The Video Game Advertising Landscape

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An overview of the in-game or video game advertising audience and opportunities from Fuor Digital. www.fuor.net

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  • The Video Game Advertising Landscape

    1. VIDEO GAME ADVERTISING A Brave New World
    2. OVERVIEW <ul><li>Gaming Industry: The Sleeping Giant </li></ul><ul><li>Media Usage: Games = Mass Consumption </li></ul><ul><li>In-Game Advertising: Engagement Personified </li></ul><ul><li>How it can work for your Brand </li></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Acquisition </li></ul></ul><ul><ul><li>Tracking & Metrics </li></ul></ul><ul><li>Casual Gaming </li></ul><ul><li>Fuor Digital: Your Gaming Experts </li></ul>
    3. VIDEO GAMERS: The Old Stereotype Antisocial Lazy Not Marketable In the minority No Income
    4. VIDEO GAMERS: The New Generation Affluent Early adopters Connected In the Majority Social
    5. GAMER DEMOGRAPHICS Console usage skews heavy for males 18-34, but penetration runs across demographics, and is growing among females and families
    6. GAMERS ARE GROWING <ul><li>Online gaming in North America will grow significantly by 2009, with nearly 104.2 million online PC and console gamers projected. </li></ul><ul><li>Growing consumer demand and broadband penetration are driving significant increases in video game software and second generation console hardware unit sales. </li></ul>Sources: DFC Intelligence 2007; PwC Global Entertainment and Media Outlook 2007   Number of North American Online Video Gamers ( in MM)
    7. $500 million First Week Sales $239 million First Week Revenue SCALE: GTA4 vs. The Dark Knight Source: Associated Press
    8. PROJECTED GROWTH: Gaming vs. Cinema Worldwide Video Game (hardware + software) Revenues (left axis) Global Box Office Source: eMarketer, April 2007; Hudson Square Research, April 2008.
    9. GAMERS: Engaged, Attentive, Ad Receptive, Measurable Multi-Tasking Proof Gameplay does not allow for multi-tasking. Attention to the game is paramount. Hard-to-reach Audience Hard-to-reach 18-34 men are avid videogame players Engagement Higher levels of engagement than other media. Ad Acceptance Consumers are receptive to advertising in games because they add realism. Measurability Videogames combine brand awareness with digital accountability.
    10. <ul><li>84% feel the ads fit the games </li></ul><ul><li>44% increase in pre/post brand awareness </li></ul><ul><li>61% pre/post lift in excellent & very good brand opinion </li></ul>CONSUMER ATTITUDES: In-Game Ads Source: Nielsen BASES in-game ad effectiveness study, May 2008
    11. XBOX LIVE – A New Xbox Experience <ul><li>17MM Users Worldwide </li></ul><ul><li>Netflix Streaming Video – HD Content </li></ul><ul><li>Xbox Branded Destination Experiences </li></ul><ul><li>Xbox Live Minigames Arcade </li></ul>
    12. NXE Overview <ul><ul><li>IAB standard static and video sizes </li></ul></ul><ul><ul><li>IAB standard static and video formats </li></ul></ul><ul><ul><li>AdExpert targeting for daypart and geographic location (US = DMAs) </li></ul></ul><ul><ul><li>All inventory clickable to either BDE, video, or marketplace content </li></ul></ul><ul><ul><li>Online, silver and gold accounts, ages 18+ </li></ul></ul><ul><ul><li>Over 17MM members world wide </li></ul></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Formats & Standards </li></ul></ul><ul><ul><li>Targeting </li></ul></ul>
    13. Graphic Display Ad Experience Upon banner click, user can be directed to . . . <ul><ul><li>Full-screen streaming video </li></ul></ul><ul><ul><li>BDE – microsite experience </li></ul></ul><ul><ul><li>Free Xbox LIVE Marketplace content </li></ul></ul>Impression generated when ad displays in slot 1 or 2 Ads in slots 3+ are partially visible on HD displays, are not reported as impressions
    14. PlayStation Network <ul><li>14MM Users Worldwide </li></ul><ul><li>PS Home Social Network </li></ul><ul><li>All Wi-Fi Enabled </li></ul><ul><li>Blu-ray Built-In </li></ul><ul><li>Movie and TV Show Store </li></ul>
    15. IN-GAME DYNAMIC ADVERTISING
    16. PHOTO-REALISITC BRAND PRESENCE
    17. AUTHENTICITY – YOUR BRAND BELONGS Sprite– NBA Live 2009
    18. INCENTIVES <ul><li>Gamers can go to a sponsored micro site or landing page and acquire hints or codes for the games they play </li></ul>McDonalds – Need for Speed
    19. DYNAMIC MESSAGING Obama Campaign – NBA Live 2009
    20. DYNAMIC MESSAGING Obama Campaign – NASCAR 2009
    21. DYNAMIC MESSAGING Obama Campaign – NHL 2009
    22. CALL TO ACTION Subway – NHL 2009
    23. Metrics <ul><li>Impressions </li></ul><ul><li>Clicks </li></ul><ul><li>Downloads </li></ul><ul><li>Micro site visits </li></ul><ul><li>SMS Text Message </li></ul>Targeting <ul><li>Geo-Targeting </li></ul><ul><li>Game targeting by Vertical, Individual game </li></ul><ul><li>Channels/Placements inside console interface </li></ul>Sample Report
    24. OTHER GAMING OFFERINGS Casual Gaming Reaching the large 25-54 female demographic, casual gaming has taken the internet by storm. 43 million users and growing, from all age ranges. We can help your brand develop everything from a presence on leading gaming sites, to brand integration, all the way to full on custom developed games.
    25. CASUAL GAMING: Examples Brand Skins Custom Games Game Sponsorships
    26. FUOR DIGITAL: Your Gaming Experts Fuor Digital is on the cutting edge of this rapidly growing and evolving medium. We have a team of dedicated professionals who are passionate gamers themselves, and are immersed in the gaming culture. Fuor Digital has partnerships with the leading gaming networks and publishers, and can be your strategic partner for research, strategy, implementation, and tracking.

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