Delivered at Casual Connect Asia 2017. Learn from Polaris, a leading gaming entertainment network online, on how brands tap original shows and influencers to connect with audiences.
2. AGENDA
2MAKERSTUDIOS.COM |
- Key Findings
- The Evolution of Gaming Culture
- Gaming as Pop Culture
- Who is the Gaming Audience?
- Recap
- Q&A
G A M I N G A S E N T E R T A I N M E N T
4. G A M I N G A S E N T E R T A I N M E N T
KEY FINDINGS
H E I G H T E N E D T R U S T I N O N L I N E P E R S O N A L I T I E S
4MAKERSTUDIOS.COM |
• Y o u t h c u l t u r e h a s s h i f t e d .
G a m e r t a i n m e n t i s t h e n e w p o p
c u l t u r e .
• M i l l e n n i a l s c o n n e c t t o a n e w
b r e e d o f c e l e b r i t i e s a n d i m p l i c i t l y
t r u s t s t h e m .
• T h e g a m i n g a u d i e n c e h a s a m o r e
v o r a c i o u s a p p e t i t e f o r c o n t e n t ,
a c r o s s a w i d e r a r r a y o f
c a t e g o r i e s , a n d i s m o r e l i k e l y t o
b e b o t h r e c e p t i v e t o s p o n s o r s h i p
a n d t o t a k e a c t i o n a f t e r v i e w i n g .
6. G A M I N G A S E N T E R T A I N M E N T
6MAKERSTUDIOS.COM |
GAMING HAS CHANGED
M O R E U B I Q U I T O U S & C O N N E C T E D
6
7. T O D A Y
TODAY
H A L F O F U S A D U L T S P L A Y G A M E S
P L A Y V I D E O
G A M E S
D O N ’ T P L A Y V I D E O G A M E S
I D E N T I F Y A S
“ G A M E R S ”
P L A Y G A M E S B U T
D O N ’ T I D E N T I F Y
A S “ G A M E R S ”
1 0 % 3 8 % 5 1 %
Source: Survey conducted June-July 2015, Pew Research Center 7MAKERSTUDIOS.COM |
G A M I N G A S E N T E R T A I N M E N T
9. 9
PARTICIPATION DRIVERS
MAKERSTUDIOS.COM |
G A M I N G F I L L S S P E C I F I C N E E D S
C O M P E T I T I O NE S C A P EC O N N E C T I O N
G A M I N G A S E N T E R T A I N M E N T
E N T E R T A I N M E N T
10. 10
GAMERS UPLOAD PLAY
MAKERSTUDIOS.COM |
L E T ’ S P L A Y : P O S T I N G G A M E P L A Y H A S B E C O M E E A S I E R
G A M I N G A S E N T E R T A I N M E N T
P L A Y
S H A R EE D I T U P L O A DR E C O R D
A U D I O
C O M M E N T A R Y
C A P T U R E
V I D E O
G A M E P L A Y
11. 11
CREATE ORIGINAL STORIES
MAKERSTUDIOS.COM |
C R E A T O R S U S E G A M E E N V I R O N M E N T S T O T E L L N E W N A R R A T I V E S
G A M I N G A S E N T E R T A I N M E N T
13. YOUTH CULTURE
E A C H G E N E R A T I O N F O L L O W S A S I M I L A R T R A J E C T O R Y
N e w a e s t h e t i c
o r b e h a v i o r
e m e r g e s
P r e v i o u s
g e n e r a t i o n ’ s
m o r a l p a n i c
H o m o g e n i z a t i o n a n d a b s o r p t i o n
b y m a i n s t r e a m c u l t u r e
13MAKERSTUDIOS.COM |
G A M I N G A S E N T E R T A I N M E N T
14. 14
