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  • Gaming & Advertising Described by Bally Chohan Sloane

    Pieter-Jan Adriaensenswww.ballychohan.comBally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • Gaming & Advertisinga promising upturnwww.ballychohan.comBally Chohan UKBally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • *ContentWhat is the situation like today?How did the past had its influence on the present?Advergaming and in-gamevertisingThey come in many forms and shapesAdvergaming and social gamingAdvergaming, crossmedia and communitiesAdvergaming and protestConslusions

    Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • What is the situation like today?Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • *Gaming is an interesting channel for advertisers to reach the difficult to reach target group 18-36 yrs old Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • *Gaming has and will become more and more a social eventBally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • How did the past had its influence on the present?Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • *Inception & first experiments: 60s 80s

    There wasnt 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 80s (booming of the pc market)Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • *The advent of PC games: 90s

    The 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 90s, rapidlychanging the possibilities & experiences of the gaming industry

  • *Internet & Flash: the new millennium

    Advergames 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: Americas Army: the biggest online advergame ever made. It was created to influence young people to choose for a career in the US militaryBally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • *Gaming is booming!Source: 2006 Frank N. Magid Associates, Inc.Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • *Source: Yankee Group, 2005

    Source: Yankee Group, 2005Offline advertisers buy time, interactives create timeBally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • *Q. Do you play games online? (%) 55.952.663.658.850.453.358.257.444.147.436.441.249.646.741.842.6TotalMaleFemale13-1718-2425-3435-4445+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 2006Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • *Gaming in comparison with other more traditional mediaThe Gaming category reaches majority of web users

    Total Monthly Minutes (billions)Games tops the number of monthly minutes users spend by categoryTotal Monthly Online Users by Category 83MM people went to a gaming site in July 48% of online population02,0004,0006,0008,00010,00012,00014,00016,00018,00020,000EntertainmentRetailGamesNewsChatBusinessXXX AdultSportsTravelTechnologySource: Media Metrix, July 2006020,00040,00060,00080,000100,000120,000140,000160,000Unique visitorsRetailEntertainmentNewsBusinessTechnologyTravelGamesXXX AdultSportsChatBally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • *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 McCannBally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • *Source: http://blog.delaranja.com/?p=836 & http://business-model-design.blogspot.com/2007/01/nintendos-blue-ocean-strategy-wii.htmlNintendos Blue Ocean StrategyBally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • Advergaming & In-gamevertisingSay wuh?Bally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

  • *Source: IAB BelgiumBally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

    Advertising FormatIntegrationDescriptionAdvergamesCustom-made games specifically designed around a product or service. In many cases they also bring out a message about the brand.Static In-game AdvertisingIn-gameNot changeable advertising inside of a game.Dynamic or Interactive In-game AdvertisingIn-gameChangeable and/or clickable advertising within networked games.Inter-Level AdvertisingIn-gameVideo or rich media advertising that is presented in a natural break in game play, typically between levels.Plot IntegrationIn-gameA product plays an active role in the game; the player experiences the product features & benefits in context with the game play situation.Pre- RollIn-gameVideo or rich media advertising that is presented as the game loadsProduct PlacementAround Game, In-gameIntegration brand messaging, sponsorship and/or products into the game.SponsorshipsAround Game, In-gameWebsite, Leaderboards, Tournaments, Sweepstakes, retail promotions.

  • They come in many forms and shapesBally chohan, bally, chohan, bally sloane, bally chohan 2013, bally chohan dubai, bally chohan uk

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