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SOC
  CIAL GAMING A
       G      AND STRAT
                      TEGIC
                          C
BRA
  AND PLACE
      P    EMEN
              NT
by Steve P
         Pacinelli on No 20th, 2012
                       ov

According t the 2012 NAR Profile of Hom Buyers and S
          to           R              me           Sellers, the #1 de
                                                                    emographic of h
                                                                                  home buyers las year was betw
                                                                                                st            ween
25-34 years of age.
          s




This age group happe to coinci with a la
                     ens        ide         arge portion of gamers ac
                                                                    cross the cou
                                                                                untry. In a thhree
year span starting fro 2008, the number of gamers in th country ha grown 2.5 times, due to
        n            om        e                        he          as          5
video gam becomin more acc
        mes           ng       cessible to th average pe
                                            he           erson. People no longer just game o
                                                                                r            on
dedicated consoles; gamers use a variety of p
        d            g                      platforms fro their sma
                                                        om          artphones to their tablets and
                                                                                             s
yes, even on social media websit
        n            m         tes.

This is go news for Century 2 as they do head firs into the social gaming arena with o
         ood                   21         ove        st                              one
of the mo recogniz
         ost     zable titles in gaming his
                               n          story – SimC
                                                     City




.
SimCity Social can be found on Facebook and it must not be too hard to find considering they
have 1.4 million fans right now. If you are not familiar with SimCity, here is an excerpt
from their site which should give you a good idea of the premise of the game.

 From the creators of the original city building game, interact with your friends, buildings, and
cities like never before in SimCity Social on Facebook.

Watch your friends move in automatically and houses self-upgrade as you place beautiful
decorations nearby. Be the first among your friends to own a skyscraper, or two! Give birth to a
dynamic city with passionate citizens, ready to protest for clean air or celebrate economical
success. Build on the biggest playground in Facebook yet, with surprises at every turn. Watch
out for fire hazards, crime-prone areas, and much more!

Now gamers can give the gift of homeownership in SimCity through the Century 21 brand by
building real estate offices in their digital communities.

I spoke with Bev Thorne, CMO of Century 21, to get some insight on how the campaign was
progressing, as they are just wrapping up their main marketing push now. Obviously a lot of the
metrics they would use to measure success are not available yet, but they did gain 53,466 fans
since they launched on October 17, 2012. They also racked up 23,000 views of their in-game
commercial with a 94% completion rate. What’s interesting about that statistic is 95% of people
playing video games do not multitask. Which means, they have a captive audience soaking in
every word. Another statistic that should be noted is 90% of gamers who watched an
advertisement in a Facebook game were able to recall the message of that ad a week later.

What does all of this mean? If gamers continuously interact with a brand in a game, do they
actually turn into customers? Well, that remains to be seen, but I am going to follow this one
closely. I do think people consciously or subconsciously might be more attracted to choosing to
work with an agent from that brand, due to the continual exposure they will get while playing.

Century 21 is definitely thinking outside of the box and testing uncharted waters. If we see
Century 21 doing something simliar with a different gaming franchise in the future, we will have
our answer on whether or not it was effective.
 

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Social gaming and Strategic Brand Placement

  • 1. SOC CIAL GAMING A G AND STRAT TEGIC C BRA AND PLACE P EMEN NT by Steve P Pacinelli on No 20th, 2012 ov According t the 2012 NAR Profile of Hom Buyers and S to R me Sellers, the #1 de emographic of h home buyers las year was betw st ween 25-34 years of age. s This age group happe to coinci with a la ens ide arge portion of gamers ac cross the cou untry. In a thhree year span starting fro 2008, the number of gamers in th country ha grown 2.5 times, due to n om e he as 5 video gam becomin more acc mes ng cessible to th average pe he erson. People no longer just game o r on dedicated consoles; gamers use a variety of p d g platforms fro their sma om artphones to their tablets and s yes, even on social media websit n m tes. This is go news for Century 2 as they do head firs into the social gaming arena with o ood 21 ove st one of the mo recogniz ost zable titles in gaming his n story – SimC City .
  • 2. SimCity Social can be found on Facebook and it must not be too hard to find considering they have 1.4 million fans right now. If you are not familiar with SimCity, here is an excerpt from their site which should give you a good idea of the premise of the game. From the creators of the original city building game, interact with your friends, buildings, and cities like never before in SimCity Social on Facebook. Watch your friends move in automatically and houses self-upgrade as you place beautiful decorations nearby. Be the first among your friends to own a skyscraper, or two! Give birth to a dynamic city with passionate citizens, ready to protest for clean air or celebrate economical success. Build on the biggest playground in Facebook yet, with surprises at every turn. Watch out for fire hazards, crime-prone areas, and much more! Now gamers can give the gift of homeownership in SimCity through the Century 21 brand by building real estate offices in their digital communities. I spoke with Bev Thorne, CMO of Century 21, to get some insight on how the campaign was progressing, as they are just wrapping up their main marketing push now. Obviously a lot of the metrics they would use to measure success are not available yet, but they did gain 53,466 fans since they launched on October 17, 2012. They also racked up 23,000 views of their in-game commercial with a 94% completion rate. What’s interesting about that statistic is 95% of people playing video games do not multitask. Which means, they have a captive audience soaking in every word. Another statistic that should be noted is 90% of gamers who watched an advertisement in a Facebook game were able to recall the message of that ad a week later. What does all of this mean? If gamers continuously interact with a brand in a game, do they actually turn into customers? Well, that remains to be seen, but I am going to follow this one closely. I do think people consciously or subconsciously might be more attracted to choosing to work with an agent from that brand, due to the continual exposure they will get while playing. Century 21 is definitely thinking outside of the box and testing uncharted waters. If we see Century 21 doing something simliar with a different gaming franchise in the future, we will have our answer on whether or not it was effective.