YOUTH CULTURE
MAKERSTUDIOS.COM |
D E F I N E D B Y M U S I C F O R H A L F A C E N T U R Y
1 9 5 0 ’ s 1 9 6 0 ’ s 1 9 7 0 ’ s 1 9 8 0 ’ s 1 9 9 0 ’ s
G A M I N G A S E N T E R T A I N M E N T
15. 15
YOUTH CULTURE
MAKERSTUDIOS.COM |
T O D A Y I T ’ S H A R D E R T O F I N D G E N E R A T I O N A L M A R K E R S O F D I F F E R E N C E
23
A G
E
46
A G
E
G A M I N G A S E N T E R T A I N M E N T
16. 16
GAMING AS POP CULTURE
MAKERSTUDIOS.COM |
G A M E R T A I N M E N T I S D E F I N I N G T O D A Y ’ S Y O U T H C U L T U R E
G A M I N G A S E N T E R T A I N M E N T
17. 17MAKERSTUDIOS.COM |
G A M I N G A S E N T E R T A I N M E N T
MAKER’S AUDIENCE CONNECTS
WITH A NEW BREED OF CELEBRITY
Source: Maker Studios Gaming Study, Nov 2015, n=400
MARKIPLI
ER
JACKSEPTICEYE
18. G A M I N G A S E N T E R T A I N M E N T
GAMING AUDIENCE
H E I G H T E N E D I N T E R E S T I N N E A R L Y E V E R Y C O N T E N T C A T E G O R Y
M u s i c / f i l m / t e l e v i s i o n
F o o d / c o o k i n g
P e t s / a n i m a l s
B e a u t y / g r o o m i n g
S m a r t l i v i n g / t e c h
E d u c a t i o n
F a s h i o n
S p o r t s
W e l l n e s s / h e a l t h / f i t n e s s
T r a v e l
A u t o m o b i l e s
7 1 %
8 5 %
3 9 %
5 3 %
2 8 %
4 2 %
3 6 %
4 0 %
1 6 %
3 8 %
2 1 %
3 8 %
3 0 %
3 5 %
2 4 %
3 0 %
2 9 %
2 9 %
1 7 %
2 5 %
9 %
1 9 %
M a k e r G a m i n g A u d i e n c e
G e n e r a l Y o u T u b e A u d i e n c e
Source: Maker Studios Gaming Study, Nov 2015, n=400
19. G A M I N G A S E N T E R T A I N M E N T
GAMING AUDIENCE
T W I C E T H E T I M E S P E N T V I E W I N G V I D E O S
4 0 6
M i n u t e s
P e r W e e k
( 6 . 7 5 H o u r s )
2 0 7
M i n u t e s
P e r W e e k
( 3 . 5 H o u r s )
M A K E R G A M I N G
A U D I E N C E
Y O U T U B E G E N E R A L
A U D I E N C E
T O T A L T I M E S P E N T
W A T C H I N G Y O U T U B E
V I D E O S P E R W E E K -
M E A N P E R A U D I E N C E
Source: Maker Studios Gaming Study, Nov 2015, n=400
19MAKERSTUDIOS.COM |
20. 20
G A M I N G A S E N T E R T A I N M E N T
GAMING AUDIENCE
MAKERSTUDIOS.COM |
A D V E R T I S E R S N E E D T O A D D R E S S A U D I E N C E O N T H E G O
A T H O M E
O N T H E G O
A T S C H O O L
P E R S O N A L /
B U S I N E S S T R A V E L
A T T H E G Y M
D A I L Y C O M M U T E
A T W O R K
W H E R E T H E Y W A T C H Y O U T U B E
V I D E O S M O S T O F T E N
G a m i n g A u d = 9 7 %
G e n e r a l A u d = 9 1 %
G a m i n g A u d = 3 0 %
G e n e r a l A u d = 1 8 %
G a m i n g A u d = 2 0 %
G e n e r a l A u d = 1 2 %
G a m i n g A u d = 9 7 %
G e n e r a l A u d = 9 1 %
G a m i n g A u d = 3 0 %
G e n e r a l A u d = 1 8 %
G a m i n g A u d = 2 0 %
G e n e r a l A u d = 1 2 %
