The document discusses key details about the global games market including:
- Gamers span all ages but core gamers are typically 18-49 years old.
- There are different types of gamers from core to casual.
- The global games market is expected to grow to $86 billion by 2016.
- YouTube is an important community for gamers to watch gameplay videos.
- Digital downloads are convenient but physical games allow resale and collecting.
This document discusses representations of gender and race in video games. It notes that early game development was dominated by white males, leading to stereotypical portrayals of women and minorities. While games have increasingly featured female characters, they are often depicted in sexualized or subordinate ways. The document outlines some positive changes in recent games that appeal more to female audiences but argues the industry remains conservative and further progress is still needed to make games more inclusive.
The document discusses the history and future of advertising in video games. It argues that as games continue to connect to the internet and be played by over 160 million people, in-game advertising has massive potential to reach consumers. Several companies are experimenting with strategies to place ads in games, but the approach remains underdeveloped. The document also provides statistics on gamers and discusses both positive and negative ways that advertising could impact the gaming experience.
This document discusses representations of gender and masculinity in video games. It notes that many early adventure and beat 'em up games were designed by male developers for male audiences and featured stereotypical masculine themes. While the gaming audience has grown more diverse, representations of females tend to emphasize sexualization and stereotypes like the damsel in distress. The document also examines claims about effects of violent games and discussions around improving representation and diversity in games.
Video games often use simplistic or outdated representations of gender and ethnicity that reinforce stereotypes. Analyzing the narrative structures and character types in games using models like Vladimir Propp's can provide insights into how different groups are portrayed. While Propp's character archetypes fit the formulaic nature of many game narratives, they may not apply to open-ended or multiplayer online games where player agency is higher. Issues of representation are important to examine in both story-driven and multiplayer games.
David Hayward of Pixel-Lab gave this keynote on games culture at Under The Mask. Most images licensed by creative commons, link to credits on last slide.
The document discusses developing a video game collection in public libraries. It provides information on circulation rates of games, developing policies on format, ratings and budget, purchasing options, collection management concerns like storage and security, and recommendations for core titles to include for different age groups and consoles. Sample policies and resources for reviews are also mentioned.
The document discusses developing a video game collection in public libraries. It provides information on circulation rates of games, developing policies on format, ratings and budget, purchasing options, collection management concerns like storage and security, and recommendations for core titles to include for different age groups and consoles. Sample policies and resources for reviews are also mentioned.
The document discusses key details about the global games market including:
- Gamers span all ages but core gamers are typically 18-49 years old.
- There are different types of gamers from core to casual.
- The global games market is expected to grow to $86 billion by 2016.
- YouTube is an important community for gamers to watch gameplay videos.
- Digital downloads are convenient but physical games allow resale and collecting.
This document discusses representations of gender and race in video games. It notes that early game development was dominated by white males, leading to stereotypical portrayals of women and minorities. While games have increasingly featured female characters, they are often depicted in sexualized or subordinate ways. The document outlines some positive changes in recent games that appeal more to female audiences but argues the industry remains conservative and further progress is still needed to make games more inclusive.
The document discusses the history and future of advertising in video games. It argues that as games continue to connect to the internet and be played by over 160 million people, in-game advertising has massive potential to reach consumers. Several companies are experimenting with strategies to place ads in games, but the approach remains underdeveloped. The document also provides statistics on gamers and discusses both positive and negative ways that advertising could impact the gaming experience.
This document discusses representations of gender and masculinity in video games. It notes that many early adventure and beat 'em up games were designed by male developers for male audiences and featured stereotypical masculine themes. While the gaming audience has grown more diverse, representations of females tend to emphasize sexualization and stereotypes like the damsel in distress. The document also examines claims about effects of violent games and discussions around improving representation and diversity in games.
Video games often use simplistic or outdated representations of gender and ethnicity that reinforce stereotypes. Analyzing the narrative structures and character types in games using models like Vladimir Propp's can provide insights into how different groups are portrayed. While Propp's character archetypes fit the formulaic nature of many game narratives, they may not apply to open-ended or multiplayer online games where player agency is higher. Issues of representation are important to examine in both story-driven and multiplayer games.
David Hayward of Pixel-Lab gave this keynote on games culture at Under The Mask. Most images licensed by creative commons, link to credits on last slide.
