THE RISE OF SOCIAL GAMING(And how to get more out of your social advertising) DAN FERGUSON, NATIONAL SALES MANAGER P +61 2 9212 3555 | DANIEL@SPIRALGLOBAL.COM
I’m Dan…I work at Spiral Media. Loading…20%
Source: Zynga Statistica
ON FACEBOOK:• Facebook and social games have a symbiotic relationship• 50% of all new sign ups to FB are solely to play social games.• Facebook has moved from ACQUISITION to RETENTION.• Facebook is becoming a content destination!• Mobile will be key to growth
WOMEN LEAD THE CHARGE IN SOCIAL GAMING USAGE 59% OF SOCIAL GAMERS ARE WOMEN THE PROFILE OF THEAVERAGE SOCIAL GAMER ISA 43 Y.O. WOMAN WITH TWO CHILDREN Source: PopCap Gaming Research February 2011
Over 2.5 Million Women in AU alone!25 6 Hours: 11mins a month 60 per user. 12mins a Day. Source: Nielsen Answers December 2011
Under 18’s 18 - 24 25 - 3435 - 49 50 - 64 65+
TOP SOCIAL GAME SITESAUSTRALIA’S TOP 10 SOCIAL GAMESJANUARY 20121. CityVille Zynga2. CastleVille Zynga3. FarmVille Zynga4. Texas HoldEm Poker Zynga5. The Sims Social Electronic Arts6. Words With Friends Zynga7. Empires & Allies Zynga8. Indiana Jones - Adventure World Zynga9. Bejewlled Blitz Electronic Arts10. Mafia Wars 2 Zynga
ZYNGA SPECIFIC:A LOOK AT ZYNGA’S AUDIENCE1.5Million MAU’s in AU 642,000 MAU’s in AU 1.2Million MAU’s in AU
INSIDE ASOCIALGAME Loading…60%
LOOKING INSIDE A SOCIAL GAME:HAVE YOU PLAYED A SOCIAL GAME?Hands up if you’ve played a social game?• Have you ever played Poker?• Scrabble? Monopoly?• Raised a virtual crop?Games are inherently social, only now TECHNOLOGY facilitates theinteraction.
SOCIAL GAMING COMPONENTS:FOR THE USER:• STATUS• ACCESS• POWER• STUFF
“ It gives mesomething to do when I’m in the mood for something mindless”
“ It’s a good way to spend time alone”
I wonder howmy crops are going?
LOOKING INSIDE A SOCIAL GAME:• The mindset: I want to be entertained• Social games are free• There’s no hardware required• They are intuitive and easy to play• They are G rated• Can play them with friends.
SOCIALGAMES ASANADVERTISING CHANNEL Loading…80%
“The creation of a one size fitsall, universal definition ofengagement is unlikely."
PRODUCTS ARE PEOPLE TOO!
Brand Preference Importance of content Time
AD EFFECTIVENESS: The Challenge:SOCIAL STREAM: Drive engagement with the new SunRice ready-made meals range AND drive Likes of the new SunRice Facebook page. The Solution: Spiral Social Stream 750x500 Branded Poll with CTA driving to SunRice Facebook page and consumer promotion. The Results: 88% Of the Likes to the SunRice Facebook page in a 3 week period (11,852) 74.89 seconds Average time spent with brand 19.91% Share Rate of total engagements 74.79% Engagement Completion Rate
FEELING TOWARDS BRANDS AFTER SEEIN
1. It’s about engagement; with the environment & with content2. It’s how people are choosing to entertain themselves – now an entertainment choice competing with TV.3. Brands have the opportunity to capitaliseon and message to big audiences, spendinglots of time in social games.