Advertising in the Gaming world


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5 years after, it is more than clear that the predictions about the Advertising in the gaming world have come true.

Please see the slides I showed in my pesentation in the University of Karlskrona (Sweden) in 2006 to speak about the enormous oportunities which were going to come up from the video games marketing wise.

Now, we know this is only the beginning and that the new generation of consoles and the social media make everyting possible.

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Advertising in the Gaming world

  1. 1. “ Advertising in the Gaming World” Eduardo Arregocés -2006-
  2. 2. Advertising in the Gaming World <ul><li>Video games are a new element of media much more interactive than that of Cinema </li></ul><ul><li>Games and gamers might alter the future of marketing. </li></ul><ul><li>Since 2008 games will eclipse music and be the world's 2nd most popular form of entertainment. (PWC) </li></ul><ul><li>It hits mainstream and it’s not just for teenagers anymore. </li></ul>
  3. 3. Advertising Oportunities <ul><li>Dynamic Ad Placement </li></ul><ul><li>Product Placement </li></ul><ul><li>Situation or Plot Placement </li></ul><ul><li>Sponsorships </li></ul><ul><li>Advergaming </li></ul><ul><li>Around Game Advertising </li></ul>
  4. 4. Video game technology is already in the hands of consumers <ul><li>Console Systems </li></ul><ul><li>Pc Systems </li></ul><ul><li>Handheld Systems </li></ul><ul><li>Mobile Systems </li></ul>
  5. 5. Gaming Landscape <ul><li>Hardcore </li></ul><ul><ul><li>Men: 68% - Women: 32% </li></ul></ul><ul><ul><li>Median age: 26 </li></ul></ul><ul><ul><li>Dedicated time per day: more than an hour. </li></ul></ul><ul><ul><li>Only 38% of gamers are under 18. </li></ul></ul><ul><li>Casual/Internet </li></ul><ul><ul><li>Men: 50% - Women: 50% </li></ul></ul><ul><ul><li>Median age: 36 </li></ul></ul><ul><ul><li>Dedicated time per day: 10-15 minutes. </li></ul></ul><ul><ul><li>53% of gamers also play in their mobile phones. </li></ul></ul><ul><li>Mobile/PDA </li></ul><ul><ul><li>Men: 36% - Women: 64% </li></ul></ul><ul><ul><li>Median age 31 </li></ul></ul>
  6. 6. Games are rated just like movies  
  7. 7. How Powerful of a trend is it? <ul><ul><li>Nowadays </li></ul></ul><ul><ul><li>Gaming industry turnover 27.000 million $ (Mediaedge:cia) </li></ul></ul><ul><ul><li>110 million players worldwide (Comunicar) </li></ul></ul><ul><ul><li>Estimations for 2009 </li></ul></ul><ul><ul><li>Gaming industry revenues: 54.600 million $ (Mediaedge:cia) </li></ul></ul><ul><ul><li>In-game advertising Investment: 562 million $ (Comunicar) </li></ul></ul>
  8. 8. Of what value is it to know more about it? <ul><li>“ Videogame industry + interactive marketing = enormous opportunity”. </li></ul><ul><li>In-game advertising can form a positive connection between the brand and the consumer. </li></ul><ul><li>Immersion: Unlike passive TV viewers. </li></ul><ul><li>Realism: adverts improve the quality of the game. </li></ul><ul><li>Sociable: mouth to mouth </li></ul><ul><li>87% of users remember brands that they have seen playing games (Nielsen). </li></ul>
  9. 9. Of What value is to know more about it? <ul><li>Advertising media is saturated </li></ul>A solution is needed <ul><li>Why not invest in… </li></ul>In-game advertising?
  10. 10. Who Is making money at it? <ul><li>Gaming companies had to pay brands for the rights to use them in the past. Things are different now. </li></ul><ul><li>The question is not whether gaming is a growing industry with a dedicated audience, but how to target these players. </li></ul><ul><li>The transition to the next generation of game consoles will have a lot of impact about it. </li></ul>
  11. 11. Where can I find out more about it? “ The Gaming Evolution Comes to SF/BIG” Emma Brownell October 05, 2005 “ El mercado se acerca a los $ 4.000 millones anuales” Miguel Angel Fuks “ Wikipedia” “ Los vidiojuegos mueven 73 millones de Euros en publicidad” “ The Gaming Evolution Comes to SF/BIG” “ Interactive Digital Software Association” “ Retailer Opens Outpost in Second Life”
  12. 12. Thanks… Any Question?