1. Game marketing provides an engaging way for brands to integrate with consumers through digital channels in games. It allows two-way communication and direct measurement of effectiveness. 2. Myths about gamers are debunked - the typical gamer is over 30 years old, half of all gamers are women, and gamers will accept ads and product placements if they don't interfere with gameplay. 3. The landscape of game marketing is evolving as gaming expands across multiple platforms including consoles, PC, mobile and online games. This allows consumers to connect their identity and gameplay across devices.

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

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

17. Top Player Changes Course

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

24. THREE: Platforms

25. Videogame Consoles

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

30. Mobile and Handheld Games

33. Mobile Games Growing in Importance and Sophistication

34. The Perfect DM Channel Personal Measurable Two-way Linked to an eWallet?

35. Massively Multiplayer Online Games

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

42. The Future?