The Video Game Advertising Landscape

VIDEO GAME ADVERTISING A Brave New World

OVERVIEW

Gaming Industry: The Sleeping Giant

Media Usage: Games = Mass Consumption

In-Game Advertising: Engagement Personified

How it can work for your Brand

Branding

Acquisition

Tracking & Metrics

Casual Gaming

Fuor Digital: Your Gaming Experts

VIDEO GAMERS: The Old Stereotype Antisocial Lazy Not Marketable In the minority No Income

VIDEO GAMERS: The New Generation Affluent Early adopters Connected In the Majority Social

GAMER DEMOGRAPHICS Console usage skews heavy for males 18-34, but penetration runs across demographics, and is growing among females and families

GAMERS ARE GROWING

Online gaming in North America will grow significantly by 2009, with nearly 104.2 million online PC and console gamers projected.

Growing consumer demand and broadband penetration are driving significant increases in video game software and second generation console hardware unit sales.

Sources: DFC Intelligence 2007; PwC Global Entertainment and Media Outlook 2007 Number of North American Online Video Gamers ( in MM)

$500 million First Week Sales $239 million First Week Revenue SCALE: GTA4 vs. The Dark Knight Source: Associated Press

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.

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.

84% feel the ads fit the games

44% increase in pre/post brand awareness

61% pre/post lift in excellent & very good brand opinion

CONSUMER ATTITUDES: In-Game Ads Source: Nielsen BASES in-game ad effectiveness study, May 2008

XBOX LIVE – A New Xbox Experience

17MM Users Worldwide

Netflix Streaming Video – HD Content

Xbox Branded Destination Experiences

Xbox Live Minigames Arcade

NXE Overview

IAB standard static and video sizes

IAB standard static and video formats

AdExpert targeting for daypart and geographic location (US = DMAs)

All inventory clickable to either BDE, video, or marketplace content

Online, silver and gold accounts, ages 18+

Over 17MM members world wide

Engagement

Audience

Formats & Standards

Targeting

Graphic Display Ad Experience Upon banner click, user can be directed to . . .

Full-screen streaming video

BDE – microsite experience

Free Xbox LIVE Marketplace content

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

PlayStation Network

14MM Users Worldwide

PS Home Social Network

All Wi-Fi Enabled

Blu-ray Built-In

Movie and TV Show Store

IN-GAME DYNAMIC ADVERTISING

PHOTO-REALISITC BRAND PRESENCE

AUTHENTICITY – YOUR BRAND BELONGS Sprite– NBA Live 2009

INCENTIVES

Gamers can go to a sponsored micro site or landing page and acquire hints or codes for the games they play

McDonalds – Need for Speed

DYNAMIC MESSAGING Obama Campaign – NBA Live 2009

DYNAMIC MESSAGING Obama Campaign – NASCAR 2009

DYNAMIC MESSAGING Obama Campaign – NHL 2009

CALL TO ACTION Subway – NHL 2009

Metrics

Impressions

Clicks

Downloads

Micro site visits

SMS Text Message

Targeting

Geo-Targeting

Game targeting by Vertical, Individual game

Channels/Placements inside console interface

Sample Report

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.

CASUAL GAMING: Examples Brand Skins Custom Games Game Sponsorships

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.