Spiral Media

THE RISE OF SOCIAL GAMING(And how to get more out of your social advertising)

DAN FERGUSON, NATIONAL SALES MANAGERP +61 2 9212 3555 | DANIEL@SPIRALGLOBAL.COM

I’m Dan…

I work at Spiral Media.

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$1,000,000,000

Source: Zynga Statistica

ON FACEBOOK:

• Facebook and social games have a symbiotic relationship

• 50% of all new sign ups to FB are solely to play social

games.

• Facebook has moved from ACQUISITION to RETENTION.

• Facebook is becoming a content destination!

• Mobile will be key to growth

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WHO’S PLAYING SOCIAL GAMES?

WOMEN LEAD THE

CHARGE IN SOCIAL

GAMING USAGE

59% OF SOCIAL GAMERS

ARE WOMEN

THE PROFILE OF THE

AVERAGE SOCIAL GAMER IS

A 43 Y.O. WOMAN WITH

TWO CHILDREN

Source: PopCap Gaming Research February 2011

Over 2.5 Million Women in AU alone!

25 606 Hours: 11mins a month per user.

12mins a Day.Source: Nielsen Answers December 2011

Under 18’s 18 - 24 25 - 34

35 - 49 50 - 64 65+

TOP SOCIAL GAME SITES

AUSTRALIA’S TOP 10 SOCIAL GAMESJANUARY 2012

1. CityVille Zynga

2. CastleVille Zynga

3. FarmVille Zynga

4. Texas HoldEm Poker Zynga

5. The Sims Social Electronic Arts

6. Words With Friends Zynga

7. Empires & Allies Zynga

8. Indiana Jones - Adventure World Zynga

9. Bejewlled Blitz Electronic Arts

10. Mafia Wars 2 Zynga

1.5Million MAU’s in AU

642,000 MAU’s in AU

1.2Million MAU’s in AU

ZYNGA SPECIFIC:A LOOK AT ZYNGA’S AUDIENCE

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INSIDE A SOCIAL GAME

Hands up if you’ve played a social game?

• Have you ever played Poker?

• Scrabble? Monopoly?

• Raised a virtual crop?

Games are inherently social, only now TECHNOLOGY

facilitates the interaction.

LOOKING INSIDE A SOCIAL GAME:HAVE YOU PLAYED A SOCIAL GAME?

SOCIAL GAMING COMPONENTS:FOR THE USER:

• STATUS

• ACCESS

• POWER

• STUFF

“ It gives me something to do when I’m in the

mood for something mindless”

“ It’s a good way to spend time alone”

I wonder how my

crops are going?

Boredom

• The mindset: I want to be entertained

• Social games are free

• There’s no hardware required

• They are intuitive and easy to play

• They are G rated

• Can play them with friends.

LOOKING INSIDE A SOCIAL GAME:

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SOCIAL GAMES AS AN ADVERTISING CHANNEL

PLAYER MOTIVATORSTIM

E S

PEN

T

BRAND

MESSAG

E

“The creation of a one size fits all,

universal definition of

engagement is unlikely."

PRODUCTS

ARE

PEOPLE

TOO!

Importance of content

Brand Preference

Time

MCDONALDS

SUNRICE

AD EFFECTIVENESS:SOCIAL STREAM:

The Challenge:Drive engagement with the new SunRice ready-

made meals range AND drive Likes of the new

SunRice Facebook page.

The Solution:Spiral Social Stream 750x500 Branded Poll with CTA

driving to SunRice Facebook page and consumer

promotion.

The Results:

88% Of the Likes to the SunRice Facebook page in a 3

week period (11,852)

74.89 seconds Average time spent with brand

19.91%Share Rate of total engagements

74.79%Engagement Completion Rate

FEELING TOWARDS BRANDS AFTER SEEING ADS:

1. It’s about engagement; with the environment & with content

2. It’s how people are choosing to entertain themselves – now an entertainment choice competing with TV.

3. Brands have the opportunity to capitalise on and message to big audiences, spending lots of time in social games.

THANK YOU

100% Completed – START GAME

I’m here to answer your questions!