Social games are the future of branded entertainment. By virtue of the entertaining, ongoing experience of playing branded games, players organically acquire an identity with brands. Well-produced games create loyal fanbases, who impulsively share them and challenge friends to play

1. Social Games
Multiplatform Branded Entertainment
Alex Gault
Vice President, Sales & Marketing
DeepMarkit
alex@deepmarkit.com

2. Gaming is Everywhere
“Everything in the future online is
going to look like a multiplayer game”
Eric Schmidt - Executive Chairman, Alphabet

3. “Social Games”: Definition
Games that run on or integrate with a social
network or messaging app, and use those
services to enhance gameplay between players
 Free to Play
 Play with Friends
 Pay to get special content

4. Why People Get Hooked
on Social & Casual Games
We love spotting patterns
 Matching things
 Sorting things
 Putting things in order
Most successfulsocial and casual games
are built based on those game mechanics

5. The Evolution of Social Games
Single-player, offline games
Play alone; limited social
interaction
People you know
Play with friends and family
Single-platform game
development
Core game experience only
available on a lead platform
Multiplayer, network-enabled
games
Community is key to the experience
People you want to know
Profile matching (based on shared
interests, geo-location) promotes
meeting new, like-minded people
Multi-platform game development
Ubiquitous game experience on all
platforms

6. Typical Elements of Social Games
Leaderboards
Achievement badges
Friend lists

7. Advantages of Marketing Using Games
Audience Engagement
 Compelling and well designed games
cause playersto return again and again
 Games appealto the reward-seeking
nature of a vast demographic range
Brand Awareness & Loyalty
 By virtue of the entertaining,ongoing
experience of playingbranded games,
playersorganicallyacquire an identity
with brands
Social Interaction & Viral Reach
 Well-produced games create loyalfanbases,
who impulsivelyshare them and challenge
friends to play
Campaign Marketing
 Deploy as companionsto promotional
campaigns
Generate Leads
 Build a databaseof highly engaged users

8. Branded Social Games:
Revenue Models
In-game advertising
 Display ads
 Dynamic ads
Product placement
 Screen placements
 Transactional advertising
Brand integration
 In game immersive advertising
 Plot placements (branding
incorporated into game
narratives)
Advergames
 The game itself is branded
entertainment
 Designed to reflect the brand’s
positioning statement

9. More Women than Men
Play Social Games

10. Parents are More Likely to Be Gamers
Than Their Children

11. Most Popular Game Genre:
Social & Casual Games

12. The Multiplatform Experience
Responsiveon all devices,
all operating systems, all networks
 Build games once, distribute across all platforms
 Play optimally on phones, tablets and computers
 Integrate seamlessly with web browsers, in-app
browsers within native apps (iOS & Android) and
social media
 Time and cost of development significantly less

13. Single vs Multi-device Gaming
Gamers Connect Via Multiple Devices
 80% of gamers report playing videogames on more than one device type.
 Connecting gaming across devices brings more immersive and rich
experiences, and increases the number of available data points.

14. HTML5 Enables
Omnichannel Engagement
Seamless Gaming Experience
 Freedom from Appstorerestrictions
 Play without leaving a website or portal
 Inherent sharability, linkability
 Greater control for brands over payments,
updates and analytics
 Cross platform/ device support

16. Messaging Apps are the New
Gaming Platform
 Messaging is the new platform, and chatbots are becoming the new
apps – delivering games, social experience and ecommerce.
 WeChat, Kakao and Line are the leading messaging apps in China,
South Korea and Japan. Many game developers are now focused on
building games specifically for these apps.
 Facebook is following the trend with the Messenger app: Instant
Games, a new platform of social games available for play within the
Messenger app, recently launched. Money transfers are can be
completed using the app in some jurisdictions. Advertising has now
been activated

17. Messaging Apps Are Now
More Popular Than Social Media

18. Messaging Apps: The New Platform for
Customer Engagement