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GAME MARKETING FOR  DIRECT  MARKETERS August 02, 2007  │ Image © Sheila Marshall
Who will be first? The potential of the gaming software/hardware platform is only limited to the  imagination  of those decided to make the most of them. Marketers, artists and consumers alike have the power to transform the medium to address untapped needs… Edison Phonograph Idelia, 1907
Game Marketing = Deep consumer  engagement Excellent tool to  integrate  brand and direct Two-way  communications channel Instant  measurability  via digital channels
 
ONE: Debunking the top three myths
1 The Real Gamer…
Source: Forrester’s North American Consumer Technology Adoption Study Q4 2006 Survey 82% 44% 23% 32% 73% 58% 24% $50,600 1.0  67% 36  Heavy gamer 52% 65% 52% 49% Employed full-time 30% 35% 34% 28% College degree $56,000 $57,900 $58,400 $55,400 Income* 0.6  1.0  0.8  0.5  Number of children 47% 55% 37% 45% Male 50  39  49  54  Age 70% 87% 84% 62% Online 33% 35% 26% 33% Entertainment motivated 32% 31% 37% 32% Family motivated 35% 34% 37% 35% Career motivated 51% 64% 55% 45% Technology optimist All households Moderate gamer Casual gamer Nongamer
Source: Forrester’s North American Consumer Technology Adoption Study Q4 2006 Survey
2 Only men play
Gamespot.com’s female audience grew 6.5X faster than internet audience (female) in past 12 months Source: comScore Media Metrix
3 Gamers don’t like ads
Burger King games go double-platinum What burger-backed trio of minigames reached the 2-million-in-sales mark faster than  Gears of War ? That's right ... Burger King's Value Meal threesome! Well, technically, 2 million is the number of combined sales (of the three games:  Pocketbike Racer ,  Big Bumpin' , and  Sneak King ); and each is only $3.99 with the purchase of an E. coli-free meal. Still, 2 million of these games consumed in just four weeks must represent a milestone in the evolution of fast food chain promotions. Look to Taco Bell to start thinking  inside your 'Box  to claw its way out of the doghouse.  December 21, 2006
Players are encouraged to use their  creativity  when creating fashion designs using The Sims 2 PC game. What’s more, they may even get the chance to show off their creations on a  virtual runway  that will be broadcast on TheSims2FashionRunway.com, hm.com and yahoo.co.uk/games  Participants may be given the opportunity to have their creations reviewed by an H&M designer. Ultimately, they may even see a garment inspired by their design in H&M stores for future collections!  TechShout.com June 06, 2007 H&M The Sims 2 Fashion Stuff  #6 best-selling PC game (July 25, 2007)
Source: Forrester’s North American Consumer Technology Adoption Study Q4 2006 Survey 33% 50% 35% 24% I'd accept more product placement and ads in games if they didn't interfere with game play 42% 45% 41% 42% In-game ads and product placements distract from my game playing experience 12% 17% 13% 10% I would pay extra to have ad-free games 25% 45% 29% 15% I'd accept more product placement and ads in games if they cost less 7% 11% 7% 6% In-game ads are a great way to find out about new products and promotions 12% 42% 7% 6% I'd rather play videogames than watch TV 14% 37% 13% 8% Videogames represent good value for money 19% 31% 19% 14% I notice ads or product placement in games 19% 100% 0% 8% I consider myself an active videogame player 38% 27% 42% 38% I play fewer videogames today than I did two years ago 59% 40% 57% 66% I'm not interested in playing games online against other people All gamers Heavy gamer Moderate gamer Casual gamer
“… gamers don’t want to be marketed to in a traditional way… they want to play the game. If you can  enhance  that  experience , it’s the smartest thing you can do.” Chris Schembri, Discovery Channel via Wired Magazine, 08.15.07
TWO: The new Game Marketing landscape
Top Player Changes Course
[object Object],[object Object],[object Object],[object Object]
Microsoft  Digital  Advertising Solutions  Welcome to the “Platform-Agnostic” Game Marketing Era
Microsoft’s Live Anywhere “ Called cross-platform gaming or  pervasive gaming , the platform-agnostic strategy allows users to play the same game and same competitors in a variety of places. It also allows players to use one identity across platforms, as well as all-in-one scorekeeping, chat and friend’s lists.” Advertising Age July 23, 2007
Big TV’s New Relationship with Game Marketing   Extend and complement TV shows’ storyline while further engaging fans with characters and other elements of the shows Drive traffic to the TV channel’s web property, increasing revenue from advertisers
 
 
THREE: Platforms
Videogame Consoles
1972 Magnavox Odyssey First Videogame Console 1983 Video game crash. Driven by market over saturation led by Atari systems 1985 Nintendo’s entertainment system introduced in the US 1995 Sony made its debut to the video gaming scene with the PlayStation 2000 Sony released the widely anticipated PlayStation 2 2001 Microsoft entered the video game console industry with its new Xbox 2005 2006 Microsoft releases the Xbox 360 Nintendo Wii PS3
Who is Winning the Console War?
Alienware 7500 PC Games: Key Players
 
