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SOCIAL GAMING OVERVIEW
                                                                               @MARKSILVA
                                                                               @KIMJAMES
                                                                               @TIMECHANGE
                                                                               @KIMKYAW



       TOO BIG TO
       IGNORE
       #SOCIALGAMING
       4/12/11 ADTECH SF
Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
OUTLINE


                          Contents
                           • Overview
                                                                    @MARKSILVA
                           • Dynamics
                                                                    @KIMJAMES
                           • NEXON+Asia                             @TIMECHANGE
                           • International Trends                   @KIMKYAW
                           • Toyota Pwns Social Gaming
                           • Appendix                              #SOCIALGAMING


Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved

                                                                                   4680
OVERVIEW


                      TOO BIG TO IGNORE
                                                                                                                                                                      50000000
                      Top Social Game apps
                      earn the reach of TVs top-
                      rated shows, the                                                                                                                               37500000




                                                                                                   Dancing With he Stars
                      engagement of an
                      addictive game and the
                                                                                              ol
                                                                                                                                                                    25000000

                                                                                   American Id
                      popular culture impact of
                                                                                   CityVille


                                                                                                   FarmVille
                      Rock and Hollywood



                                                                                                                                  TX HodeEm
                                                                                                                                                                12500000




                                                                                                                           NCIS
                      stature.




                                                                                                                                              NCAA
                                                                                                                                                     Frontier
                                                                                                                                                       Ville
                      Sources: 1) Nielsen TV Ratings: 3/28/11 2) AllFacebook.com                                                                                0



Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved                                              TV                              Social Gaming
OVERVIEW


                      IT’S THAT BIG
                       Facebook-Like Growth
                       and Scale

                       •       Over half of Facebook’s 500
                               million users play Social Games

                       •       Every other check-in for Facebook
                               is for Social Gaming




                      Source: AllFacebook.com August 2010

Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
OVERVIEW


                      BIGGER THAN GAMING
                      • Social Gaming is tracking Facebook’s ongoing growth eclipsing the reach
                        and engagement of most media
                      • Social Games eclipse classic, console-based games in audience by over
                        10-times




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
OVERVIEW


                     IT’S THAT BIG
                      Bigger Than...
                      •          The Population of England on any day
                                 and the US any month

                     •         Email--Social Gaming passed email in
                               2010 to become 2nd leading activity
                               online with >10% time use

                     • Any other Social Network




                      Source: AllFacebook.com August 2010
Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
OVERVIEW


        BIGGER THAN SHREK?
         “I would like to be [Zynga
         CEO] Mark Pincus. He has
         nailed the next killer app, the
         next compelling thing that’s
         going to happen in media.”
                                      Jeffrey Katzenberg
                                       CEO, Dreamworks




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
OVERVIEW


          BIGGEST & BEST EVER
         “Zynga is the most-profitable, fastest-growing, and has the happiest
         customers of any company that Kleiner Perkins has invested in.”

                                                                                             John Doerr
                                                                   VC, Kleiner Perkins Caufield & Byers
                                                                    Investors in Amazon, Google, Intuit




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
OVERVIEW


                PLAYERS AND WORLDS
                 A quick tour of the leading players in Social Gaming




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
OVERVIEW


            PLAYERS AND WORLDS
             Snapshot of leading players in Social Gaming



                   268,386,159                                     36,367,080             18, 763, 314

                         MAU                                          MAU                    MAU
                    Monthly Active Users                           Monthly Active Users   Monthly Active Users




                     58,370,803                                     5,753,580              2,147,100

                          DAU                                          DAU                    DAU
                      Daily Active Users                            Daily Active Users     Daily Active Users


        Source: http://www.appdata.com/leaderboard/developers
Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
OVERVIEW




               •          Zynga leads Social Games with the #1 blockbuster hit, CityVille, and a most
                          of the top-20 Social Games
               •            As a network Zynga engages 250+ million players/month
               •          We see Zynga making Social Games a network unto itself




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
OVERVIEW




              •          EA/Playfish is a leading developer engaging 35+ million players a month
              •          Developing Social Gaming versions of popular EA titles
              •          We see Playfish bringing more of its Gaming DNA and cross-device
                         integration into its aproach




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
OVERVIEW




             •          Playdom is a leading player in Social Gaming engaging 18+ million players
                        each month
             •          Cable TV-size audiences for Social Gaming
             •          With Disney acquision , we see a publishing/media model emerging for
                        Playdom and expect Disney Network IP for the platform




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
OVERVIEW




               •         As you can imagine in a space that has grown meteorically in the past
                         24-months, many other players exist and more entering each month
               •         We can expect to see indie developers produce hits and have a key role
                         in the space




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
DYNAMICS


              MORE THAN FUN & GAMES
               •          Social Networks create a “rich-get-richer” dynamic where early and fast
                          movers dominate as their footprint grows
               •          Zynga grew aggressively through user and developer acquisition
               •          In addition to great games, Zynga learned how to optimize its transactions
                          and network effect
               •          Applying this dynamic, Zynga built FrontierVille to the #2 World in under 30
                          days then CityVille to 100m users in under 8 weeks
               •          Zynga’s rapid ascension and distribution creates significant barriers to
                          replication

Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
DYNAMICS


                      NOT FOR AMATEURS
                       • Pace of innovation and optimization is continual-- too fast to attempt
                                  replicating or “DIY”

                       • Strong agency recommendation: Collaborate over DIY




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
DYNAMICS


                      ENTERING THESE WORLDS
                      • Advertising is less than 10% of revenues and Social
                                 Games monetize only 1-5% of users

                      • Beyond endemic placements (ingredients in FarmVille or
                                 CPG brands in Cafe World, for instance) look to aligning
                                 values and audience

                      • Seek fit and utility, not just reach and demographics


Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
DYNAMICS

            A DIFFERENT GAMER FOR EVERY GAME




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DYNAMICS


               SOCIAL GAMERS KEY VALUES
                • Games are a way to amplify fun had with friends
                • Social Gaming is more about getting together with friends
                         than the game itself




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
DYNAMICS


            LEVELS OF COMMITMENT
                   Br a n                                             Br a n                  N ew                    Mult              Build
                                                                                                                          i


