Download - Spiral Media
THE RISE OF SOCIAL GAMING(And how to get more out of your social advertising)
DAN FERGUSON, NATIONAL SALES MANAGERP +61 2 9212 3555 | [email protected]
I’m Dan…
I work at Spiral Media.
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$1,000,000,000
Source: Zynga Statistica
ON FACEBOOK:
• Facebook and social games have a symbiotic relationship
• 50% of all new sign ups to FB are solely to play social
games.
• Facebook has moved from ACQUISITION to RETENTION.
• Facebook is becoming a content destination!
• Mobile will be key to growth
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WHO’S PLAYING SOCIAL GAMES?
WOMEN LEAD THE
CHARGE IN SOCIAL
GAMING USAGE
59% OF SOCIAL GAMERS
ARE WOMEN
THE PROFILE OF THE
AVERAGE SOCIAL GAMER IS
A 43 Y.O. WOMAN WITH
TWO CHILDREN
Source: PopCap Gaming Research February 2011
Over 2.5 Million Women in AU alone!
25 606 Hours: 11mins a month per user.
12mins a Day.Source: Nielsen Answers December 2011
Under 18’s 18 - 24 25 - 34
35 - 49 50 - 64 65+
TOP SOCIAL GAME SITES
AUSTRALIA’S TOP 10 SOCIAL GAMESJANUARY 2012
1. CityVille Zynga
2. CastleVille Zynga
3. FarmVille Zynga
4. Texas HoldEm Poker Zynga
5. The Sims Social Electronic Arts
6. Words With Friends Zynga
7. Empires & Allies Zynga
8. Indiana Jones - Adventure World Zynga
9. Bejewlled Blitz Electronic Arts
10. Mafia Wars 2 Zynga
1.5Million MAU’s in AU
642,000 MAU’s in AU
1.2Million MAU’s in AU
ZYNGA SPECIFIC:A LOOK AT ZYNGA’S AUDIENCE
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INSIDE A SOCIAL GAME
Hands up if you’ve played a social game?
• Have you ever played Poker?
• Scrabble? Monopoly?
• Raised a virtual crop?
Games are inherently social, only now TECHNOLOGY
facilitates the interaction.
LOOKING INSIDE A SOCIAL GAME:HAVE YOU PLAYED A SOCIAL GAME?
SOCIAL GAMING COMPONENTS:FOR THE USER:
• STATUS
• ACCESS
• POWER
• STUFF
“ It gives me something to do when I’m in the
mood for something mindless”
“ It’s a good way to spend time alone”
I wonder how my
crops are going?
Boredom
• The mindset: I want to be entertained
• Social games are free
• There’s no hardware required
• They are intuitive and easy to play
• They are G rated
• Can play them with friends.
LOOKING INSIDE A SOCIAL GAME:
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SOCIAL GAMES AS AN ADVERTISING CHANNEL
PLAYER MOTIVATORSTIM
E S
PEN
T
BRAND
MESSAG
E
“The creation of a one size fits all,
universal definition of
engagement is unlikely."
PRODUCTS
ARE
PEOPLE
TOO!
Importance of content
Brand Preference
Time
MCDONALDS
SUNRICE
AD EFFECTIVENESS:SOCIAL STREAM:
The Challenge:Drive engagement with the new SunRice ready-
made meals range AND drive Likes of the new
SunRice Facebook page.
The Solution:Spiral Social Stream 750x500 Branded Poll with CTA
driving to SunRice Facebook page and consumer
promotion.
The Results:
88% Of the Likes to the SunRice Facebook page in a 3
week period (11,852)
74.89 seconds Average time spent with brand
19.91%Share Rate of total engagements
74.79%Engagement Completion Rate
FEELING TOWARDS BRANDS AFTER SEEING ADS:
1. It’s about engagement; with the environment & with content
2. It’s how people are choosing to entertain themselves – now an entertainment choice competing with TV.
3. Brands have the opportunity to capitalise on and message to big audiences, spending lots of time in social games.
THANK YOU
100% Completed – START GAME
I’m here to answer your questions!