Mobile and Handheld Games
 
 
Mobile Games Growing in Importance and Sophistication
The Perfect  DM  Channel Personal Measurable Two-way Linked to an eWallet?
Massively Multiplayer Online Games
Consumer Generated Content Internet Media Aggregator Social Media eCommerce Platform Market Research (Serious) Gaming Platform The Multi-Dimensional Nature of MMO Games Linden Lab’s  Second Life  offers its users the opportunity to create almost anything imaginable, the virtual world even has its own atoms called “prims” (primitives)
Consumer Generated Content Internet Media Aggregator Social Media eCommerce Platform Market Research (Serious) Gaming Platform The Multi-Dimensional Nature of MMO Games The new  PS3  game, called  Home , looks very much like a minimalist version of  Second Life . Players can create realistic avatars for themselves, then wander around a 3D online world filled with fellow PlayStation 3 owners.
Consumer Generated Content Internet Media Aggregator Social Media eCommerce Platform Market Research The Multi-Dimensional Nature of MMO Games MTV streams episodes in  Virtual Laguna Beach  a day before they are shown on TV, a move which it hopes will entice fans of the show to sign up online (Serious) Gaming Platform
Consumer Generated Content Internet Media Aggregator Social Media eCommerce Platform Market Research The Multi-Dimensional Nature of MMO Games As the third expansion pack for  The Sims 2 , Open for Business, takes us to the world of work. In this game you are an entrepreneur of a business of your own design. You'll have employees, merchandise, a business location - and hopefully lots of money.  (Serious) Gaming Platform
Consumer Generated Content Internet Media Aggregator Social Media eCommerce Platform Market Research The Multi-Dimensional Nature of MMO Games Starwood’s virtual Aloft in  Second Life  served as a 3D research platform to gather consumer feedback around design and usability  (Serious) Gaming Platform
Consumer Generated Content Internet Media Aggregator Social Media eCommerce Platform Market Research The Multi-Dimensional Nature of MMO Games The process of becoming an effective  World of Warcraft  guild master amounts to a total-immersion course in leadership. A guild master must be adept at many skills: attracting, evaluating, and recruiting new members; creating apprenticeship programs; orchestrating group strategy; and adjudicating disputes.  (Serious) Gaming Platform
The Future?

