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Gaming & Advertising –Described by Bally Chohan Sloane

Pieter-Jan Adriaensens

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Gaming & Advertisinga promising upturn

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Content1. What is the situation like today?2. How did the past had its influence on the

present?3. Advergaming and in-gamevertising4. They come in many forms and shapes5. Advergaming and social gaming6. Advergaming, crossmedia and communities7. Advergaming and protest8. ConslusionsBally chohan, bally, chohan, bally sloane, bally

chohan 2013, bally chohan dubai, bally chohan uk

What is the situation like today?


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Gaming is an interesting channel for advertisers to reach the difficult

to reach target group 18-36 yrs old


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Gaming has and will become more and more a social event


How did the past had its influence on the present?


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Inception & first experiments: 60’s – 80’sThere wasn’t much technology available in this period. Creating games was almost unaffordable andthus held a huge risk . One of the first companies to start advertising through games was Ford (Mustang), quickly followed by Coca-Cola & Bud in the early 80’s (booming of the pc market)


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The advent of PC games: 90’sThe upcoming of the personal computer was promising but advertisers kept making the same mistakes as in the period before. A positive evolution of this period was the bringing of in-context advertising: content contributes to the realism of the game and is not irritating (more subtle).

A new era with new possibilities was needed and thus the Internet made her entry in the early 90’s, rapidlychanging the possibilities & experiences of the gaming industry

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Internet & Flash: the new millenniumAdvergames knew a huge popularity boost because of the fast uprise of the Internet. They could be spread more effectively and a larger audience could be reached. The introduction of Flash offered new possibilities: it was fast in development, cheap and had excellent sound.

2000: America’s Army: the biggest online advergame ever made. It was created to influence young people to choose for a career in the US military


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Gaming is booming!

89% Of Americans

watch primetime TV

4% Of Americans

watch a movie in a theater

58% Of Americans play

some kind of a computer/videogame

Source: 2006 Frank N. Magid Associates, Inc.


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Video Game Advertising Revenue(in Millions)

$34.0 $71.9$173.1

$302.9$432.7

$562.5

$69.0$83.6

$113.7

$153.3

$203.5

$259.9

$312.2

$10.0

2003 2004 2005 2006 2007 2008 2009

In-Game Advertising Advergames

Source: Yankee Group, 2005Source: Yankee Group, 2005

“Offline advertisers buy time, interactives create time”


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Q. Do you play games online? (%)

55.952.6

63.658.8

50.453.3

58.2 57.4

44.147.4

36.441.2

49.646.7

41.8 42.6

Total Male Female 13-17 18-24 25-34 35-44 45+

Yes No

More than 83 million gamers are currently online (2006)Women take in more than 60% of the online gaming population. They often play casual games and are the ones with spending power. Games are ideal to reach the difficult to reach segment 18-34 of age (they avoid traditional media more often). The green bar are the ones responsible for purchase.

Source: Nielsen Interactive Entertainment 2006 Active Gamer Benchmark Study & Media Metrix, July 2006


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Gaming in comparison with other more traditional media

The Gaming category reaches majority of web users

Total Monthly Minutes (billions)

Games tops the number of monthly minutes users spend by category

Total Monthly Online Users by Category

83MM people went to a gaming site in July 48% of online population

02,0004,0006,0008,000

10,00012,00014,00016,00018,00020,000

Enter

tainm

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Retail

Games

News

Chat

Busine

ssXXX A

dult

Sports

Trav

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chno

logy

Source: Media Metrix, July 2006

020,00040,00060,00080,000

100,000120,000140,000160,000

Uni

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visi

tors

Retail

Entertai

nment

News

Busines

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Technology

Travel

Games

XXX Adult

SportsChat


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Gender balance is evening out

"With the explosive growth in casual games over the past few years, it's no surprise that the gaming population, overall, is beginning to strike a more even gender balance than it had previously, when it was oriented heavily toward young males," says Mr. Verna. "This shift is creating opportunities for marketers to reach highly coveted demographic segments that in the past were not readily associated with video games."

M. Verna, eMarketer Senior Analyst of Universal McCann


16Source: http://blog.delaranja.com/?p=836 & http://business-model-design.blogspot.com/2007/01/nintendos-blue-ocean-strategy-wii.html

Nintendo’s Blue Ocean Strategy


Advergaming & In-gamevertisingSay wuh?


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Advertising Format

Integration

Description

Advergames Custom-made games specifically designed around a product or service. In many cases they also bring out a message about the brand.

Static In-game Advertising

In-game Not changeable advertising inside of a game.

Dynamic or Interactive In-game Advertising

In-game Changeable and/or clickable advertising within networked games.

Inter-Level Advertising

In-game Video or rich media advertising that is presented in a natural break in game play, typically between levels.

Plot Integration In-game A product plays an active role in the game; the player experiences the product features & benefits in context with the game play situation.

Pre- Roll In-game Video or rich media advertising that is presented as the game loads

Product Placement

Around Game, In-game

Integration brand messaging, sponsorship and/or products into the game.

Sponsorships Around Game, In-game

Website, Leaderboards, Tournaments, Sweepstakes, retail promotions.

Source: IAB Belgium


They come in many forms and shapes


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