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Social GamesMultiplatform Branded Entertainment
Alex Gault
Vice President, Sales & Marketing
DeepMarkit
alex@deepmarkit.com
Gaming is Everywhere
“Everything in the future online is going to look like a multiplayer game”
Eric Schmidt - Executive Chairman, Alphabet
“Social Games”: Definition
Games that run on or integrate with a social network or messaging app, and use those services to enhance gameplay between players
Free to Play
Play with Friends
Pay to get special content
Why People Get Hooked on Social & Casual Games
We love spotting patterns
Matching things
Sorting things
Putting things in order
Most successful social and casual games are built based on those game mechanics
The Evolution of Social Games
Single-player, offline gamesPlay alone; limited social interaction
People you knowPlay with friends and family
Single-platform game developmentCore game experience only available on a lead platform
Multiplayer, network-enabled gamesCommunity is key to the experience
People you want to knowProfile matching (based on shared interests, geo-location) promotes meeting new, like-minded people
Multi-platform game developmentUbiquitous game experience on all platforms
Advantages of Marketing Using Games
Audience Engagement Compelling and well designed games
cause players to return again and again Games appeal to the reward-seeking
nature of a vast demographic range
Brand Awareness & Loyalty By virtue of the entertaining, ongoing
experience of playing branded games, players organically acquire an identity with brands
Social Interaction & Viral Reach Well-produced games create loyal fanbases,
who impulsively share them and challenge friends to play
Campaign Marketing Deploy as companions to promotional
campaigns
Generate Leads Build a database of highly engaged users
Branded Social Games: Revenue Models
In-game advertising Display ads Dynamic ads
Product placement Screen placements Transactional advertising
Brand integration In game immersive advertising Plot placements (branding
incorporated into game narratives)
Advergames The game itself is branded
entertainment Designed to reflect the brand’s
positioning statement
The Multiplatform ExperienceResponsive on all devices,
all operating systems, all networks
Build games once, distribute across all platforms
Play optimally on phones, tablets and computers
Integrate seamlessly with web browsers, in-app browsers within native apps (iOS & Android) and social media
Time and cost of development significantly less
Single vs Multi-device GamingGamers Connect Via Multiple Devices
80% of gamers report playing videogames on more than one device type. Connecting gaming across devices brings more immersive and rich
experiences, and increases the number of available data points.
HTML5 Enables Omnichannel EngagementSeamless Gaming Experience
Freedom from Appstore restrictions
Play without leaving a website or portal
Inherent sharability, linkability
Greater control for brands over payments, updates and analytics
Cross platform/ device support
Messaging Apps are the New Gaming Platform
Messaging is the new platform, and chatbots are becoming the new apps – delivering games, social experience and ecommerce.
WeChat, Kakao and Line are the leading messaging apps in China, South Korea and Japan. Many game developers are now focused on building games specifically for these apps.
Facebook is following the trend with the Messenger app: Instant Games, a new platform of social games available for play within the Messenger app, recently launched. Money transfers are can be completed using the app in some jurisdictions. Advertising has now been activated
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