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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.

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

Published in: Business

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Transcript

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