The document discusses developing a video game collection in public libraries. It provides information on circulation rates of games, developing policies on format, ratings and budget, purchasing options, collection management concerns like storage and security, and recommendations for core titles to include for different age groups and consoles. Sample policies and resources for reviews are also mentioned.
The document discusses developing a video game collection in public libraries. It provides information on circulation rates of games, developing policies on format, ratings and budget, purchasing options, collection management concerns like storage and security, and recommendations for core titles to include for different age groups and consoles. Sample policies and resources for reviews are also mentioned.
The document discusses in-game advertising, which involves placing ads within video games. It provides details on the types of in-game ads, advantages like high reach and engagement, examples of campaigns from McDonald's and Obama, and tips for effective in-game advertising. The future of in-game advertising is predicted to involve games built around brands' social media plans and content unlocked through user engagement.
The document discusses three video games: Destiny, Super Smash Bros for Nintendo 3DS, and Candy Crush Saga. Destiny is a first-person shooter developed by Bungie and published by Activision and Sony. Super Smash Bros is a fighting game featuring Nintendo characters developed by Sora Ltd. and Bandai Namco and published by Nintendo. Candy Crush Saga is a puzzle game developed by King that was originally on Facebook and is now a mobile app. The document then analyzes the marketing mix of each game including product, place, promotion and price. It also describes the target segments for each game based on geography, demographics, psychographics, and benefits sought.
Graphic Novels and Video Games by Kosta Patapis and Kara EmertonPublicLibraryServices
Graphic Novels and Video Games by Kosta Patapis and Kara Emerton from KINGS COMICS, presented at the Games and public library seminar at the State Library of NSW, 13 July 2011
Casinos: The New Gold Rush For Developers? | Darion LowensteinJessica Tams
Delivered at Casual Connect Europe 2017. Casinos have been fighting an age crisis: 21-45 year olds generally do not gamble. Gamblit Gaming has been leading the charge to bring mobile and arcade style games onto the floor with products that appeal to them. With announcements like Jetpack Joyride, Into The Dead, and Catapult King, Gamblit CMO and gaming industry vet Darion Lowenstein will discuss the benefits and difficulties of taking hit mobile games into the casino world in this honest, developer-targeted talk.
The document compares the PS Vita, 3DS, and iPhone 5S mobile gaming platforms. It finds that while the PS Vita is the most powerful, it has sold the least at only 8.43 million units due to its higher price and lack of simple, pass-the-time games preferred by mobile gamers. In contrast, the cheaper 3DS has sold over 44 million units benefited from its younger-audience games like Pokemon and Animal Crossing. The iPhone 5S has the most gaming choices and has sold over 9.75 billion units, indicating simple games like Angry Birds are ideal for on-the-go mobile gaming.
Good Night's Rest Distribution & Marketing PlanMarc Tejeda
The document provides a marketing and distribution plan for the video game "Good Night's Rest" created by Longshot and distributed by Fantastic 4. In year one, Fantastic 4 will self-distribute the game through local video game stores and on Steam. They aim to reach 18-25 year old male gamers in Orlando through Steam's large platform. In year two, Fantastic 4 will seek a larger publisher or distributor to expand the game's reach after initial success on Steam.
The of Power of Microsoft's XBOX 360 BrandTimaestro20
A presentation about the popular XBOX 360 brand of Microsoft. This was created as simulation of what I would present to a brand manager about the insights discovered conducted during marketing research.
CCC 2009
The document discusses bringing video games to libraries. It provides an overview of video games, their components, and popular platforms. It argues that games are a new format like books that build skills for teens. The document recommends libraries think like gamers, research gaming culture, host gaming programs and circulate video games to better serve gamer patrons. It provides examples of successful gaming programs in libraries and statistics on gaming participation and libraries hosting gaming activities.
The document discusses the role of virtual worlds in the success of popular video games. It notes that games like Halo 3 and World of Warcraft have sold millions of copies and generated billions in revenue, showing the gaming industry's economic power. These games exist within larger franchises that allow the virtual worlds to expand over multiple titles. Successful games create detailed, compelling virtual worlds for social interaction and competition that players want to return to repeatedly.
The document discusses the marketing and distribution of the video game Assassin's Creed III: Liberation. It notes that the game features a mixed race female protagonist, which helps attract more female gamers. It was initially exclusive to PlayStation Vita but later released on other platforms like PlayStation and Xbox 360, expanding its audience. The game can be purchased both physically and digitally from various online stores and platforms, and players can engage with others through multiplayer features and online forums.