           1                                                        2                         3                       4                5
                                  de




                                                                             de




                                                                                                                            -C
                                                                                                   Ga




                                                                                                                                            a Game
                                                                                                                               h
                                                                                 d Ga m
                                     d V ir t u




                                                                                                       me M
                                                        ns




                                                                                                                            ann
                                                                                                                ion
                                                          tio




                                                                                                                                el
                                                                             e
s




                                                                                                  ec
                                                                                          s

                                                                   Interac



                                                                                                              t
                             al                                                                                   Integra
      G o od                                                                              hanic




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DYNAMICS
                                                                                                    Br a n


            LEVELS OF COMMITMENT 1




                                                                                                           de
                                                                                                               d V ir t u
                                                                                               s
                                                                                                          al
                                                                                                 G o od
            1. Branded Virtual Goods
                              • The lowest level is a branded virtual good or service. Just put
                                        your name on it.
                              • This can be thought of like a media buy. Doesn’t really affect
                                        game play in a branded way, but not to be discounted. The right
                                        good for the right brand can be very effective.

              Time frame: weeks to months

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DYNAMICS

            DPSU+RESTAURANT CITY




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DYNAMICS
                                                                                                                Br a n


            LEVELS OF COMMITMENT 2




                                                                                                                       de
                                                                                                                           d Ga m
                                                                                                        ns
                                                                                                        tio
                                                                                                                       e
                                                                                                             Interac

            2. Branded Interactions - Existing Game Mechanics
                               • Involves creating custom branded items that give customized
                                        rewards within existing game mechanics that can reflect brand
                                        values.
                               • For instance, specific brand-centric power-ups or rewards that
                                        can affect characters, earn further game rewards or be gifted to
                                        others.

            Time frame: three to four months


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DYNAMICS


             BING + ZYNGA
              Microsoft launched Bing with great fanfare
              in traditional media, online and in FarmVille.
              Users clicked from Bing logos to like the
              search engine in Facebook.

              Results: Bing acquired 425,000 new fans, a
              360% jump in less than one day. 70% of
              them visited Bing in the following month.




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
DYNAMICS

            PUBLIC ENEMY WARS
            Universal dropped John Depp/Dillinger
            into Mafia Wars with killer results

            Gaming mechanic: task achievement earned
            points, energy, status

            Results:
            • Nearly 1 billion impressions
            • 54mm loot interactions
            • 44mm jobs completed
            • 19 million unique players
            • STRONG DVD sales


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DYNAMICS


              GOOD MONEY
                By offering custom virtual goods
                that improved the performance
                of crops Zynga raised over $1.5
                million dollars for Haiti in the
                first month and $3 million
                overall.




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DYNAMICS
                                                                                   N ew


            LEVELS OF COMMITMENT 3




                                                                                          Ga
                                                                                              me M
                                                                                         ec




                                                                               s
                                                                                 hanic
            3. Branded Interactions - New Game Mechanics
              This is a large custom build. Not just a product or a power-up,
              but something like a large, branded build out (a bar in a
              restaurant or a kitchen area with specific game play) or even as
              large as an independent venue (café, shop, etc.)

            Time frame: three to four months
              At this level, services like tracking and analytics may become
              part of the package.

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DYNAMICS


          GATORADE + EA SPORTS
            Gatorade wanted to reach highly engaged,
            difficult to target young athletic male
            audience to drive product sales. They
            integrated their product in authentic ways
            across multiple EA Sports titles.

            • 24% volume increase in purchases within
              user group
            • Positive ROI of $3 earned-$1 spent
            • Product penetration increased 9% among
                                                                   Gatorade Bath Cheat Code
              new consumers of the brand.

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DYNAMICS

                                                                                             Mult

            LEVELS OF COMMITMENT 4                                                               i




                                                                                                   -C
                                                                                                      h
                                                                                                   anne
                                                                                     t ion


                                                                                                       l
                                                                                         Integra
             4. Multi-Channel Integrated Campaign
               Involves tying multiple channels (including online and offline)
               together into an immersive, well-branded campaign. Involves a
               high-degree of planning and requires significantly longer lead time
               and coordinated involvement by multiple parties.

                    Big Idea thinking combined with specialists needed for retail
                    components, sweeps, and any 360º production and execution.

             Time frame: four months to eight months


Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
DYNAMICS

               ZYNGA + 7-11
               Consumers earned virtual gifts for buying anything
               program related.
                        Buy. Specially marked items from 7-Eleven.

                        Earn. Codes for exclusive virtual gifts.

                        Play. Get a leg up on your friends.

               How it Performed:
               • Impacted nearly every KPI in retail:
               • Daypart
               • Frequency
               • Demographic diversification
               • Basket mix
               • Favorability

Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
@KIMJAMES




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
[ Gaming in Asia ]
                             • The State of Gaming in Asia
                             • Introduction to Nexon and our Games
                             • In Game Advertising will it ever take off?




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
[ What is Online Gaming?]
                 • Synchronous/Concurrent Play with other users through
                   the internet
                 • Access through PC or Mobile Devices
                 • Immersive Content provided as a service than product.




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
[ Global Online Game Market Size ]
                                                         South America
                                                         Asia

                                                                                                        CAGR
                                                         Europe
                                                         North America


                                                                                                         22%




                                                                         2007   2008   2009   2010(E)   2011(E)   2012(E)




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[ Global Game Market Size ]
                                                 Global Game Market
                                                 Global Online Game Market




                                                                                                                                 14.7%
                                                                                                                                 
     144,149
                                                                                                                 
     132,609
                                                                                                 
     125,425
                                                                   
    115,702   
    117,372
                                     
           100,754




                                              2007                     2008           2009           2010(E)         2011(E)         2012(E)

                                [Unit: million USD]


Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
[ Global Online Game Market Share ]

                                    South America
                                    Asia
                                    Europe
                                    North America
                                                                                                                      Japan 11%
                                                                                                                      SE Asia 11%

                                                                                                                      Korea 33%



                                                                                                                      China 45%




                                                                   2007   2008   2009   2010(E)   2011(E)   2012(E)




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[ Success Factors ]

                          • Technical Infrastructure
                             (Broadband, Mobile networks)
                          • Billing Infrastructure
                          • Cultural and Social Factors




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
[ The Growth Trend ]
                                                                                                         Annual double   digit growth          771
                                  EBITDA
                                  Revenue                                                                     45% 5-year CAGR
                                                                                                              52% 10-year CAGR           551



                                                                                                                              389            384.0
                                                                                                                      326
                                                                                                                                    306.6
                                                                                                             256
                                                                                                      211
                                                                                                                            147.4
                                                                                                                    128.7
                                                                                                86 102.0 103.1
                                                                     41   56
                                                           24 12.8 21.3 22.1 27.2
                                                                22
            0.41                0.42                4.88 15.9

            1997                1998                 1999          2000   2001   2002   2003   2004   2005   2006    2007    2008       2009 2010(E)
              [Unit: million USD]

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a   Service, not a Product


                                                                               VS.




