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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
SICK OF HEARING ABOUT “GAMIFICATION”?
WONDERING WHY YOU SHOULD CARE?
1 MILLION IPHONE 4S
SOLD ON DAY ONE
 Source: GigaOM
SO WHAT?
WHAT IF WE TOLD YOU THAT A VIDEO GAME SOLD


6.5 MILLION
COPIES ON DAY ONE?
IT’S NO WONDER
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
17
AVATAR TOOK 17 DAYS
TO REACH $1 BILLION
IN SALES

      Source: IMDB
16
IT TOOK MODERN
WARFARE 3 JUST 16


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



        Source: New York Times
THAT’S A HUGE SHIFT
SO WHAT’S NEXT?
WE’RE MOVING PAST
THE ERA OF POINTS
GAMIFICATION
IS NO LONGER A STRATEGY
MODERNBECAUSE OF “GAMIFICATION,”
IS NOT SUCCESSFUL
                  WARFARE 3
IT’S SUCCESSFUL BECAUSE IT
  TAKES REALITY TO A NEW LEVEL
THE NEW SWEET SPOT OF ADVERTISING IS AT THE INTERSECTION OF


ABSURD REALITY
AND VIRTUAL FUN
HERE’S WHAT WE MEAN:


          EXPERIENCE MARKETING IS
   1      PUSHING BOUNDARIES
          THE GAME INDUSTRY
  2       IS EXPLODING
          MOBILE WILL TIE IT
  3       ALL TOGETHER
EXPERIENCE MARKETING IS
1   PUSHING BOUNDARIES
REBECCA   70,000,000
          TOTAL YOUTUBE VIEWS
BLACK     A LUCKY ANOMALY
OLD     256,000,000
        TOTAL YOUTUBE VIEWS
SPICE   SOPHISTICATED, INTEGRATED, PLANNED
KEN     345,000,000
        TOTAL YOUTUBE VIEWS
BLOCK   NEXT-LEVEL EXPERIENCE MARKETING
WHO IS THIS GUY?

KEN BLOCK   IS ON A ROLL
CO-FOUNDER OF DC SHOES
BREAKOUT RALLY RACING STAR
GYMKHANA GENIUS
 MARKETING PIONEER
    KEN BLOCK   IS ON A ROLL
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.
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
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
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
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
They also pulled off the world’s first car kickflip in front of a live crowd.


             Find Out More: www.letsdothis.com
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
YOU DON’T NEED A GAME
TO BE OUT OF THE BOX
FOR THE FUTURE:

   INSPIRE FANS BY TAKING
   REALITY TO THE NEXT LEVEL
THE GAME INDUSTRY
2   IS EXPLODING
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
BY 2015                         THAT NUMBER IS
                                EXPECTED TO GROW TO



$82 BILLION
 Find Out More: The Economist
THE LAST 150 DAYS WERE
SOME OF THE BIGGEST
IN VIDEO GAME HISTORY
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
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
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
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
IT’S NOT JUST GAMING
 IT’S A LIFESTYLE
IT’S NOT NERDY, IT’S NORMAL
FOR THE FUTURE:
   CONSIDER GAMING AS MAINSTREAM AS

  STAR WARS
MOBILE WILL TIE IT
3   ALL TOGETHER
THE MAJORITY OF NEW GAMERS ARE
      CASUAL GAMERS
2011                         79
                             MILLION


  Source: Parks Associates
CASUAL GAMERS
EVERYONE, ANYONE, ANYTIME, ANYWHERE
GAMES ARE THE MOST
   #1             POPULAR KIND OF APP

Source: Nielsen
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
Temple Run is the hottest new iPhone game, with over
20 million downloads in just a few months.

            Find Out More: Gamasutra
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
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
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?
IT BECOMES ALL ABOUT
SOFTWARE
CONSOLES WILL BE
OBSOLETE
SOON MOST GAMES WILL BE
POWERED BY A PHONE
SMARTPHONES WILL BE
THE HUB OF EVERYTHING
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
DESTROY CONVENTION
 CREATE DEMAND
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
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

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Trending The Future - Gaming Beyond Reality

  • 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
  • 2.
  • 3. SICK OF HEARING ABOUT “GAMIFICATION”?
  • 4. WONDERING WHY YOU SHOULD CARE?
  • 5. 1 MILLION IPHONE 4S SOLD ON DAY ONE Source: GigaOM
  • 7. WHAT IF WE TOLD YOU THAT A VIDEO GAME SOLD 6.5 MILLION COPIES ON DAY ONE?
  • 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
  • 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
  • 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
  • 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