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
Who’s playing? Average age is 30 Most likely university educated 40% female 68% of population
Rise of Wii, Wii fit appealing to a new type of gamer
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.
Gen Z or the Internet Generation, are right at home. What will these consumers be like?
Implications for marketers In-game advertising 2. Gaming as marketing 3. Stereotypical gamers are changing
In late 2008 Obama became the first presidential candidate to appear in an in-game advertisement. As seen in Burnout Paradise.
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”
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