James Salins (Supersonic) iStrategy London 2012
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James Salins (Supersonic) slides from iStrategy London, May 2012

James Salins (Supersonic) slides from iStrategy London, May 2012

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  • GB Internet user populations were: 16-65 years - 34,965,000 & 8-15 years - 5,380,000GB
  • NON GAMERS PROFILE – Male: 46%; Female 54%; 16-24: 5%; 25-44: 30%; 45-65: 65%; ABC1: 61%; C2DE 39% Children – Female 51%, Male 49% 8-9 24%, 10-11 24%, 12-15 52%...98% of children are gamers therefore can’t distinguish gamers from non gamers demographically.“Gaming is only for young people” disagreement– 16-24: 58%; 25-44: 63%; 45-65: 66%

James Salins (Supersonic) iStrategy London 2012 Presentation Transcript

  • 1. JAMES SALINS: GAMING IS SOCIAL 23rd May 2012 I-STRATEGY LONDON
  • 2. Agenda• The case for Social Gaming• Examples of what can be done• Bit of fun
  • 3. Forget thestereotype
  • 4. GAMING BRITAIN: A NATION UNITED BY DIGITAL PLAY OF THE UK POPULATION GAMES (32.9M 8-65 YR OLDS) 78% adults / 98% kids Base: All Adults: 3,017; All Kids 8-15 years: 1,000
  • 5. They are not just young men…. 23% 45-65 C2DE 16-24 ABC1 33% 46% 51% 49% 54% 44%Male Female 25-45 63% of game players disagreed with the statement “Gaming is only for young people” Base: All Adult Game Players: 2396
  • 6. Gaming: The LeanForward Medium
  • 7. LEAN FORWARD = ENGAGEMENT (gaming offers 3x the engagement of TV) Ease of distraction Multi-tasking Engagement 60% 57% 35% 52% 30% 47% of respondents who 50% play weekly agree that “I always seem to get drawn 40% 25% into games and lose track 40% 37% 36% of time” 33% 20% 29% 30% 25% 15% 20% 18% 58% of respondents who 10% play weekly 10% agree that “When Im 10% 8% 8% 5% playing games I need to be totally focused” 0% 0% Playing video Reading the Browsing the Reading Watching TV Listening to the games newspaper internet magazines radioBased on all adults that ever do that activity: Game – 2012; TV – 1940; Net – 2012; News – 1763; Mag – 1731; Radio – 1846Q23 So, adding which, if any, of these activities would make this statement true for you?
  • 8. The types of game played also varies a great deal Puzzles and social networking games are actually more popular than what we might think of as traditional video gamesPuzzles/Board Games/Quizzes 49% Social Networking Games 30% Sports 29% Touch screen games 26% Fitness Games 25% First Person Shooters 23% % playing types of game nowadays Action Adventure 23% Classic 21% Racing 20% Music 17% Simulations 17% Strategy 15% Role Playing Games 15% Fighting 10% Virtual life 8% Massive Multiplayer Online… 6% Base: All Adult Game Players: 2012 Q14 – Which types of video game do you play nowadays?.
  • 9. Newer types of game being driven by female players % playing types of game nowadays Puzzles/Board Games/Quizzes 49% Social Networking Games 30% Sports 29% Touch screen games 26% Fitness Games 25% First Person Shooters 23% Action Adventure 23% Classic 21% Female players are Racing 20% more likely to be Music 17% Simulations 17% playing these types of Strategy 15% game Role Playing Games 15% Fighting 10% Virtual life 8%Massive Multiplayer Online Games 6% Base: All Adult Game Players: 2012 Q14 – Which types of video game do you play nowadays?.
  • 10. Facebook Global Gaming Stats MAU’s = USA Population DAU’s = UK POPULATION ( approx 300m Monthly ( approx 60m Daily active users) active users)Source: Allfacebook.com Aug 2011
