The document explores the evolving landscape of the gaming and advertising industries, emphasizing the shift from traditional gamification to experience marketing that merges reality with virtual interaction. It highlights the explosion of the video game market, projected to grow to $82 billion by 2015, along with innovative marketing strategies by brands like Chevy and Ken Block that enhance consumer engagement. The future of gaming is seen as increasingly mainstream, with mobile gaming becoming a central hub for interactive experiences.

1. TRENDING THE FUTURE
GAMING BEYOND REALITY
1 5 0 DAY S O F D I G I TA L M A R KE T I N G & A DV E R T I S I N G

3. SICK OF HEARING ABOUT “GAMIFICATION”?

4. WONDERING WHY YOU SHOULD CARE?

5. 1 MILLION IPHONE 4S
SOLD ON DAY ONE
Source: GigaOM

6. SO WHAT?

7. WHAT IF WE TOLD YOU THAT A VIDEO GAME SOLD
6.5 MILLION
COPIES ON DAY ONE?

8. IT’S NO WONDER

9. THE NUMBER OF U.S. GAMERS* GREW 141% IN JUST 3 YEARS
2008 56
MILLION
2011 135
MILLION
Source: Parks Associates *U.S. consumers who play at least one hour of video games per month

10. 17
AVATAR TOOK 17 DAYS
TO REACH $1 BILLION
IN SALES
Source: IMDB

11. 16
IT TOOK MODERN
WARFARE 3 JUST 16
Source: New York Times

12. 6.5
MILLION
COPIES SOLD
ON THE FIRST DAY
Source: New York Times

13. THAT’S A HUGE SHIFT
SO WHAT’S NEXT?

14. WE’RE MOVING PAST
THE ERA OF POINTS

15. GAMIFICATION
IS NO LONGER A STRATEGY

16. MODERNBECAUSE OF “GAMIFICATION,”
IS NOT SUCCESSFUL
WARFARE 3
IT’S SUCCESSFUL BECAUSE IT
TAKES REALITY TO A NEW LEVEL

17. THE NEW SWEET SPOT OF ADVERTISING IS AT THE INTERSECTION OF
ABSURD REALITY
AND VIRTUAL FUN

18. HERE’S WHAT WE MEAN:
EXPERIENCE MARKETING IS
1 PUSHING BOUNDARIES
THE GAME INDUSTRY
2 IS EXPLODING
MOBILE WILL TIE IT
3 ALL TOGETHER

19. EXPERIENCE MARKETING IS
1 PUSHING BOUNDARIES

20. REBECCA 70,000,000
TOTAL YOUTUBE VIEWS
BLACK A LUCKY ANOMALY

21. OLD 256,000,000
TOTAL YOUTUBE VIEWS
SPICE SOPHISTICATED, INTEGRATED, PLANNED

22. KEN 345,000,000
TOTAL YOUTUBE VIEWS
BLOCK NEXT-LEVEL EXPERIENCE MARKETING

23. WHO IS THIS GUY?
KEN BLOCK IS ON A ROLL

24. CO-FOUNDER OF DC SHOES
BREAKOUT RALLY RACING STAR
GYMKHANA GENIUS
MARKETING PIONEER
KEN BLOCK IS ON A ROLL

25. Block has even made his way into the hit driving game Dirt 3, creating huge excitement for rally racing
and gymkhana in the U.S. while growing sales for his own DC Shoes brand.

26. Red Bull and GoPro are doing it too. They are all over the action with endlessly exhilarating events
and inspiring stories that empower athletes of all levels to push their sport to the next level.
Check It Out: YouTube

27. The Art of Flight film was a prime example of pushing reality to the next level with an almost
fantasy-level adventure that would normally only feel achievable inside a game.
Check It Out: YouTube

28. Chevy is even getting involved as part of the launch of their new small car, the Sonic. They pulled
off a world-first by taking the car skydiving to kick off their “Let’s do this!” campaign.
Find Out More: www.letsdothis.com

29. Then they created a simple game that got fans involved by putting them in control of
bungee-jumping the car from a tower of shipping containers.
Find Out More: www.letsdothis.com

30. They also pulled off the world’s first car kickflip in front of a live crowd.
Find Out More: www.letsdothis.com

31. To really turn things up a notch, Chevy went to the Super Bowl with an ad done in collaboration
with pop stars Ok Go who created their latest music video using the Chevy Sonic.
Check It Out: YouTube

