2. Key platforms in games today
• Social games
• MMORPGs (massively multiplayer online role-
playing games)
• Consoles
• Mobile games
3. Platform Social Games on Facebook
Top performers Zynga’s CityVille and FarmVille
Core audiences Mostly ~48 years old (46% >50) Women (55%)
2010 ISG
Reach CityVille: 90.6 MM players
Farmville: 45.8 MM players
Total number of players est. in 250 MM
Business Freemium: ~5% of the players pay for Zcoins to exchange for
model in-game virtual goods
In 2010, $ 510 MM were spent in virtual goods
Opportunities In-game product placement
for brands In-game advertising
Promotions with Zcoins
Branded social games (ex.: NY Jets Ultimate Fan on
Facebook)
8. Platform MMORPG
Top performers World of Warcraft (more than 50% mkt share)
Core audiences Mostly Men (84%) ~30 years old
2010 dedalus/xeroxParc
Reach 10.3 MM subscribers (WoW - nov. 2011)
Business Prepaid limited game time
model Subscription (credit/debit cards monthly fees)
(free starter edition – up to level 20)
Opportunities In-game advertising
for brands Mainstream games like WoW don’t place in-game ads, but
other less popular games do (ex: Anarchy)
10. Platform Console games
Top performers Nintendo Wii Microsoft XBOX
Sony PS3 Sony PSP
Nintendo DS
Core audiences Mostly Men (58%) ~37 years old (29% 50+)
2011 Entertainment Software Association
Reach Wii: 89.5 MM XBOX: 57.9 MM
(hardware sold) PS3: 55.4 MM PSP: 70.9 MM
DS: 149.3 MM
Business Selling:
model Consoles ($249-499)
Accessories ($9.99-$269.99)
Games ($49.99-149.99)
On demand games, movies, music – through services like
XBOX Live, PS Network or Wii Channels
Opportunities In-game advertising
for brands Branded Games (Burger King)
15. Platform Mobile Games
Top performers AppStore
Android Market
Core audiences Mostly Women (53%) ~28 years old
Juniper research
Reach 37% of Iphone owners game daily
70%-80% of all downloads are games
Angry birds has been downloaded 140 MM times
Business Game selling ($0,99-4.99)
model In-app purchase (new levels, skills, etc) ~$ 0.99
(Free lite versions)
Opportunities In-game product placement
for brands In-game advertising
Branded games
18. Relevance from brands perspective
• Social and Mobile are growing more relevant as
marketing/branding tools
• Ad spending in social games is expected to hit $
293 MM in 2011 compared to $ 183 MM in 2009,
a 60% growth.
• In 2010, mobile game developer made $ 87 MM
off advertising revenue. By 2015, this figure is
expected to be 10 times that amount: $ 894 MM
19. Why not console and MMORPG?
• Fact 1: console games are better designed and value-added
products compared to social and mobile games (2010’s Grand Theft
Auto 4 cost $ 100 million)
• Fact 2: console and MMORPG gamers are more critical than others,
assigning great value to elaborate graphics and storylines, and are
in general less tolerant to in-game advertsing when it is clearly out
of the context.
• This drives the industry focus increasingly on the player and less on
the advertiser (Last year, Microsoft shut down its dynamic in-game
advertising division called Massive).
• Now, big producers like Eletronic Arts control the dynamic in-game
advertising display for their games. The trend is that only games
where advertising is a natural part of the storyline (like Fifa Soccer
and NBA Live) will carry in-game advertising.
20. Gustavo Donda & Don Valdez
INTEGRATED SOCIAL CAMPAIGNS & GAMES
ADVANCED SOCIAL MEDIA MARKETING
WEEK #3
21.
22.
23.
24. GAMES - BASICS
Games x brand’s promise and
target behavior
Consider the engagement pyramid
Don’t skimp on development
Brand campaign or Game campaign?
