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Bally Chohan IT Solution is an UK based IT Service Company. Bally Chohan is an IT Professional.
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Gaming & Advertising –Described by Bally Chohan Sloane
Pieter-Jan Adriaensens
www.ballychohan.com
Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk
Gaming & Advertisinga promising upturn
www.ballychohan.com
Bally Chohan UK
Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk
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Content1. What is the situation like today?2. How did the past had its influence on the
present?3. Advergaming and in-gamevertising4. They come in many forms and shapes5. Advergaming and social gaming6. Advergaming, crossmedia and communities7. Advergaming and protest8. ConslusionsBally chohan, bally, chohan, bally sloane, bally
chohan 2013, bally chohan dubai, bally chohan uk
What is the situation like today?
Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk
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Gaming is an interesting channel for advertisers to reach the difficult
to reach target group 18-36 yrs old
Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk
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Gaming has and will become more and more a social event
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How did the past had its influence on the present?
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Inception & first experiments: 60’s – 80’sThere wasn’t much technology available in this period. Creating games was almost unaffordable andthus held a huge risk . One of the first companies to start advertising through games was Ford (Mustang), quickly followed by Coca-Cola & Bud in the early 80’s (booming of the pc market)
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The advent of PC games: 90’sThe upcoming of the personal computer was promising but advertisers kept making the same mistakes as in the period before. A positive evolution of this period was the bringing of in-context advertising: content contributes to the realism of the game and is not irritating (more subtle).
A new era with new possibilities was needed and thus the Internet made her entry in the early 90’s, rapidlychanging the possibilities & experiences of the gaming industry
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Internet & Flash: the new millenniumAdvergames knew a huge popularity boost because of the fast uprise of the Internet. They could be spread more effectively and a larger audience could be reached. The introduction of Flash offered new possibilities: it was fast in development, cheap and had excellent sound.
2000: America’s Army: the biggest online advergame ever made. It was created to influence young people to choose for a career in the US military
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Gaming is booming!
89% Of Americans
watch primetime TV
4% Of Americans
watch a movie in a theater
58% Of Americans play
some kind of a computer/videogame
Source: 2006 Frank N. Magid Associates, Inc.
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Video Game Advertising Revenue(in Millions)
$34.0 $71.9$173.1
$302.9$432.7
$562.5
$69.0$83.6
$113.7
$153.3
$203.5
$259.9
$312.2
$10.0
2003 2004 2005 2006 2007 2008 2009
In-Game Advertising Advergames
Source: Yankee Group, 2005Source: Yankee Group, 2005
“Offline advertisers buy time, interactives create time”
Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk
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Q. Do you play games online? (%)
55.952.6
63.658.8
50.453.3
58.2 57.4
44.147.4
36.441.2
49.646.7
41.8 42.6
Total Male Female 13-17 18-24 25-34 35-44 45+
Yes No
More than 83 million gamers are currently online (2006)Women take in more than 60% of the online gaming population. They often play casual games and are the ones with spending power. Games are ideal to reach the difficult to reach segment 18-34 of age (they avoid traditional media more often). The green bar are the ones responsible for purchase.
Source: Nielsen Interactive Entertainment 2006 Active Gamer Benchmark Study & Media Metrix, July 2006
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Gaming in comparison with other more traditional media
The Gaming category reaches majority of web users
Total Monthly Minutes (billions)
Games tops the number of monthly minutes users spend by category
Total Monthly Online Users by Category
83MM people went to a gaming site in July 48% of online population
02,0004,0006,0008,000
10,00012,00014,00016,00018,00020,000
Enter
tainm
ent
Retail
Games
News
Chat
Busine
ssXXX A
dult
Sports
Trav
elTe
chno
logy
Source: Media Metrix, July 2006
020,00040,00060,00080,000
100,000120,000140,000160,000
Uni
que
visi
tors
Retail
Entertai
nment
News
Busines
s
Technology
Travel
Games
XXX Adult
SportsChat
Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk
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Gender balance is evening out
"With the explosive growth in casual games over the past few years, it's no surprise that the gaming population, overall, is beginning to strike a more even gender balance than it had previously, when it was oriented heavily toward young males," says Mr. Verna. "This shift is creating opportunities for marketers to reach highly coveted demographic segments that in the past were not readily associated with video games."
M. Verna, eMarketer Senior Analyst of Universal McCann
Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk
16Source: http://blog.delaranja.com/?p=836 & http://business-model-design.blogspot.com/2007/01/nintendos-blue-ocean-strategy-wii.html
Nintendo’s Blue Ocean Strategy
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Advergaming & In-gamevertisingSay wuh?
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Advertising Format
Integration
Description
Advergames Custom-made games specifically designed around a product or service. In many cases they also bring out a message about the brand.
Static In-game Advertising
In-game Not changeable advertising inside of a game.
Dynamic or Interactive In-game Advertising
In-game Changeable and/or clickable advertising within networked games.
Inter-Level Advertising
In-game Video or rich media advertising that is presented in a natural break in game play, typically between levels.
Plot Integration In-game A product plays an active role in the game; the player experiences the product features & benefits in context with the game play situation.
Pre- Roll In-game Video or rich media advertising that is presented as the game loads
Product Placement
Around Game, In-game
Integration brand messaging, sponsorship and/or products into the game.
Sponsorships Around Game, In-game
Website, Leaderboards, Tournaments, Sweepstakes, retail promotions.
Source: IAB Belgium
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They come in many forms and shapes
Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk
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