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www.eb-ingames.com
Increasing Casual Game Revenues with In-Game Advertising
www.eb-ingames.com
Increasing Casual Game RevenuesIn Game Streaming Video Advertising is Working!
License + Subscription+ In
-Gam
e Adv
ertis
ing
Rev
enue
per
Gam
e D
ownl
oad
Time
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Global Leader in Digital Campaign ManagementOffices in all key digital markets providing 24/7/365 coverage
0 +4 +8 +12-8 -4
www.eb-ingames.com
EyeblasterThe Rich Media Partner for Publishers, Agencies and Advertisers Around the World
A small sample of clients
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Expandable
Caesars 24/7
Ray
Phantom of the Opera
Polite
Floating
Eyeblaster Ad Formats (Click for Demo)Video and Interactivity Easily Integrates Into Any Ad Format
Push Down
Nike
Synchronized
Bahamas Air
MSN Music
Behavioral
Nissan
Full Page Overlay
VideoClip
Levis
VideoStrip
Alexander
Commercial Break
L’Oreal
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About RealThe Global Leader in Publishing and Distribution of Casual Games
Developer Partner Network
Wholesale Partner Network
Combined Global Reach of 45M+ Unique Users per Month
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ChallengesThe Industry Problem We Are Solving
• 600M game downloads in 2005– Only 12M purchased
• 588M cost producers– 35,280,000,000 Minutes– 67,123 Years– 671 Centuries– .67 Millenniums
• This is the opportunity
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Consumer Response to Seeing an Online Video Ad
Brand Metrics for Video/Audio vs. Rich Media vs. GIF/JPEG
Source: eMarketer, November 2005*as a % of respondents
Source: Dynamic Logic MarketNorms, DoubleClick, May 2005*as a % of lift
0%
10%
20%
30%
40%
Visitedsite
Requested info
Visited store
Forwarded to friend
Made purchase
Ordered a subscription
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Aided brand awareness
Online ad awareness
Message association
Brand favorability
Purchase intent
Video/audio
Rich media
GIF/JPG
Video ads combine television's sight, sound and motion with the Internet's immediacy and accountability to reach and engage online audiences.
Online Video AdvertisingEffective and Accountable
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Online Video AdvertisingGrowing Demand & High CPM
“[Video] is the fastest-growing major segment of Internet advertising. And all of that is money that would have been spent on traditional advertising.”
Lee Westerfield, media analyst, Harris Nesbitt
Online Video Ad Spending
Source: eMarketer, 2005
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
2005 2006 2007 2008 2009
In m
illio
ns
Online Video Advertising 2005, By Vertical
49.6%
9.4%
7.9%
6.7%
6.4%
5.1%
4.2%
3.1%
2.6% 2.5%1.6%
Entertainment
Automotive
B2B
Financial Services
Consumer Goods
Software
Hardware/Electronics
Travel
Web Media
Telecom
Retail
Source: AdRelevance 2005 YTD
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Ad-enabled GamesTop games are now ad-enabled
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Ads PerformancesStrong Performances
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ResultsPer download revenue increases significantly
Total Revenue Per Game Download(ShapeShifter)
$0.00
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
$0.40
6/1/
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6/15
/06
6/22
/06
6/29
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7/13
/06
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7/27
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8/17
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8/24
/06
No Ads
Extra 30 min trial
Video Ad every 10 min
No time limit
Video Ad every 10 min
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ResultsTotal revenue increases significantly
ShapeShifter Total Revenue By Day (7-DMA)
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
6/1/0
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6/8/0
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6/15/
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6/22/
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6/29/
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7/27/
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8/3/0
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8/24/
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License Rev Advertising Revenue
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Business ModelDevelopers Benefit
License Revenue
+
Subscription Revenue
+
In-Game Ads Revenue
---------------------------------
Total Game Revenue
X
Developer Royalty Rate
---------------------------------
Net Revenue Paid to Developers
