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Thomas Miles & Victoria Curro, Planning Directors, Lavender*<br />Feb 2010<br />
sub-culture or <br />cultural phenomenon?<br />
Size of the industry?<br />Worth over $70B worldwide<br />Is on the verge of eclipsing music and movies as our most popula...
Who’s playing?<br />Average age is 30<br />Most likely university educated<br />40% female<br />68% of population<br />
Rise of Wii, Wii fit appealing to a new type of gamer<br />
Massively multiplayer online role-playing game (MMORPG) is a genre of computer role-playing games in which a very large nu...
Gen Z or the Internet Generation, are right at home.<br />What will these consumers be like?<br />
Implications for marketers<br />In-game advertising<br />2. Gaming as marketing<br />3. Stereotypical gamers are changing<...
In late 2008 Obama became the first presidential candidate to appear in an in-game advertisement.<br />As seen in Burnout ...
What do gamers think?<br />
Does it work?<br />Some headlines:<br />“500% increase in brand awareness”<br />“more effective than TV”<br />“64% felt po...
Does it work?<br />Massive & CommScore have recently collaborated to measure consumer actions as a result of in-game adver...
Gaming as Marketing<br />
& remember - Its not just a guy thing<br />
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Gaming & Marketing

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A presentation on the growth of gaming and how brands can tap into the space.

Published in: Business
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Transcript of "Gaming & Marketing"

  1. 1. Thomas Miles & Victoria Curro, Planning Directors, Lavender*<br />Feb 2010<br />
  2. 2. sub-culture or <br />cultural phenomenon?<br />
  3. 3.
  4. 4. Size of the industry?<br />Worth over $70B worldwide<br />Is on the verge of eclipsing music and movies as our most popular form of entertainment<br />Last year Australians spent a record $2Bn on video games<br />
  5. 5. Who’s playing?<br />Average age is 30<br />Most likely university educated<br />40% female<br />68% of population<br />
  6. 6. Rise of Wii, Wii fit appealing to a new type of gamer<br />
  7. 7. Massively multiplayer online role-playing game (MMORPG) is a genre of computer role-playing games in which a very large number of players interact with one another within a virtual game world.<br />These are huge.<br />WoW has over 12,000,000 paid subscribers worldwide<br />There are psychologists who specialise in-game in MMORPG addiction.<br />
  8. 8. Gen Z or the Internet Generation, are right at home.<br />What will these consumers be like?<br />
  9. 9. Implications for marketers<br />In-game advertising<br />2. Gaming as marketing<br />3. Stereotypical gamers are changing<br />
  10. 10. In late 2008 Obama became the first presidential candidate to appear in an in-game advertisement.<br />As seen in Burnout Paradise. <br />
  11. 11.
  12. 12. What do gamers think?<br />
  13. 13.
  14. 14. Does it work?<br />Some headlines:<br />“500% increase in brand awareness”<br />“more effective than TV”<br />“64% felt positively towards the brand”<br />“33% quite or likely to buy product”<br />
  15. 15. Does it work?<br />Massive & CommScore have recently collaborated to measure consumer actions as a result of in-game advertising (in much the same way other digital media is measured<br />280% increase in visits to a TV station website vs those not exposed to the in-game advertising<br />125% increase in search queries for a movie rental and 57% increase in visits to the website<br />17% increase in visits to an entertainment site<br />
  16. 16. Gaming as Marketing<br />
  17. 17. & remember - Its not just a guy thing<br />
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