The document discusses advergames and their benefits for advertising. It notes that 53% of Facebook users play games on the platform, and that advergames are a way for brands to reach audiences spending increasing time online and on social media. The document outlines the key components of advergames like Facebook integration, data capture, customization and viral features. It provides examples of different game types and discusses how advergames can boost page likes, engage users and generate revenue for brands through player interactions.
This document discusses the marketing of the video game Red Dead Redemption. It describes the marketing mix including cinema advertising, collaboration with retailers for pre-order bonuses, downloadable content packs, trailers promoting the western setting and storyline, and a short film adaptation. It also mentions the original soundtrack and cover art drawing from the western genre.
This report analyzes how Sony can improve the PlayStation customer experience. It finds that PlayStation is very successful financially but needs to improve hardware to compete with PC gaming performance. The report recommends that PlayStation increase frame rates without losing 4K graphics and implement an effective recycling program that provides store credits to incentivize trading in old consoles. This would allow PlayStation to exceed expectations in the growing gaming industry and eSports market.
Extended presentation offered to help promote video games in library/academic settings. Topics of the presentation include Rise of Video Games, Where video games are played, demographic of gamers, myths & facts with video games, educational aspects of video games, how to host a party/tournament, and advice on building a collection.
viewers are welcome to refer to this presentation but are asked to ask permission before use.
Here are potential answers to the exam questions:
1. PEGI (Pan European Game Information) regulates video games in Europe.
2. Explorers and mainstreamers are two audiences for Fortnite based on psychographics.
3. Regulation through ratings like PEGI 12 impacts Fortnite by determining what age can play and influencing the game's content.
4. An audience would want to play Fortnite for social interaction and fun with friends or because it is a popular game many others are playing.
5. The impact of video games on audiences can be debated both for and against negative effects. Uses and gratifications theory explains people play for diversion, identity, relationships, and surveillance. Games like Fort
This white paper, brought to you by Newzoo and B2B networking event Esports BAR, aims to help brands understand the esports audiences in North and Latin America, where a one-size-fits-all strategy would fail to cater to the diversity of the area.
David Bassett is an Experience Strategist at RTC Agency specializing in insights, innovation, and strategy. He has over 5 years of experience in marketing research, digital strategy, and campaign development. His skills include qualitative research, visual strategy, social media planning, and experience design.
The document discusses gamification, which is using game mechanics like rewards, points, and leaderboards in non-game applications to motivate behaviors. It notes that 72% of people ages 6-44 play video games for an average of 18 hours per week. Gamification works by satisfying fundamental human desires for recognition, status, and achievement. It overcomes obstacles to behavior by providing immediate feedback and tapping into desires for power, status, and achievement. Common gamification features discussed include point systems, badges, leaderboards, and progress indicators.
This document discusses the concept of "collective knowledge", where individuals can tap into the aggregate knowledge of all people through technology to become informed on almost any topic. It argues that while an individual may not be able to obtain in-depth knowledge on all subjects due to increasing information, a person can be considered "well-informed" by having access to the knowledge and opinions of others. The document introduces the idea of a "generalist" - someone who is skilled at drawing from collective knowledge through crowdsourcing to integrate information from various expertise and apply it in new ways.
The document discusses in-game advertising, which involves placing ads within video games. It provides details on the types of in-game ads, advantages like high reach and engagement, examples of campaigns from McDonald's and Obama, and tips for effective in-game advertising. The future of in-game advertising is predicted to involve games built around brands' social media plans and content unlocked through user engagement.
The document discusses three video games: Destiny, Super Smash Bros for Nintendo 3DS, and Candy Crush Saga. Destiny is a first-person shooter developed by Bungie and published by Activision and Sony. Super Smash Bros is a fighting game featuring Nintendo characters developed by Sora Ltd. and Bandai Namco and published by Nintendo. Candy Crush Saga is a puzzle game developed by King that was originally on Facebook and is now a mobile app. The document then analyzes the marketing mix of each game including product, place, promotion and price. It also describes the target segments for each game based on geography, demographics, psychographics, and benefits sought.
