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www.ballychoha
n.com

Gaming & Advertising –Described by Bally Chohan
Sloane

Bally chohan, bally, chohan, bally sloane, b...
Bally Chohan
UK

Gaming & Advertising
a promising upturn

Bally chohan, bally, chohan, bally sloane, bally
chohan 2013, ba...
Content
1.
2.
3.
4.
5.
6.
7.
8.

What is the situation like today?
How did the past had its influence on the present?
Adve...
What is the situation like today?

Bally chohan, bally, chohan, bally sloane, bally
chohan 2013, bally chohan dubai, bally...
Gaming is an interesting channel for
advertisers to reach the difficult
to reach target group 18-36 yrs old

Bally chohan,...
Gaming has and will become
more and more a social event

Bally chohan, bally, chohan, bally sloane, bally
chohan 2013, bal...
How did the past had its influence
on the present?
Bally chohan, bally, chohan, bally sloane, bally
chohan 2013, bally cho...
Inception & first experiments: 60’s – 80’s
There wasn’t much technology available in this period. Creating games was almos...
The advent of PC games: 90’s
The upcoming of the personal computer was promising but advertisers kept making the same
mist...
Internet & Flash: the new millennium
Advergames knew a huge popularity boost because of the fast uprise of the Internet. T...
Gaming is booming!

89%
Of Americans
watch primetime
TV
Of Americans
watch a movie in a
theater
Of Americans play
some kin...
Video Game Advertising Revenue
(in Millions)

“Offline advertisers buy time,
interactives create time”

$312.2
$259.9

$20...
More than 83 million gamers are currently online (2006)
Women take in more than 60% of the online gaming population. They ...
Gaming in comparison with other
more traditional media
Total Monthly Online Users by Category

The Gaming category reaches...
Gender balance is evening out

"With the explosive growth in casual games over the past few years, it's no
surprise that t...
Nintendo’s Blue Ocean Strategy

Bally chohan, bally, chohan, bally sloane, bally
chohan 2013, bally chohan dubai, bally ch...
Advergaming & In-gamevertising
Say wuh?

Bally chohan, bally, chohan, bally sloane, bally
chohan 2013, bally chohan dubai,...
Advertising Format

Integratio
n

Advergames

Description
Custom-made games specifically
designed around a product or serv...
They come in many forms and shapes

Bally chohan, bally, chohan, bally sloane, bally
chohan 2013, bally chohan dubai, ball...
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Bally Chohan IT Solutions Sloane

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Bally Chohan IT Solution is an UK based IT Service Company. Bally Chohan is an IT Professional.