25. GAMES
Moving parts
Linchpin element vs. Equal contribution
Selection of tactics
Examples
26. MOVING PARTS
TECHNOLOGY PLATFORMS
Traditional Video Game Web Browser Based
Adobe Flash Mobile
PHP iOS
Android
JavaScript
Combination
FEATURES MONETIZATION
Community & Virtual Good
Asynchronous Transactions
“Never ending”
Virtual Stock Exchange
Virtual Currency
27. LINCHPIN ELEMENT VS. EQUAL CONTRIBUTION
Social Media
Technology Optimization is the
focal point of Social
Gaming
Features
Social Media Platform
Everything is
Optimization
secondary
Monetization
28. SELECTION OF TACTICS
CRITERIA VARIATIONS
Making a Good Game Goals
Network Effect Creating Awareness
Selling
Engagement
Branding
Arbitrage
Remarketing
Monetization
Type of Brand
30. What’s happened in 2011
• Job Displacement & Layoffs
– Disney, Activision, THQ, RockYou, Silicon Knights, CCP, Ignition, Team Bondi ~ plagued
by layoff
– West Pier Studio, Roundcube Entertainment, & ShortRound Games were formed
• Kickstarter & Crowdfunding
– Instead of turning to a game publisher or venture capitalist for seed money
• Maturing Social Game Space
– Shift from appealing to people’s compulsive nature and actually building quality games
• Xbox 360’s Sales Strength
– Expanded base & reach
• HTML5
– Open format web standard: developers only have to build their games once & it would
be inherently cross-platform
• Easy to learn
• Alternative to Adobe Flash
31. Marketing: What’s hot in 2012:
Gamification
• Specially important for
Social Media Marketing
• Leverages engagement &
loyalty
– Missions, accomplishments &
challenges
– Rewards & badges
– Mechanics driving to action
38. Mobile Games explosion
• Apple announced getting to 1 million apps in appstore
• Harder to stand out
• Competition pushing mobile games to become from casual games to
better finished products
• Getting closer to console games sophistication in terms of story & graphics
39. PlayPhone Launches Cross-Platform Social
Gaming Network
• Formally launched December • Distinguishing Features:
14th – Supports all leading platforms
• 1st true social gaming network (iOS, Android, Adobe AIR, &
HTML5)
• Presence in over 25 countries – Cross-platform play via
• 35 million registered users on smartphones & tablets
feature phones – Synchronous multiplayer
• Over 3 million registered users gaming
on smartphones – Single sign-on w/Facebook or
PlayPhone SGN user ID
• Have 1,600 developers signed – Advanced social integration
up for its Software Developer w/Facebook
Kit (SDK) – Universal currency via
• Relations w/100 global carriers playcredits (R)
– Multiple payment options
including global direct-carrier
billing
40. Technology: Virtual and physical game
environments
• RockSmith: like a Guitar Hero, but you actually plug in your
real Guitar
41. Virtual and physical game environments –
Applications popping up
• Specially important for the game industry
• iPad example: Disney AppMates
42. Kinect puts Xbox much ahead the
competition
• The industry hasn’t even scratched the possibilities enabled by gesture-
based technology
• In its ad campaign Microsoft suggests all sorts of innovation through
kinect hacking
43. Kinect puts Xbox much ahead the
competition
• Internet is already populated with primitive open-source code for kinect
Editor's Notes
When we think about the word integration another word immediately comes to our mind, and that is connections. So, that’s why for the last few years, every time that someone had to speak about integrated campaigns, he presented an image similar to that:
Specially nowadays, with all these social media tools and APIs that made ease to integrate websites to Facebook fanpages, to twitter recipients to instamgram accounts, and so on, every digital campaign born with all parts totally connected. But there is another kind of integration that is much more important for brands and businesses and was only made possible because of the internet. Different from this flat, let’s say, horizontal integration, I’m talking about a deeper vertical integration.
This allows brand managers to assign different values for each part depending on the role that this part plays in the campaign In my view, this perspective of integrated campaigns eases the decision-making process.This is very well illustrated in the Big Skinny Case that we read this week. When you understand your consumer’s journey and the different roles that each part of your campaign performs to convince him in this process, and more important, which are those that influences more taking in account your product, brand and target characteristics, it helps you to distribute your investments much better.
More and more, analytics tools are lining up with that vision, allowing the tracking different KPIs configuration of integrated dashboards.This is an example of a dashboard from the interactive advertising bureau to track performance of a branded game or application.You can notice that it put together campaigns and financial metrics, and considers 4 steps of the consumers journey: awareness, appreciation, action, advocacy.
Branded games are a kind of investment that has a high potential of buzz but with high production costs.In terms of investment distribution, the decision of creating a game as a big part of an integrated campaign involves shifting budget from media buying to production. This means making a big bet on earning organic buzz media. So, the keypoints to consider are:Be 100% sure that is the most suitable form of communication for your brand’s promise and target behavior.Remember: Casual gamers are a much bigger audience than game fans- Make the right decisions about development: nothing would save a poorly done game - A branded game has to work as a communication tool for your brand, generating buzz. Integrate that with the right social optimization technics and tools: do a careful planning, so you won’t end up spending money to communicate the game to avoid total disaster
Through these moving parts, Social Network Gaming optimize overall Social Media in (1) players recruiting other players to partake in activity and (2) linking the increased social media activity to “unlocking” rewards in games. http://en.wikipedia.org/wiki/Social_network_game http://www.time.com/time/magazine/article/0,9171,1935113,00.htmlhttp://www.socialmediaexaminer.com/why-social-media-gaming-is-big-business-for-your-business/http://www.dreamgrow.com/social-media-gaming-infographic/
Social Media Optimization is comprised of: (1) People, (2) Services, and (3) Content People community driven, everything is social Services entertainment and/or function-driven Content content is king, content-driven “Social Games & Virtual Goods” by Martin Szugat of SnipClip.com
Making a good game metric driven, social then fun, must generate social capital, regular updates & new items… reach, retention, revenue Network effect reach, user acquisition, reengagement Engagement create competition among friends using visible metrics or get friends to help Arbitrage users, user-initiated actions, user-participation Monetization drama, friendship, competition, collections, gambling, individuality Creating Awareness convert non-gamers to casual gamers Selling know your demographic & setup easiest conversion methods: PayPal, Credit Card, Offers Branding in game advertising, controlled experience Remarketing capitalize on existing consumers, enticing users to re-purchase premium currency Type of Brand will determine what type of gaming you create- related to industry, product, or brand image itself DAU daily active user“ Monetizing Social Gaming” by Lisa Marino, Chief Revenue Officer of RockYou.Com
No longer limited to playing with friends who only have the same operating systemPlayPhone has its own virtual currency (Playcredits) and you can access various carrier billing and payment options, even on a closed platform such as Apple’s iOS. You don’t have to exit a game to pay for a virtual good. PlayPhone is a preferred direct-billing partner with both AT&T and Verizon in the U.S.
