GAMING
TRENDS
DEMOGRAPHIC
   SHIFTS
WHO PLAYS COMPUTER AND VIDEO GAMES?




            65%
    OF AMERICAN HOUSEHOLDS
   PLAY COMPUTER VIDEO GAMES


        ...
COMING UP NEXT



   A society
 born in gaming




                  Image: PlayStation 2 “Baby”   4 | 57
SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s


                               Tweens & Teenagers
                       ...
SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION




   Change of focus:
18-35 years old core
       male gamers




      ...
SHIFT IN AGES: TODAY


    Age of U.S. game players
Today, the average game player age is 32




                        2...
SHIFT IN AGES: TODAY

    Age of U.S. game players
Today, the average game player age is 32


20% 45-54 years            1...
SHIFT IN GENDER: THE GIRL POWER



 Gender of U.S.
 game players



40%
Female
          60%
           Male




         ...
SHIFT IN BEHAVIOR


 The way we consume video games today has changed.
People don’t spend hours playing video games anymor...
SHIFT IN BEHAVIOR
WHAT DOES Wii’S SUCCESS TEACH US?



                Create devotees out of
                people who d...
SHIFT IN BEHAVIOR
   WHAT DOES Wii’S SUCCESS TEACH US?



A strategy of “and”
    Hard core & Casual




                 ...
SHIFT IN BEHAVIOR
MAINSTREAM GAMES EVOLVING TO SEDUCE CASUALS




                                              13 | 57
SHIFT IN BEHAVIOR
           THE EMERGENCE OF SOCIAL GAMING



        59%
   OF GAMERS PLAY
WITH OTHER GAMERS
        IN ...
GAMING
UBIQUITY
GAMES ARE ENJOYED ON AN
INCREASINGLY DIVERSE ARRAY OF SCREENS




                                        16 | 57
GAME & WATCH:
 CONSOLES OR
 MEDIA HUBS?
GAMING IS PROGRESSIVELY MOVING
FROM THE BEDROOM TO THE LIVING ROOM




                                      18 | 57
FROM GAMING CONSOLES TO
SCHIZOPHRENIC ENTERTAINMENT HUBS




           Gaming hardware
            Technology toy
       ...
THE CONVERGENCE OF ENTERTAINMENT




   Media initiatives
Xbox Video Marketplace
    Netflix partnership
            BBC i...
CONNECTED
  GAMING
NEXT GENERATION IS NOT DEFINED BY
TECHNOLOGY BUT CONNECTIVITY/COMMUNITY



                 76%ARE
                 OF USE...
THE NEW GENERATION OF CONSOLES IS NOT DEFINED BY
   TECHNOLOGY BUT BY CONNECTIVITY/COMMUNITY




             49%
        ...
MOST RECENT GAMES ARE ONLINE-ENABLED




                                Image: Grand Theft Auto 4   24 | 57
THE ADVENT OF MMOGs

                 MMOG Active Subscriptions
                (in millions, for games with 200,000+)
10M...
TALES OF A USER-GENERATION




Communities are increasingly involved in
   the expansion of the experience

              ...
HALO 3



 30% more uploads of
user-generated content
(machinima, maps, etc.)
  than YouTube videos
 during the first mont...
LITTLE BIG PLANET’S CREATION TOOLS




Create your levels/share them/monetize them?
          The first gaming economy?

 ...
GUITAR HERO: WORLD TOUR MUSIC CREATOR



                       Create your songs
                       Share them




  ...
SPORE’S CREATURE GENERATOR




         2 million creatures created
           and shared in a month




                 ...
Spore: YouTube Integration


  Upload videos of
 your creations on
YouTube in 2 clicks




                               ...
DIY (DEVELOP IT YOURSELF) INITIATIVES


Development & distribution tools
     for independent developers




             ...
PLAYSTATION HOME




                   Image: PlayStation Home   33 | 57
KEY LEARNING




 Gamers cease to be consumers
and start to become contributors




                             Image: Pl...
DIRECT
DISTRIBUTION
DIGITAL DISTRIBUTION PUTTING
THE SQUEEZE ON TRADITIONAL RETAIL




         The end of the box?
      Gaming is embracing ...
DIGITAL DISTRIBUTION PUTTING
THE SQUEEZE ON TRADITIONAL RETAIL




                              Entire game
             ...
UNLOCKING NEW BUSINESS MODELS




  Pay-per-play logic
   Monthly subscriptions
Episodic distribution, etc.




