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Mengenal tentang Facebook Game sebagai salah satu saluran untuk Branding

Mengenal tentang Facebook Game sebagai salah satu saluran untuk Branding

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  • 1. Facebook Social Games For Branding Channel
  • 2. Social Gaming Market S W TRENGTHS EAKNESSES • Brands Visibility (InGame Advertising) • Worldwide Exposure • Social Media in great growth • Low-Tech needs O PPORTUNITIES • Diversify social network platforms (MySpace, Hi5, etc) • “Niche Trend” • More time spent online • Global Internet Penetration (23% in 2008; 30% in 2012) Positive • Reliance on the Social Networks • Charge for Ads, Transactions and Space (No Free Virality) T Internal factors HREATS • Initial Stage (Fragile) • Social Networking Fatigue (Loss of Attractiveness; Fad) • Highly competitive market Negative External factors
  • 3. Simulation Games is more Popular
  • 4. Simulation Games is more Popular
  • 5. But It’s More Than Just Games Friends Play games with friends and discover others to play with Purchase virtual items and gifts for a friend in the game Virtual Gifts Purchase Facebook Credits or similar “currency” to be used in games Social Media Credits Social Games Purchase virtual items for yourself within a game to enhance your game play
  • 6. How companies make money? Developers and Distributors Social Networking Platforms Payment Providers • V-Commerce • In-Game Advertising • Sponsorships • Percentage fee of transactions, ads and space for virality • PayPal
  • 7. Zynga Founded in 2007 Already profitable (47% margin) $850 million revenues (2010) Free Games Virtual Goods X Real Money Crops (FV), Guns (MW), Treasure (TI) Over 215 million active users monthly Valued at $4.5 billion Big set of investors ($219 million) and advisors
  • 8. Virtual Worlds • Users can create Avatars – Alternative Identities – “The Sky is the Limit” • Corporate Opportunities – Advertising – V-Commerce – Marketing Research – Human Resource Management – Internal Process Management
  • 9. Second Life
  • 10. Facebook Credits • Facebook is the biggest platform for social games, so Facebook Credits are an important part of the social gaming market • You can buy Facebook Credits via credit cards, PayPal, Facebook Credits gift cards (purchased in a retail store) or mobile phone payments. You can also earn credits through special promotions. • Facebook CEO Mark Zuckerberg spoke earlier this year about wanting to create a “level playing field” for social game developers on Facebook “Making it so that there is one currency that people can take everywhere levels the playing field a bit, which is good” Zuckerberg said. http://www.facebook.com/credits/ http://www.insidefacebook.com/2010/09/19/what-zyngas-switch-to-credits-means-for-the-facebook-ecosystem/ http://www.insidefacebook.com/2010/06/22/exclusive-discussing-the-future-of-facebook-and-the-facebook-ecosystem-with-ceo-mark-zuckerberg/
  • 11. VIRAL MARKETING ADS PLACEMENT
  • 12. SPECIAL EVENTS PURCHASE
  • 13. PURCHASED VIRTUAL CASH
  • 14. BRAND PLACEMENT
  • 15. Winning at Social Gaming • • • Keys to Success: Social games require a platform, content and distribution just like any other successful game. Today, most social games are not successful, but moving forward, almost all games will have a social hook Revenue Model for the game publisher: Despite isolated deals, the revenue engine for casual gaming isn't brand advertising but virtual goods: – Game studios fear bringing in brand advertising could destroy the game experience – The main hurdle for brand advertisers is that the biggest publishers are scaling just fine without ad revenue Brands & Social Gaming: Still very early days, but options include: – In-game advertising – Custom branded games – Sponsoring existing games http://mashable.com/2010/08/11/social-gaming-business/
  • 16. Winning at Social Gaming • • • Keys to Success: Social games require a platform, content and distribution just like any other successful game. Today, most social games are not successful, but moving forward, almost all games will have a social hook Revenue Model for the game publisher: Despite isolated deals, the revenue engine for casual gaming isn't brand advertising but virtual goods: – Game studios fear bringing in brand advertising could destroy the game experience – The main hurdle for brand advertisers is that the biggest publishers are scaling just fine without ad revenue Brands & Social Gaming: Still very early days, but options include: – In-game advertising – Custom branded games – Sponsoring existing games http://mashable.com/2010/08/11/social-gaming-business/
  • 17. Some general highlights: • Two-thirds of tablet owners report playing social games each day • More than half (53%) of smartphone owners do the same • Of the 50% (ages 18-44) who play social games daily, 54% are men and 46% are women • Men play more for competition, women tend to play out of boredom The study asked respondents about playing social games in the workplace: • Nearly half (47%) confess to playing social games during a typical day at work – again more males (53%) than females (39%) • 14% play social games like FarmVille and Bejeweled Blitz at work for an hour or more • 55% of Americans said they were interested in working for a company that uses gamification to increase productivity
  • 18. Respondents were also asked about brands and their presence on social games and in social challenges: • Nearly two in five (37%) chose an online game as a preferred route to new product knowledge (second only to email, preferred by 44%) • 58% say it is important for brands to be fun and playful • 57% of those interested in completing social challenges found product discounts a “very compelling” incentive to complete them; another 37% found them “somewhat compelling” • 88% of respondents considered gaining loyalty program points to be at least “somewhat compelling” The study found that 71% of smartphone/tablet owners turned to that device when bored, leaving plenty of opportunity for social gaming (and the messages brands may incorporate into those games.) According to 57% of respondents, social games “help to pass the time when I’m bored.”
