James Salins (Supersonic) iStrategy London 2012

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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

    1. 1. JAMES SALINS: GAMING IS SOCIAL 23rd May 2012 I-STRATEGY LONDON
    2. 2. Agenda• The case for Social Gaming• Examples of what can be done• Bit of fun
    3. 3. Forget thestereotype
    4. 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. 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. 6. Gaming: The LeanForward Medium
    7. 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. 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. 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. 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. 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. 12. Social Gaming surpassed email in 2010 to become 2nd leading activity online with >10% time useSource: AllFacebook.com Aug10
    13. 13. The Shift to Social The shift to ‘free to play’ and ‘freemium’: taking a strongbrand and making it stronger
    14. 14. Social Games Growth is not o play social games 50% 40% 30% 20% 10% 0% 2010 2011 INFORMATIONSource SOLUTIONSSept 2011 GROUP
    15. 15. 8 Different Genres ofSocial Games …Something for everyone
    16. 16. CityBuildingPerhaps the mostidenitfiable genre insocial.Female skewed – butconsiderable numbers ofmales also.
    17. 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. 18. Word &PuzzleTypically people migratingtheir offline habits toonline gaming.Female Biased – Age sweetspot 30.
    19. 19. HiddenRecent phenomenon.Typically female skewed.Simple to play. Requireseagle eyes.Female biased
    20. 20. RPGRole playing games. FromSims Social which ispopular with a youngerfemale skewed audiencethrough to lads gamessuch as zombie lane ormafia wars.
    21. 21. Sports SimsSports fans that need afix.Young males
    22. 22. Strategy/CombatNot suprisingly – verymale biased genre. Gunsand tanks and war!Young Males
    23. 23. CasinoPoker / pool etc skewheavy male. Bingo andSlots female.Big area for growth. PostFB IPO & Election
    24. 24. 1) Integrations &Sponsorships
    25. 25. Custom Games -ReskinTake a popular game and create a sponsored version
    26. 26. CRISTIANO RONALDO FOOTY! LAUNCHING 15 AUGUST 2012 Largest Sports Star in the world on social media: Approx 60m fans
    27. 27. BRAND INTEGRATION IDEAS
    28. 28. USAIN BOLT – AVATAR AND IN-SITU SCREENSHOTo
    29. 29. USAIN BOLT - ATHLETICSSponsorship Ideas o
    30. 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. 31. 2) Core Opportunities onSocial Gaming
    32. 32. &SupersonicAds sell CPA and video brand engagementon FB and other platforms Global Facebook partnership enabling age & gender targeting and FB Credit distribution
    33. 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. 34. FACEBOOK ADVERTISING
    35. 35. Offerwall: CPA PerformanceAds
    36. 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. 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. 38. Endless New Opportunities for Engagement 40
    39. 39. 1978 Spot The2012 Difference The Difference is Social
    40. 40. 47m MAU’sgloballyCandy CrushSagaLaunched MidApril7.7m MAU’sProjected tobe a top 5game on FB by
    41. 41. In-Gameintegration Sponsored Quests & Boosts Sponsored Levels
    42. 42. THANK YOU – ANY QUESTIONS? James Salins VP Advertising Europe SupersonicAds james.s@supersonicads.com

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