          ...
VIDEO GAME
 INDUSTRY
 MATURING
GAMING IS NOW BIGGER THAN DVDs,
BOX OFFICE, MOVIE RENTALS, BOOKS OR MUSIC



       A $34 billion industry worldwide
     ...
THE CONNECTION BETWEEN GAMES
      AND MOVIES IS NOW TIGHTER THAN EVER


Tighter connection
than ever between
games and mo...
THE NATURE OF GAMING/MOVIE’S
  LOVE STORY HAS CHANGED




                          High-profile
                         ...
GAMING IS NOW POWERFUL ENOUGH
TO GENERATE MULTIMEDIA FRANCHISES




                Gaming now
                generates i...
ADVERTISING
AND GAMING
VIDEOGAMES BECOMING
     AN ADVERTISING CHANNEL

Projected U.S. in-game video ad revenue
                                 ...
Video
Case Study      BURGER KING ADVERGAMES

             3.22 million titles sold at $3.99 each




                    ...
IN-GAME ADVERTISING
EXAMPLE: OBAMA CAMPAIGN 2008




                         In-game
                         advertising...
PRODUCT PLACEMENT
EXAMPLE: METAL GEAR SOLID 4




                              Images: Metal Gear Solid 4   48 | 57
MARKETING PARTNERSHIPS
  NIVEA/SPLINTER CELL TIE-IN



                                      Nivea For Men
               ...
RADICAL EVOLUTION
OF HOW VIDEO GAMES
  ARE ADVERTISED
Video Case
Study
                WHAT TO LEARN FROM HALO 3?                                        See the
               ...
See the
website
           WHAT TO LEARN FROM BIOSHOCK?
                  INTEGRATED VIRAL CAMPAIGN




    “The Cult of R...
FAN SERVICE: CREATE AND FOSTER COMMUNITIES


                               “The nature of
                               ...
THANK YOU FOR NOT BOOING
 OR THROWING TOMATOES.

         Jérôme Sudan
         Account Planner
      www.advertisingpawn....
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Video Gaming Trends

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54 oh-my-god-this-is-awesome slides packed with dare, motherly affection, and a good dash of future; to better grasp where gaming stands today.

More on video games marketing & advertising: http://www.flipflapwax.com

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  • I really liked this presentation. I'd appreciate it f you could kindly share more as it was well put together.

    The download link you provided for this slide isn't working so I would suggest adding a new link or visiting this one I made. gg.gg/SetupZIP
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  • I Got The Full File, I Just Wanna Share to You Guyszz.. It's Working You Can The Download The Full File + Instructions Here : http://gg.gg/setupexe
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  • Very cool slideshow! I would never throw tomatoes at it! I used it as an example for my Excel class, thank you for making it fun :)
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  • Very nice presentation! There were some surprises for me.
    Like the diversity in age and the relation between males and females. I would have thought that guys play more videogames...
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Video Gaming Trends