  • 19. In September 2012, 251 million people played games on Facebook, up from 226 million in September of 2011. That growth is attributed primarily to the thing Facebook is best at: social. http://mashable.com/2012/10/25/facebook-gaming/ A few interesting figures: • The money spent on video games in 2011 is more than 74 billion dollars, or an increase of 10.4% to 2010. Gartner predicts this amount to reach 112 billion dollars in 2015. • The social gaming industry represents a market of 8 billion dollars in 2011, and analysts predict 11.4 billion dollars in 2014. • The virtual goods market (the purchase of virtual goods) should reach 20.3 billion dollars in 2014. • The gaming industry should reach 54 billion dollars in 2015. • 41% of American internet users play on social games, which amount to around 98 millions people. • 2/3 of social gamers are women. • The population of mobile gamers is made of 53% of women. • The average time spent playing by social gamers is of 9.5 hours/week. http://www.sociableblog.com/2011/11/01/interesting-facts-on-social-gaming/
  • 20. Jackson, N.J., resident Eileen De Peri estimates she spends about $40 a month to buy "Farmville cash," buying items such as fuel so she can harvest her crops faster. "For a stupid game, to me that's a lot," said De Peri, who recently had 18 games on "Words with Friends," a Scrabble-like game, going at once. How big a business is it? In its recent filing with the U.S. Securities & Exchange Commission to go public, Facebook said the worldwide revenue generated from the sale of virtual goods increased from $2 billion in 2007 to $7 billion in 2010, and is forecast to increase to $15 billion by 2014. Zynga, the publisher of Farmville, Cityville and others, makes up 12% of the social media site's $3.7 billion in 2011 revenue, Facebook said. Last week, Zynga said revenue amounted to $1.1 billion in 2011, nearly double 2010's $597.4 million in revenue. "There are just so many people playing that the numbers actually not only work out positively for publishers, but in many cases can actually meet or exceed what they would have gotten had they chosen to sell the title as a full-priced retail project," Steinberg said.
  • 21. http://techcrunch.com/2013/03/10/the-social-gaming-ecosystem-a-cross-sectionalstudy/ http://visual.ly/meet-mobile-social-gamer http://gamesaku.com/infographic-mobile-gaming-semakin-di-atas-angin/ http://iqu.com/blog/9-reasons-to-play-mobile-games-infographic http://en.cantstopgames.com/company/rynek/ http://therealtimereport.com/2011/06/24/50-of-americans-online-ages-18-44-playsocial-games-daily/ http://mashable.com/2012/10/25/facebook-gaming/ http://www.sociableblog.com/2011/11/01/interesting-facts-on-social-gaming/ http://www.businessinsider.com/the-dark-ages-of-social-games-and-the-comingrenaissance-2010-12 http://www.viralblog.com/social-media/is-there-no-future-for-mobile-social-media/
  • 22. http://www.digitaltrends.com/mobile/study-mobile-social-games-attract-youngcollege-educated-women/ http://lanternhollowpress.com/2011/08/03/science-fiction-problems-video-gamessummation-2/ http://therealtimereport.com/2011/06/24/50-of-americans-online-ages-18-44-playsocial-games-daily/ http://vator.tv/news/2011-10-11-facebook-isnt-going-to-dominate-social-gaming http://www.marketresearchworld.net/content/view/3741/48/ http://www.theguardian.com/technology/appsblog/2011/feb/23/mobile-casualgamers-android-iphone http://therealtimereport.com/2011/01/12/social-games-represent-79-of-sales-forjapanese-social-network-dena/ https://static.dystillr.com/reports/fb-games-diversifying.pdf http://socialtimes.com/research-social-gaming-to-grow-by-30-in-us-by-2012_b35291
  • 23. http://usatoday30.usatoday.com/tech/news/story/2012-02-25/social-gamesbusiness/53233968/1