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Emerce Update Gamevertising - W!Games

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Emerce Update Gamevertising - W!Games

  1. 1. ABOUT MAARTEN BRANDS <ul><li>Agency background </li></ul><ul><li>In 2004 co-founder first Dutch in-game advertising agency, Down Under Ingame Advertising (DUIA), now JuniorSenior. </li></ul><ul><li>For the last 2 years responsible for Sales, Marketing & Strategy at games developer W!Games </li></ul><ul><li>Games Consultant </li></ul>
  2. 2. Woedend! Communications Digital and interactive communications agency Woedend! Games yoMedia Mobile marketing ABOUT WOEDEND! GAMES Jes ABOUT WOEDEND! GAMES <ul><li>An experienced team of 35 highly motivated people </li></ul><ul><li>Team responsible for 20+ published titles on Xbox, PlayStation 2, </li></ul><ul><li>PC and mobile phones </li></ul><ul><li>Developer background consists of studios such as Free Radical, </li></ul><ul><li>Codemasters and Davilex </li></ul><ul><li>Very deadline oriented production methods </li></ul>THE DEVELOPERS PERSPECTIVE ABOUT W!GAMES
  3. 3. Woedend! Communications Digital and interactive communications agency Woedend! Games yoMedia Mobile marketing ABOUT WOEDEND! GAMES Jes ABOUT WOEDEND! GAMES <ul><li>An experienced team of 35 highly motivated people </li></ul><ul><li>Team responsible for 20+ published titles on Xbox, PlayStation 2, </li></ul><ul><li>PC and mobile phones </li></ul><ul><li>Developer background consists of studios such as Free Radical, </li></ul><ul><li>Codemasters and Davilex </li></ul><ul><li>Very deadline oriented production methods </li></ul>THE DEVELOPERS PERSPECTIVE ABOUT W!GAMES <ul><li>Used to be Woedend! Games, born from Woedend! Communicatiedingen </li></ul><ul><li>An experienced development team of 35 highly motivated people </li></ul><ul><li>First game launched on 23 rd of November this year for Nintendo Wii, PC and Nintendo DS. </li></ul>
  4. 4. Woedend! Communications Digital and interactive communications agency Woedend! Games yoMedia Mobile marketing ABOUT WOEDEND! GAMES Jes ABOUT WOEDEND! GAMES <ul><li>An experienced team of 35 highly motivated people </li></ul><ul><li>Team responsible for 20+ published titles on Xbox, PlayStation 2, </li></ul><ul><li>PC and mobile phones </li></ul><ul><li>Developer background consists of studios such as Free Radical, </li></ul><ul><li>Codemasters and Davilex </li></ul><ul><li>Very deadline oriented production methods </li></ul>THE DEVELOPERS PERSPECTIVE ABOUT W!GAMES
  5. 5. <ul><li>In-game Advertising </li></ul><ul><li>Integration of a brand or product in a third party game. Usually a game console or PC title. </li></ul><ul><li>Gamercial </li></ul><ul><li>Advergaming </li></ul><ul><li>Sponsored Games </li></ul><ul><li>Serious Games </li></ul><ul><li>Applied Games </li></ul><ul><li>Etc. </li></ul><ul><li>Games paid for or sponsored by the Advertiser. Usually online. </li></ul>THE DEVELOPERS PERSPECTIVE TERMINOLOGY
  6. 6. Woedend! Communications Digital and interactive communications agency Woedend! Games yoMedia Mobile marketing ABOUT WOEDEND! GAMES Jes ABOUT WOEDEND! GAMES <ul><li>An experienced team of 35 highly motivated people </li></ul><ul><li>Team responsible for 20+ published titles on Xbox, PlayStation 2, </li></ul><ul><li>PC and mobile phones </li></ul><ul><li>Developer background consists of studios such as Free Radical, </li></ul><ul><li>Codemasters and Davilex </li></ul><ul><li>Very deadline oriented production methods </li></ul>Current Status Nintendo Wii 1. Mario & Sonic at the Olympic Games 2. Super Mario Galaxy 3. Big Brain Academy: Wii Degree 4. Mario Party 8 5. Resident Evil: The Umbrella Chronicles 6. Red Steel 7. GT Pro Series 8. Wii Play 9. The Simpsons Game 10. WWE Smackdown vs. Raw 2008 Nintendo DS 1. More Brain Training From DR Kawashima 2. Cooking Mama 3. The Simpsons Game 4. Sight Training 5. New Super Mario Bros. 6. Deal or no Deal 7. Ratatouille 8. My Sims 9. 42 All-Time Classics Xbox 360 Assasins Creed Call of Duty 4: Modern Warfare Need for Speed: Prostreet Halo 3 Mass Effect Kane & Lynch: Dead Men Guitar Hero III: Legends of Rock WWE Smackdown VS Raw 2008 FIFA 08 Pro Evolution Soccer 2008