32. YOU DON’T NEED A GAME
TO BE OUT OF THE BOX

33. FOR THE FUTURE:
INSPIRE FANS BY TAKING
REALITY TO THE NEXT LEVEL

34. THE GAME INDUSTRY
2 IS EXPLODING

35. THE GLOBAL VIDEO GAME MARKET IS CURRENTLY
WORTH OVER $56 BILLION
THAT’S DOUBLE THE SIZE OF THE MUSIC INDUSTRY
Find Out More: The Economist

36. BY 2015 THAT NUMBER IS
EXPECTED TO GROW TO
$82 BILLION
Find Out More: The Economist

37. THE LAST 150 DAYS WERE
SOME OF THE BIGGEST
IN VIDEO GAME HISTORY

38. When Gears of War launched in September 2011, it sold 3 million copies in week one. As of January 2012,
sales have doubled, sending gross franchise sales past the $1 billion mark into Titanic territory.
Find Out More: USA Today

39. Just two months later, The Elder Scroll V: Skyrim launched to the tune of 3.5
million copies in the first 48 hours.
Find Out More: Microsoft G4

40. At almost the same time, Call of Duty: Modern Warfare 3 shattered records for the biggest entertainment
release of all time. 1.5 million people queued at midnight, and 6.5 million copies sold in the first 24 hours.
Source: Eurogamer LA Times Blog

41. Boot camps, pro tournaments, release parties, a special Jeep Wrangler, and head-shaving are all part of
an industry where a premier game is even more mainstream than The Muppets.
Find Out More: Call of Duty Kotaku YouTube

42. IT’S NOT JUST GAMING
IT’S A LIFESTYLE
IT’S NOT NERDY, IT’S NORMAL

43. FOR THE FUTURE:
CONSIDER GAMING AS MAINSTREAM AS
STAR WARS

44. MOBILE WILL TIE IT
3 ALL TOGETHER

45. THE MAJORITY OF NEW GAMERS ARE
CASUAL GAMERS
2011 79
MILLION
Source: Parks Associates

46. CASUAL GAMERS
EVERYONE, ANYONE, ANYTIME, ANYWHERE

47. GAMES ARE THE MOST
#1 POPULAR KIND OF APP
Source: Nielsen

48. Angry Birds players are still going strong, with a combined total of
300 million minutes of play time every single day.
Find Out More: Business Insider

49. Temple Run is the hottest new iPhone game, with over
20 million downloads in just a few months.
Find Out More: Gamasutra

50. Tiny Tower is an up-and-comer to watch for, with over 1 million players picking up the
game an average of 10 times a day. Can you think of anything you do 10 times a day?
Find Out More: Gamasutra

51. Hyundai capitalized on the excitement around mobile games by demoing their new Veloster with a giant
video game controlled by smartphones in the middle of Times Square.
Find Out More: TechRadar

52. At CES, Fujitsu unveiled a prototype smartphone that is capable of amazing of games and graphics.
What will this mean for the future of flagship console makers like Microsoft, Sony, and Nintendo?

53. IT BECOMES ALL ABOUT
SOFTWARE

54. CONSOLES WILL BE
OBSOLETE

55. SOON MOST GAMES WILL BE
POWERED BY A PHONE

56. SMARTPHONES WILL BE
THE HUB OF EVERYTHING

57. FOR THE FUTURE:
ELEVATE REALITY
TO INSPIRE FANS TO FURTHER THEIR OWN LIFESTYLE
LEARN FROM GAMES
AND MAKE IT FUN WITHOUT RELYING ON POINTS AND BADGES
USE MOBILE TO AMPLIFY
REALITY AROUND YOUR BRAND & TAKE IT TO THE NEXT LEVEL

58. DESTROY CONVENTION
CREATE DEMAND

59. THANK YOU
Nicole Newville Jake Szymanski
VP Brand & Media Planning Brand Planner
@nicolenewville @jakeszy
nicole.newville@space150.com jake.szymanski@space150.com
Special Thanks To:
Andrew Beckman, Bone, Ben Drake, Christina Dorr, Craig Key, Dustin Sparks, Elsa Perushek,
Jon Reine, Kelly Tonnemaker, Marc Jensen, Marcus Fischer, Ned Lampert, and Todd Lintner

60. PHOTO CREDITS
Call of Duty XP 2011 Call of Duty XP 2011 The Verge The guy play fruit ninja! Eurogamer Eurogamer
jeepexperience, Flickr popculturegeek, Flickr sumautu, Flickr
Call of Duty Community http://debuggirl.wordpress.com/ iPad 2 Launch space150, CES
Ian Muttoo, Flickr