Graphic Novels and Video Games by Kosta Patapis and Kara EmertonPublicLibraryServices
Graphic Novels and Video Games by Kosta Patapis and Kara Emerton from KINGS COMICS, presented at the Games and public library seminar at the State Library of NSW, 13 July 2011
Casinos: The New Gold Rush For Developers? | Darion LowensteinJessica Tams
Delivered at Casual Connect Europe 2017. Casinos have been fighting an age crisis: 21-45 year olds generally do not gamble. Gamblit Gaming has been leading the charge to bring mobile and arcade style games onto the floor with products that appeal to them. With announcements like Jetpack Joyride, Into The Dead, and Catapult King, Gamblit CMO and gaming industry vet Darion Lowenstein will discuss the benefits and difficulties of taking hit mobile games into the casino world in this honest, developer-targeted talk.
The document compares the PS Vita, 3DS, and iPhone 5S mobile gaming platforms. It finds that while the PS Vita is the most powerful, it has sold the least at only 8.43 million units due to its higher price and lack of simple, pass-the-time games preferred by mobile gamers. In contrast, the cheaper 3DS has sold over 44 million units benefited from its younger-audience games like Pokemon and Animal Crossing. The iPhone 5S has the most gaming choices and has sold over 9.75 billion units, indicating simple games like Angry Birds are ideal for on-the-go mobile gaming.
Good Night's Rest Distribution & Marketing PlanMarc Tejeda
The document provides a marketing and distribution plan for the video game "Good Night's Rest" created by Longshot and distributed by Fantastic 4. In year one, Fantastic 4 will self-distribute the game through local video game stores and on Steam. They aim to reach 18-25 year old male gamers in Orlando through Steam's large platform. In year two, Fantastic 4 will seek a larger publisher or distributor to expand the game's reach after initial success on Steam.
The of Power of Microsoft's XBOX 360 BrandTimaestro20
A presentation about the popular XBOX 360 brand of Microsoft. This was created as simulation of what I would present to a brand manager about the insights discovered conducted during marketing research.
CCC 2009
The document discusses bringing video games to libraries. It provides an overview of video games, their components, and popular platforms. It argues that games are a new format like books that build skills for teens. The document recommends libraries think like gamers, research gaming culture, host gaming programs and circulate video games to better serve gamer patrons. It provides examples of successful gaming programs in libraries and statistics on gaming participation and libraries hosting gaming activities.
The document discusses the role of virtual worlds in the success of popular video games. It notes that games like Halo 3 and World of Warcraft have sold millions of copies and generated billions in revenue, showing the gaming industry's economic power. These games exist within larger franchises that allow the virtual worlds to expand over multiple titles. Successful games create detailed, compelling virtual worlds for social interaction and competition that players want to return to repeatedly.
The document discusses the marketing and distribution of the video game Assassin's Creed III: Liberation. It notes that the game features a mixed race female protagonist, which helps attract more female gamers. It was initially exclusive to PlayStation Vita but later released on other platforms like PlayStation and Xbox 360, expanding its audience. The game can be purchased both physically and digitally from various online stores and platforms, and players can engage with others through multiplayer features and online forums.
The document discusses advergames and their benefits for advertising. It notes that 53% of Facebook users play games on the platform, and that advergames are a way for brands to reach audiences spending increasing time online and on social media. The document outlines the key components of advergames like Facebook integration, data capture, customization and viral features. It provides examples of different game types and discusses how advergames can boost page likes, engage users and generate revenue for brands through player interactions.
This document discusses the marketing of the video game Red Dead Redemption. It describes the marketing mix including cinema advertising, collaboration with retailers for pre-order bonuses, downloadable content packs, trailers promoting the western setting and storyline, and a short film adaptation. It also mentions the original soundtrack and cover art drawing from the western genre.
This report analyzes how Sony can improve the PlayStation customer experience. It finds that PlayStation is very successful financially but needs to improve hardware to compete with PC gaming performance. The report recommends that PlayStation increase frame rates without losing 4K graphics and implement an effective recycling program that provides store credits to incentivize trading in old consoles. This would allow PlayStation to exceed expectations in the growing gaming industry and eSports market.
Extended presentation offered to help promote video games in library/academic settings. Topics of the presentation include Rise of Video Games, Where video games are played, demographic of gamers, myths & facts with video games, educational aspects of video games, how to host a party/tournament, and advice on building a collection.
viewers are welcome to refer to this presentation but are asked to ask permission before use.
