Gaming : Opportunities in Advertising ?
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Gaming : Opportunities in Advertising ?

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CONSOLE GAMES...

CONSOLE GAMES

State of the Business and Opportunities in Advertising

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  • 1. CONSOLE GAMESState of the Business and Opportunities in Advertising David Merzel Country Manager Entertainment & Device Microsoft BeLux Blog : davidmerzel.wordpress.com
  • 2. Consumer (R)evolution Personalized Anywhere, AnytimePre-PC Era PC Era Internet Era Consumer (1980) (1995) (2000) Era (Today+) Informed Choice Connected
  • 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. 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. 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. 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. 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. Gaming has evolved into a major entertainment player
  • 9. Who’s playing - it’s just a niche group....right?
  • 10. CHANGE THE WAY PEOPLE SEE GAMING & ENTERTAINMENT
  • 11. 16CAPTURE A BROADER CASUAL GAMING AUDIENCE
  • 12. 17WITHOUT LOSING OUR CORE
  • 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. Microsoft Interactive Entertainment A broad commitment across the spectrum
  • 15. Microsoft Interactive Entertainment A broad commitment across the spectrum
  • 16. Microsoft Interactive Entertainment A broad commitment across the spectrum
  • 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. 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. 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. Pushing the boundaries ofinteractive entertainment
  • 21. Kinect changes the way we see entertainment & games Games Interface/EntertainmentRecognizes: Movements, voices, facial expressions Communication
  • 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. Kinect : TransformsGame Social Entertainment
  • 24. Kinect : 1st Party Launch Games
  • 25. Kinect: 3rd Party games for launch window• Varity of genres • Dance • Sports • Racing • Fitness • Family • Party
  • 26. Thank you for your time• David Merzel, dmerzel@microsoft.com David Merzel Country Manager Entertainment & Device Microsoft BeLux Blog : davidmerzel.wordpress.com