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