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[ The Games of Nexon]




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
200M+
                                                                   1 of 6
                                                      2.4m
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1,000/day

                                                                     175,995,500

                                                                     1,500/day
Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
COMMUNITY




                                                                     CONNECTIONCOMPETITION



                                                                          CONTENT



                                                                   PC, MOBILE, SOCIAL
                                                                   FOR THE CONNECTED USER
Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
[ SNG: The New Frontier]
                        • Larger User Base
                        • New demographic groups
                        • Viral Social Graph




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
[ InGameAds: Why haven’t they work?]
                          • Recycle or repurpose of existing assets
                          • Lack of Value to the user
                          • No clear metrics




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[ Some Successful Examples]




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
[ Virtual Goods: The Value Matrix]
                        • Decorative Items vs. Ability Items
                        • Set Items, Limited Edition Items




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
[ Successful Campaigns=Investments]
                        • Trail and Error= Time and Effort
                        • Online Games : Real Time, Interactive Platform
                        • Invest time and money to define: Value of Items
                          Metrics, Online, Mobile, Offline, UX




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
SECTION TITLE




                                                                   GLOBAL TRENDS
                                                                   IN SOCIAL GAMING
                                                                   TIM CHANG
                                                                   PARTNER, NORWEST VENTURE PARTNERS

                                                                   @TIMECHANGE


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SECTION TITLE

                        Norwest Venture Partners Overview:
                           ‣ Inception in 1961
                           ‣ Funded more than 400 companies
                           ‣ Managing >$3.7B in venture capital
                           ‣ Current fund of $1.2B raised in 12/09
                           ‣ Global VC firm based in Palo Alto, CA – investing in US, India, China, Israel
                           ‣ Consistently ranked in top quartile of venture capital firms



                        Gaming/Gamification-related Investments:




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SECTION TITLE

                   Global                              Trends Overview:
                           ‣ The Social Gaming Warfront and Landgrab has Expanded Beyond the US

                           ‣ Players Battling for Distribution Power, New Revenue Streams, Talent
                                Acquisition
                           ‣ Mobile is the New Hope for Social Gaming

                           ‣ New Publishing Models Emerging Across Regions

                           ‣ Facebook Global Growth vs. Incumbent Networks

                           ‣ New Genres Emerging Beyond Copycat “x-Ville” Games



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SECTION TITLE

                   What                          Is Everyone Battling Over?
                           ‣ New Revenue Streams

                           ‣ Distribution Power

                           ‣ Talent Acquisition




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SECTION TITLE

                  Global Battleground
                  Snapshot
                        Japan: (New Revenue Streams)
                           ‣ Small market (DAUs), high ARPU
                           ‣ Players used to freemium + MTX model,
                             and paying via mobile)
                           ‣ 80% mobile (Flash-supported on legacy
                             phones = no app builds needed)
                           ‣ 3 different networks: DeNA, GREE, Mixi –
                             opening app platforms and expanding into
                             US, China, etc




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SECTION TITLE

                  Global Battleground
                  Snapshot
                        China: (Talent Acquisition; Distribution
                         and Revenues Still Challenging)
                           ‣ Large market (DAUs), low ARPU
                           ‣ Familiarity with freemium + MTX via MMO games +
                                virtual goods on QQ
                           ‣    Primarily online play; smartphone apps still on the
                                come
                           ‣    1 dominant network (Tencent QQ), 3 challengers
                                (Kaixin001, RenRen, 51) – not fully open platforms
                                yet, poor revenue splits
                           ‣    Lower cost labor pool
                           ‣    MMO companies and Tencent entering US for IP and

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SECTION TITLE

                  Global Battleground
                  Snapshot
                        Korea:
                           ‣ Traditionally a hardcore/midcore gaming
                                market: MMO RPGs, client downloads
                           ‣ NHN, Nexon aggressively expanding
                                overseas
                           ‣ Best-suited for midcore if free to play MMO
                                companies go browser-based and leverage
                                social networks for publishing




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SECTION TITLE

                  Global Battleground
                  Snapshot
                        Brazil:
                           ‣ VERY social player base: Orkut is dominant
                                network, with Facebook growing quickly
                           ‣ Payment methods remain challenging, but on
                                the rise with healthy ARPU
                           ‣ Native players like Mentez and Vostu looking to
                                dominate distribution before Zynga and others
                                can enter via Facebook




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SECTION TITLE

                  Global Battleground
                  Snapshot
                        Russia:
                           ‣ Kontakti is incumbent social network leader
                           ‣ “Importer Publishers” like i-Jet often critical
                                for market entry
                           ‣ Tricky region to operate in…




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SECTION TITLE

                  Global Battleground
                  Snapshot
                        India:
                           ‣ Still nascent – big potential for mobile
                                social gaming as grey market Android
                                smartphones gain adoption




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SECTION TITLE


                     Mobile Social Gaming: The Shiny
                     New Toy
                             • Ngmoco brought the social gaming model to mobile, and created >

                                   $400M of value in barely 2 years…
                             • …attracting a string of copycats and bandwagon jumpers, desperate

                                   to get off of Facebook and away from battling Zynga
                             • iOS App Store is a wide-open playing field since the 3 Pillars of

                                   Facebook social gaming don’t apply:

                             • iOS App Store is extremely noisy though, giving rise to:

