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GONG! Online Media Kit
Prepared for Prospective Partners
#1 free to play online soccer game
Table of Contents
About the Game Website Advertising In-game Advertising Sponsorship Opportunities Supplements
Building You Brand Through Games Sample Sponsorship Package
About the Gamewww.gongonline.com
GONG! Online
OVERVIEW
Goal or No Goal (GONG!) is a cartoon style online soccer game
Fusion of genres – casual, soccer, anime, and action
Rated “E” for all by ESRB Rated “Top 8” games
for gifts by Parenting Magazine
Rated “Top 2” free soccer games by makeuseof.com
CURRENT STATS
Online launch in Q4 2008
US Retail launch March 2009, exclusively at Target
Top 3 countries: Brazil, USA, France
Total registered users: 20,000 and growing daily
1,000-2,000 matches played per day
Game Highlights
Many ways to customize your character Clothing Skills Facial and Hair styles
Action packed game play Realistic physics engine, but with animated skills Crazy items allow you to attack other players during games Designed to allow the player to intuitively understand the control system. This
delivers an unprecedented "pick-up-and-play" gameplay experience Lottery system
Players can earn credits through game play to use on the Lottery machine to try and win rare and powerful items
Great community features Send gifts to other people Mail system so you can always stay connected with others.
Solo play Unlike most other session based games, GONG offers daily repeatable quests for
users who want to play solo.
Playground and skills
Customize Your Avatars
Brandable Spectators
Target Audience
Under 13
15%
13-1860%
19-3020%
30+5%
Age
Male70%
Female30%
Gender
Yes99%
Soccer Fan?
Young gamers that love soccer!
Website AdvertisingJoin the community!
Advertising Placements
Skyscraper (120x600 pixels) Content Ad (300x250 pixels) Leaderboard (728x90 pixels)
Fullsize banner (468x60 pixels) Site branding(background) Layer
Countdown barNewsletter Prestitial
If you would like to receive an personalized proposal about advertising on our site – please contact us.
@
In-game AdvertisingYour brand in GONG!
In-game Placements
Potential to utilize entirescreen for large placement
ads.
Load screens
Potential Ad Here
Game interstitials
Potential Ad placeholder
On-field
Pre-Retail Launch Impressions (one server)
Game Edition / Month Impressions Exposures Sessions Players Play Hours
Goal No Goal - Main Version January 801,957 1,162,808 13,825 1,493 10,199
Sponsorship OpportunitiesCraft a program that works for you!
Sponsorship Opportunities
Broad based audience engagement Integrated programs
In-game Advertising In-game Product Placement Website Advertising Newsletters Tournaments Sponsorship
Entire Game Buyout (total immersion into game)
Contact Information
Sleepy Giant
303 Broadway Suite 104-74Laguna Beach, CA 92651
Web: www.sleepygiant.comEmail: [email protected]
Matthew [email protected]
David Hor Community [email protected]
For Advertising and Sponsorships:
Andrew HemingwayBusiness Development Advisor
Building Your Brand Through GamesMaking games a part of your strategy
Your Target Market
In The Past 2 Weeks they’ve…
Played a casual game like GONG! on the web Logged onto Facebook, MySpace or social net Been in a virtual world like Gaia, Club Penguin Played a game on a mobile or handheld device Played an XBox360, Wii or PS3 game Been on an MMO like WoW, Maplestory, etc Watched video or programming online
Console vs. Online CasualConsole Game - Contain different gameplay, objectives, goals, control-schemes, characters, and other features. Each video game is usually contained on a specifically designed disc or cartridge for a console
Casual Game - targeted at a mass audience with simple rules and play techniques, a very low degree of strategy, making them easy to learn and play. Require no long-term time commitment or special skills to play,
Business: $10B (projected) in 2008, retail based ecosystem of developers, publishers, platform owners, retailers.
Business: $1B and growing rapidly. Online based models, many direct to consumers
Experience: Rich graphics, complex game play, many hours of experience. Many licensed based. Online communities (PC and growing on consoles) Time consuming.
Experience: Easy to access via small download or browser. Usually 2D. Puzzle, sports and adver-games. High female audience mix. Snacking, low learning curve.
Key Benefits: Large brands, licenses, great brand awareness. In depth play experiences. Strong retail channel. Living room experience with DVD.
Key Benefits: Large potential audience, community driven, browser experiences and low barrier to adoption, interface with social networks. Viral, quick growth
Risks: Rising development costs, retail channel dependent, destiny of platform owners, time “crowding out” by other Internet and mobile applications.
Risks: Lower barriers to entry, increased dependence on ad business model, fluid audience with ease of migration, easier to replicate hit products.
Games are mainstream
Video Gaming is a $30B worldwide industry1
Projected to grow to $51B by 2010 Primary demographic is Men 18-34 Secondary demographic is Men 12-17
Video gaming has evolved to rival other media2
TV advertising reach is declining due to increased time spent with video games
Video gaming is increasing its reach3
35% of American parents play computer and video games Among parents who game, 80% report they play video
games with their children; 66% feel playing has brought them closer together
Sources: 1eMarketer “Video Games: Where to Now?” March 2006, 2Jupiter Research, as quoted by Julie Ask at GDC’s ‘Focus on Game Advertising’ Summit; The Entertainment Software Association “2006 Essential Facts about the Computer & Video Game Industry”, 3 AP–AOL Games Poll, April 2006
Big Business And Growing"Once an afterthought, games now top movie box-office and siphon television viewers and attract more star power than ever."