G a m i n g A u d = 9 7 %
G e n e r a l A u d = 9 1 %
Source: Maker Studios Gaming Study, Nov 2015, n=400
21. G A M I N G A S E N T E R T A I N M E N T
GAMING AUDIENCE
M O R E L I K E L Y T O C H O O S E D E V I C E B A S E D O N C O N V E N I E N C E A N D V I D E O Q U A L I T Y
I c a n w a t c h w h e r e v e r I w a n t
I t i s t h e m o s t a c c e s s i b l e a t t h e t i m e
T h e q u a l i t y i s g r e a t
S c r e e n s i z e
A l l o w s m e t o m u l t i - t a s k
B a t t e r y l i f e
I c a n w a t c h h a n d s - f r e e
S h a r i n g / w a t c h i n g w i t h o t h e r s
I a m t r a v e l i n g
S o m e o n e i s o c c u p y i n g a n o t h e r d e v i c e
N o s e t - u p r e q u i r e d
C o n t e n t i s o n l y a v a i l a b l e o n t h a t d e v i c e
3 1 %
5 4 %
4 6 %
4 9 %
2 6 %
4 7 %
3 9 %
4 6 %
3 3 %
4 3 %
3 1 %
4 1 %
2 6 %
3 1 %
2 2 %
3 1 %
1 5 %
2 3 %
1 3 %
2 3 %
1 4 %
1 7 %
1 2 %
1 5 %
M a k e r G a m i n g A u d i e n c e
G e n e r a l Y o u T u b e A u d i e n c e
Source: Maker Studios Gaming Study, Nov 2015, n=400
22. 22
G A M I N G A S E N T E R T A I N M E N T
GAMING AUDIENCE
MAKERSTUDIOS.COM |
R E A S O N S F O R W A T C H I N G
T H E Y A R E S O M E T H I N G
I ’ M P A S S I O N A T E A B O U T
I L I K E T H E
S T A R S / P E R S O N A L I T I
E S I N T H E S E V I D E O S
T H E Y M A K E M E F E E L
M O R E C U L T U R E D
7 3 % o f G a m i n g A u d i e n c e
V S
6 2 % o f G e n e r a l A u d i e n c e
7 2 % o f G a m i n g A u d i e n c e
V S
5 5 % o f G e n e r a l A u d i e n c e
4 6 % o f G a m i n g A u d i e n c e V S
3 5 % o f G e n e r a l A u d i e n c e
Source: Maker Studios Gaming Study, Nov 2015, n=400
23. 23
G A M I N G A S E N T E R T A I N M E N T
GAMING AUDIENCE
MAKERSTUDIOS.COM |
M O R E R E C E P T I V E T O S P O N S O R E D C O N T E N T
W h e n t h e b r a n d
h e l p s t h e s t a r
d o s o m e t h i n g
n e w a n d c o o l
W h e n t h e
p r o d u c t o r
s e r v i c e i s p a r t
o f t h e c o n t e n t
W h e n I ’ m
i n t e r e s t e d i n t h e
p r o d u c t o r
s e r v i c e b e i n g
a d v e r t i s e d
W h e n t h e b r a n d
r e l a t e s t o t h e
v i d e o c o n t e n t
W h e n t h e a d i s
e n t e r t a i n i n g o r
v i s u a l l y i n t e r e s t i n g
M a k e r G a m i n g A u d i e n c e
G e n e r a l Y o u T u b e A u d i e n c e
Source: Maker Studios Gaming Study, Nov 2015, n=400
2 0 %
1 3 %
2 6 %
1 7 %
3 3 %
2 6 %
3 7 %
2 9 %
4 5 %
2 7 %
24. G A M I N G A S E N T E R T A I N M E N T
GAMING AUDIENCE
M O R E L I K E L Y T O T A K E A C T I O N A F T E R W A T C H I N G A V I D E O
3 8 %
5 1 %
3 0 %
4 1 %
1 9 %
2 5 %
1 1 %
1 7 %