  1. 1. GAMING TRENDS
  2. 2. DEMOGRAPHIC SHIFTS
  3. 3. WHO PLAYS COMPUTER AND VIDEO GAMES? 65% OF AMERICAN HOUSEHOLDS PLAY COMPUTER VIDEO GAMES Source: ESA “Essential Facts”, 2008 3 | 57
  4. 4. COMING UP NEXT A society born in gaming Image: PlayStation 2 “Baby” 4 | 57
  5. 5. SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s Tweens & Teenagers reigning supreme Image: PlayStation 3 “God” 5 | 57
  6. 6. SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION Change of focus: 18-35 years old core male gamers Image: PSP “Blind” 6 | 57
  7. 7. SHIFT IN AGES: TODAY Age of U.S. game players Today, the average game player age is 32 25% under 18 years 49% 18-49 years 26% over 50 years Source: ESA, 2008 + IGN’s “Are You Game” from November 2008 7 | 57
  8. 8. SHIFT IN AGES: TODAY Age of U.S. game players Today, the average game player age is 32 20% 45-54 years 17% 45-54 years 20% 35-44 years 20% 35-44 years 22% 25-34 years 27% 25-34 years 19% 18-24 years 16% 18-24 years 17% 12-17 years 22% 12-17 years New gamers Established gamers (<2 years) (>2 years) Source: IGN’s “Are You Game” from November 2008 8 | 57
  9. 9. SHIFT IN GENDER: THE GIRL POWER Gender of U.S. game players 40% Female 60% Male Source: ESA “Essential Facts”, 2008 | Image: Nintendo DS Lite “Woman” 9 | 57
  10. 10. SHIFT IN BEHAVIOR The way we consume video games today has changed. People don’t spend hours playing video games anymore. Image: Lego “PlayStation” 10 | 57
  11. 11. SHIFT IN BEHAVIOR WHAT DOES Wii’S SUCCESS TEACH US? Create devotees out of people who didn’t consider themselves as gamers (and who, often, still don’t) 11 | 57
  12. 12. SHIFT IN BEHAVIOR WHAT DOES Wii’S SUCCESS TEACH US? A strategy of “and” Hard core & Casual 12 | 57
  13. 13. SHIFT IN BEHAVIOR MAINSTREAM GAMES EVOLVING TO SEDUCE CASUALS 13 | 57
  14. 14. SHIFT IN BEHAVIOR THE EMERGENCE OF SOCIAL GAMING 59% OF GAMERS PLAY WITH OTHER GAMERS IN PERSON. Source: ESA “Essential Facts”, 2008 | Visual: PlayStation 2 “Mould” 14 | 57
  15. 15. GAMING UBIQUITY
  16. 16. GAMES ARE ENJOYED ON AN INCREASINGLY DIVERSE ARRAY OF SCREENS 16 | 57
  17. 17. GAME & WATCH: CONSOLES OR MEDIA HUBS?
  18. 18. GAMING IS PROGRESSIVELY MOVING FROM THE BEDROOM TO THE LIVING ROOM 18 | 57
  19. 19. FROM GAMING CONSOLES TO SCHIZOPHRENIC ENTERTAINMENT HUBS Gaming hardware Technology toy Music platform TV/Set-top box Blu-Ray player Online video Photo album Web browsing 19 | 57
  20. 20. THE CONVERGENCE OF ENTERTAINMENT Media initiatives Xbox Video Marketplace Netflix partnership BBC iPlayer PS3 PlayTV etc. 20 | 57
  21. 21. CONNECTED GAMING
  22. 22. NEXT GENERATION IS NOT DEFINED BY TECHNOLOGY BUT CONNECTIVITY/COMMUNITY 76%ARE OF USERS ONLINE GAMERS 70%ARE 40% LIVE OF USERS HAVE AN XBOX ONLINE GAMERS GOLD ACCOUNT (VS. 10% ON XBOX 1) 70%ARE OF USERS ONLINE GAMERS Sources: NPD Study, October 2007 | ESA, 2008 22 | 57
  23. 23. THE NEW GENERATION OF CONSOLES IS NOT DEFINED BY TECHNOLOGY BUT BY CONNECTIVITY/COMMUNITY 49% OF GAMERS PLAY GAMES ONLINE AT LEAST ONE HOUR PER WEEK Source: NPD Study, October 2007 | ESA, 2008 23 | 57
  24. 24. MOST RECENT GAMES ARE ONLINE-ENABLED Image: Grand Theft Auto 4 24 | 57
  25. 25. THE ADVENT OF MMOGs MMOG Active Subscriptions (in millions, for games with 200,000+) 10M World of Warcraft Lineage 9M Everquest 8M Dark Age of Camelot RuneScape 7M Final Fantasy XI Dofus 6M Everquest II Lineage II 5M Ultima Online 4M 3M 2M 1M 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 Source: MMOG Charts, April 2008 25 | 57
  26. 26. TALES OF A USER-GENERATION Communities are increasingly involved in the expansion of the experience Image: Try“Lubricant Gel” 26 | 57
  27. 27. HALO 3 30% more uploads of user-generated content (machinima, maps, etc.) than YouTube videos during the first month Source: Microsoft keynote, GDC 2008 | Image: Halo 3 27 | 57
  28. 28. LITTLE BIG PLANET’S CREATION TOOLS Create your levels/share them/monetize them? The first gaming economy? Source: Press conference with David Reeves, President SCEE | Image: Little Big Planet 28 | 57