  • 11. CONNECT YOUR BRAND TO 500 MILLION SOCIAL GAMERS 500 MILLION 56 Million users play games on Facebook everyday USERS + 50% 7.7 Million hours per day spent on social of FB logins are to play games in the UK Social Games FREEMIUM 24 Have paid cash for in-game benefits GAMES* Source: % Allfacebook.com, Neilsen, Games.com, InsideFacebook, InformationServices Group
  • 12. Social Gaming surpassed email in 2010 to become 2nd leading activity online with >10% time useSource: AllFacebook.com Aug10
  • 13. The Shift to Social The shift to ‘free to play’ and ‘freemium’: taking a strongbrand and making it stronger
  • 14. Social Games Growth is not o play social games 50% 40% 30% 20% 10% 0% 2010 2011 INFORMATIONSource SOLUTIONSSept 2011 GROUP
  • 15. 8 Different Genres ofSocial Games …Something for everyone
  • 16. CityBuildingPerhaps the mostidenitfiable genre insocial.Female skewed – butconsiderable numbers ofmales also.
  • 17. Arcade/Casual styleHuge Growth area. Short &fun ‘snackable’ games whereplayers can play quickly andprogress fast.Typically female biased – agesweet spot late 30’s
  • 18. Word &PuzzleTypically people migratingtheir offline habits toonline gaming.Female Biased – Age sweetspot 30.
  • 19. HiddenRecent phenomenon.Typically female skewed.Simple to play. Requireseagle eyes.Female biased
  • 20. RPGRole playing games. FromSims Social which ispopular with a youngerfemale skewed audiencethrough to lads gamessuch as zombie lane ormafia wars.
  • 21. Sports SimsSports fans that need afix.Young males
  • 22. Strategy/CombatNot suprisingly – verymale biased genre. Gunsand tanks and war!Young Males
  • 23. CasinoPoker / pool etc skewheavy male. Bingo andSlots female.Big area for growth. PostFB IPO & Election
  • 24. 1) Integrations &Sponsorships
  • 25. Custom Games -ReskinTake a popular game and create a sponsored version
  • 26. CRISTIANO RONALDO FOOTY! LAUNCHING 15 AUGUST 2012 Largest Sports Star in the world on social media: Approx 60m fans
  • 27. BRAND INTEGRATION IDEAS
  • 28. USAIN BOLT – AVATAR AND IN-SITU SCREENSHOTo
  • 29. USAIN BOLT - ATHLETICSSponsorship Ideas o
  • 30. ‘THIS GAME ISESSENTIALLY A GRAN TURISMO OR FORZA BUT IN A KICK ASS FREE TO PLAY PACKAGE’The world’s free to play first console-quality online socially enabled racing game.
  • 31. 2) Core Opportunities onSocial Gaming
  • 32. &SupersonicAds sell CPA and video brand engagementon FB and other platforms Global Facebook partnership enabling age & gender targeting and FB Credit distribution
  • 33. BrandConn USER FLOW Gamer is logged into their preferred game / network1. User is prompted to engage 2. User initiates the branded video 3. Post action engagement with branded content and is rewarded Facebook and viral activation credit or Virtual Currency
  • 34. FACEBOOK ADVERTISING
  • 35. Offerwall: CPA PerformanceAds
  • 36. MOBILECONNECT : REEBOK EXAMPLEGamer is presented BrandConnect player Once the video is User must watchwith ‘Free Coins’ icon opens, presents 100% of the video complete, CTAUser initiated Content brand and video message appears
  • 37. Talking Friends – Talking Tom and Others ( the 2nd• largest mobile entertainment app ) Talking Friends – Talking • Video Engagement Tom & Friends • Standard Banners• iOs / Android• 400m downloads / 70m – Talking Tom 2
  • 38. Endless New Opportunities for Engagement 40
  • 39. 1978 Spot The2012 Difference The Difference is Social
  • 40. 47m MAU’sgloballyCandy CrushSagaLaunched MidApril7.7m MAU’sProjected tobe a top 5game on FB by
  • 41. In-Gameintegration Sponsored Quests & Boosts Sponsored Levels
  • 42. THANK YOU – ANY QUESTIONS? James Salins VP Advertising Europe SupersonicAds james.s@supersonicads.com