                             • Android is Next Big Thing…if In App Purchases work

                             • Tablets may enable whole new genres of mobile social games



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SECTION TITLE


                     New Publishing Models Across Regions:
                             • Some US publishers like Zynga “going direct” by hiring or acquiring teams to launch localized versions of
                                   their games into Japan, Europe, etc.
                             • Others using localization partners to publish and operate their games overseas: Mentez, 6waves, i-Jet,
                                   etc.
                             • Publishing partner needed if regional social networks, payment methods, and player tastes are
                                   significantly different
                             • Overseas publishers like Tencent also trying to do the same in the US market, but have failed to compete
                                   with Facebook… (trying mobile now instead – DeNA/ngmoco)
                             • Approaches:
                                           - Local team building original IP
                                           - Copy and localize (the rip-off strategy)
                                           - License and localize
                                           - Co-develop and rev share
                             • Lessons learned: owning IP is important; access to source code for true localization is critical

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SECTION TITLE


                     What’s Next?
                             • If Facebook dominates more of the global online social gaming market, will import/export
                                   publishers go away?


                             • Will dominant mobile social gaming networks arise in the US, giving challenge to Facebook?


                             • Asian free2play game companies are poised to bring “midcore” gaming to social platforms – an
                                   area that’s hard for Zynga to copy and compete in?


                             • The end of Social Gaming 1.0 is nearing – what are the next big genres after copycat Farm/City/Pet/
                                   Fish games? (Midcore? ARG? Truly social games? Casual MMO RPG? Social RTS? Youth
                                   Edutainment?)l




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
TOYOTA PRIUS FAMILY
 GAMING REVEAL




                                                                   @KIMKYAW
Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
Objectives & Strategies


                   Objectives
                           ‣ Build awareness of the new Prius Family portfolio
                           ‣ Increase brand favorability and purchase consideration



                    Strategies
                                 ‣ Leverage the entire gaming eco system
                                 ‣ Engage consumers: enhance experiences, encourage positive action, and add value
                                 ‣ Foster social interaction and viral sharing on YouTube, Facebook etc.



                   Prius                              Target: “Eco Modernists”


Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
Why Gaming for Prius?


                   Gaming        fits with the Prius mindset as it provides an
                         outlet for creativity and sharing

                    Gamers                                        are auto influencers and decision makers
                                 ‣ 48% of gamers provide frequent advice about automotives


                   Strong                                    in-game branding experiences lead to:
                                 ‣ Increased awareness
                                 ‣ Purchase intent
                                 ‣ Positive lift in perception



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Utilize Gaming Eco System




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Partnerships




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
Car Town

                        Top 20 game on Facebook: 8MM users

                         Leverage a large user base of auto
                          enthusiasts to generate buzz

                        Program description:
                           ‣ Virtual Prius Showroom opens simultaneously with the Detroit Autoshow

                           ‣ Users vote for the favorite plural and receive a T-Shirt

                           ‣ Prius Family models become available for in-game purchase
                           ‣ Collecting all four vehicles grows coins on Family Prius Tree

                           ‣ Prius c concept available for free for those who “Like” the Prius page




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
CarTown Video




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
Measuring Success

                        Prius Showroom Total visits: 13.3MM
                           ‣ Prius Plural Unique Votes: 1.5MM (80% of Total Prius Goes Plural Votes)
                           ‣ Prius Video Plays: 1.4MM (90% of all showroom visitors watched video)



                         Prius is the #1 largest market share (in units)
                          of any model in CarTown
                                 ‣ Increased from .04% to 14%



                         Toyota Prius Facebook Fan Page Prius c Integration:
                                 ‣ 147% Growth
                                 ‣ Average Fan Retention rate of 96% (Like vs Unlike)




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
EA: Monopoly

                        2nd fastest growing app on Facebook *
                           ‣ Launched on 1/26, over 5MM players as of 3/28


                         Ownership of Monopoly across all
                          game platforms: mobile, tablet,
                          PC, Facebook

                        Program description:
                                 ‣ In-game integration encourages sharing
                                   and time spent with the brand
                                 ‣ Positive impact and authentic integration
                                 ‣ Custom Prius Mover
                                 ‣ Green “Eco” homes to gift to others




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
Video




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
Measuring Success

                   More      than 800,000 Prius movers and
                         Green Eco Houses gifted

                    More      than 250,000 Green Eco
                          Houses purchased for gold




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
Little Big Planet 2

                        Allows gamers to play, create and share Prius inspired content
                         Custom Prius level built into the game
                         Program description:
                                 ‣ Timing: 1/18/11 – 3/31/11
                                 ‣ Developer made “LittleBigPrius” level
                                        - Animated XMB theme
                                        - Prius model featured in Central Square of HOME
                                 ‣ Prius items were given to users to create their own Prius levels for the contest
                                 ‣ Along with prizing, winner received presence in Playstation HOME , in-game
                                       and on Playstation network




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
Video




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
Measuring Success


                        Prius LBP2 Level ranks (out of 4MM total)
                           ‣ rank #9 for “most hearted” level

                           ‣ rank #16 for “most played” level

                           ‣ 81% completion rate amongst players (as of 3/3)
                                                                                       Contest Stats:
                                 - On average 10 minutes to complete level           ‣ 897 contest entries
                                                                                     ‣ contest winner: ‘eco adventure’
                                                                                     - 798 total plays, hearted 243 times




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
Learning

                        Gaming can be used to achieve various media objectives

                        Allows for unique and innovative advertising integrations beyond the realm of
                         traditional media

                        Partnership opportunities require extensive lead times for asset development

                        Social gaming can successfully grow fan base

                        Increase brand recognition and positive association by enhancing organic
                         in-game user experience

                        Advertiser must provide 3D render data to partners to be able to include the
                         vehicle in-game

                        Audience sensitivity is higher in gaming than other media




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
Q&A


            DISCUSSION
            #SOCIALGAMING
             • @KIMJAMES
             • @KIMKYAW
             • @TIMECHANGE
             • @MARKSILVA




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
APPENDIX


            RESOURCES
            • Bookmarks:
                             Delicious.com/marksilva/socialgaming

            • Latest version of this presentation
                             Slideshare.net/marksilva




