Driving growth and engagement of your game with Facebook - Tarquin Henderson, Facebook

Tarquin Henderson

Facebook Global Gaming Team

Challenges for Games Marketers1

2

3

Identify & Reach the Right Audience

Launching your next Console game on Facebook

Challenges for Games Marketers1

2

3

Identify & Reach the Right Audience

Launching your next Console game on Facebook

Mobile consumers are changing game marketing

Console game buyers

Viewers of a programme

TV no longer reaches the gamers you care about

For gaming marketers this is the new normal

Tablet Smartphone

Work computer Home computer

Reaching gamers online is also difficult

• Inaccurate targeting

• broad and contextual

• Inconsistency across devices and browsers• cookie based

Challenge for Games Marketers1

2

3

Identify & Reach the Right Audience

Launching your next Console game on Facebook

Our marketing objectives for launching console games are still the same….

AwarenessEngageExcite

Pre-ordersSales

Re-EngageDLC Sales

With Facebook, you can reach your audience that matters most, every day and everywhere

Prominent placement

Proven results

Precision targeting

Massive, relevant reach

With Facebook, you can reach your audience that matters most, every day and everywhere

Massive, relevant reach

Wimbledon Final 2013 viewers 17M

34M+18+ users access Facebook

Every day in the UK…

21M+Via a mobile

device

Source: ComScore, PlanMetrix, March 2013

73% of console game owners are on Facebook

42% return daily

Massive reach on Facebook in key markets

Source: Facebook Internal, March 2013

34MUK

26.8MFrance

26.2MGermany

175MUS

24.3MItaly18.6M

Spain

Monthly active users on Facebook

They spend more time on Facebook than any other online properties

Source: Calculated based on April 2013 comScore data

Hours per month per user on desktop

Facebook

YahooT

M

GoogleTM

TwitterTM

5:434:39

3:20

0:15

18%of all time spent

on desktop Internet every day is spent on Facebook

More time is spent on Facebook than anywhere else on mobile

Source: comScore Mobile Metrix, US March 2013

Mobile apps by percentage of time spent

More time is spent on Facebook than anywhere else on mobile

Source: comScore Mobile Metrix, US March 2013

27%of all mobile time

spent daily

Facebook & Instagram are

Mobile apps by percentage of time spent

With Facebook, you can reach your audience that matters most, every day and everywhere

Precision targeting

Phase 1: Standard Demographics

•Age•Gender•Geo•Device•OS

Phase 2: Interest Based TargetingOnly

available on Facebook

•Precise Interests•Broad Categories•Partner Categories•Similar Apps

Phase 3: Custom Audiences and Lookalikes

Custom audiences

Reach the people you already know

Lookalike audiences

Find more people like your best customers

Segment your audience and tailor your message

Existing Gamers

Interest Groups

“Pre-orderSpace Fighters 2

now!”

Content strategy for Existing

Gamers

Content strategy for specific interest

groups

Other sites

Facebook

ProspectiveGamers

Content strategy for Prospective Gamers

With Facebook, you can reach your audience that matters most, every day and everywhere

Prominent placement

News feed is the best real estate on Facebook

With Facebook, you can reach your audience that matters most, every day and everywhere

Proven results

Activision: Call of Duty: Ghosts launch

Goal SolutionIncrease awareness and achieve massive, on-target reach to males, ages 18-44 in the U.S.

Use Page post video ads and high-volume blast products to achieve reach and engagement.

Campaign exposure drove significantly greater awareness of the game

55% 14%of U.S. males, ages 18-24 were reached over a

3-day period.

lift in brand awareness among the target

audience

Facebook drives gaming business metrics

Source: comScore Action Lift study, March 2013; 10 game campaigns across multiple genres

71%Retailer site

lift driving visits to retailer title pages

128%Branded search

lift driving branded title

search term usage

2xdrove 2x increase

in game trailer views

Trailer views

Measuring console gaming success on Facebook

Reach1

Brand resonance & salience

2

Action3

Measuring console gaming success on Facebook

Reach1

Nielsen OCR accurately identifies and measures audiences online

• Measure reach and delivery accuracy online• Demonstrates scale and efficiency within target• Compare audiences to TV with consistent reach and GRP metrics

Key metrics for a sample campaign targeting Males 18-34 years old: Unique audience

Audience % share

Impression % share

Average frequency

GRP

Nielsen OCR demonstrates scale and efficiency within target and is comparable to TV

Online Campaign Ratings (OCR)

Site Facebook

US Pop Base 124,260,336

Unique Audience 10,000,000

Impressions 80,522,199

Audience Reach (%) 8.0%

Avg. Frequency 8.05

GRP 64.54

% On-Target 92.75%

Compared with TV

Facebook TV

Impressions

80,000,000

95,000,000

Frequency 6 8

Reach against target

12% 8%

GRP 64 72

Measuring console gaming success on Facebook

Brand resonance & salience

2

Nielsen Brand Effect measures ad effectiveness and brand resonancePoll control and holdout groups to measure:

Aided awareness

Ad recall

Message association

Brand favorability

14%15%

20%

13%

20%

28%

25%

16%

Control Exposed

+3 pts+5 pts+13 pts+6 pts

Measuring console gaming success on Facebook

Action3

Potential reach measurement solutions

TD4M14N312

Offers Conversion Pixel Custom Audience A/B

Paired Market Test Custom Measurement

Time Series Test

Challenges for Games Marketers1

2

3

Identify & Reach the Right Audience

Launching your next Console game on Facebook

Launching your next console game on Facebook

Establish your game’s presence

Connect to and engage with your core gamers

Launch trailers and key assets for broad awareness

Drive pre-orders

1

2

3

4

1 Create a page for your franchise

Broad targetingLook-alikes

Vertical Audiences

Custom Audiences

Reach

Build buzz with prospective gamers

Gain mass awareness with target demo

Activate your loyal gamers

Connect to and engage with your core gamers

2

Activate your loyal gamers with Custom Audiences

Your gaming database Facebook

98% accuracy in audience composition

active video game console players on Facebook in the US

Build buzz with the Console Gamer Audience

have pre-ordered a game in the past75%

4M

Expand your audience with Facebook native targeting for mass awareness

Gender: Male

Age: 13-34 years oldCountry: UK

Likes/Interests: • Call of Duty• Xbox• Video games

Launch trailers and key assets in Facebook’s news feed with Page Post Ads

3

Trailers

Storyline reveals

Pre-order campaigns

Teaser videos

3rd party reviews

Available for desktop and mobile

Drive pre-orders with Facebook offers on mobile and desktop

4

Offer exclusive promotions for pre-orders and purchase

Available for desktop and mobile

Tarquin Henderson

Facebook Global Gaming Team