G e n e r a l Y o u T u b e A u d i e n c e
Source: Maker Studios Gaming Study, Nov 2015, n=400 24MAKERSTUDIOS.COM |
I t a l k a b o u t t h e m w i t h m y
f r i e n d s a n d f a m i l y
I l o o k f o r i n f o r m a t i o n a b o u t t h e c o n t e n t
I l o o k f o r m o r e i n f o r m a t i o n a b o u t a b r a n d
t h a t w a s s h o w n i n t h e v i d e o
I v i s i t a n o n l i n e s i t e t o b u y
w h a t I s a w i n t h e v i d e o
M a k e r G a m i n g A u d i e n c e
25. G A M I N G A S E N T E R T A I N M E N T
GAMING AUDIENCE
H I G H L Y I N F L U E N C E D B Y T H E C O N T E N T T H E Y C O N S U M E O N Y O U T U B E
Y o u T u b e m a k e s m e f e e l
m o r e o n t o p o f w h a t ’ s
n e w a n d p o p u l a r
W i t h Y o u T u b e , I ’ v e
d i s c o v e r e d b r a n d s a n d
p r o d u c t s I r e a l l y l i k e
I ’ v e b e e n i n f l u e n c e d
t o b u y s o m e t h i n g i
s a w o n Y o u T u b e
7 0 %
5 1 %
6 8 %
5 1 %
6 4 %
5 2 %
G e n e r a l Y o u T u b e A u d i e n c e
M a k e r G a m i n g A u d i e n c e
Source: Maker Studios Gaming Study, Nov 2015, n=400
26. G A M I N G A S E N T E R T A I N M E N T
GAMING AUDIENCE
M O R E L I K E L Y T O C O N S I D E R T H E M S E L V E S B R A N D L O Y A L A N D A D V E N T U R O U S
2 6 %
A d v e n t u r o u s
C o s t C o n s c i o u s
B r a n d L o y a l
T r e n d
y
3 6 %
3 5 %
3 5 %
1 4 %
2 2 %
1 6 %
2 2 %
G e n e r a l Y o u T u b e A u d i e n c e
M a k e r G a m i n g A u d i e n c e
Source: Maker Studios Gaming Study, Nov 2015, n=400
27. G A M I N G A S E N T E R T A I N M E N T
GAMING AUDIENCE
I N Y O U T U B E T H E Y T R U S T
• Y o u T u b e : 7 3 %
• S o c i a l M e d i a : 5 9 %
• T o p i c A r e a
I n f l u e n c e r s / E x p e r t
s : 5 6 %
• S o c i a l M e d i a : 6 6 %
• C o m p a n y o r P r o d u c t
W e b s i t e : 5 8 %
• Y o u T u b e : 5 4 % F I R S T C H O I C E F O R
W A T C H I N G V I D E O
C O N T E N T
2 %
1 2 %
2 7 % 5 6 %
Y o u T u b e N e t f l i x T V H u l u A m a z o n P r i m e
W h e n i t c o m e s t o w a t c h i n g v i d e o c o n t e n t , t h e M a k e r G a m i n g
A u d i e n c e i s m o r e t h a n t w i c e a s l i k e l y t o c h o o s e Y o u T u b e
o v e r a n y o t h e r o p t i o n ( T V , N e t f l i x , H u l u , A m a z o n P r i m e ) .
2 %
M A K E R
G A M I N G
A U D I E N C E
G E N E R A L
Y O U T U B E
A U D I E N C E
Source: Maker Studios Gaming Study, Nov 2015, n=400
O v e r a l l , h o w i n f l u e n t i a l d o y o u t h i n k t h e f o l l o w i n g
o n l i n e s o u r c e s a r e t o y o u p e r s o n a l l y w h e n y o u l o o k
f o r c o n t e n t a n d i n f o r m a t i o n ?
