Social Media Week Los Angeles 2018 presentation on the convergence of gaming and social media and its role as the future of entertainment.

1. A CHALLENGER APPEARS:
GAMING AS SOCIAL MEDIA
Hartman Wong
Digital Strategy
Alex Trumpower
Brand Partnerships

2. GAMING’S NOT WHAT IT
USED TO BE
He’s a Red Bull
eSports athlete btw

3. 1-2 PEOPLE,
MOSTLY SOLITARY
MILLIONS OF PEOPLE,
HIGHLY SOCIAL

4. 100 MM
GAMERS
1995
2.6 B
GAMERS
2017
EVERYONE’S A
GAMER
207 MM
GAMERS
US-Only
64%
PENETRATION
US Pop.
Source: Unity, Statista

5. MOBILE GAMES
200 Million Players
US
Players average 35
minutes a day playing
games like Candy Crush
CASUAL GAMES
115+ Million Players
US
Players average 50 minutes
a day playing games like
Madden NFL
ESPORTS
23+ Million Players
US
“Parenting the Fortnite
Addict”
- The New York Times
Source: Polygon, Statista, The New York Times

6. 38% OF GAMERS DON’T
IDENTIFY THEMSELVES AS A
“GAMER”
Source: Verto Analytics, Pew Research Center

7. MOBILE PHONES ARE THE
MOST USED DEVICE FOR
GAMING
Source: Limelight
88%
PENETRATION
US Pop.

8. AMERICANS PLAY 5.96
HOURS OF GAMES PER
WEEK
Source: Limelight

9. 18-35 YEAR OLDS WATCH 4-6
HOURS OF GAMING
CONTENT PER WEEK IN THE
US
Source: Statista

10. AVERAGE AGE OF A GAMER:
35 44
Source: NewZoo, Statista

11. MALE/FEMALE SKEW
60 40
Source: NewZoo, Statista

12. % of Female Players by Genre (Global)
EMERGENCE OF THE
FEMALE GAMER
42-69%
PUZZLE
36%
FANTASY (MMORPG)
69%
WORLD-BUILDING (SIM)
Source: Quantic Foundry

14. GAMERS AREN’T JUST
GAMERS

15. GAMING IS SOCIAL MEDIA

16. “In an era of perceived
disengagement…perhaps
engagement is actually
rising. Video gaming is the
most engaging form of social
media.”
- Mary Meeker, 2017 Recode Conference

18. Source: eMarketer
12% of US
Mobile Usage is
Gaming
2% of US Mobile Ad
Spend goes to Gaming

19. ANATOMY OF A HIGH ENGAGEMENT ENVIRONMENT
Streamer livestreams
a feed of them
playing, reacting,
and interacting with
community.
Livestreamed in-game gameplay (non-live
replays are available as well). Viewer sees
what the streamer sees.
Viewers and content
creators can interact with
each other in real time.
Topics range from
commenting on the
gameplay to non-game
related discussions (pop
culture, etc.).
Streamers can amass a
following, and followers can
craft their own feeds/alerts.

20. YOUTUBE GAMING: WE TOO, LIKE VIDEO

21. FACEBOOK: DID SOMEONE SAY VIDEO?

22. 2+ million
unique
streamers per
month
9.7 million
active daily
viewers
106 minutes
watched daily
per user

23. 52% OF ALL LIVE GAMING
CONTENT IS VIEWED ON
TWITCH

24. 59% OF NON-LIVE GAMING
CONTENT IS CONSUMED
ON YOUTUBE

25. THERE ARE MORE THAN 1000
GAMING COMMUNITIES
(SUBREDDITS) ON REDDIT

27. LET’S TALK ABOUT ESPORTS

28. STUDIO &
PRODUCTION
PLAYER
DEVELOPMENT
& SPONSORSHIP
LEAGUES &
EVENTS
MEDIA &
CONTENT

29. 1 OUT OF EVERY 4 US
GAMERS WATCHES ESPORTS
CONTENT
Source: Statista

30. ESPORTS IS THE ONLY SPORT TO
HAVE ALL EVENTS AVAILABLE
FREE TO WATCH VIA STREAMING

31. MALES 18-25 US, WATCH
MORE ESPORTS CONTENT
THAN SPORTS AND TV
PROGRAMMING
Source: Limelight

32. A RECORD 638,000 PEOPLE
TUNED IN TO WATCH DRAKE
PLAY FORTNITE
Source: The Verge

33. OVERWATCH LEAGUE TAKES
PLACE AT THE 11,000 SQ FT
STUDIO THAT USED TO BE THE
HOME OF JOHNNY CARSON
Source: SVG News

34. 43 MILLION PEOPLE TUNED INTO
THE LOL WORLD CHAMPIONSHIPS.
THE 2016 NBA GAME 7 FINALS
DREW 44.5 MILLION
Source: Fool

35. EA LAUNCHED AN EWORLD CUP
WITH TITLE SPONSOR COCA-
COLA

38. Source: Newzoo
$350 MM
$517 MM
$1.22 B
ESPORTS BRAND INVESTMENT REVENUES
2016 2017 2020

39. SO YOU WANT TO GET INTO
GAMING
“We can sell up to 80 percent of a
user’s visual field before inducing
seizures.”
– Nolan Sorrento, Ready Player One

40. 4 TIPS FOR UNCHARTED
TERRITORY
Determine Your
Target Audience
Audiences vary
depending on the
type of game &
environment they are
playing in.
Understand the
audience and who
they are beyond the
fact that they’re a
“Gamer.”
Establish an
Approach & Level
of Investment
Gaming offers many
different ways to
connect with the
consumer. Whether
that be on-site, via a
team/player
sponsorship or
through digital/social
media content.
Keep it Authentic &
Prove Value
Gamers want to keep
the focus on gaming
and closely guard
their community. If
you're going to
advertise in gaming,
ensure it's something
authentic and
provides value to the
gamer or the
community.
Choose the Right
Partner
There are a ton of
new leagues and
partners entering the
space. Choose a
partner that is
credible, an expert,
and will bring value
to your brand. They
are your guide
through these new
lands.

41. 41
THANK YOU.