The document discusses using digital insights and data to understand video game audiences. It summarizes research from Tribal Fusion and YouGov on the Battlefield 3 game that found: 1) Online channels are the most important for driving awareness, consideration, and purchase of video games. 2) Awareness is driven by large, high impact online formats. 3) Consideration occurs online through customized ads. 4) Purchase data from online behaviors can be used to personalize retargeting and drive purchases.

1. Advertising to Today’s Video Gamer
Graham Ratcliffe ¦ UK Client Strategy Manager

2. Video Games Industry
Evolution
1976 2011

3. Today’s video gamers
Is it everyone?
Video Games
c. 60% of market
Gaming Britain study

4. What can
digital tell us
about the
audience?

5. Battlefield 3 – Audience insights
• First person shooter developed and published by
Electronic Arts
• Due for release 25 October 2011
“... It's going up against the next Call of Duty, which is presently
the #1 game in the game industry, a game that last year did
$400 million dollars in revenue on day one. [Battlefield 3] is
designed to take that game down...“
John Riccitiello, CEO, Electronic Arts
BUY WHAT YOU Valuable insights into your customers
LEARN ABOUT YOUR • Tribal Fusion Insights provide an in-depth view into your audience
AUDIENCE
_________________ • Understand what behaviors drive consideration, intent and conversions?
I am a huge
sports fan and
• Directly actionable - Share with clients and improve performance
I’m in-market
for an SUV. • Analyze over 20,000 unique behaviors
• Evaluate lift - What behaviors index highly when compared to the general
audience?

6. Battlefield 3 - Findings
Area of employment
Video games
Other entertainment

7. Battlefield 3 - Findings
Other behaviours

8. What does
online do best?

9. Where do you hear about new releases?
Awareness
Q: Now we would like to know where you typically hear about new game releases. Which, if
any, of the following do you use? Base: All (n=937)

10. Video
Site skins

11. Video
Site skins

12. Where do you research game purchases?
Consideration
Q: Now we would like to know which, if any, of the following sources you use to research
which video games to buy. Looking at the list below, please rank the three sources that you
use most often. Base: All (n=937)

13. Customise the messaging on the fly
Dynamic ads

14. Where do you buy video games?
Purchase
Q: From which, if any, of the following places do you buy video games? Base: All (n=937)

15. Use audience data to drive purchases
Data
In-market data
Customise
impression based
on site visit
User visits game
or product pages
Personalised re-targeting

16. Video Games Industry
Summary
Video games industry has evolved significantly
Use online insights to understand your audience
Research from Tribal Fusion and YouGov shows:
• Online is the most important channel for driving awareness,
consideration and purchase
Awareness – large high impact formats
Consideration – customised ads
Purchase - data

17. Thank you
Graham Ratcliffe
UK Client Strategy Manager
E: graham.ratcliffe@tribalfusion-corp.com