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Social Gaming: Farmville is for n00bs. A look at gaming across platforms and the culture of gaming “societies”. Includes media and sponsorship opportunities for digitally innovative brands. David BenBassett, Intern, Summer 2010
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“Games are really socialMarketers should go explore
Get your ads in games”Haiku by David BenBassett
Social Gaming: Farmville is for n00bs
August 19, 2010
David BenBassett, Intern,
Interactive Strategy
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Abandoning Stereotypes
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Multiplayer Timeline
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The Players
169.9 million gamers
Mainly males, age 13-34
Males and females
Avg. 13 hours of gaming in a week
Sources: www.gamespot.com, www.gamespy.com
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Hardcore Gamers
Sources: http://blog.nielsen.com, www.huffingtonpost.com, www2.mcdowellnews.com
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Gamer Clans
Sources: www.wikipedia.com
Gamers often join together to form teams in games
Xbox/PS3/PC: Clans
WoW: Guilds
Earn a clan tag next to name
Seek belonging, status, competition
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n00b
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Pwnd u lolz
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Phj33r m4h 1337 $k!11z !!!
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L3@rn j00r l33t $pk
Gamers speak to each other online via message or voice-chat using computer language l33t
L33t vs. n00b: hardcore or inexperienced
Woot!: expression of joy or excitement
Ownd: beating another player with the intention of stripping them of their dignity
Sources: www.computerhope.com
Where the action goes down
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There’s nothing more fun than killing your friends
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Who the hell is on my team?!
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OMG POKEMON!!!
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WoW, it’s an MMORPG
Sources: www.walyou.com, www.fortunetech.com
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People like this….
Can become this…
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Second Life, for when one life just isn’t enough
Sources: www.secondlife.com, www.forbes.com
Huge online world with social and business aspects
Real life groups, businesses, and causes
Parties, concerts, seminars, webcasts
$567 million economy based on Linden Dollar
Thriving virtual goods market
What does it all mean?
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Players pick up on subtleties in the game world
Move real-life ads into games
Ensure the ad matches the game atmosphere
Decals/cars for auto Jumbotron for sports Damaged billboards
for war
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Gamers rep themselves through their avatars
Create branded, virtual goods or gifts to pass between avatars
Make realistic representations of actual product
Sell at a competitive price, low enough for people to want to spend actual money on virtual goods
Tie in with coupons or discounts for repping the brand through an avatar
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Virtual campaigns cost less than real ones
Second life presents a great opportunity for healthcare initiatives
Constructing events/displays/fundraisers is relatively inexpensive and can net real profit
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Milo: advertising opportunity or friendship downfall?
Virtual friends reduce social communication?
Or, a friend who learns and informs about new products based on user information?
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Takeaways
Opportunities exist to advertise within video games
Create virtual gifts and avatar items to satisfy gamers’ appetite for realism
Virtual events are a creative way to access consumers and can net real profit
Staying up to date on the technology employed in games and other media is essential to using it as a competitive advantage
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