Here are potential answers to the exam questions:
1. PEGI (Pan European Game Information) regulates video games in Europe.
2. Explorers and mainstreamers are two audiences for Fortnite based on psychographics.
3. Regulation through ratings like PEGI 12 impacts Fortnite by determining what age can play and influencing the game's content.
4. An audience would want to play Fortnite for social interaction and fun with friends or because it is a popular game many others are playing.
5. The impact of video games on audiences can be debated both for and against negative effects. Uses and gratifications theory explains people play for diversion, identity, relationships, and surveillance. Games like Fort
This white paper, brought to you by Newzoo and B2B networking event Esports BAR, aims to help brands understand the esports audiences in North and Latin America, where a one-size-fits-all strategy would fail to cater to the diversity of the area.
David Bassett is an Experience Strategist at RTC Agency specializing in insights, innovation, and strategy. He has over 5 years of experience in marketing research, digital strategy, and campaign development. His skills include qualitative research, visual strategy, social media planning, and experience design.
The document discusses gamification, which is using game mechanics like rewards, points, and leaderboards in non-game applications to motivate behaviors. It notes that 72% of people ages 6-44 play video games for an average of 18 hours per week. Gamification works by satisfying fundamental human desires for recognition, status, and achievement. It overcomes obstacles to behavior by providing immediate feedback and tapping into desires for power, status, and achievement. Common gamification features discussed include point systems, badges, leaderboards, and progress indicators.
This document discusses the concept of "collective knowledge", where individuals can tap into the aggregate knowledge of all people through technology to become informed on almost any topic. It argues that while an individual may not be able to obtain in-depth knowledge on all subjects due to increasing information, a person can be considered "well-informed" by having access to the knowledge and opinions of others. The document introduces the idea of a "generalist" - someone who is skilled at drawing from collective knowledge through crowdsourcing to integrate information from various expertise and apply it in new ways.
Verizon FiOS is a fiber optic telecommunications service that provides television, internet, and phone services. It offers high-speed internet, high definition TV with a large channel selection, and integrated services that allow streaming to other devices and caller ID on TV. FiOS has over 3.3 million television and 3.9 million internet subscribers, accounting for 25% of the pay TV market. Verizon aims to position FiOS as the premium option through advertising emphasizing its fiber network and integrated features. Recommendations include targeting younger, high income audiences and families through television, print, outdoor, sports, and digital advertising with slogans like "The World is Brighter with FiOS" and "It's Time for You
Integrated Marketing Communications project, creating a new marketing plan for Verizon FiOS. Credit to Nicole Spiros, Frank Pirog, Xiao Xiao Yu, and Young Lee
This document provides an overview of an integrated marketing campaign for Verizon FiOS. It begins with a business overview of Verizon FiOS and its primary competitors. A SWOT analysis and target market analysis is then presented, focusing on "Trendy Connectors" aged 25-34. Key objectives include increasing awareness, engagement, and sales. A 360 degree media plan is outlined across various channels including TV, digital, social media, print, radio, and out-of-home advertising. The positioning statement and communications objective frame the campaign around the idea that "sharing is overrated" when it comes to internet, TV, and phone services.
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.
The document discusses video game advertising, including its forms, advantages, and disadvantages. It outlines static advertising, dynamic advertising, and advergames. It provides examples of campaigns in games like Splinter Cell, Metal Gear Solid, and Battlefield. It also discusses measurement and considerations for effective game advertising campaigns.
As a final project in my Principals of Marketing class, we were tasked with developing a marketing plan for an existing company. I chose Nintendo video games.
The document discusses the online gaming community and opportunities for brands. It notes that there are large social and competitive online gaming communities. It describes how gamers form communities around games and how brands could engage with gamers by promoting within games, through user-generated content, and virtual economies where gamers can purchase branded virtual goods.
I made this presentation at the beginning of 2007 when I had my intern at the Belgian communication agency These Days.
The goal of this presentation was to give a brief overview of the evolution the gaming and advertising scene had gone through up til then (2007). It is my personal view on the things and I am the first to admit that my opinion is not king.
In the future I will make a new presentation because some opinions and conclusions need steering.
I thank you for your comments.
1. Video games have been transformed by digital technology and convergence in different ways than other media. They are now played across multiple platforms and are integrated with other forms of entertainment and social media.
2. Digital games have evolved from early arcade and console games to become a mass medium played by all ages on various devices. Major genres include action, adventure, role-playing, strategy and simulation games.
