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Game's key platforms

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This document discusses key platforms in games including social games, MMORPGs, consoles, and mobile games. It provides details on top performers, core audiences, reach, business models, and opportunities for brands for each platform. While social and mobile gaming is growing in relevance for marketing, console and MMORPG games are better designed products and gamers of these genres are less tolerant of advertising that disrupts gameplay.

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Games Advanced Social Media Marketing
Key platforms in games today • Social games • MMORPGs (massively multiplayer online role- playing games) • Consoles • Mobile games
Platform Social Games on Facebook Top performers Zynga’s CityVille and FarmVille Core audiences Mostly ~48 years old (46% >50) Women (55%) 2010 ISG Reach CityVille: 90.6 MM players Farmville: 45.8 MM players Total number of players est. in 250 MM Business Freemium: ~5% of the players pay for Zcoins to exchange for model in-game virtual goods In 2010, $ 510 MM were spent in virtual goods Opportunities In-game product placement for brands In-game advertising Promotions with Zcoins Branded social games (ex.: NY Jets Ultimate Fan on Facebook)
Cascadian Farm Farmville Organic Blueberries
Capital One Farmville Goat
Bing FarmCash Promotion
NY Jets Facebook Social Game
Platform MMORPG Top performers World of Warcraft (more than 50% mkt share) Core audiences Mostly Men (84%) ~30 years old 2010 dedalus/xeroxParc Reach 10.3 MM subscribers (WoW - nov. 2011) Business Prepaid limited game time model Subscription (credit/debit cards monthly fees) (free starter edition – up to level 20) Opportunities In-game advertising for brands Mainstream games like WoW don’t place in-game ads, but other less popular games do (ex: Anarchy)
MMORPG Anarchy in-game ad
Platform Console games Top performers Nintendo Wii Microsoft XBOX Sony PS3 Sony PSP Nintendo DS Core audiences Mostly Men (58%) ~37 years old (29% 50+) 2011 Entertainment Software Association Reach Wii: 89.5 MM XBOX: 57.9 MM (hardware sold) PS3: 55.4 MM PSP: 70.9 MM DS: 149.3 MM Business Selling: model Consoles ($249-499) Accessories ($9.99-$269.99) Games ($49.99-149.99) On demand games, movies, music – through services like XBOX Live, PS Network or Wii Channels Opportunities In-game advertising for brands Branded Games (Burger King)
Burger King XBOX 360 games (2006) $ 3,99/each
NBA Live in-game ad
Need for speed in-game ad
Madden in-game ad
Platform Mobile Games Top performers AppStore Android Market Core audiences Mostly Women (53%) ~28 years old Juniper research Reach 37% of Iphone owners game daily 70%-80% of all downloads are games Angry birds has been downloaded 140 MM times Business Game selling ($0,99-4.99) model In-app purchase (new levels, skills, etc) ~$ 0.99 (Free lite versions) Opportunities In-game product placement for brands In-game advertising Branded games
Angry Birds in-app banner
Angry birds Rio special edition
Relevance from brands perspective • Social and Mobile are growing more relevant as marketing/branding tools • Ad spending in social games is expected to hit $ 293 MM in 2011 compared to $ 183 MM in 2009, a 60% growth. • In 2010, mobile game developer made $ 87 MM off advertising revenue. By 2015, this figure is expected to be 10 times that amount: $ 894 MM
Why not console and MMORPG? • Fact 1: console games are better designed and value-added products compared to social and mobile games (2010’s Grand Theft Auto 4 cost $ 100 million) • Fact 2: console and MMORPG gamers are more critical than others, assigning great value to elaborate graphics and storylines, and are in general less tolerant to in-game advertsing when it is clearly out of the context. • This drives the industry focus increasingly on the player and less on the advertiser (Last year, Microsoft shut down its dynamic in-game advertising division called Massive). • Now, big producers like Eletronic Arts control the dynamic in-game advertising display for their games. The trend is that only games where advertising is a natural part of the storyline (like Fifa Soccer and NBA Live) will carry in-game advertising.

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Game's key platforms

  • 2. Key platforms in games today • Social games • MMORPGs (massively multiplayer online role- playing games) • Consoles • Mobile games
  • 3. Platform Social Games on Facebook Top performers Zynga’s CityVille and FarmVille Core audiences Mostly ~48 years old (46% >50) Women (55%) 2010 ISG Reach CityVille: 90.6 MM players Farmville: 45.8 MM players Total number of players est. in 250 MM Business Freemium: ~5% of the players pay for Zcoins to exchange for model in-game virtual goods In 2010, $ 510 MM were spent in virtual goods Opportunities In-game product placement for brands In-game advertising Promotions with Zcoins Branded social games (ex.: NY Jets Ultimate Fan on Facebook)
  • 4. Cascadian Farm Farmville Organic Blueberries
  • 7. NY Jets Facebook Social Game
  • 8. Platform MMORPG Top performers World of Warcraft (more than 50% mkt share) Core audiences Mostly Men (84%) ~30 years old 2010 dedalus/xeroxParc Reach 10.3 MM subscribers (WoW - nov. 2011) Business Prepaid limited game time model Subscription (credit/debit cards monthly fees) (free starter edition – up to level 20) Opportunities In-game advertising for brands Mainstream games like WoW don’t place in-game ads, but other less popular games do (ex: Anarchy)
  • 10. Platform Console games Top performers Nintendo Wii Microsoft XBOX Sony PS3 Sony PSP Nintendo DS Core audiences Mostly Men (58%) ~37 years old (29% 50+) 2011 Entertainment Software Association Reach Wii: 89.5 MM XBOX: 57.9 MM (hardware sold) PS3: 55.4 MM PSP: 70.9 MM DS: 149.3 MM Business Selling: model Consoles ($249-499) Accessories ($9.99-$269.99) Games ($49.99-149.99) On demand games, movies, music – through services like XBOX Live, PS Network or Wii Channels Opportunities In-game advertising for brands Branded Games (Burger King)
  • 11. Burger King XBOX 360 games (2006) $ 3,99/each
  • 13. Need for speed in-game ad
  • 15. Platform Mobile Games Top performers AppStore Android Market Core audiences Mostly Women (53%) ~28 years old Juniper research Reach 37% of Iphone owners game daily 70%-80% of all downloads are games Angry birds has been downloaded 140 MM times Business Game selling ($0,99-4.99) model In-app purchase (new levels, skills, etc) ~$ 0.99 (Free lite versions) Opportunities In-game product placement for brands In-game advertising Branded games
  • 17. Angry birds Rio special edition
  • 18. Relevance from brands perspective • Social and Mobile are growing more relevant as marketing/branding tools • Ad spending in social games is expected to hit $ 293 MM in 2011 compared to $ 183 MM in 2009, a 60% growth. • In 2010, mobile game developer made $ 87 MM off advertising revenue. By 2015, this figure is expected to be 10 times that amount: $ 894 MM
  • 19. Why not console and MMORPG? • Fact 1: console games are better designed and value-added products compared to social and mobile games (2010’s Grand Theft Auto 4 cost $ 100 million) • Fact 2: console and MMORPG gamers are more critical than others, assigning great value to elaborate graphics and storylines, and are in general less tolerant to in-game advertsing when it is clearly out of the context. • This drives the industry focus increasingly on the player and less on the advertiser (Last year, Microsoft shut down its dynamic in-game advertising division called Massive). • Now, big producers like Eletronic Arts control the dynamic in-game advertising display for their games. The trend is that only games where advertising is a natural part of the storyline (like Fifa Soccer and NBA Live) will carry in-game advertising.