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
APPENDIX

                   GLOSSARY
                     ARPU                                                                           Exit Event
                     Average Revenue Per User is measured as total revenue divided by the number    The last actions a user performs before exiting the game.
                     of subscribers.
                                                                                                    K Factor
                     Churn                                                                          K Factor measures the virality of your product.
                     The turnover rate of a social game’s active players. Churn refers to this      K Factor = (Infection Rate) * (Conversion Rate).
                     constant loss and gain of members.                                                  • An Infection Rate is how much a given user exposes the game to other
                                                                                                             players.
                     Cohort                                                                              • A conversion rate is when that “infection” results in a new sign up.
                     “A group of subjects who have shared a particular experience during a          Ex. A K Factor of 1 means every member is bringing you one additional member.
                     particular time span.” Cohorts are used for analyzing retention.
                                                                                                    Lifetime Network Value
                     DAU                                                                            The value a user provides to your network over the course of their entire
                     Daily Active Users is the number of active users over the course of a single   “lifetime” on the network.
                     day.
                                                                                                    MAU
                     DAU/MAU                                                                        Monthly Active Users tracks the total number of users in a given month.
                     Comparing Daily Active Users to Monthly Active Users shows roughly how many
                     days per month your average user engages with your game. It is strongly        Re-Engagement
                     correlated with social gaming success.                                         Re-engagement is how you get users who have quit playing to come back. It
                                                                                                    includes re-engaging gamers who have been signed off for an hour, a day, a
                     Engagement                                                                     month, or more.
                     Engagement measures how long users spend playing your game. How many
                     features do they access? Are they spending hours or seconds? How many          Retention
                     pages does the average user view? What percentage are returning visitors?      Retention is how well you maintain your userbase.

                     Entry Event                                                                    Viral Rate/Virality
                     The first action a user performs when they enter the game.                     Measured by K Factor, the Viral Rate/Virality shows how much your users are
                                                                                                    promoting, evangelizing and spreading your game.




                    Source: http://bit.ly/sgglossary
Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
APPENDIX


                      SOCIAL GAMING DYNAMICS
                      • The new “Hardcore” Social Gamer is
                                 a midwest mom
                      •          Think friends not gamers
                      •          Part of value is bringing friends
                                 together
                      •          Respect the user
                      •          Add value




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
APPENDIX




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
APPENDIX


                SOCIALGAMING STATISTICS
                                 Capturing share from Social Networks, Email and Portals?




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
APPENDIX


                SOCIALGAMING STATISTICS




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
APPENDIX


                SOCIALGAMING STATISTICS                            Time spent on internet activites




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
APPENDIX


                SOCIALGAMING STATISTICS
                     • Social Gaming inspires a majority of daily and
                       weekly play
                     • Gender and age change based on the world
                       and activities
                     • While average demographic composition
                       skews slightly male, average time and
                       engagement skews female




Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved

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Social Gaming Overview: Too Big To Ignore