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Version 2 – Advanced CapabilitiesDemo
Download and Install a game
Click for video grab of a game
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Enabling Inventory In Game Events & Ad Policy Driven
Game 1
Internal Communication Layer
Game 2
EB Client
DRM Component
DRM Component
Notifying Event Type (1,2,3 etc)
Report on Scenario in Game (Start, Level Change, Stage change)Create
Container per ad policy
Events Manager (Timer, Counter, Ad allocation)
External Communication LayerEB Game Server
EB Client
Cache on PC
1
4
2,3
5
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Strong Backend SupportFor advertisers, distributors and game developers
• Ad creation and delivery tools
• Integration with other ads campaigns
• Campaign management tools
• Billing relationships
• Technical integration
• Detailed reporting
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Next StepsCreating EB enabled game
• Content approval with Real (today)
• Sign up for free EB Game SDK
• Integrate to older or new titles according to standard
• Submit for approval and free commercial license
• Make sure to negotiate your ads revenues with distributor
• Submit the game for distribution
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Thank You
For additional Information contact:
RealNetworksChris HoutzerDirector of New Media, [email protected](206) 892-6331
EyeblasterRan CohenDirector, Emerging [email protected]
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EB In Game Ads Solution for Casual GamesHigh Quality In Game Video Ad
Up to 30 sec high quality ad integrated in the game as a commercial break on game start, between levels and following game over – WOW effect, no distractions, no skip, click through option, integrated with the game look and feel and approved by game developer.
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EB In Game Ads Solution for Casual GamesClick Through
Clicking on the video ad pause the video, takes the game to the background or minimize it and launch a browser on the landing page.
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EB In Game Ads Solution for Casual GamesPost Click
Once browser is closed or minimized the game takes focus and video ads resume automatically. At that point a skip ad option that was not available previously becomes available.
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EB In Game Ads Solution for Casual GamesLeave behind and dynamic integrated logo placements
Once browser is closed or minimized the game takes focus and video ads resume automatically. At that point a skip ad option that was not available previously becomes available.
Clickable Reminder
Dynamic Integrated Logo placements
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Game Load on PC
Report ID
EB Game Server
Send Ad Policy
Based on Event & Ad Policy – Ask for an Ad
RMP Pub Ad Server
Trafficking In Game Tags
Ask for Ad (Include info on: Game id, developer, pub, genre, sub genre, language, rating etc)
Send EB Tags
Call RMP For Ad
Report Impression per flight, creative type and game ID
EB Enabled Game
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Use Case
• Game House and Pop Cap enabled each 5 games
• Game House and Pop Cap signed agreement with Oberon and submitted their EB enabled games
• Oberon integrates with EB (Events)
• Oberon submits 10 games to MSN and takes 40% of revenue generated from the games
• MSN distribute the games and inventory is created
• MSN Sell the Inventory to Avenue A
• Avenue A traffic In Game flight on RMP
• MSN generate code on RMP and submit in MSN Pub Ad Server
• MSN have 1 line in their server for Oberon games
• 10m impression delivered (Avenue A gets reports on flight and Ad level on RMP)
• Avenue A pays MSN $300,000
• MSN pay to EB $30,000 rich media costs ($3CPM)
• MSN Delivers $120,000 to Oberon (40% x 300k)
• Oberon take 50% cut – $60,000 and have $60,000 to distribute to game developers
• Oberon ask EB report for % of impression associated to Game House and Pop cap
• In RMP every impression is associated with game ID – intern manually sum up the impressions per developer and report to Oberon on Excel sheet that Game House have 70% and Pop cap 30% of the flight
• Oberon pays GH $42,000k and Pop Cap $18,000
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Business, Money Flow – And EB Touch Points
Game Developer (Skunk Studios)
Game Publisher (Real Publishing)
Game Distributor (RealArcade)
Advertising Revenues
Business Arrangement
Business Arrangement
Business Arrangement
EB In Game SDK
EB In Game Event Integration
Tags from RMP$1-$5 CPM
$ (%)
$10 - $30 CPM
$ (%)
Partnership and tech integration
Partnership and tech integration
