James Salins (Supersonic) slides from iStrategy London, May 2012

1. JAMES SALINS: GAMING IS SOCIAL
23rd May 2012
I-STRATEGY LONDON

2. Agenda
• The case for Social Gaming
• Examples of what can be done
• Bit of fun

3. Forget the
stereotype

4. GAMING BRITAIN: A NATION UNITED BY DIGITAL PLAY
OF THE UK POPULATION GAMES
(32.9M 8-65 YR OLDS)
78% adults / 98% kids
Base: All Adults: 3,017; All Kids 8-15 years: 1,000

5. They are not just young men….
23%
45-65 C2DE
16-24 ABC1
33% 46%
51% 49%
54%
44%
Male Female
25-45
63% of game players disagreed with
the statement “Gaming is only for young people”
Base: All Adult Game Players: 2396

6. Gaming: The Lean
Forward Medium

7. LEAN FORWARD = ENGAGEMENT
(gaming offers 3x the engagement of TV)
Ease of distraction Multi-tasking Engagement
60% 57% 35%
52%
30% 47% of respondents who
50% play weekly agree that “I
always seem to get drawn
40% 25% into games and lose track
40% 37% 36% of time”
33%
20%
29%
30%
25%
15%
20% 18% 58% of respondents who
10% play weekly
10% agree that “When I'm
10% 8% 8%
5% playing games I need to be
totally focused”
0% 0%
Playing video Reading the Browsing the Reading Watching TV Listening to the
games newspaper internet magazines radio
Based on all adults that ever do that activity: Game – 2012; TV – 1940; Net – 2012; News – 1763; Mag – 1731; Radio – 1846
Q23 So, adding which, if any, of these activities would make this statement true for you?

8. The types of game played also varies a great deal
Puzzles and social networking games are actually more popular than what we might think of as traditional video games
Puzzles/Board Games/Quizzes 49%
Social Networking Games 30%
Sports 29%
Touch screen games 26%
Fitness Games 25%
First Person Shooters 23% % playing types of game nowadays
Action Adventure 23%
Classic 21%
Racing 20%
Music 17%
Simulations 17%
Strategy 15%
Role Playing Games 15%
Fighting 10%
Virtual life 8%
Massive Multiplayer Online… 6%
Base: All Adult Game Players: 2012
Q14 – Which types of video game do you play nowadays?.

9. Newer types of game being driven by female players
% playing types of game nowadays
Puzzles/Board Games/Quizzes 49%
Social Networking Games 30%
Sports 29%
Touch screen games 26%
Fitness Games 25%
First Person Shooters 23%
Action Adventure 23%
Classic 21% Female players are
Racing 20% more likely to be
Music 17%
Simulations 17%
playing these types of
Strategy 15% game
Role Playing Games 15%
Fighting 10%
Virtual life 8%
Massive Multiplayer Online Games 6%
Base: All Adult Game Players: 2012
Q14 – Which types of video game do you play nowadays?.

10. Facebook Global
Gaming Stats
MAU’s = USA Population DAU’s = UK POPULATION
( approx 300m Monthly ( approx 60m Daily
active users) active users)
Source: Allfacebook.com Aug 2011

11. CONNECT YOUR BRAND TO 500 MILLION SOCIAL GAMERS
500 MILLION 56 Million users play games on
Facebook everyday
USERS
+ 50% 7.7 Million hours per day spent on social
of FB logins are to play
games in the UK
Social Games
FREEMIUM 24 Have paid cash for in-game
benefits
GAMES
* Source: %
Allfacebook.com, Neilsen, Games.com, InsideFacebook, Information
Services Group

12. Social Gaming surpassed email in
2010 to become 2nd leading activity
online with >10% time use
Source: AllFacebook.com Aug10

13. The Shift to Social
The shift to ‘free to play’ and ‘freemium’: taking a strong
brand and making it stronger

14. Social Games Growth is not o
play social games
50%
40%
30%
20%
10%
0%
2010 2011
INFORMATION
Source SOLUTIONS
Sept 2011 GROUP

15. 8 Different Genres of
Social Games
…Something for everyone

16. City
Building
Perhaps the most
idenitfiable genre in
social.
Female skewed – but
considerable numbers of
males also.

17. Arcade/Casu
al style
Huge Growth area. Short &
fun ‘snackable’ games where
players can play quickly and
progress fast.
Typically female biased – age
sweet spot late 30’s

18. Word &
Puzzle
Typically people migrating
their offline habits to
online gaming.
Female Biased – Age sweet
spot 30.

19. Hidden
Recent phenomenon.
Typically female skewed.
Simple to play. Requires
eagle eyes.
Female biased

20. RPG
Role playing games. From
Sims Social which is
popular with a younger
female skewed audience
through to lads games
such as zombie lane or
mafia wars.

21. Sports Sims
Sports fans that need a
fix.
Young males

22. Strategy/C
ombat
Not suprisingly – very
male biased genre. Guns
and tanks and war!
Young Males

23. Casino
Poker / pool etc skew
heavy male. Bingo and
Slots female.
Big area for growth. Post
FB IPO & Election

24. 1) Integrations &
Sponsorships

26. Custom Games -
Reskin
Take a popular game and create a sponsored version

27. CRISTIANO RONALDO FOOTY! LAUNCHING 15 AUGUST 2012
Largest Sports Star in the world on social media:
Approx 60m fans

28. BRAND INTEGRATION IDEAS

29. USAIN BOLT – AVATAR AND IN-SITU SCREENSHOT
o

30. USAIN BOLT - ATHLETICS
Sponsorship Ideas
o

31. ‘THIS GAME IS
ESSENTIALLY A GRAN
TURISMO OR FORZA
BUT IN A KICK ASS
FREE TO PLAY
PACKAGE’
The world’s free to play first console-quality online socially enabled racing game.

33. 2) Core Opportunities on
Social Gaming

34. &
SupersonicAds sell CPA and video brand engagement
on FB and other platforms
Global Facebook partnership enabling age & gender
targeting and FB Credit distribution

35. BrandConn
USER FLOW Gamer is logged into their
preferred game / network
1. User is prompted to engage 2. User initiates the branded video 3. Post action engagement
with branded content and is rewarded Facebook and viral activation
credit or Virtual Currency

36. FACEBOOK ADVERTISING

37. Offerwall: CPA Performance
Ads

38. MOBILECONNECT : REEBOK EXAMPLE
Gamer is presented BrandConnect player Once the video is
User must watch
with ‘Free Coins’ icon opens, presents 100% of the video
complete, CTA
User initiated Content brand and video message appears

39. Talking Friends – Talking Tom and Others ( the 2nd
• largest mobile entertainment app )
Talking Friends – Talking • Video Engagement
Tom & Friends • Standard Banners
• iOs / Android
• 400m downloads / 70m –
Talking Tom 2

40. Endless New Opportunities for
Engagement
40

41. 1978
Spot The
2012 Difference
The Difference is Social

42. 47m MAU’s
globally
Candy Crush
Saga
Launched Mid
April
7.7m MAU’s
Projected to
be a top 5
game on FB by

43. In-Game
integration
Sponsored
Quests & Boosts Sponsored
Levels

44. THANK YOU – ANY
QUESTIONS?
James Salins
VP Advertising Europe
SupersonicAds
james.s@supersonicads.com