In-Game Advertising 2010


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Learn more about the many marketing options that games have. Learn about Game Mechanics and in-game advertising from Evan Fishkin of Portent Interactive.

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  • Hi, my name is Evan Fishkin. I’m an SEO at Portent Interactive in Seattle, WA. I’m talking today about Games and Marketing.
  • Utilizing a construct of rules intended to produce an enjoyable experience
  • Let’s look at some basic game mechanics
  • Points track progress
  • Increased levels = better experiences, attributes, and gear
  • It’s about increased social status.
  • School is a game Take tests Pass classes Get promoted Graduate Accumulate degrees …for increased salary and social status
  • Loyalty Programs Employ Game Mechanics
  • Airline points, get enough points, get a free trip. Or upgrade your seat to First Class and improve your social status.
  • Online retailers – discounts, special deals, and gift certificates – the more cool stuff you have the higher your social status
  • Credit card perks – spend cash: get points. Spend points on a boombox, PlayStation 3, a trip to Hawaii! Go hog wild… get a black AMEX card: giving you…. Increased social status.
  • Major retailers are becoming involved, too. Starbucks has a 3-level program. Welcome level, 5-star level, and… a GOLD level… free drinks, free syrups and… flash your gold card for… you guessed it: increased social status.
  • Gillian here has thousands of McCormick and Schmick’s points. Now, let’s talk about....
  • I’m going to cover 3 elements of marketing and games…. First is In Game Advertising. Let’s start with some stats.
  • More than >465 million gaming consoles have been sold to date. (Total: 465,377,250)
  • In-game advertising is highly successful and video games are the fastest growing global entertainment form Reaches prime markets: male 18-34 Videogame console usage is up 21% from 2008-09 Gamers spend an average of 12.8 hrs month playing Time spent playing games – and seeing dynamically inserted ads - continues to increase
  • In 2008, Nielsen ratings created a baseline of in-game advertising norms on brand recommendations. In 2009, brand recommendation increased 29%.
  • You can target regions, games, and specific timeframes (dayparting)
  • Remember this slide? This wasn’t a joke. The Obama campaign actually spent $44,500 US dollars running this in game ad across 10 battleground states.
  • In-game Sears truck – I think this image is from SIMS
  • World Food Program – Interactive SecondLife island
  • 300 Movie – In game trailer advertisement
  • . It’s a question of brand association. There’s a variance in the market: game styles range from “Dora the Explorerer” to “Leisure Suite Larry”. Make sure you differentiate between where your customers are comfortable visiting/playing and where your brand should be seen.
  • There’s a variance in the market
  • On October 8 th , 2008 Google made the announcement they were launching AdSense for Games in an effort to fuel the growth of online gaming.
  • Facebook games are a leading source of lead generation advertising
  • Lead generation in facebook is pretty straightforward. Here you see how emails are collected. They are sold to interested parties for marketing purposes.
  • On March 3 rd Bing advertised on FarmVille offering free Farm Cash to all users who became a fan of Bing on Facebook. The result was over 400,000 new fans in one day. They followed up by crafting a Facebook update designed to cater to FarmVille users. On March 4 th Bing sent out an update reading, “Any FarmVille fans out there? Try using Bing to get the most out of your crops and animals.” And linked to a Bing search result for “FarmVille animals.” The update drew 585 comments in four hours and is currently at 2,010. The link received over 20,000 click-throughs in it’s first day.
  • And now, for something you’ll really enjoy….
  • In-Game Advertising 2010

