Over 915k game plays through Radio 0.003 Promo Windows Live Messenger Windows Outdoor Xbox TV Coke Cinema • Xbox Live delivered over Live Live Zone Messenger -0.004 3.6m impressions Game
  19. 19. Interactive Entertainmentget your brand on the stage Great for reaching young males, teens and females An immersive, engaging medium It’s social, connected entertainment It has impact, and gives your brand cut-through
  20. 20. Pushing the boundaries ofinteractive entertainment
  21. 21. Kinect changes the way we see entertainment & games Games Interface/EntertainmentRecognizes: Movements, voices, facial expressions Communication
  22. 22. Kinect : Key FeaturesKinect changes the way we use entertainment &games: you become the controllero Full body motion control. Get of the couch and play with your body, hands and feet, with family and friends!o Multimedia experience. Watch movies on demand with Zune, chat with friends & family with the Kinect video service all without a controller.o Personalization. Kinect recognizes your facial expression and connects you to all content by a wave of your hand.o Compatible with all XBOX 360 consoles
  23. 23. Kinect : TransformsGame Social Entertainment
  24. 24. Kinect : 1st Party Launch Games
  25. 25. Kinect: 3rd Party games for launch window• Varity of genres • Dance • Sports • Racing • Fitness • Family • Party
  26. 26. Thank you for your time• David Merzel, dmerzel@microsoft.com David Merzel Country Manager Entertainment & Device Microsoft BeLux Blog : davidmerzel.wordpress.com
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