MMA Brand and Agency Briefing London 17TH July 2013

MMA UK BRIEFING ON MOBILE GAMING: KEY INSIGHTS & TAKEAWAYS

Sponsored  by:  

Supported  by:  

WITH THANKS TO OUR SPONSORS AND SUPPORTERS:

THE SPEAKERS: Comscore Hesham Al-Jahani ��� Rovio Raphaelle Tripet Universal Pictures Alexia Paterson��� 4T2 Multimedia Mike Hawkyard ���Electronic Arts Aaron Lassila

THE HIGHLIGHTS

THE REACH OF MOBILE GAMING:������“The fact that there are 20 million mobile gamers in the UK, in comparison to the 22 million on social media, proves the divide is minimal”

HESHAM AL-JAHANI ���COMSCORE  

MULTISCREENERS: “4 million mobile gamers play when using another screen and 56% of these are women”

HESHAM AL-JAHANI ���COMSCORE  

IN-GAME PURCHASE:������‘12% of Mobile gamers make in-game purchases (a 51% increase over18 months)’

HESHAM AL-JAHANI ���COMSCORE  

IN-GAME ADVERTISING:������“40% of smartphone gamers recall seeing in-game ads - 7% tapped on ads with an 18% conversion rate” ���

HESHAM AL-JAHANI ���COMSCORE  

BRAND SUCCESS: ������“Angry Birds soft drinks are now the most popular soft drink in Finland”

RAPHAELLE TRIPET ROVIO  

GAMING BRANDS:������“Mobile gaming brands can be unconventional and disruptive and, as a result, more flexible and open to ideas than traditional media owners when working with brands”

RAPHAELLE TRIPET ROVIO  

AUDIENCE REACH:������“Gaming has allowed us to reach beyond the typical animated movie audience to the elusive (and bombarded) 16-34 audience”

ALEXIA PATERSON���UNIVERSAL PICTURES  

THE IMPORTANCE OF TRENDING:������“Trending in the app stores at launch is key: an initial hit of download numbers means everything. It is far harder to build up from a low base than to ride the wave of a strong launch campaign”���

ALEXIA PATERSON���UNIVERSAL PICTURES  

GAMING AS PART OF A MOBILE MIX:������“Mobile gaming does not take the place of other mobile properties (such as official destinations); it must be aligned with and cross-promote each other”

ALEXIA PATERSON���UNIVERSAL PICTURES  

APPS BEAT BROWSERS:������“Switching to a Lego mobile app rather than a browser based game, doubled the number of users”

MIKE HAWKYARD ���4T2 MULTIMEDIA  

LEGO GAME SUCCESS:������“There was 400% better retention levels on mobile game apps in comparison to the browsers version”

MIKE HAWKYARD ���4T2 MULTIMEDIA  

WHAT GAMERS WANT:������“Games are now platform agnostic. Start playing in one location and finish in another. Gamers are demanding a transferable platform for games”

AARON LASSILA ���ELECTRONIC ARTS  

���GAMING IS NUMBER ONE:������“43% of time spent in apps on smartphones is spent gaming, rising to 67% on tablets”

AARON LASSILA ���ELECTRONIC ARTS  

���THE CASE FOR ADVERTISING ������“85% of mobile gaming audiences would watch more advertising if rewarded”���

AARON LASSILA ���ELECTRONIC ARTS  

THE KEY TAKEAWAYS

Key Takeaways •  Mobile gaming can deliver a rich consumer

experience

•  Can help reach new audiences

•  And bring in new revenue streams

BUT…

•  You must have a launch platform

•  Make it part of an integrated marketing campaign

1.  Check the answer @mma_emea

2.  Cross promote your games

3.  Tablets rule (for us)

4.  Educate key players about reviews

5.  Work hard to engage target platforms

6.  Be generous with pre and post production

7.  Always assume user error first

The mobile gaming audience is not a niche audience – it’s everyone!

Mobile gamers are engaged & passionate by nature - tap into a real fan base

Mobile gaming brands can be unconventional & disruptive, so more flexible & open to ideas than traditional media owners when working with brands

Creative & integrated brand marketing opportunities: think outside the box

Mobile gaming companies are not all the same!!

KEY TAKE AWAYS

GAMING IS THE TOP ENGAGEMENT ENTERTAINMENT ACTIVITY MOBILE GAMING IS MASSIVE GLOBALLY, RAPIDLY EXPANDING BRANDS WHO ADD VALUE ON MOBILE REAP BIG RESULTS

KEY TAKEAWAYS

THE FINAL VOTE

The audience were asked ‘did this event make you more positive about advertising in mobile gaming?’ Using www.Fetchvotes.Com they held up their phones to vote

A resounding YES was the answer

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