Peter Driessen – CEO Gina Dunn – Marketing and PR Manager BREAKING OPEN THE  ONLINE GAME MARKET
Coming up… <ul><li>Online Games </li></ul><ul><li>Advertising Models </li></ul><ul><li>Trends and Future Technologies </li...
Online Casual Games  <ul><li>Played on a computer </li></ul><ul><li>Accessible and fun to play </li></ul><ul><li>Easy to p...
History
Bomb It!
My New Room
Bubble Shooter Elements
What about MMOs?
Casual MMO Games <ul><li>Easy to play, low entry  </li></ul><ul><li>Played on a computer </li></ul><ul><li>Played  over th...
Panfu
Runescape
Mass Market <ul><li>0.5 billion  people play online games </li></ul>1.4 billion  people are online worldwide 2008:  40 %  ...
A world of  possibilities…
New Opportunities <ul><ul><li>Guarantee highly targeted opportunities </li></ul></ul><ul><ul><li>Rapid mass reach in targe...
Advertising Models
Pre- and Postroll <ul><li>Advertisements which run before, in between or after playing the game </li></ul><ul><li>Player a...
Preroll Advertising
Game Portal Ads <ul><li>Advertisements  which are shown around the game </li></ul><ul><li>Displayed on game portal website...
Game Portal Specials <ul><li>Custom advertising possibilities offered by game portals </li></ul><ul><li>Mainly site takeov...
 
Most Developments? <ul><li>Branded Games </li></ul><ul><li>Targeted Advertising </li></ul><ul><li>In-game Advertising </li...
Branded Games <ul><li>Mix of marketing and entertainment </li></ul><ul><li>Branding is within the game itself </li></ul><u...
Branded game example
Popular Brands like…
Targeted Advertising <ul><li>Behavioral targeting </li></ul><ul><li>Used to increase the effectiveness of a campaign </li>...
Ads Market <ul><li>Book campaigns directly with publishers via an ads market </li></ul><ul><li>Increase reach and ROI </li...
In-Game Advertising <ul><li>In game display ads are commercials and ads placed directly in the game itself </li></ul><ul><...
Example
The Future <ul><li>Integration with social networks </li></ul><ul><li>Mobile gaming </li></ul><ul><li>New technologies </l...
Social Networks <ul><li>Online communities </li></ul><ul><li>Multiplayer games on platform </li></ul><ul><li>Example: scra...
Mobile Gaming
Mobile Gaming <ul><li>Mobile devices overall still not easy to use as a gaming device </li></ul><ul><li>Flash technology i...
 
New Form of Gaming
iPhone Platform <ul><li>Estimated iPhone sales by 2009 - 45 million! </li></ul><ul><li>Game developers see potential , sys...
iPhone Monetization? <ul><li>Apple revenue share model - 70/30 split </li></ul><ul><li>Ad networks </li></ul><ul><li>In-ga...
Other Trends <ul><li>Sponsorships   </li></ul><ul><li>Poll placement </li></ul><ul><ul><li>on the portal website with ques...
Development games content platforms <ul><li>Linking  Games  </li></ul><ul><li>To </li></ul><ul><li>Gaming Portals </li></u...
Global Game Portals  <ul><li>Featuring thousands of  free games ! </li></ul><ul><li>Localized  in each country’s specific ...
Top Players
What We Do
Largest Portfolio of Game Portals 49 Total Portals  49 18 3 Localized  in  Languages   Target groups
More than  100 million  unique visitors  per month!   #2   in   traffic   closely behind giant Yahoo!  *July 2008 comScore
Comscore Landscape
Girlsgogames.com Growth
<ul><li>1.4 billion  people online all over the world </li></ul><ul><li>Expected to grow in the next few years to almost 2...
The SPIL GAMES mission  <ul><li>Reach of 40 %   of all worldwide players (10 % of the online population worldwide) </li></...
SPIL’s Success <ul><li>Marketing driven – Kiss principle </li></ul><ul><ul><li>Package the best games and make them easy a...
Quick Facts  <ul><li>Headquartered   in Hilversum, the Netherlands </li></ul><ul><li>Second office in  Poland </li></ul><u...
What do we really think about the future of gaming?
 