3. Gaming communities now exist both within games through guilds and clans, and outside of games on websites and at conventions. However, concerns still remain about issues like addiction and violent content in some games.
This document discusses how marketers can utilize social gaming platforms. It notes that traditional media is oversaturated, so marketers need to engage consumers where they are spending more time - on social games. Social gaming allows for social interaction through games on various platforms like phones and tablets. It is no longer niche and includes various genres that people of different demographics enjoy. The document discusses how game developers are opening up to advertisers by integrating their products into gameplay. It provides examples of how brands can be integrated either through virtual goods or placements within games. It argues that social gaming is an emerging advertising channel that marketers should engage with now to build relationships as the industry is estimated to be worth billions in the coming years.
Social media expert Roger Harris outlines a view of gaming from the perspective of the changing world of social media. This presentation was given at the Triangle Gaming Conference, May 30, 2009.
Gamer 2.0, Exploring the use of Gaming, Community, & Social MediaChris
This document summarizes current gaming trends and the use of social media by gamers. It finds that gamers are getting older, casual gaming is growing, and games now offer social experiences. Gamers are avid social media users and want customizable, interactive gaming experiences. The use of microtransactions and digital distribution are changing revenue models in the industry. Gaming communities and social features in games are blending gaming and social media.
This document discusses key platforms in games including social games, MMORPGs, consoles, and mobile games. It provides details on top performers, core audiences, reach, business models, and opportunities for brands for each platform. While social and mobile gaming is growing in relevance for marketing, console and MMORPG games are better designed products and gamers of these genres are less tolerant of advertising that disrupts gameplay.
The document discusses the rise of social games and predicts their continued growth in 2011 and beyond. It outlines why social games, virtual goods, free-to-play models, cross-platform play, interoperability, cloud-based infrastructure, and cross-regional gameplay will be important drivers of the industry. Key predictions include Facebook becoming a major game platform, the emergence of rival social platforms, exponential growth in mobile and social devices, and interoperable games gaining relevance.
The gaming industry is arguably one of the most important and innovative sectors in tech today. Its importance to culture, social networking, and entertainment cannot be understated. The term “entertainment industry” is no longer reserved for Hollywood and
the movie industry. Gaming is now providing the most immersive and awe-inspiring forms of entertainment to more than two billion people around the globe.
The document is a presentation about gaming programs at libraries. It discusses why libraries should offer gaming, how to create gaming experiences for patrons, popular games and gaming devices, and examples of successful gaming programs at other libraries. It provides guidance on collection development, programming, and next steps for starting a gaming program.
Video games have become a large industry and popular pastime. They are developed through a multi-step process involving designers, programmers, artists and testers. Games can be played on various platforms like PCs, consoles and mobile devices. Main genres include action, sports, strategy and open world games. While gaming provides benefits like improved reflexes and stress relief, disadvantages include potential addiction, inactivity and negative impacts on social life and education. Overall, moderation is important to gain advantages while avoiding downsides.
The document provides information about the computer games industry in the UK, including genres, representations, audiences, and institutions. It states that in 2010, the UK computer games industry was worth £2.875 billion, with Microsoft generating £538 million from Xbox 360 sales and Sony £414 million from PlayStation 3 sales. The industry is now the country's most valuable entertainment market, surpassing DVD, music and cinema. The document also lists and describes common game genres, how characters are typically represented, who the main target audiences are, and some of the major companies and publishers behind the video games industry.
Mig33 is a mobile social media brand with 70 million registered users across developing markets in Asia, Africa, and the Middle East. It offers chat, groups, games, and miniblogs to its primary demographic of 14-25 year old urban females. Indonesia is its largest market with 35 million users. Mig33 discusses potential partnerships where brands can create branded pages and promotions, run games and contests, and distribute virtual gifts to engage Mig33's community.
Seminar will outline the size, scope and reach of casual gaming worldwide as well as the role casual games play in people’s lives. We will lead a conversation on the benefits of integrating gaming into your marketing or content strategy and briefly discuss Exent’s long history in this market. We will then review the various ways site owners and marketers have “Gamified” themselves including, but not limited to, Advergaming, content plays, advertising programs, and social gaming. We will end with a look at the future of gaming and its implications.
1. The document discusses strategies for building strong brands and marketing games, including developing a brand identity, positioning the brand, and utilizing various media for promotion.
