InGame Advertising, 3D Worlds Marketing

Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@[email protected] - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au

Online Social Networking & Business Collaboration WorldDIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE

www.personalizemedia.com www.theprojectfactory.com www.lamp.edu.au

GAME & WORLDS ADVERTISING & MARKETING

SOCIAL, VIRTUAL, MOBILE

mailto:[email protected]


http://www.personalizemedia.com


http://www.theprojectfactory.com






Service provider, content producer, strategist, director, web 2.0 ‘generator’•Interactive TV & Broadband Web - BBC 8 years Senior Development Producer

•Personalisation - TV-Anytime (Future of Personal & Targeted TV)•Emergent Media Development - Director LAMP, AFTRS

•Social Virtual World Producer - Head of Virtual Worlds, The Project Factory

• :) 9th top Media Marketing Blog www.personalizemedia.com











ABC Island Deakin Arts Island Thursday’s Fictions

BigPond Telstra US Fortune 100s Melbourne/Cog/AFTRS etc:









BigPond ABC Island









Laboratory for Advanced Media Production

Founded in Sydney through AFTRS mid 2005

Incubated over 60 innovative social cross platform projects - mobile, broadband PC/TV, IPTV, PVR, MUVEs & beyond











Scorched









TALK TODAY

Worlds AUDIENCE

Virtual Worlds MARKET

InWorld Marketing CASE STUDIES

Branded Entertainment World FUTURES

















GAME WORLD

PLAYERS

















Social Virtual ‘Game’ Worlds are ‘Live’









Generation V (virtual)

DefinitionUnlike previous generations, a member of Generation V prefers to socialize, obtain information and communicate through digital methods. These methods are seen by Generation V as a means to expand their network base, allowing them to communicate outside of their physical locations, and even globally.

Members of Generation V are not usually defined in terms of a particular age, sex, race or location. Basically, Generation V is made up of people who replace physical experience with an online experience.http://en.wikipedia.org/wiki/Generation_V

•Women Comprise 40% of US Gamers•26% of Whom Are over Age 50•Average age of videogame players has risen to 35 Women age 18 or older represent a significantly greater portion of the game-playing population (33%) than boys age 17 or younger (18%). 65% of American households play computer and videogames.Entertainment Software Association







http://en.wikipedia.org/wiki/Generation_V

http://en.wikipedia.org/wiki/Generation_V



Virtual Worlds are about Lifestyle MarketingAspirational, feelings, peers, family, friends, fun, entertainment, fantasy, love, death

















Many are SOCIAL spaces









A lot are specialised









Social Virtual Worlds are part of Social Media

















Habbo Hotel 12m

Stardoll 13m

Nicktropolis 5.5m Webkinz 5.5m

Club Penguin 6m

SVWs inside gameplay environs - Runescape - 5.5m, World of Warcraft 11m, Gaia Online 3.5m

60% of Americanʼs play video games - 40% are women300 million globally in social virtual worlds

Neopets 6m









$345 Million Invested So Far This Year•2nd Quarter 2008 - $161 million invested in 14 virtual-worlds •1st Quarter 2008 - $184 million put into 23 virtual worlds•Total this year alone to $345 million across 37 new worlds



















VIRTUAL WORLDS

MARKET









2008Global box office sales $27 bln - mpa

Six Major Film Studios all media revenue $43 bln - mpaVideo games industry $48.3 bln

Online games $4.2 bln just in Asia-Pacific

In 2012:Games Industry $70 bln - pwc

































•US retail gaming $18.85 Billion•Global Box Office $9.6 Billion •US Home DVD market $16 BillionUS Entertainment Merchants Association July 1 2008

















Some MMOGs total revenues (rough)









•Gaia Online does over 50,000 person to person auctions and 1 million message board posts a day- making them the 3rd largest auction site and the 2nd largest message board on the Internet.

•Tencent generated $100 million+ in Q1 of 2007 and over 65% of their revenue comes from virtual goods.

•Habbo Hotel has over 75 million registered avatars in 29 countries and 90% of their $60 million+ yearly revenue comes from virtual goods.

Virtual Worlds are Big

















Gaia OnlinevCommerce and Generation V









Merging of Games and SVWs









Merging of SVWs and TV









Merging of SVWs and the 2D web

Weblin and RocketOn

















SuperStruct5500 players in 2 weeks









a collaborative simulationof a global oil shortage

32 days, 60 000 visitors1800 players 12 countries

the best way to change the future is to play with it first - CNET

apr 2007

















INWORLD MARKETING

CASE STUDIES

















Marketing & InGame Advertising Models

Easy to Harder

1. Static Advertising

2. Promotions & Sponsored events

3. Virtual Goods & Product Placement

4. Dynamic InGame Advertising

5. Branded Spaces

6. AdverWorlds & AdverGames









Static AdvertisingPriceWaterhouseCoopers estimates total spending on

in-game advertising to reach $1 billion by 2010.