  7. 7. Woedend! Communications Digital and interactive communications agency Woedend! Games yoMedia Mobile marketing ABOUT WOEDEND! GAMES Jes ABOUT WOEDEND! GAMES <ul><li>An experienced team of 35 highly motivated people </li></ul><ul><li>Team responsible for 20+ published titles on Xbox, PlayStation 2, </li></ul><ul><li>PC and mobile phones </li></ul><ul><li>Developer background consists of studios such as Free Radical, </li></ul><ul><li>Codemasters and Davilex </li></ul><ul><li>Very deadline oriented production methods </li></ul>Current Status Nintendo Wii 1. Mario & Sonic at the Olympic Games 2. Super Mario Galaxy 3. Big Brain Academy: Wii Degree 4. Mario Party 8 5. Resident Evil: The Umbrella Chronicles 6. Red Steel 7. GT Pro Series 8. Wii Play 9. The Simpsons Game 10. WWE Smackdown vs. Raw 2008 Nintendo DS 1. More Brain Training From DR Kawashima 2. Cooking Mama 3. The Simpsons Game 4. Sight Training 5. New Super Mario Bros. 6. Deal or no Deal 7. Ratatouille 8. My Sims 9. 42 All-Time Classics Xbox 360 Assasins Creed Call of Duty 4: Modern Warfare Need for Speed: Prostreet Halo 3 Mass Effect Kane & Lynch: Dead Men Guitar Hero III: Legends of Rock WWE Smackdown VS Raw 2008 FIFA 08 Pro Evolution Soccer 2008
  8. 8. Woedend! Communications Digital and interactive communications agency Woedend! Games yoMedia Mobile marketing ABOUT WOEDEND! GAMES Jes ABOUT WOEDEND! GAMES <ul><li>An experienced team of 35 highly motivated people </li></ul><ul><li>Team responsible for 20+ published titles on Xbox, PlayStation 2, </li></ul><ul><li>PC and mobile phones </li></ul><ul><li>Developer background consists of studios such as Free Radical, </li></ul><ul><li>Codemasters and Davilex </li></ul><ul><li>Very deadline oriented production methods </li></ul>So, mostly Sports… But Genre isn’t the biggest bottleneck
  9. 9. Woedend! Communications Digital and interactive communications agency Woedend! Games yoMedia Mobile marketing ABOUT WOEDEND! GAMES Jes ABOUT WOEDEND! GAMES <ul><li>An experienced team of 35 highly motivated people </li></ul><ul><li>Team responsible for 20+ published titles on Xbox, PlayStation 2, </li></ul><ul><li>PC and mobile phones </li></ul><ul><li>Developer background consists of studios such as Free Radical, </li></ul><ul><li>Codemasters and Davilex </li></ul><ul><li>Very deadline oriented production methods </li></ul><ul><li>The value & communications chain of the ‘traditional games industry’. </li></ul><ul><li>Almost no incentive for a developer to integrate advertising in the game. Potential </li></ul><ul><li>advertising revenue stays with the publisher. </li></ul><ul><li>Potential revenue stream frorm advertisers currently not worth the bother </li></ul><ul><li>for both publisher and advertiser. Advertisers need to commit. </li></ul><ul><li>Lead times for hard coded integration are to long for advertisers. </li></ul><ul><li>Limited inventory of popular games with enough reach. </li></ul><ul><li>Lack of clear measurement systems </li></ul><ul><li>Local (Advertising) vs. International (Retail Games) </li></ul>THE DEVELOPERS PERSPECTIVE WHY AREN’T WE DOING MORE?
  10. 10. Woedend! Communications Digital and interactive communications agency Woedend! Games yoMedia Mobile marketing ABOUT WOEDEND! GAMES Jes ABOUT WOEDEND! GAMES <ul><li>An experienced team of 35 highly motivated people </li></ul><ul><li>Team responsible for 20+ published titles on Xbox, PlayStation 2, </li></ul><ul><li>PC and mobile phones </li></ul><ul><li>Developer background consists of studios such as Free Radical, </li></ul><ul><li>Codemasters and Davilex </li></ul><ul><li>Very deadline oriented production methods </li></ul>THE DEVELOPERS PERSPECTIVE THE VALUE & COMMUNICATIONS CHAIN Retailer Publisher Developer Marketing, Sales & Commercialization The guys doing all the work
  11. 11. Woedend! Communications Digital and interactive communications agency Woedend! Games yoMedia Mobile marketing ABOUT WOEDEND! GAMES Jes ABOUT WOEDEND! GAMES <ul><li>An experienced team of 35 highly motivated people </li></ul><ul><li>Team responsible for 20+ published titles on Xbox, PlayStation 2, </li></ul><ul><li>PC and mobile phones </li></ul><ul><li>Developer background consists of studios such as Free Radical, </li></ul><ul><li>Codemasters and Davilex </li></ul><ul><li>Very deadline oriented production methods </li></ul><ul><li>The value chain of the ‘traditional games industry’. </li></ul><ul><li>Almost no incentive for a developer to integrate advertising in the game. Potential </li></ul><ul><li>advertising revenue stays with the publisher. </li></ul><ul><li>Potential revenue stream form advertisers currently not worth the bother </li></ul><ul><li>for both publisher and advertiser. Advertisers need to commit. </li></ul><ul><li>Lead times for hard coded integration are to long for advertisers. </li></ul><ul><li>Limited inventory of popular games with enough reach. </li></ul><ul><li>Lack of clear measurement systems </li></ul><ul><li>Local (Advertising) vs. International (Retail Games) </li></ul>THE DEVELOPERS PERSPECTIVE WHY AREN’T WE DOING MORE?
  12. 12. <ul><li>GOING FORWARD… </li></ul><ul><li>CURRENTLY THE BIGGEST OPPORTUNITIES FOR ADVERTISERS </li></ul><ul><li>Online, Casual Games for Casual Gaming Audiences </li></ul><ul><li>Marketing Partnerships for Traditional Retail Games </li></ul>

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