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  1. 1. www.ballychoha n.com Gaming & Advertising –Described by Bally Chohan Sloane Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk Pieter-Jan Adriaensens
  2. 2. Bally Chohan UK Gaming & Advertising a promising upturn Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk www.ballychoha
  3. 3. Content 1. 2. 3. 4. 5. 6. 7. 8. What is the situation like today? How did the past had its influence on the present? Advergaming and in-gamevertising They come in many forms and shapes Advergaming and social gaming Advergaming, crossmedia and communities Advergaming and protest Conslusions Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk 3
  4. 4. What is the situation like today? Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk
  5. 5. Gaming is an interesting channel for advertisers to reach the difficult to reach target group 18-36 yrs old Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk 5
  6. 6. Gaming has and will become more and more a social event Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk 6
  7. 7. How did the past had its influence on the present? Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk
  8. 8. Inception & first experiments: 60’s – 80’s There wasn’t much technology available in this period. Creating games was almost unaffordable and thus held a huge risk . One of the first companies to start advertising through games was Ford (Mustang), quickly followed by Coca-Cola & Bud in the early 80’s (booming of the pc market) Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk 8
  9. 9. The advent of PC games: 90’s The upcoming of the personal computer was promising but advertisers kept making the same mistakes as in the period before. A positive evolution of this period was the bringing of in-context advertising: content contributes to the realism of the game and is not irritating (more subtle). A new era with new possibilities was needed and thus the Internet made her entry in the early 90’s, rapidlychanging the possibilities & experiences of the gaming industry 9
  10. 10. Internet & Flash: the new millennium Advergames knew a huge popularity boost because of the fast uprise of the Internet. They could be spread more effectively and a larger audience could be reached. The introduction of Flash offered new possibilities: it was fast in development, cheap and had excellent sound. Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk 2000: America’s Army: the biggest online advergame ever made. It was created to influence young people to choose for a career in the US military 10
  11. 11. Gaming is booming! 89% Of Americans watch primetime TV Of Americans watch a movie in a theater Of Americans play some kind of a computer/ videogame 4% 58% Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk Source: 2006 Frank N. Magid Associates, Inc. 11
  12. 12. Video Game Advertising Revenue (in Millions) “Offline advertisers buy time, interactives create time” $312.2 $259.9 $203.5 $562.5 $153.3 $10.0 $113.7 $69.0 $83.6 $34.0 2004 2005 $302.9 $173.1 $71.9 2003 $432.7 2006 2007 2008 2009 In-Game Advertising Advergames Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk Source: Yankee Group, 2005 Source: Yankee Group, 2005 12
  13. 13. More than 83 million gamers are currently online (2006) Women take in more than 60% of the online gaming population. They often play casual games and are the ones with spending power. Games are ideal to reach the difficult to reach segment 18-34 of age (they avoid traditional media more often). The green bar are the ones responsible for purchase. Q. Do you play games online? (%) 63.6 55.9 44.1 58.8 52.6 47.4 58.2 50.4 49.6 57.4 53.3 46.7 41.2 41.8 42.6 36.4 Yes No Bally chohan, bally, chohan, bally sloane, bally Total chohan 2013, Male Female 13-17 18-24 25-34 35-44 45+ chohan bally chohan dubai, bally 13 uk Source: Nielsen Interactive Entertainment 2006 Active Gamer Benchmark Study & Media Metrix, July 2006
  14. 14. Gaming in comparison with other more traditional media Total Monthly Online Users by Category The Gaming category reaches majority of web users 160,000 120,000  83MM people went to a gaming site in July  48% of online population 100,000 80,000 60,000 40,000 20,000 Games tops the number of monthly minutes users spend by category Sp or ts C ha t Total Monthly Minutes (billions) Ad ul t am es XX X G R et En ai te l rt ai nm en t N ew s B us in es Te s ch no lo gy Tr av el 0 20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk Source: Media Metrix, July 2006 En t Tr a t Sp or ts Ad ul XX X ne ss Bu si Ch at s es Ne w l Re ta i G am er ta i nm en t 0 ve l Te ch no lo gy Unique visitors 140,000 14
  15. 15. Gender balance is evening out "With the explosive growth in casual games over the past few years, it's no surprise that the gaming population, overall, is beginning to strike a more even gender balance than it had previously, when it was oriented heavily toward young males," says Mr. Verna. "This shift is creating opportunities for marketers to reach highly coveted demographic segments that in the past were not readily associated with video games." Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk M. Verna, eMarketer Senior Analyst of Universal McCann 15
  16. 16. Nintendo’s Blue Ocean Strategy Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk Source: http://blog.delaranja.com/?p=836 & http://business-model-design.blogspot.com/2007/01/nintendos-blue-ocean-strategy-wii.html 16
  17. 17. Advergaming & In-gamevertising Say wuh? Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk
  18. 18. Advertising Format Integratio n Advergames Description Custom-made games specifically designed around a product or service. In many cases they also bring out a message about the brand. Not changeable advertising inside of a game. Static In-game Advertising In-game Dynamic or Interactive Ingame Advertising In-game Changeable and/or clickable advertising within networked games. Inter-Level Advertising In-game Plot Integration In-game Video or rich media advertising that is presented in a natural break in game play, typically between levels. A product plays an active role in the game; the player experiences the product features & benefits in context with the game play situation. Video or rich media advertising that is presented as the game loads In-game BallyPre- Roll bally, chohan, bally sloane, bally chohan, Product chohan 2013, ballyAroundIn- Integration brandbally chohan chohan dubai, messaging,into the Game, sponsorship and/or products Placement game game. uk Around Website, Leaderboards, Tournaments, Sponsorships Game, Ingame Source: IAB Belgium Sweepstakes, retail promotions. 18
  19. 19. They come in many forms and shapes Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

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