 
THANK YOU! Questions?
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Emerce eDay 2008 Spil Games

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  • Emerce eDay 2008 Spil Games

    1. Peter Driessen – CEO Gina Dunn – Marketing and PR Manager BREAKING OPEN THE ONLINE GAME MARKET
    2. Coming up… <ul><li>Online Games </li></ul><ul><li>Advertising Models </li></ul><ul><li>Trends and Future Technologies </li></ul><ul><li>Who is SPIL GAMES? </li></ul>
    3. Online Casual Games <ul><li>Played on a computer </li></ul><ul><li>Accessible and fun to play </li></ul><ul><li>Easy to play but not easy to master </li></ul><ul><li>Demographically neutral </li></ul><ul><li>Adapt to time and space, can be played for shot bursts or hours </li></ul><ul><li>Simple gameplay </li></ul>
    4. History
    5. Bomb It!
    6. My New Room
    7. Bubble Shooter Elements
    8. What about MMOs?
    9. Casual MMO Games <ul><li>Easy to play, low entry </li></ul><ul><li>Played on a computer </li></ul><ul><li>Played  over the internet with thousands of players (massive multiplayer) at the same time </li></ul><ul><li>Most popular genre is the role playing game </li></ul><ul><li>Other genres include sport, dance, etc. </li></ul>
    10. Panfu
    11. Runescape
    12. Mass Market <ul><li>0.5 billion people play online games </li></ul>1.4 billion people are online worldwide 2008: 40 % of online population plays online casual games
    13. A world of possibilities…
    14. New Opportunities <ul><ul><li>Guarantee highly targeted opportunities </li></ul></ul><ul><ul><li>Rapid mass reach in targeted demographics </li></ul></ul><ul><ul><li>Significantly increase your brand awareness </li></ul></ul><ul><ul><li>Continuous and consistent traffic growth </li></ul></ul><ul><ul><li>Varied media opportunities </li></ul></ul>
    15. Advertising Models
    16. Pre- and Postroll <ul><li>Advertisements which run before, in between or after playing the game </li></ul><ul><li>Player acceptance = game is free </li></ul><ul><li>Relevant ad can really seduce the customer into looking further </li></ul><ul><li>Video and static impressions are possible </li></ul><ul><li>Creates awareness </li></ul><ul><li>Advertisement needs to be very attractive + have a call to action for customers to click on the ad, i.e. click here, free sample </li></ul>Awareness Traffic Sales Data Education
    17. Preroll Advertising
    18. Game Portal Ads <ul><li>Advertisements  which are shown around the game </li></ul><ul><li>Displayed on game portal websites </li></ul><ul><li>Standard display banner advertisements </li></ul><ul><li>Attracts high volume of traffic </li></ul>Awareness Traffic Sales Data Education
    19. Game Portal Specials <ul><li>Custom advertising possibilities offered by game portals </li></ul><ul><li>Mainly site takeover and game seeding </li></ul><ul><li>Optimal to reach enormous amounts of traffic </li></ul>Awareness Traffic Sales Data Education
    20.  
    21. Most Developments? <ul><li>Branded Games </li></ul><ul><li>Targeted Advertising </li></ul><ul><li>In-game Advertising </li></ul><ul><li>Game Markets </li></ul>
    22. Branded Games <ul><li>Mix of marketing and entertainment </li></ul><ul><li>Branding is within the game itself </li></ul><ul><li>Games can be played for free </li></ul><ul><li>Targeted placement and extended exposure </li></ul><ul><li>Better retention of the product or message </li></ul><ul><li>Can easily propagate viral marketing </li></ul><ul><li>Seeding is necessary </li></ul>Awareness Traffic Sales Data Education
    23. Branded game example
    24. Popular Brands like…
    25. Targeted Advertising <ul><li>Behavioral targeting </li></ul><ul><li>Used to increase the effectiveness of a campaign </li></ul><ul><li>Based on various traits such as demographics, purchase history, or observed behavior </li></ul><ul><li>Concerns: privacy issues </li></ul>
    26. Ads Market <ul><li>Book campaigns directly with publishers via an ads market </li></ul><ul><li>Increase reach and ROI </li></ul><ul><li>Streamline buying </li></ul>
    27. In-Game Advertising <ul><li>In game display ads are commercials and ads placed directly in the game itself </li></ul><ul><li>Examples: billboards, trucks, boards at soccer fields or Formula 1 racing, and text written in the air </li></ul><ul><li>Static as well as dynamic possibilities which also facilitate the possibility to change the ads within existing games </li></ul><ul><li>Popular in virtual worlds </li></ul>Awareness Traffic Sales Data Education
    28. Example
    29. The Future <ul><li>Integration with social networks </li></ul><ul><li>Mobile gaming </li></ul><ul><li>New technologies </li></ul><ul><li>Trends </li></ul>