    1. 1. “ It’s Just a Game” Evan Fishkin Portent Interactive Helping Companies Rise Above the Rest
    2. 2. Game Mechanics
    3. 3. Basic Game Mechanics
    4. 4. Points & Levels
    5. 5. Higher Levels = Better Gear
    6. 6. It’s about social status
    7. 7. School Is a Game
    8. 8. Game Mechanics in Action <ul><ul><li>Airlines </li></ul></ul><ul><ul><li>Grocers </li></ul></ul><ul><ul><li>Credit Card Companies </li></ul></ul><ul><ul><li>Major Retailers </li></ul></ul><ul><ul><li>Restaurants </li></ul></ul><ul><ul><li>MyTown </li></ul></ul>
    9. 14. In Game Advertising
    10. 15. Worldwide Console Purchases
    11. 16. Game Stats 2006-2009 Interpret Research and Nielsen Research <ul><ul><ul><ul><ul><li>Fastest growing global entertainment forms </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Reaches prime markets: male 18-34 </li></ul></ul></ul><ul><ul><ul><li>Videogame console usage is up 21% from 2008-09 </li></ul></ul></ul><ul><ul><ul><li>Gamers spend an average of 12.8 hrs month playing </li></ul></ul></ul><ul><ul><ul><li>Time spent playing games – and seeing dynamically inserted ads - continues to increase </li></ul></ul></ul>
    12. 17. More Amazing Stats <ul><ul><ul><ul><ul><li>Brand recommendation lift rose 29% in 2009 </li></ul></ul></ul></ul></ul><ul><ul><ul><li>72% of gamers recall brand advertisements </li></ul></ul></ul><ul><ul><ul><ul><li>20% increase </li></ul></ul></ul></ul><ul><ul><ul><li>65% of gamers believe that in-game ads stand out more compared to online, print, & TV </li></ul></ul></ul><ul><ul><ul><li>Publishers, developers, & overall integration is improving </li></ul></ul></ul>
    13. 18. Four Ways to Advertise in Games <ul><ul><ul><ul><ul><li>2D </li></ul></ul></ul></ul></ul><ul><ul><ul><li>3D </li></ul></ul></ul><ul><ul><ul><li>Interactive </li></ul></ul></ul><ul><ul><ul><li>Full Motion/Video </li></ul></ul></ul>
    14. 19. 2D Ads
    15. 20. 3D Ads
    16. 21. Interactive
    17. 22. Full Motion/Video
    18. 23. Already engaged
    19. 24. Are These My Customers? <ul><ul><li>Games as a product/currency medium </li></ul></ul><ul><ul><li>Games as a product/currency medium </li></ul></ul><ul><ul><ul><ul><ul><li>Avg gamer age is now 35. Majority are still male, but…. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>40% are female – 26% are over 50 </li></ul></ul></ul></ul></ul><ul><ul><ul><li>60% of North Americans play video games </li></ul></ul></ul><ul><ul><ul><li>Pre-teen and teenage girls meet real life friends in game </li></ul></ul></ul><ul><ul><ul><li>Boys 13-17; tend to be above average intelligence </li></ul></ul></ul><ul><ul><ul><li>~70% of gamers say real-life brands make games better/more relevant </li></ul></ul></ul>
    20. 25. Are These My Games? <ul><ul><li>Games as a product/currency medium </li></ul></ul><ul><ul><li>Games as a product/currency medium </li></ul></ul>
    21. 26. Games With Ads <ul><ul><li>Games as a product/currency medium </li></ul></ul><ul><ul><li>Games as a product/currency medium </li></ul></ul>
    22. 27. Highly Measurable <ul><ul><li>Games as a product/currency medium </li></ul></ul><ul><ul><li>Games as a product/currency medium </li></ul></ul><ul><ul><ul><ul><ul><li>Massive & ComScore can tell advertisers whether gamers who viewed their ads: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Conducted searches for the brand </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Visited the brand’s website </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Performed other online actions </li></ul></ul></ul></ul></ul>
    23. 28. Who You Gonna Call? <ul><ul><ul><ul><ul><li>IGA Worldwide </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Massive, Inc. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Engage Marketing </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Perform a search for ‘in game advertising’ </li></ul></ul></ul></ul></ul>
    24. 29. A Friendly Face
    25. 30. PPC with a Side Order of… <ul><ul><ul><ul><ul><li>Video </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Images </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Text </li></ul></ul></ul></ul></ul>
    26. 31. Video <ul><li>Purchased with CPM pricing </li></ul><ul><li>Will display in both game and video content </li></ul><ul><li>Requires contacting your account rep </li></ul>
    27. 32. Text & Images <ul><li>Target image ads to game placements using Placement Tool in AdWords </li></ul><ul><li>Static or Flash image ads with CPM or CPC pricing </li></ul><ul><li>Contact your account rep </li></ul>
    28. 33. Publisher Opportunities <ul><li>Join a network tailored for web-based games </li></ul><ul><li>Build a business model while respecting your users </li></ul><ul><li>Access campaigns from the world’s top brands </li></ul><ul><li>Fill up to 100% of your remnant inventory </li></ul><ul><li>Filter out unwanted ads </li></ul>
    29. 34. Get Your Game Face (book) On
    30. 36. <ul><li>You pay $$$ per lead to the game company </li></ul><ul><li>The game company shows your ad </li></ul><ul><li>Players see your ad and patronize you </li></ul>
    31. 39. <ul><li>Write better copy </li></ul><ul><ul><li>Most ad copy is awful; be clear & creative, not cute </li></ul></ul><ul><li>Appeal to gamers’ preferences </li></ul><ul><ul><li>Make it a game! </li></ul></ul><ul><li>Make it valuable </li></ul><ul><ul><li>There’s too much junk out there already </li></ul></ul><ul><li>Change it up </li></ul><ul><ul><li>A/B test your ads to improve conversions and ROI </li></ul></ul>
    32. 40. Low-Potential, High-Achiever
    33. 41. Who You Gonna Call? <ul><ul><ul><ul><ul><li>Zynga Facebook game developer </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Offerpal Advertising / Publisher </li></ul></ul></ul></ul></ul>