28. G A M I N G A S E N T E R T A I N M E N T
T H E B R A N D S T H E Y L O V E T O D A Y
Source: Maker Studios Gaming Study, Social Personas Analysis
GAMING
AUDIENCE
29. G A M I N G A S E N T E R T A I N M E N T
ADVERTISERS
J U S T B E G I N N I N G T O U N D E R S T A N D V A L U E O F G A M I N G A U D I E N C E S
2 7 %
30. 30
G A M I N G A S E N T E R T A I N M E N T
RECAP
MAKERSTUDIOS.COM |
• Y o u t h c u l t u r e h a s s h i f t e d - - i m m e a s u r a b l y a n d
p o w e r f u l l y . T h e t r a d i t i o n a l s i g n i f i e r s o f
g e n e r a t i o n a l d i f f e r e n c e h a v e b e c o m e m o r e
a n d m o r e d i f f i c u l t t o d e t e c t .
• G e n e r a t i o n a l h o m o g e n i z a t i o n m a k e s i t m o r e
d i f f i c u l t f o r m a r k e t e r s t o f i n d y o u n g e r
c o n s u m e r s t h r o u g h t r a d i t i o n a l c h a n n e l s . T h e
g a p c r e a t e d b y t h i s d i s i n t e g r a t i o n h a s b e e n
f i l l e d b y g a m i n g c u l t u r e . T o d a y , g a m i n g
c u l t u r e i s i n d i s t i n g u i s h a b l e f r o m y o u t h
c u l t u r e . G a m i n g i s t h e n e w m a i n s t r e a m
c u l t u r e .
• A s g a m i n g c o n t e n t m o v e s t o t h e f o r e f r o n t o f
p o p u l a r c u l t u r e , M a k e r h a s f o u n d t h a t t h i s
a u d i e n c e h a s d i s t i n c t c h a r a c t e r i s t i c s f r o m t h e
v i d e o v i e w i n g p o p u l a t i o n i n g e n e r a l . T h e
g a m i n g a u d i e n c e h a s a m o r e v o r a c i o u s
a p p e t i t e f o r c o n t e n t , a c r o s s a w i d e r a r r a y o f
c a t e g o r i e s , a n d i s m o r e l i k e l y t o b e b o t h
r e c e p t i v e t o s p o n s o r s h i p a n d t o t a k e a c t i o n
a f t e r v i e w i n g .
• M a r k e t e r s s t r u g g l i n g t o r e a c h M i l l e n n i a l s n e e d
t o c o n s i d e r g a m i n g c o n t e n t . T h o s e t h a t d o n ’ t
r i s k i r r e l e v a n c e a s t h i s a u d i e n c e i n c r e a s i n g l y
g r a v i t a t e s t o w a r d s g a m i n g .Sponsorship Branded Content Media
Commercial Opportunities
P r o g r a m m i n g ,
E v e n t s ,
Te n t p o l e s
Social Media
S h o r t - F o r m
C o n t e n t
I n t e g r a t i o n
L e v e r a g i n g d a t aC r o s s - P l a t f o r m
R e a c h
31. 31MAKERSTUDIOS.COM |
G A U T A M T A L W A R
E: GAUTAM.TALWAR@makerstudios.com
THE FUTURE OF
ENTERTAINMENT
IS HERE.
Editor's Notes
The Maker gaming audience is nearly 40% more likely than the non-gaming audience to agree with the statement “You get better insights and ideas from bloggers and vloggers than mainstream media.”
Make image less nerdy, more game geek
evolved into a lean-back medium - gaming-powered entertainment
as gaming content becomes a form of entertainment, it fills new needs
capture card
Is it possible to insert a video here? https://www.youtube.com/watch?v=aC_zpK0G18E up to sec 42?
Add this slide in regular format - delete technologically savvy section