    30. Social Networks <ul><li>Online communities </li></ul><ul><li>Multiplayer games on platform </li></ul><ul><li>Example: scrabulous / scrabble </li></ul><ul><li>Challenges </li></ul><ul><ul><li>Monetizing </li></ul></ul><ul><ul><li>Segmented: many country-specific networks </li></ul></ul><ul><ul><li>Open APIs / closed networks </li></ul></ul>1 million players
    31. Mobile Gaming
    32. Mobile Gaming <ul><li>Mobile devices overall still not easy to use as a gaming device </li></ul><ul><li>Flash technology is not standard on most devices </li></ul><ul><li>Mobile internet penetration (and use of) still low </li></ul><ul><li>When these barriers are taken down, lots of new opportunities for gaming pop-up </li></ul>
    33.  
    34. New Form of Gaming
    35. iPhone Platform <ul><li>Estimated iPhone sales by 2009 - 45 million! </li></ul><ul><li>Game developers see potential , system is on par with Nintendo’s Wii and DS </li></ul><ul><li>Internet capabilities make it much better than other mobile devices for social online game development </li></ul><ul><li>Mobile MMOs! </li></ul>
    36. iPhone Monetization? <ul><li>Apple revenue share model - 70/30 split </li></ul><ul><li>Ad networks </li></ul><ul><li>In-game advertising – free game </li></ul><ul><li>Pre- and postroll ads – free game </li></ul><ul><li>Connect to internet at start of game </li></ul><ul><li>Concerns: </li></ul><ul><ul><li>Apple’s SDK </li></ul></ul><ul><ul><li>Completely CLOSED </li></ul></ul>
    37. Other Trends <ul><li>Sponsorships  </li></ul><ul><li>Poll placement </li></ul><ul><ul><li>on the portal website with questions about the product or company </li></ul></ul><ul><li>APIs for developers within multiplayer platforms like Qplay and Nonoba </li></ul><ul><li>SPIL opening up: to facilitate all kinds of networks to work based on our account system </li></ul>
    38. Development games content platforms <ul><li>Linking Games </li></ul><ul><li>To </li></ul><ul><li>Gaming Portals </li></ul><ul><li>To </li></ul><ul><li>Online Audiences </li></ul>
    39. Global Game Portals <ul><li>Featuring thousands of free games ! </li></ul><ul><li>Localized in each country’s specific language </li></ul><ul><li>Customized to a specific target group </li></ul><ul><li>Easy to find domain names in each country </li></ul><ul><li>Strong in search engine marketing </li></ul><ul><li>Unique visitor growth is on-average 7% per month </li></ul>LOCALIZED FREE & FUN GAMES EASY TO NAVIGATE TARGETED PLAYER-BASE
    40. Top Players
    41. What We Do
    42. Largest Portfolio of Game Portals 49 Total Portals 49 18 3 Localized in Languages Target groups
    43. More than 100 million unique visitors per month! #2 in traffic closely behind giant Yahoo! *July 2008 comScore
    44. Comscore Landscape
    45. Girlsgogames.com Growth
    46. <ul><li>1.4 billion people online all over the world </li></ul><ul><li>Expected to grow in the next few years to almost 2 billion </li></ul><ul><li>30-40% enjoy playing casual and MMO games </li></ul><ul><li>They want to feel connected, challenged, satisfied, and relaxed by playing games online. </li></ul><ul><li>They also have the need to create and play with their virtual identity (avatar) within an ever-evolving number of virtual worlds and multiplayer games. </li></ul>SPIL Vision
    47. The SPIL GAMES mission <ul><li>Reach of 40 % of all worldwide players (10 % of the online population worldwide) </li></ul><ul><li>Offering the user the best casual online gaming experience </li></ul><ul><li>Investing in high-quality, socially-integrated content which is served on user-friendly and targeted websites </li></ul><ul><li>We are passionate about fulfilling the basic need that everyone can relate to : </li></ul><ul><li>the desire to play games! </li></ul>
    48. SPIL’s Success <ul><li>Marketing driven – Kiss principle </li></ul><ul><ul><li>Package the best games and make them easy accessible for large audiences </li></ul></ul><ul><ul><li>Local approach to different key audiences </li></ul></ul><ul><li>Technology driven </li></ul><ul><ul><li>Scalability </li></ul></ul><ul><ul><li>Make use of resources (open source) and technology (i.e. open id/ social features) of others as much as possible </li></ul></ul><ul><li>Sales Driven </li></ul><ul><ul><li>First built up scale </li></ul></ul><ul><ul><li>User experience more important than sales revenues </li></ul></ul>
    49. Quick Facts <ul><li>Headquartered in Hilversum, the Netherlands </li></ul><ul><li>Second office in Poland </li></ul><ul><li>Game development takes place in China office </li></ul><ul><li>Over 150 employees working in all 3 locations </li></ul>
    50. What do we really think about the future of gaming?
    51.  
    52.  
    53. THANK YOU! Questions?

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