  • 1. SOCIAL GAMING OVERVIEW @MARKSILVA @KIMJAMES @TIMECHANGE @KIMKYAW TOO BIG TO IGNORE #SOCIALGAMING 4/12/11 ADTECH SF Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 2. OUTLINE Contents • Overview @MARKSILVA • Dynamics @KIMJAMES • NEXON+Asia @TIMECHANGE • International Trends @KIMKYAW • Toyota Pwns Social Gaming • Appendix #SOCIALGAMING Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved 4680
  • 3. OVERVIEW TOO BIG TO IGNORE 50000000 Top Social Game apps earn the reach of TVs top- rated shows, the 37500000 Dancing With he Stars engagement of an addictive game and the ol 25000000 American Id popular culture impact of CityVille FarmVille Rock and Hollywood TX HodeEm 12500000 NCIS stature. NCAA Frontier Ville Sources: 1) Nielsen TV Ratings: 3/28/11 2) AllFacebook.com 0 Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved TV Social Gaming
  • 4. OVERVIEW IT’S THAT BIG Facebook-Like Growth and Scale • Over half of Facebook’s 500 million users play Social Games • Every other check-in for Facebook is for Social Gaming Source: AllFacebook.com August 2010 Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 5. OVERVIEW BIGGER THAN GAMING • Social Gaming is tracking Facebook’s ongoing growth eclipsing the reach and engagement of most media • Social Games eclipse classic, console-based games in audience by over 10-times Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 6. OVERVIEW IT’S THAT BIG Bigger Than... • The Population of England on any day and the US any month • Email--Social Gaming passed email in 2010 to become 2nd leading activity online with >10% time use • Any other Social Network Source: AllFacebook.com August 2010 Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 7. OVERVIEW BIGGER THAN SHREK? “I would like to be [Zynga CEO] Mark Pincus. He has nailed the next killer app, the next compelling thing that’s going to happen in media.” Jeffrey Katzenberg CEO, Dreamworks Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 8. OVERVIEW BIGGEST & BEST EVER “Zynga is the most-profitable, fastest-growing, and has the happiest customers of any company that Kleiner Perkins has invested in.” John Doerr VC, Kleiner Perkins Caufield & Byers Investors in Amazon, Google, Intuit Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 9. OVERVIEW PLAYERS AND WORLDS A quick tour of the leading players in Social Gaming Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 10. OVERVIEW PLAYERS AND WORLDS Snapshot of leading players in Social Gaming 268,386,159 36,367,080 18, 763, 314 MAU MAU MAU Monthly Active Users Monthly Active Users Monthly Active Users 58,370,803 5,753,580 2,147,100 DAU DAU DAU Daily Active Users Daily Active Users Daily Active Users Source: http://www.appdata.com/leaderboard/developers Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 11. OVERVIEW • Zynga leads Social Games with the #1 blockbuster hit, CityVille, and a most of the top-20 Social Games • As a network Zynga engages 250+ million players/month • We see Zynga making Social Games a network unto itself Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 12. OVERVIEW • EA/Playfish is a leading developer engaging 35+ million players a month • Developing Social Gaming versions of popular EA titles • We see Playfish bringing more of its Gaming DNA and cross-device integration into its aproach Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 13. OVERVIEW • Playdom is a leading player in Social Gaming engaging 18+ million players each month • Cable TV-size audiences for Social Gaming • With Disney acquision , we see a publishing/media model emerging for Playdom and expect Disney Network IP for the platform Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 14. OVERVIEW • As you can imagine in a space that has grown meteorically in the past 24-months, many other players exist and more entering each month • We can expect to see indie developers produce hits and have a key role in the space Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 15. DYNAMICS MORE THAN FUN & GAMES • Social Networks create a “rich-get-richer” dynamic where early and fast movers dominate as their footprint grows • Zynga grew aggressively through user and developer acquisition • In addition to great games, Zynga learned how to optimize its transactions and network effect • Applying this dynamic, Zynga built FrontierVille to the #2 World in under 30 days then CityVille to 100m users in under 8 weeks • Zynga’s rapid ascension and distribution creates significant barriers to replication Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 16. DYNAMICS NOT FOR AMATEURS • Pace of innovation and optimization is continual-- too fast to attempt replicating or “DIY” • Strong agency recommendation: Collaborate over DIY Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 17. DYNAMICS ENTERING THESE WORLDS • Advertising is less than 10% of revenues and Social Games monetize only 1-5% of users • Beyond endemic placements (ingredients in FarmVille or CPG brands in Cafe World, for instance) look to aligning values and audience • Seek fit and utility, not just reach and demographics Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 18. DYNAMICS A DIFFERENT GAMER FOR EVERY GAME Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 19. DYNAMICS SOCIAL GAMERS KEY VALUES • Games are a way to amplify fun had with friends • Social Gaming is more about getting together with friends than the game itself Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 20. DYNAMICS LEVELS OF COMMITMENT Br a n Br a n N ew Mult Build i 1 2 3 4 5 de de -C Ga a Game h d Ga m d V ir t u me M ns ann ion tio el e s ec s Interac t al Integra G o od hanic Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 21. DYNAMICS Br a n LEVELS OF COMMITMENT 1 de d V ir t u s al G o od 1. Branded Virtual Goods • The lowest level is a branded virtual good or service. Just put your name on it. • This can be thought of like a media buy. Doesn’t really affect game play in a branded way, but not to be discounted. The right good for the right brand can be very effective. Time frame: weeks to months Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 22. DYNAMICS DPSU+RESTAURANT CITY Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 23. DYNAMICS Br a n LEVELS OF COMMITMENT 2 de d Ga m ns tio e Interac 2. Branded Interactions - Existing Game Mechanics • Involves creating custom branded items that give customized rewards within existing game mechanics that can reflect brand values. • For instance, specific brand-centric power-ups or rewards that can affect characters, earn further game rewards or be gifted to others. Time frame: three to four months Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 24. DYNAMICS BING + ZYNGA Microsoft launched Bing with great fanfare in traditional media, online and in FarmVille. Users clicked from Bing logos to like the search engine in Facebook. Results: Bing acquired 425,000 new fans, a 360% jump in less than one day. 70% of them visited Bing in the following month. Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 25. DYNAMICS PUBLIC ENEMY WARS Universal dropped John Depp/Dillinger into Mafia Wars with killer results Gaming mechanic: task achievement earned points, energy, status Results: • Nearly 1 billion impressions • 54mm loot interactions • 44mm jobs completed • 19 million unique players • STRONG DVD sales Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 26. DYNAMICS GOOD MONEY By offering custom virtual goods that improved the performance of crops Zynga raised over $1.5 million dollars for Haiti in the first month and $3 million overall. Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 27. DYNAMICS N ew LEVELS OF COMMITMENT 3 Ga me M ec s hanic 3. Branded Interactions - New Game Mechanics This is a large custom build. Not just a product or a power-up, but something like a large, branded build out (a bar in a restaurant or a kitchen area with specific game play) or even as large as an independent venue (café, shop, etc.) Time frame: three to four months At this level, services like tracking and analytics may become part of the package. Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 28. DYNAMICS GATORADE + EA SPORTS Gatorade wanted to reach highly engaged, difficult to target young athletic male audience to drive product sales. They integrated their product in authentic ways across multiple EA Sports titles. • 24% volume increase in purchases within user group • Positive ROI of $3 earned-$1 spent • Product penetration increased 9% among Gatorade Bath Cheat Code new consumers of the brand. Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 29. DYNAMICS Mult LEVELS OF COMMITMENT 4 i -C h anne t ion l Integra 4. Multi-Channel Integrated Campaign Involves tying multiple channels (including online and offline) together into an immersive, well-branded campaign. Involves a high-degree of planning and requires significantly longer lead time and coordinated involvement by multiple parties. Big Idea thinking combined with specialists needed for retail components, sweeps, and any 360º production and execution. Time frame: four months to eight months Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 30. DYNAMICS ZYNGA + 7-11 Consumers earned virtual gifts for buying anything program related. Buy. Specially marked items from 7-Eleven. Earn. Codes for exclusive virtual gifts. Play. Get a leg up on your friends. How it Performed: • Impacted nearly every KPI in retail: • Daypart • Frequency • Demographic diversification • Basket mix • Favorability Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 31. @KIMJAMES Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 32. [ Gaming in Asia ] • The State of Gaming in Asia • Introduction to Nexon and our Games • In Game Advertising will it ever take off? Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 33. [ What is Online Gaming?] • Synchronous/Concurrent Play with other users through the internet • Access through PC or Mobile Devices • Immersive Content provided as a service than product. Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 34. [ Global Online Game Market Size ] South America Asia CAGR Europe North America 22% 2007 2008 2009 2010(E) 2011(E) 2012(E) Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 35. [ Global Game Market Size ] Global Game Market Global Online Game Market 14.7% 144,149 132,609 125,425 115,702 117,372 100,754 2007 2008 2009 2010(E) 2011(E) 2012(E) [Unit: million USD] Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 36. [ Global Online Game Market Share ] South America Asia Europe North America Japan 11% SE Asia 11% Korea 33% China 45% 2007 2008 2009 2010(E) 2011(E) 2012(E) Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 37. [ Success Factors ] • Technical Infrastructure (Broadband, Mobile networks) • Billing Infrastructure • Cultural and Social Factors Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 38. [ The Growth Trend ] Annual double digit growth 771 EBITDA Revenue 45% 5-year CAGR 52% 10-year CAGR 551 389 384.0 326 306.6 256 211 147.4 128.7 86 102.0 103.1 41 56 24 12.8 21.3 22.1 27.2 22 0.41 0.42 4.88 15.9 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010(E) [Unit: million USD] Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 39. a Service, not a Product VS. Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 40. [ The Games of Nexon] Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 41. 200M+ 1 of 6 2.4m Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 42. 1,000/day 175,995,500 1,500/day Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 43. COMMUNITY CONNECTIONCOMPETITION CONTENT PC, MOBILE, SOCIAL FOR THE CONNECTED USER Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 44. [ SNG: The New Frontier] • Larger User Base • New demographic groups • Viral Social Graph Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 45. [ InGameAds: Why haven’t they work?] • Recycle or repurpose of existing assets • Lack of Value to the user • No clear metrics Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 46. [ Some Successful Examples] Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 47. [ Virtual Goods: The Value Matrix] • Decorative Items vs. Ability Items • Set Items, Limited Edition Items Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 48. [ Successful Campaigns=Investments] • Trail and Error= Time and Effort • Online Games : Real Time, Interactive Platform • Invest time and money to define: Value of Items Metrics, Online, Mobile, Offline, UX Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 49. SECTION TITLE GLOBAL TRENDS IN SOCIAL GAMING TIM CHANG PARTNER, NORWEST VENTURE PARTNERS @TIMECHANGE Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 50. SECTION TITLE  Norwest Venture Partners Overview: ‣ Inception in 1961 ‣ Funded more than 400 companies ‣ Managing >$3.7B in venture capital ‣ Current fund of $1.2B raised in 12/09 ‣ Global VC firm based in Palo Alto, CA – investing in US, India, China, Israel ‣ Consistently ranked in top quartile of venture capital firms  Gaming/Gamification-related Investments: Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 51. SECTION TITLE  Global Trends Overview: ‣ The Social Gaming Warfront and Landgrab has Expanded Beyond the US ‣ Players Battling for Distribution Power, New Revenue Streams, Talent Acquisition ‣ Mobile is the New Hope for Social Gaming ‣ New Publishing Models Emerging Across Regions ‣ Facebook Global Growth vs. Incumbent Networks ‣ New Genres Emerging Beyond Copycat “x-Ville” Games Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 52. SECTION TITLE  What Is Everyone Battling Over? ‣ New Revenue Streams ‣ Distribution Power ‣ Talent Acquisition Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 53. SECTION TITLE Global Battleground Snapshot  Japan: (New Revenue Streams) ‣ Small market (DAUs), high ARPU ‣ Players used to freemium + MTX model, and paying via mobile) ‣ 80% mobile (Flash-supported on legacy phones = no app builds needed) ‣ 3 different networks: DeNA, GREE, Mixi – opening app platforms and expanding into US, China, etc Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 54. SECTION TITLE Global Battleground Snapshot  China: (Talent Acquisition; Distribution and Revenues Still Challenging) ‣ Large market (DAUs), low ARPU ‣ Familiarity with freemium + MTX via MMO games + virtual goods on QQ ‣ Primarily online play; smartphone apps still on the come ‣ 1 dominant network (Tencent QQ), 3 challengers (Kaixin001, RenRen, 51) – not fully open platforms yet, poor revenue splits ‣ Lower cost labor pool ‣ MMO companies and Tencent entering US for IP and Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 55. SECTION TITLE Global Battleground Snapshot  Korea: ‣ Traditionally a hardcore/midcore gaming market: MMO RPGs, client downloads ‣ NHN, Nexon aggressively expanding overseas ‣ Best-suited for midcore if free to play MMO companies go browser-based and leverage social networks for publishing Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 56. SECTION TITLE Global Battleground Snapshot  Brazil: ‣ VERY social player base: Orkut is dominant network, with Facebook growing quickly ‣ Payment methods remain challenging, but on the rise with healthy ARPU ‣ Native players like Mentez and Vostu looking to dominate distribution before Zynga and others can enter via Facebook Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 57. SECTION TITLE Global Battleground Snapshot  Russia: ‣ Kontakti is incumbent social network leader ‣ “Importer Publishers” like i-Jet often critical for market entry ‣ Tricky region to operate in… Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 58. SECTION TITLE Global Battleground Snapshot  India: ‣ Still nascent – big potential for mobile social gaming as grey market Android smartphones gain adoption Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 59. SECTION TITLE Mobile Social Gaming: The Shiny New Toy • Ngmoco brought the social gaming model to mobile, and created > $400M of value in barely 2 years… • …attracting a string of copycats and bandwagon jumpers, desperate to get off of Facebook and away from battling Zynga • iOS App Store is a wide-open playing field since the 3 Pillars of Facebook social gaming don’t apply: • iOS App Store is extremely noisy though, giving rise to: • Android is Next Big Thing…if In App Purchases work • Tablets may enable whole new genres of mobile social games Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 60. SECTION TITLE New Publishing Models Across Regions: • Some US publishers like Zynga “going direct” by hiring or acquiring teams to launch localized versions of their games into Japan, Europe, etc. • Others using localization partners to publish and operate their games overseas: Mentez, 6waves, i-Jet, etc. • Publishing partner needed if regional social networks, payment methods, and player tastes are significantly different • Overseas publishers like Tencent also trying to do the same in the US market, but have failed to compete with Facebook… (trying mobile now instead – DeNA/ngmoco) • Approaches: - Local team building original IP - Copy and localize (the rip-off strategy) - License and localize - Co-develop and rev share • Lessons learned: owning IP is important; access to source code for true localization is critical Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 61. SECTION TITLE What’s Next? • If Facebook dominates more of the global online social gaming market, will import/export publishers go away? • Will dominant mobile social gaming networks arise in the US, giving challenge to Facebook? • Asian free2play game companies are poised to bring “midcore” gaming to social platforms – an area that’s hard for Zynga to copy and compete in? • The end of Social Gaming 1.0 is nearing – what are the next big genres after copycat Farm/City/Pet/ Fish games? (Midcore? ARG? Truly social games? Casual MMO RPG? Social RTS? Youth Edutainment?)l Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 62. TOYOTA PRIUS FAMILY GAMING REVEAL @KIMKYAW Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 63. Objectives & Strategies  Objectives ‣ Build awareness of the new Prius Family portfolio ‣ Increase brand favorability and purchase consideration  Strategies ‣ Leverage the entire gaming eco system ‣ Engage consumers: enhance experiences, encourage positive action, and add value ‣ Foster social interaction and viral sharing on YouTube, Facebook etc.  Prius Target: “Eco Modernists” Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 64. Why Gaming for Prius?  Gaming fits with the Prius mindset as it provides an outlet for creativity and sharing  Gamers are auto influencers and decision makers ‣ 48% of gamers provide frequent advice about automotives  Strong in-game branding experiences lead to: ‣ Increased awareness ‣ Purchase intent ‣ Positive lift in perception Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 65. Utilize Gaming Eco System Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 66. Partnerships Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 67. Car Town  Top 20 game on Facebook: 8MM users  Leverage a large user base of auto enthusiasts to generate buzz  Program description: ‣ Virtual Prius Showroom opens simultaneously with the Detroit Autoshow ‣ Users vote for the favorite plural and receive a T-Shirt ‣ Prius Family models become available for in-game purchase ‣ Collecting all four vehicles grows coins on Family Prius Tree ‣ Prius c concept available for free for those who “Like” the Prius page Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 68. CarTown Video Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 69. Measuring Success  Prius Showroom Total visits: 13.3MM ‣ Prius Plural Unique Votes: 1.5MM (80% of Total Prius Goes Plural Votes) ‣ Prius Video Plays: 1.4MM (90% of all showroom visitors watched video)  Prius is the #1 largest market share (in units) of any model in CarTown ‣ Increased from .04% to 14%  Toyota Prius Facebook Fan Page Prius c Integration: ‣ 147% Growth ‣ Average Fan Retention rate of 96% (Like vs Unlike) Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 70. EA: Monopoly  2nd fastest growing app on Facebook * ‣ Launched on 1/26, over 5MM players as of 3/28  Ownership of Monopoly across all game platforms: mobile, tablet, PC, Facebook  Program description: ‣ In-game integration encourages sharing and time spent with the brand ‣ Positive impact and authentic integration ‣ Custom Prius Mover ‣ Green “Eco” homes to gift to others Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 71. Video Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 72. Measuring Success  More than 800,000 Prius movers and Green Eco Houses gifted  More than 250,000 Green Eco Houses purchased for gold Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 73. Little Big Planet 2  Allows gamers to play, create and share Prius inspired content  Custom Prius level built into the game  Program description: ‣ Timing: 1/18/11 – 3/31/11 ‣ Developer made “LittleBigPrius” level - Animated XMB theme - Prius model featured in Central Square of HOME ‣ Prius items were given to users to create their own Prius levels for the contest ‣ Along with prizing, winner received presence in Playstation HOME , in-game and on Playstation network Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 74. Video Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 75. Measuring Success  Prius LBP2 Level ranks (out of 4MM total) ‣ rank #9 for “most hearted” level ‣ rank #16 for “most played” level ‣ 81% completion rate amongst players (as of 3/3)  Contest Stats: - On average 10 minutes to complete level ‣ 897 contest entries ‣ contest winner: ‘eco adventure’ - 798 total plays, hearted 243 times Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 76. Learning  Gaming can be used to achieve various media objectives  Allows for unique and innovative advertising integrations beyond the realm of traditional media  Partnership opportunities require extensive lead times for asset development  Social gaming can successfully grow fan base  Increase brand recognition and positive association by enhancing organic in-game user experience  Advertiser must provide 3D render data to partners to be able to include the vehicle in-game  Audience sensitivity is higher in gaming than other media Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 77. Q&A DISCUSSION #SOCIALGAMING • @KIMJAMES • @KIMKYAW • @TIMECHANGE • @MARKSILVA Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 78. APPENDIX RESOURCES • Bookmarks: Delicious.com/marksilva/socialgaming • Latest version of this presentation Slideshare.net/marksilva Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 79. APPENDIX GLOSSARY ARPU Exit Event Average Revenue Per User is measured as total revenue divided by the number The last actions a user performs before exiting the game. of subscribers. K Factor Churn K Factor measures the virality of your product. The turnover rate of a social game’s active players. Churn refers to this K Factor = (Infection Rate) * (Conversion Rate). constant loss and gain of members. • An Infection Rate is how much a given user exposes the game to other players. Cohort • A conversion rate is when that “infection” results in a new sign up. “A group of subjects who have shared a particular experience during a Ex. A K Factor of 1 means every member is bringing you one additional member. particular time span.” Cohorts are used for analyzing retention. Lifetime Network Value DAU The value a user provides to your network over the course of their entire Daily Active Users is the number of active users over the course of a single “lifetime” on the network. day. MAU DAU/MAU Monthly Active Users tracks the total number of users in a given month. Comparing Daily Active Users to Monthly Active Users shows roughly how many days per month your average user engages with your game. It is strongly Re-Engagement correlated with social gaming success. Re-engagement is how you get users who have quit playing to come back. It includes re-engaging gamers who have been signed off for an hour, a day, a Engagement month, or more. Engagement measures how long users spend playing your game. How many features do they access? Are they spending hours or seconds? How many Retention pages does the average user view? What percentage are returning visitors? Retention is how well you maintain your userbase. Entry Event Viral Rate/Virality The first action a user performs when they enter the game. Measured by K Factor, the Viral Rate/Virality shows how much your users are promoting, evangelizing and spreading your game. Source: http://bit.ly/sgglossary Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 80. APPENDIX SOCIAL GAMING DYNAMICS • The new “Hardcore” Social Gamer is a midwest mom • Think friends not gamers • Part of value is bringing friends together • Respect the user • Add value Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 81. APPENDIX Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 82. APPENDIX SOCIALGAMING STATISTICS Capturing share from Social Networks, Email and Portals? Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 83. APPENDIX SOCIALGAMING STATISTICS Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 84. APPENDIX SOCIALGAMING STATISTICS Time spent on internet activites Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
  • 85. APPENDIX SOCIALGAMING STATISTICS • Social Gaming inspires a majority of daily and weekly play • Gender and age change based on the world and activities • While average demographic composition skews slightly male, average time and engagement skews female Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved