course of study , joint faculty : comunicazione, innovazione, multimedialità
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SOCIAL GAMES AS AN INSTRUMENT OF MARKETING ON FACEBOOK . GENERAL PICTURE AND ANALYSIS. Course of study , joint faculty : Comunicazione, Innovazione, Multimedialità. Mentor: Co-Mentor: Dear Professor Costa Dear Professor Muzzio. Dissertation by Katharina Damm. - PowerPoint PPT PresentationTRANSCRIPT
Course of s tudy, joint faculty: Comunicazione, Innovazione, Multimedialità
Mentor: Co-Mentor:Dear Professor Costa Dear Professor Muzzio
Dissertation by Katharina DammACADEMIC YEAR 2011/2012
SOCIAL GAMES AS AN INSTRUMENT OF MARKETING ON FACEBOOK. GENERAL PICTURE AND ANALYSIS.
Dissertation by Katharina Damm
Executive Summary
Target - Social Games: • people that are different from the ones who play console-games • people that have not been gamers
Social Games on Facebook: 2 decisive advantages• Social Graph• Viral Spread
Social Games are effective for Brand Recall
Relation BRAND-GAME-FIT
=> to have success it has to be the right game, the right audience
and the right platform
Comunicazione, Innovazione, Multimedialità
Definition Social Game
Social Game is the term used to indicate the games on Facebook and other social networks.
General Information
Comunicazione, Innovazione, Multimedialità
Dissertation by Katharina Damm
Revenue:
8,6 billion dollars (2014) – whole Social Game market
3 billion dollars (2014) – Social Games on Facebook
Audience:
How many gamers:
Facebook: 61% of the users
Italia: 65% of the gamers
Gender:
70% of the gamers are women
Average age:
39 years
Comunicazione, Innovazione, Multimedialità
Dissertation by Katharina Damm
General Information
Game developer
MAU (monthly active user)
Tot N° of app on FB
3 best games (in milioni di MAU)
1°
284 001 554 89 The Ville(58,8)
TexasHoldEM Poker(36,2)
CityVille(20,6)
2°
55 114 330 51 TheSim Social(16,1)
SimCity Social(15)
Bejeweled Blitz(8,5)
3°
50 093 494 12 BubbleWitch Saga(18,4)
CandyCrush Saga(13,9)
PyramidSolitaire Saga(6,1)
4°
38 664 866 7 Diamond Dash(19,1)
Bubble Island(7,6)
Monster World(7)
5°
23 905 627 20 DragonCity(10,8)
Social Empires(6,1)
Social Wars(4,2)
applications developed by third-party:
Comunicazione, Innovazione, Multimedialità
Dissertation by Katharina Damm
General Information
Facebook – game categories
Action &
Arca
de
Adventu
re
Board G
ame
Card G
ame
Casin
o
Family
Puzzle
Simulat
ion
Sports
Strateg
yTriv
ia
Word
Gam
e0
50
100
150
200
250
300
Total number of users per game category
273,72 million251,61 million 2,69 million
Dissertation by Katharina Damm
Comunicazione, Innovazione, Multimedialità
modality free-to-play
3 pillars:
1. Third-party advertising revenue
2. Players’ micro-transactions
3. Users’ data collection
Dissertation by Katharina Damm
Social Games – business model
Comunicazione, Innovazione, Multimedialità
Around Game Advertising:
Integration of banners around the game.
Product Placement/ In-Game Advertising:
Integration of the product/brand in the game environment
=> the product/brand is part of the game experience itself.
• There are various types of Product Placement
Third-party advertising revenue
Dissertation by Katharina Damm
Comunicazione, Innovazione, Multimedialità
Dissertation by Katharina Damm
Example of the modality Around Game Advertising: SunExpress in The Ville (Zynga)
Example of the modality Product Placement: Toyota in CarTown (Cie Games)
Dissertation by Katharina Damm
Players’ micro-transactions
Purchase of virtual elements with real money in the game.
• There are various mechanics that create the desire for purchasing in the games.
Comunicazione, Innovazione, Multimedialità
Dissertation by Katharina Damm
Example of a mechanism that creates the desire for purchasing: Degradation of quests – FarmVille (Zynga)
Dissertation by Katharina Damm
Users’ data collection
The system measures and analyses automatically how users interact with the game.
Þ Revenue comes from the sale
60% of the revenue from Social Games comes from the second pillar – the micro-transaction!
Comunicazione, Innovazione, Multimedialità
Dissertation by Katharina Damm
Automotive5%
Telecomunication 17%
Food & Beverage21%
Garden & Nature3%
House & Furniture1%
Fashion & Beauty5%
Insurance & Finance13%
Travel3%
Education1%
Film, TV & Cinema10%
Music9%
Donation13%
Analysis of the 20-top Social Games
Typologies
of advertiser
McDonald,Frito Lay,Dunkin’ Donut’s
Dissertation by Katharina Damm
Comunicazione, Innovazione, Multimedialità
BestBuy,Bing,Gamestop
Same brands are in more than one game from the same game developer
Example: Amex Serve => in FarmVille, CityVille, CastleVille
Display time: from 1 week to more than one month
The advertising campaigns are often accessible only by gamers who arrived at certain game levels.
The types of Product Placement that are used the most:
Branded Mission and Branded Reward
Dissertation by Katharina Damm
Comunicazione, Innovazione, Multimedialità
Analysis of the 20-top Social Games
Þ Often the Mission is to click I like on the firms’ fan page
Example of Branded Mission and Branded Reward: Samsung in The Sims Social (EA)
Dissertation by Katharina Damm
Quantity of advertising campaigns for each game:
The V
ille
Texas
Hold
'EM
Pok
er
Bubble
Safa
ri
ChefV
ille
CityVille
Diamon
d Das
h
Bubble
Witc
h Sag
a
FarmVille
Castle
Ville
The S
ims S
ocial
Wor
ds w
ith F
riend
s
Candy
Cru
sh S
aga
Draw S
ometh
ing
SimCity
Soc
ial
Zynga
Slin
go
Angry
Bird
Frie
nds
Tetris
Battle
Dragon
City
Pool L
ive T
our
Hidden
Chr
onicl
es0
5
10
15
20
25
The most presence of publicity is in the category Simulation.
=> The type of category is decisive for the implementation of advertising campaigns.
Comunicazione, Innovazione, Multimedialità
Dissertation by Katharina Damm
Analysis of the 20-top Social Games
Thank you for your attention!
Katharina Damm
Course of studyComunicazione, Innovazione, Multimedialità