– "Playing with Hollywood", LA Times
• Launched May 4, 2007
• Revenue $150M First Weekend
• Launched Sept 25, 2007
• Over 1 million pre-orders sold
• Halo 2 - $125mm opening day in 2004
SPIDERMAN 3 – THE MOVIE
HALO 3 – THE GAME
Avid PC Gamers45%
44 Million
Heavy Gamers2%
2 Million
Secondary Gamers19%
19 Million
Casual Kid Gamers1%
1 Million
Mass Market Gamers17%
17 Million
Avid Console Gamers16%
16 Million
Source: NPD Gamer Segmentation Study II May 2007Size of segments readjusted to reflect only gamers ages 18-44, rather than total sample ages 6-44
Most of your market games!
US Gamer Universe
Demographics - Attractive
• 69% of American heads of households play computer or video games
• The average age of game player is 33
18-49 Years 44%
50+ Years 25%
Under 18 Years 31%
Age of Game Players
General Gamer Profile • Active Gaming population skews
male
• Young men most loyal to console, retail PC and MMOG platforms
• Females and older males loyal to casual PC and online/browser game platforms
Female
Male
61%39%
Active Gamer Profile
Source: Massive Incorporated
Online Gaming Is Hot
Quarter of Global Web Users Game Online
“…217 million people worldwide visited online gaming Web sites in May 2007, according to comScore’s "World Metrix" report. That is up almost 17% from May 2006, and represents 28% of the total worldwide online population ages 15 and older.
- eMarketer.comRecently, at least three separate studies have testified to video games' ballooning appeal, particularly one that has female gamers outnumbering male gamers in the 25-to-34 age category 2-to-1, regardless of platform. In addition, on PCs, female adults are almost twice as likely to spend more than 20 hours per week gaming compared to men, according to the CEA's "2006 Gaming Technology Study."
- Hollywood Reporter
42% Sports and Casual Games
Make It Part of Your Mix
Why you should care…
Broad, Mass Market1
Time Spent Playing Is Increasing
2
3Deep User Engagement and Immersion With Your Brand
User Engagement Is GrowingA new report from market research firm Parks Associates, Casual Gaming Market Update, has found that playing games remains the most popular online activity in the U.S. Playing games was more popular than watching short video clips, visiting social networking websites, or other common online activities.
– GameDaily BIZ
34% Play Video Games
29% Watch Short Video
19% Use Social Networking Sites
Games – The Opportunities
Connect with audience via media – websites
Ads and sponsorships in casual games Connect with major videogame, brand
integration into major platform titles. License tie-ins
Adver-games – create your “own” game Browser Games, virtual worlds and
sponsored items – growing Surfacing new content with online
promotion
Level Of Brand Immersion
In-Game Advertising
Custom Sponsorship
Build Your Own Advergame
Level O
f Imm
ers
ion
Gaming Websites
Sample Sponsor PackageDairy Farmers International
Activating Our Audience
1. Activation refers to putting the sponsorship into action.2. Sponsorships are not just static (e.g., ingame
signs/website billboards). Players looking at signs or ads are only part of the activation.
3. Activation occurs when players recognize and make the connection between the sponsor and the community, allowing for player identification and affinity with the community to transfer to the sponsor. Affinity transfer is key.
4. Activation plays an integral role in our sponsor’s leveraging the sponsorship tie-in within the sponsor’s overall advertising or promotional campaign.
5. The role of our community managers is to activate the benefits offered by the sponsor in the minds of the audience (the players).
Activating our audience the key to successful sponsorship
“Powered by Milk” Sponsor In-Game
Product placement in-game – e.g milk power-up Custom “Milk and Cheese” map In-game ads
▪ Video placement can be shown while game is loading▪ Milk ads and billboards can be placed throughout maps▪ Second half presented by milk▪ Player of Match can drink milk
Website Stats/Profile page “Winners Powered by Milk” Sponsored news feeds on players Dashboard Banner placement with health tips from milk
Co-markeing Co-marketing (email, retail package) Sponsor of monthly newsletter Logo placement in any print ads Link exchange
Media We can craft unique press mentions
Integrating Other Campaigns
Body by Milk We will design a special milk carton item that gives
players bonus performance attributes for speed and agility when activated
Refuel with Chocolate Milk We will design a special chocolate milk carton item that
gives players increases power for kicking when activated I Love Cheese
We will design a cow outfit for the ingame characters that that will have special moves
We will design a cheese wheel item that gives players increases defensive powers
3-a-Day Players that use 3 diary product items in the game in one
session get a bonus attribute
Example Fees
GONG! “Powered By Milk” Sponsor Upfront set up (10-15k)
Items (~2k per item) Map (~5k) Web design production (~5k)
Monthly (10-20k) Ingame placement fees (10k) Dynamic Ingame Ads (5k) Website ads(2k) Email (1x per month) (2k) PR, Social media placement (1k)
Example Value
Ingame impressions
Website Impressions
Unique Press Mentions
Total CPM Value
TOTAL = $64,000
200,000
1,000,000
1,000,000
1,000,000 2.00 20,000
2.00
2.00
2.00
4,000
20,000
20,000
Monthly
Measurement
Number of times your item is used Number of map plays Ingame ads stats Web ad impressions Email data PR mentions