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G A M Emarketing 08 02 07

  • 1. GAME MARKETING FOR DIRECT MARKETERS August 02, 2007 │ Image © Sheila Marshall
  • 2. Who will be first? The potential of the gaming software/hardware platform is only limited to the imagination of those decided to make the most of them. Marketers, artists and consumers alike have the power to transform the medium to address untapped needs… Edison Phonograph Idelia, 1907
  • 3. Game Marketing = Deep consumer engagement Excellent tool to integrate brand and direct Two-way communications channel Instant measurability via digital channels
  • 4.  
  • 5. ONE: Debunking the top three myths
  • 6. 1 The Real Gamer…
  • 7. Source: Forrester’s North American Consumer Technology Adoption Study Q4 2006 Survey 82% 44% 23% 32% 73% 58% 24% $50,600 1.0 67% 36 Heavy gamer 52% 65% 52% 49% Employed full-time 30% 35% 34% 28% College degree $56,000 $57,900 $58,400 $55,400 Income* 0.6 1.0 0.8 0.5 Number of children 47% 55% 37% 45% Male 50 39 49 54 Age 70% 87% 84% 62% Online 33% 35% 26% 33% Entertainment motivated 32% 31% 37% 32% Family motivated 35% 34% 37% 35% Career motivated 51% 64% 55% 45% Technology optimist All households Moderate gamer Casual gamer Nongamer
  • 8. Source: Forrester’s North American Consumer Technology Adoption Study Q4 2006 Survey
  • 9. 2 Only men play
  • 10. Gamespot.com’s female audience grew 6.5X faster than internet audience (female) in past 12 months Source: comScore Media Metrix
  • 11. 3 Gamers don’t like ads
  • 12. Burger King games go double-platinum What burger-backed trio of minigames reached the 2-million-in-sales mark faster than Gears of War ? That's right ... Burger King's Value Meal threesome! Well, technically, 2 million is the number of combined sales (of the three games: Pocketbike Racer , Big Bumpin' , and Sneak King ); and each is only $3.99 with the purchase of an E. coli-free meal. Still, 2 million of these games consumed in just four weeks must represent a milestone in the evolution of fast food chain promotions. Look to Taco Bell to start thinking inside your 'Box to claw its way out of the doghouse. December 21, 2006
  • 13. Players are encouraged to use their creativity when creating fashion designs using The Sims 2 PC game. What’s more, they may even get the chance to show off their creations on a virtual runway that will be broadcast on TheSims2FashionRunway.com, hm.com and yahoo.co.uk/games Participants may be given the opportunity to have their creations reviewed by an H&M designer. Ultimately, they may even see a garment inspired by their design in H&M stores for future collections! TechShout.com June 06, 2007 H&M The Sims 2 Fashion Stuff #6 best-selling PC game (July 25, 2007)
  • 14. Source: Forrester’s North American Consumer Technology Adoption Study Q4 2006 Survey 33% 50% 35% 24% I'd accept more product placement and ads in games if they didn't interfere with game play 42% 45% 41% 42% In-game ads and product placements distract from my game playing experience 12% 17% 13% 10% I would pay extra to have ad-free games 25% 45% 29% 15% I'd accept more product placement and ads in games if they cost less 7% 11% 7% 6% In-game ads are a great way to find out about new products and promotions 12% 42% 7% 6% I'd rather play videogames than watch TV 14% 37% 13% 8% Videogames represent good value for money 19% 31% 19% 14% I notice ads or product placement in games 19% 100% 0% 8% I consider myself an active videogame player 38% 27% 42% 38% I play fewer videogames today than I did two years ago 59% 40% 57% 66% I'm not interested in playing games online against other people All gamers Heavy gamer Moderate gamer Casual gamer
  • 15. “… gamers don’t want to be marketed to in a traditional way… they want to play the game. If you can enhance that experience , it’s the smartest thing you can do.” Chris Schembri, Discovery Channel via Wired Magazine, 08.15.07
  • 16. TWO: The new Game Marketing landscape
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  • 19. Microsoft Digital Advertising Solutions Welcome to the “Platform-Agnostic” Game Marketing Era
  • 20. Microsoft’s Live Anywhere “ Called cross-platform gaming or pervasive gaming , the platform-agnostic strategy allows users to play the same game and same competitors in a variety of places. It also allows players to use one identity across platforms, as well as all-in-one scorekeeping, chat and friend’s lists.” Advertising Age July 23, 2007
  • 21. Big TV’s New Relationship with Game Marketing Extend and complement TV shows’ storyline while further engaging fans with characters and other elements of the shows Drive traffic to the TV channel’s web property, increasing revenue from advertisers
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  • 26. 1972 Magnavox Odyssey First Videogame Console 1983 Video game crash. Driven by market over saturation led by Atari systems 1985 Nintendo’s entertainment system introduced in the US 1995 Sony made its debut to the video gaming scene with the PlayStation 2000 Sony released the widely anticipated PlayStation 2 2001 Microsoft entered the video game console industry with its new Xbox 2005 2006 Microsoft releases the Xbox 360 Nintendo Wii PS3
  • 27. Who is Winning the Console War?
  • 28. Alienware 7500 PC Games: Key Players
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  • 33. Mobile Games Growing in Importance and Sophistication
  • 34. The Perfect DM Channel Personal Measurable Two-way Linked to an eWallet?
  • 36. Consumer Generated Content Internet Media Aggregator Social Media eCommerce Platform Market Research (Serious) Gaming Platform The Multi-Dimensional Nature of MMO Games Linden Lab’s Second Life offers its users the opportunity to create almost anything imaginable, the virtual world even has its own atoms called “prims” (primitives)
  • 37. Consumer Generated Content Internet Media Aggregator Social Media eCommerce Platform Market Research (Serious) Gaming Platform The Multi-Dimensional Nature of MMO Games The new PS3 game, called Home , looks very much like a minimalist version of Second Life . Players can create realistic avatars for themselves, then wander around a 3D online world filled with fellow PlayStation 3 owners.
  • 38. Consumer Generated Content Internet Media Aggregator Social Media eCommerce Platform Market Research The Multi-Dimensional Nature of MMO Games MTV streams episodes in Virtual Laguna Beach a day before they are shown on TV, a move which it hopes will entice fans of the show to sign up online (Serious) Gaming Platform
  • 39. Consumer Generated Content Internet Media Aggregator Social Media eCommerce Platform Market Research The Multi-Dimensional Nature of MMO Games As the third expansion pack for The Sims 2 , Open for Business, takes us to the world of work. In this game you are an entrepreneur of a business of your own design. You'll have employees, merchandise, a business location - and hopefully lots of money. (Serious) Gaming Platform
  • 40. Consumer Generated Content Internet Media Aggregator Social Media eCommerce Platform Market Research The Multi-Dimensional Nature of MMO Games Starwood’s virtual Aloft in Second Life served as a 3D research platform to gather consumer feedback around design and usability (Serious) Gaming Platform
  • 41. Consumer Generated Content Internet Media Aggregator Social Media eCommerce Platform Market Research The Multi-Dimensional Nature of MMO Games The process of becoming an effective World of Warcraft guild master amounts to a total-immersion course in leadership. A guild master must be adept at many skills: attracting, evaluating, and recruiting new members; creating apprenticeship programs; orchestrating group strategy; and adjudicating disputes. (Serious) Gaming Platform