This document discusses gaming trends and Toyota's partnerships with EA to bring their brands to life through games. It notes that 72% of US households play games and time spent gaming has increased 15% over the last two years. Gaming now occurs across many devices. Toyota collaborated with EA to include Prius models in games, add brand items through DLC packs, and support the partnerships with media. The partnerships resulted in strong engagement metrics for Toyota and increased brand favorability and consideration. The key takeaways are to understand where target audiences play games, leverage game mechanics to provide value to players, and brands can succeed when players receive value from gaming integrations.

1. #thinkGaming

2. thinkLA Gaming Breakfast
#thinkGaming

3. TOYOTA & EA
Bringing Brands To Life
Through Games

4. PLAYING MORE GAMES
72% 15%
of U.S. increase in
households average time
playing games playing games
… and over last
climbing two years
Entertainment and Software Association, 2008 & 2011; NPD, 2011, EA Internal

5. ON MORE DEVICES
225 MILLION 1.1 BILLION
CURRENT-GEN DESKTOP AND
GAMING CONSOLES NOTEBOOK PCS
365 MILLION 300 MILLION
iOS DEVICES CONNECTED TVS
400 MILLION 1 BILLION
ANDROID DEVICES FACEBOOK USERS

6. THE GAMING TRANSITION
Box products Digital services
Pay upfront Pay over time
Channel distribution Direct distribution
Play alone Play with friends

7. PLAY ANWHERE ANYTIME

8. VALUE EXCHANGE
MORE MORE MORE
DEMAND CONTENT VALUE
PUBLISHER MARKETER

9. TOYOTA: WHY GAMING?
Gaming partnerships have resulted in strong
performance, high engagement and increased ad
effectiveness measurements
Overarching Themes:
1. ADD VALUE Customer Engagement
2. Innovate Brand Favorability
3. Extend Across Platforms Consideration

10. TOYOTA & EA

12. • 4 Prius Models For Download
• 2 DLC Packs With Prius v and Prius c
Brand Related Items
• Supporting Media

14. • Toyota Dealership
• Prius Vehicle In Game
• 6 DLC Items
• Supporting Media

16. • Prius v Quest
• Prius c Gifting & Quest
• Prius Plug-in Quest
• Prius Traffic Driver

17. TAKEAWAYS
• More people playing games than ever
• Consumers are more connected, on more devices
• Understand where your target is playing
• Leverage game mechanics to see results
• When players receive value, brands win

18. thinkLA Gaming Breakfast
#thinkGaming