  29. 29. GUITAR HERO: WORLD TOUR MUSIC CREATOR Create your songs Share them Image: Guitar Hero World Tour 29 | 57
  30. 30. SPORE’S CREATURE GENERATOR 2 million creatures created and shared in a month Images: Spore 30 | 57
  31. 31. Spore: YouTube Integration Upload videos of your creations on YouTube in 2 clicks Watch  the Case  Study 31 | XX
  32. 32. DIY (DEVELOP IT YOURSELF) INITIATIVES Development & distribution tools for independent developers Image: David Perry’s Project Top Secret 32 | 57
  33. 33. PLAYSTATION HOME Image: PlayStation Home 33 | 57
  34. 34. KEY LEARNING Gamers cease to be consumers and start to become contributors Image: PlayStation Home 34 | 57
  35. 35. DIRECT DISTRIBUTION
  36. 36. DIGITAL DISTRIBUTION PUTTING THE SQUEEZE ON TRADITIONAL RETAIL The end of the box? Gaming is embracing online as a potential distribution medium Image: Warhawk 36 | 57
  37. 37. DIGITAL DISTRIBUTION PUTTING THE SQUEEZE ON TRADITIONAL RETAIL Entire game libraries online Steam, Metaboli, GameTap, etc. Image: Half Life 2 37 | 57
  38. 38. UNLOCKING NEW BUSINESS MODELS Pay-per-play logic Monthly subscriptions Episodic distribution, etc. Image: World of Warcraft 38 | 57
  39. 39. VIDEO GAME INDUSTRY MATURING
  40. 40. GAMING IS NOW BIGGER THAN DVDs, BOX OFFICE, MOVIE RENTALS, BOOKS OR MUSIC A $34 billion industry worldwide Asia: $11.5 billion Europe: $11.4 billion U.S.: $10.7 billion Sources: Wired, 2008 | GamesIndustry, 2008 | ESA “Essential Facts”, 2008 | NPD Group/Retail Tracking Service 40 | 57
  41. 41. THE CONNECTION BETWEEN GAMES AND MOVIES IS NOW TIGHTER THAN EVER Tighter connection than ever between games and movies Image: Wall-e 41 | 57
  42. 42. THE NATURE OF GAMING/MOVIE’S LOVE STORY HAS CHANGED High-profile brains coming from the movie industry to experiment Image: Prince of Persia 42 | 57
  43. 43. GAMING IS NOW POWERFUL ENOUGH TO GENERATE MULTIMEDIA FRANCHISES Gaming now generates its own franchises Image: God of War 43 | 57
  44. 44. ADVERTISING AND GAMING
  45. 45. VIDEOGAMES BECOMING AN ADVERTISING CHANNEL Projected U.S. in-game video ad revenue $829 $665 $502 $346 2006 2007 2008 2009 Source: eMarketer, April 2007 / Advertising Age Fact Pack, 2008 45 | 57
  46. 46. Video Case Study BURGER KING ADVERGAMES 3.22 million titles sold at $3.99 each Source: Microsoft official sales numbers, 2007 | Cannes Lions awards archive, 2008 46 | 57
  47. 47. IN-GAME ADVERTISING EXAMPLE: OBAMA CAMPAIGN 2008 In-game advertising specialists Massive IGA Worldwide Double Fusion GameCreative NeoEdge Jogo 47 | 57
  48. 48. PRODUCT PLACEMENT EXAMPLE: METAL GEAR SOLID 4 Images: Metal Gear Solid 4 48 | 57
  49. 49. MARKETING PARTNERSHIPS NIVEA/SPLINTER CELL TIE-IN Nivea For Men marketing site In-game advertising program in Splinter Cell IV Dedicated standalone game Images: RDA’s ad campaign for Nivea “The Good Side” and Splinter Cell 49 | 57
  50. 50. RADICAL EVOLUTION OF HOW VIDEO GAMES ARE ADVERTISED
  51. 51. Video Case Study WHAT TO LEARN FROM HALO 3? See the website THE EPITOME OF INTEGRATED COMMUNICATIONS Integrated Campaign: One unifying message 80 executions Credits: AKQA + McCann Erickson (advertising agencies) 51 | 57
  52. 52. See the website WHAT TO LEARN FROM BIOSHOCK? INTEGRATED VIRAL CAMPAIGN “The Cult of Rapture” spread real-world evidence that this underwater utopia may have actually existed Newspaper clippings | Wikipedia definitions eBay auctions | Old radio recordings, etc. Credits: RDA International (ad agency) 52 | 57
  53. 53. FAN SERVICE: CREATE AND FOSTER COMMUNITIES “The nature of community management is one which changes constantly. Currently it’s all about videos, blogs and being on social networking sites. Those things weren’t around back in 1999. Back then all you needed was a fan site, some basic HTML knowledge and you had a public platform!” San Van Tilburgh Lionhead Community liaison officer 53 | 57
  54. 54. THANK YOU FOR NOT BOOING OR THROWING TOMATOES. Jérôme Sudan Account Planner www.advertisingpawn.com jeromesudan@yahoo.fr
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