2. It emphasizes the importance of a multi-pronged approach to promotion, including events, viral marketing techniques, and leveraging online communities and media like YouTube and Facebook.
3. Viral marketing case studies of games like Bioshock and Halo 3 are presented that show how generating buzz through unique in-game elements and limited access can help drive word-of-mouth promotion.
An online study found that:
1. Online games are growing four times faster than the internet and are worth $164 USD per second currently.
2. Games have evolved from single player "Games 1.0" to more social "Games 2.0" that allow multiplayer interactions.
3. Popular online games include massively multiplayer online role-playing games (MMORPGs) like World of Warcraft as well as social games on Facebook.
45. Virtual events are a creative way to access consumers and can net real profit
46.
Editor's Notes
-There’s been a stereotype about the “gamer” for a long time now, that image of a chubby, acne covered nerd sitting alone in his basement about a foot away from a TV screen. -That’s not the case though (most of the time anyway), as about 55% of the US population now plays some type of video game. Not all gamers are the hardcore variety who make gaming their number one hobby. That is only a small segment. These days gamers can be kids, seniors, men, women, doctors, lawyers…anyone who wants to have a little fun.
Social gaming has been around for awhile now, though it’s form has evolved with game technology. At the beginning there were arcades, allowing people to play individual games in one location. -Next were home consoles which peaked with the PS2 which allowed players to join up locally to play two player co-op campaigns-Next-gen systems like the Xbox 360 and PS3 emphasized the social aspect of gaming with the online competitive and co-op gaming-Branching off, were the PC and online simulators where people could connect with thousands at once with a powerful graphics card and an internet connection-The next step in the chain is the motion controlled games, bringing more family friendly titles that have effectively widened the age range of gamers. This stage is currently evolving and it’ll be interesting to see where this tech takes the industry.
-So, who are the players? A study by NPD Group Inc. found 169.9 million gamers in the US which is about 55% of the population. The average age of a gamer is actually 32 though companies generally target a range of 13-34 when marketing to gamers.-Generally games are targeted to males, for example most main characters are male, but more and more girls are playing games these days with an ever increasing 60:40 male/female ratio.-The average time spent gaming by a casual gamer is about 13 hours per week. Depending on the person this could be a family activity, time spent relaxing, or how they get competitive.
-How do these guys get together?Players who meet on or offline and are satisfied with each other’s skills can form a clan. Clans are labeled with a tag and a logo and generally compete in online games like Halo or COD against other clans or individuals. In MMO’s clans usually team up on quests in kind of a Lord of the Rings manner…a fellowship if you will. -Clan members are often seeking friends and status within the game world. Websites like the one pictured rank clans, and clans themselves are sometimes very selective, even going so far as holding try-outs.
So here’s a little challenge. Let’s see if you can decipher a few common gamer-nerd phrases…Inexperienced or casual gamer: often one who employs simple tactics in a game or is frequently killed
Poaned you lol: often followed by noob, this phrase is used by the obnoxious to further strip a player of dignity after beating them in a game.
Fear my leet (awesome) skills: if you ever come across this phrase in a game or chat, leave and never speak to that person again.
-Leet is commonly heard between gamers as a method of trash talk. It evolved from a computer hacker language made up of letters, numbers, and poor spelling-There are various degrees of intensity in the use of #s and symbols; generally the more numbers and symbols in a message the more you should avoid that person.-Getting insulted in leet speak is used a way to further degrade some negative event in a game. Hearing it through a speaker on voice chat makes the you depressed that you are associating with someone who says lol in conversation
-So first up is Xbox Live, the online service of the Xbox 360. There are currently 25 million active players on XBL-XBL users also have access to an online market place for games/virtual goods as well as Netflix. -Halo is arguably the most popular multiplayer franchise on Xbox Live. -Generally there are about 16 people in one match split up into teams or flying solo.-The Goal: kill each other-Players compare rankings (MVP, soldier class), earn achievements and talk a lot of trash
-PSN+ is similar to Xbox live, now offering a paid subscription for the marketplace and online game play. PSN is home to about 40 million accounts, though the exact number of users is hard to determine because people often make multiple accounts. -MAG, or massive action game is purely online with up to 256 players in a game at one time! This title took online gaming to a new level, though its execution was only mediocre. -Beginning with character customization, players join a squad who work as a team to complete specific goals in the midst of mass-multiplayer-murder. Players can take on a leadership role and if successful, earn control of more people and gain special perks and trophies
-Nintendo’s DS handheld is the most widely held console worldwide with 132.3 million units.-While still a console, it’s a handheld used mostly by younger kids with games like Nintendogs and Pokemon. And the older crowd with games like Braintuner.-The DS is wifi enabled so players nearby can game together. A camera sits at the top to allow for potential video chat, there’s a microphone for voice chat, and a touch screen keyboard for text chat with nearby gamers.
