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The Video Game Advertising Landscape
The document discusses the significant growth and potential of video game advertising, highlighting changing demographics of gamers who are now more affluent and socially engaged. It emphasizes the effectiveness of in-game ads, which enhance realism and consumer receptivity, along with measurable outcomes in brand awareness. Additionally, it outlines the expansion of online gaming and casual gaming markets, offering various advertising strategies and opportunities for brands to connect with this audience.
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The Video Game Advertising Landscape
- 1. VIDEO GAME ADVERTISINGA Brave New World
- 2. OVERVIEW Gaming Industry:The Sleeping Giant Media Usage: Games = Mass Consumption In-Game Advertising: Engagement Personified How it can work for your Brand Branding Acquisition Tracking & Metrics Casual Gaming Fuor Digital: Your Gaming Experts
- 3. VIDEO GAMERS: TheOld Stereotype Antisocial Lazy Not Marketable In the minority No Income
- 4. VIDEO GAMERS: TheNew Generation Affluent Early adopters Connected In the Majority Social
- 5. GAMER DEMOGRAPHICS Consoleusage skews heavy for males 18-34, but penetration runs across demographics, and is growing among females and families
- 6. GAMERS ARE GROWINGOnline gaming in North America will grow significantly by 2009, with nearly 104.2 million online PC and console gamers projected. Growing consumer demand and broadband penetration are driving significant increases in video game software and second generation console hardware unit sales. Sources: DFC Intelligence 2007; PwC Global Entertainment and Media Outlook 2007 Number of North American Online Video Gamers ( in MM)
- 7. $500 million FirstWeek Sales $239 million First Week Revenue SCALE: GTA4 vs. The Dark Knight Source: Associated Press
- 8. PROJECTED GROWTH: Gamingvs. Cinema Worldwide Video Game (hardware + software) Revenues (left axis) Global Box Office Source: eMarketer, April 2007; Hudson Square Research, April 2008.
- 9. GAMERS: Engaged, Attentive,Ad Receptive, Measurable Multi-Tasking Proof Gameplay does not allow for multi-tasking. Attention to the game is paramount. Hard-to-reach Audience Hard-to-reach 18-34 men are avid videogame players Engagement Higher levels of engagement than other media. Ad Acceptance Consumers are receptive to advertising in games because they add realism. Measurability Videogames combine brand awareness with digital accountability.
- 10. 84% feel theads fit the games 44% increase in pre/post brand awareness 61% pre/post lift in excellent & very good brand opinion CONSUMER ATTITUDES: In-Game Ads Source: Nielsen BASES in-game ad effectiveness study, May 2008
- 11. XBOX LIVE –A New Xbox Experience 17MM Users Worldwide Netflix Streaming Video – HD Content Xbox Branded Destination Experiences Xbox Live Minigames Arcade
- 12. NXE Overview IABstandard static and video sizes IAB standard static and video formats AdExpert targeting for daypart and geographic location (US = DMAs) All inventory clickable to either BDE, video, or marketplace content Online, silver and gold accounts, ages 18+ Over 17MM members world wide Engagement Audience Formats & Standards Targeting
- 13. Graphic Display AdExperience Upon banner click, user can be directed to . . . Full-screen streaming video BDE – microsite experience Free Xbox LIVE Marketplace content Impression generated when ad displays in slot 1 or 2 Ads in slots 3+ are partially visible on HD displays, are not reported as impressions
- 14. PlayStation Network 14MMUsers Worldwide PS Home Social Network All Wi-Fi Enabled Blu-ray Built-In Movie and TV Show Store
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- 17. AUTHENTICITY – YOURBRAND BELONGS Sprite– NBA Live 2009
- 18. INCENTIVES Gamers cango to a sponsored micro site or landing page and acquire hints or codes for the games they play McDonalds – Need for Speed
- 19. DYNAMIC MESSAGING ObamaCampaign – NBA Live 2009
- 20. DYNAMIC MESSAGING ObamaCampaign – NASCAR 2009
- 21. DYNAMIC MESSAGING ObamaCampaign – NHL 2009
- 22. CALL TO ACTIONSubway – NHL 2009
- 23. Metrics Impressions ClicksDownloads Micro site visits SMS Text Message Targeting Geo-Targeting Game targeting by Vertical, Individual game Channels/Placements inside console interface Sample Report
- 24. OTHER GAMING OFFERINGSCasual Gaming Reaching the large 25-54 female demographic, casual gaming has taken the internet by storm. 43 million users and growing, from all age ranges. We can help your brand develop everything from a presence on leading gaming sites, to brand integration, all the way to full on custom developed games.
- 25. CASUAL GAMING: Examples Brand Skins Custom Games Game Sponsorships
- 26. FUOR DIGITAL: YourGaming Experts Fuor Digital is on the cutting edge of this rapidly growing and evolving medium. We have a team of dedicated professionals who are passionate gamers themselves, and are immersed in the gaming culture. Fuor Digital has partnerships with the leading gaming networks and publishers, and can be your strategic partner for research, strategy, implementation, and tracking.