US $295 million will be spent on in-game advertising $207 million advergaming (the creation of games to promote a brand)

Advergaming will climb to $344 million in 2011, in-game advertising will reach $625 million that year." eMarketer

NEW FORMS OF ADVERTISING - GAMES

















Government Communications Headquarters InGame Recruitment

Tom Clancy’s Splinter Cell: Double Agent and high-octane racer Need for Speed Carbon. By Massive

•Increased traffic to the Careers in British Intelligence website by 1,000 percent, from an average 550 unique visitors a day to an average 5,500•Won the “Innovation” category at the 2008 Recruitment Advertising Awards, and received nominations for several other industry awards•Generated extensive coverage in the national media

http://advertising.microsoft.com/europe/ResearchLibrary/ResearchLibrary.aspx?Adv_CaseStudyID=1664















Splinter Cell with Nivea and Chrysler

A series of in-game product placement by Nivea. Aimed at the male 18- to 34-year-old market Bathroom product and billboards with "There are many faces of evil. Don't let yours be one of them" "The 'Good Guy' almost never has a beard"









Videogame advertising, both in and around game, is effective in driving attention and recall

* Three-quarters of gamers notice ads while playing video games * 75% of gamers engage with at least one ad per minute * 81% of gamers engage at least every other minute * ½ second ad exposure is sufficient for a gamer to notice an in-game ad

Most gamers believe that ads in games add to the realism and overall experience of playing video games and can have a positive impact.

* "It's fun to see things in games that are real." * "You'd notice a brand if it wasn't there... like they'll put a false brand and I'll be like, what's that?" * "Like in Ghost Recon, you have the Dodge billboards in the urban areas, and I think that is pretty effective... it adds realism because, you know, you see ads in the real world" * "I think being in a game is way better because in TV it can sometimes annoy you and stuff and can have a negative effect on a product. But in a game, I think it has a positive effect." * "I have no problem with it. I like it actually."

Source: Videogame Advertising Engagement Study, July 2007









Promotions &

Sponsored events

























* The centralized investment in the Second Life island paid for itself after 5-6 events. - If you think about recruitment at Accenture taking place in 49 countries, and each of these countries using the Accenture Careers island rather than building its own, the cost savings really start to stack up.

* So Global Recruitment Marketing put a lot of effort into making it easy for recruiters to use Second Life. The team holds meetings, calls, and tours with recruiters and created a guide on how to sign up in Second Life, create an avatar, walk, sit, chat, etc.

















Virtual Goods &

Product Placement









Source: Betsy Book AAAS

















Over 80 million registrations7.5 million per month, 100 000 online at once

Branded virtual goods 90% of their $60 million+ yearly revenue comes from virtual goods.

Sophisticated Psychographics: 42 000 kids profiled









Dynamic InGame

Advertising

































Branded Spaces

















































AdverWorlds &

AdverGames









"Now our audience can 'live' Laguna

Beach: The Real OC by immersing

themselves in a next

generation hybrid of TV show

and virtual community" says

Matt Bostwick, SVP Franchise

Development MTV Music Group. "The

virtual world will expand and grow with the

show in real time. This will enable the

audience to take our content as a starting

point and create their own drama.

In effect, the audience becomes the content. We created a first class 'virtual team' to implement this consisting of

Makena Technologies, Imaginary Forces, The Electric Sheep Company, Analog Protocol and Extra Large

Technology to make it happen in record time."









Football Superstars is the world's first Virtual Football World. An entire online virtual world designed by football fans exclusively for football fans, where you can enjoy a massively multiplayer experience on your PC.

































BRANDED ENTERTAINMENT WORLD

FUTURES









The experiment ran in parallel to the BBC television series The Net. After each TV program, its viewers were invited to become inhabitants in a virtual world whose design mirrored its theme and where they could engage in various events such as debates between performers (e.g., between the author Douglas Adams and BTʼs Peter Cochrane) and playing with interactive objects (e.g., a bouncy castle). Over 2300 people registered to become inhabitants of The Mirror.

BBC Inhabited TV circa 1996”Inhabited TV involves the public deployment of collaborative virtual environments (CVEs) so that on-line audiences can participate in TV shows within shared virtual worlds.” BBC R&D 1996









Blended Entertainment?“Mixed Reality a creative or social activity that takes place simultaneously in real and virtual worlds and where the interaction in each are dependent on each other and resonant









Inhabited TV, Mixed Reality

























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