-MMORPG stands for massively multiplayer online role playing game…that’s a mouthful.-The avg player is male aged 14-28, but don’t worry for every five of those guys there’s one girl for them to talk to in the realm. -there are currently 11.5 million active WoW players who game on average 22.7 hours a week.-MMO’s consist of a huge online realm with thousands of live users active at one time. Players team up to go on quests, explore, and earn experience for their characters.-Players spend large amounts of time with their avatar; customizing and improving it…people often spend real money on this stuff to get the best equipment thus gaining a competitive advantage over others.
Avatars in MMO’s and online games are a way for players to express who they want to be. People go crazy with their avatars and some games even allow you to upload a picture of yourself which gets transplanted onto the face of your character in an awkward digital form.
-Second life is an online world that takes all social situations of the real world and puts them in a game (jobs, friends, sex, shopping)-Players can be who they want to be (not necessarily human) and have jobs that they want to have (minimum wage, real-estate, dancing, etc) players even design their own houses and businesses…in short it’s extensive. -SL is home to its own economy where users can make actual money. There is an exchange rate of 1 US$= 270L approx and numerous sites exist that allow you to buy and sell Linden dollars with paypal like methods for actually receiving money. In 2008, the economy of second life amounted to $567 million dollars. -People make real money selling virtual goods. Some people will make 50 bucks, others will become millionaires. SL virtual goods created a $1.25 billion market according to Forbes.
-Games force players to constantly scan the world they are in for obstacles, and players are extremely talented at picking up subtleties and surroundings. In driving games a player needs to know the course and constantly check for the positions of other cars and in sports games the player must control an entire team at once…so opportunities exist to put ads into games.-One thing that’s important though is whatever ad you enter into a game should match the atmosphere and feel of the game world. It’s easy to incorporate real world ads into driving and sports games, but when you see a half destroyed coke billboard in a war game, that can get pretty cool.
-When gamers are representing themselves in a game (one that has some elements of reality in it) through an avatar there is a push towards creating the ideal self while maintaining some “actual” style. Therefore real-life brand apparel and accessories in games are very attractive to players. -When I play sports games, I always try to match the in-game equipment to what I use in real life. -It’s important to realize that gamers realize there isn’t much practical value of these goods outside of the game world, so prices must be kept low to encourage them to purchase.-Since online games require an email address, it would be interesting to tie in coupons or discounts for repping the brand through an avatar. For example if someone bought some adidas shoes for their character, they might receive an email with a 25% off real shoes coupon thanking them for their purchase.
-Second life is a great opportunity for all business but in terms of healthcare, this would be a game that makes more sense than Forza Motorsport, this could be their niche. -Companies have entered second life as a way to advertise and raise real money. Virtual concerts, awareness events, fundraisers, and film screenings have taken place within second life for players and their avatars to participate in…for the price of virtual ticket. -Ideas like this allow for two things. One, they enable businesses to interact with customers on a highly creative and personal level where they are more likely to pay attention because it is “part of the game”. Two second life is online, so by talking to customers in this medium it’s a chance to offer them exclusive coupons or trial offers, etc if they register on a site a company avatar leads them to. -Relay for life in 08 raised $215,000 dollars on Second Life
This technology is in the works but is not perfected or public yet. It’s extremely interactive however and if it were to ever be released it could have serious implications. On the one hand companies could sponsor Milo’s production and potentially update the software to have him suggest products or give news on new developments related to the player through some type of registration or data input. On the other hand, kids with Milo could become totally immersed in this “friendship” and potentially lose touch with real contact. Scary stuff.
So what are the takeaways from all of this?-Opportunities exist to move marketing and advertising into video games.-Create branded virtual goods that players can use as gifts or avatar items-Virtual events are a creative way to access consumers and can net you real profit-In order to use gaming or any media to your advantage it is essential to stay up to date on the technology being used or developed