Lets play

Allain Silbernberg

Wat woordjes

• Entertainmentgames

• Seriousgames

• Appliedgames

• Console

• Online

• Mobile

• Mash-up

What is the situation like today?

Gaming is an interesting channel for

advertisers to reach the difficult

to reach target group 18-36 yrs old

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The gaming-public has broadened

Cliché images are fading

Gaming has and will become

more and more a social event

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When we were young we used to hook up

with our friends to play Playstation games.

Nintendo’s Wii brings back those emotions

Advergaming & In-gamevertisingSay wuh?

Gaming is booming!

89%Of Americans watch primetime TV

4%Of Americans watch a movie in a theater

58%Of Americans play

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theater Of Americans play some kind of a computer/videogame

Source: 2006 Frank N. Magid Associates, Inc.

NPD: More Americans play games than go to movies

A greater percentage of Americans play videogames than go out to the

movies, according to a new report from chart compiler and research

firm The NPD Group.

Inception & first experiments: 60’s – 80’sThere wasn’t much technology available in this period. Creating games was almost unaffordable and

thus 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 80’s (booming of the pc market)

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Internet & Flash: the new millenniumAdvergames 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.

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2000: America’s Army: the biggest online advergame ever made. It was created to influence young

people to choose for a career in the US military

They come in many forms and shapes

Advertising Format Integration Description

Advergames Custom-made games specifically designed around

a product or service. In many cases they also bring

out a message about the brand.

Static In-game

Advertising

In-game Not changeable advertising inside of a game.

Dynamic or Interactive

In-game Advertising

In-game Changeable and/or clickable advertising within

networked games.

Inter-Level Advertising In-game Video or rich media advertising that is presented

in a natural break in game play, typically between

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in a natural break in game play, typically between

levels.

Plot Integration In-game A product plays an active role in the game; the

player experiences the product features &

benefits in context with the game play situation.

Pre- Roll In-game Video or rich media advertising that is presented

as the game loads

Product Placement Around Game,

In-game

Integration brand messaging, sponsorship and/or

products into the game.

Sponsorships Around Game,

In-game

Website, Leaderboards, Tournaments,

Sweepstakes, retail promotions.

Source: IAB Belgium

Advergames: loyalty & sales

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Advergames: corporate responsibility

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Advergames: brand experience

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Advergames: online multiplayer games

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In-Gamevertising (1)Ads can not change

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Static In-Gamevertising

In-Gamevertising (2)Ads change according to time & location

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Dynamic or Interactive In-Gamevertising

In-Gamevertising (3)An activity in the game… …triggers an email to the player*

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…promoting trial of the product (in this case).

*requires player opt-in

Source: AdScape

In-Gamevertising (4)

Inter-level In-gamevertising

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Inter-level In-gamevertising

In-Gamevertising (5)

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Pre-Roll In-gamevertising

In-Gamevertising (6)

Product Placement In-gamevertising

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In-Gamevertising (7)

Sponsorship In-gamevertising

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Sponsorship In-gamevertising

In-Gamevertising (8)

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Plot Integration In-gamevertising

Plot integration is when the products play an active role in the context of the

game, allowing the audience to experience specific product attributes e.g.

solving crimes with the help of a car and sophesticated technology.

Casual Games

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Based upon the old game ‘bricks’

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Mobile Games & Mobile AdvertisingMobile gamin is set to known a huge growth in 2009

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Advergaming & Social Gaming

The Lost ExperienceGames can become powerful in social networks: they can act as a katalysator between people and unite them

according to interest.

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http://www.thelostexperience.com/

Virgin Records ‘the collective mind’

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What happens when you create a good mix between

Advergaming, crossmedia & communities?

GoSupermodel – Village gameCommunicate towards a specific community with its own values and needs. In this case girls can become a

virtual supermodel by playing the advergame

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Source: http://nl.gosupermodel.com/

Online Mobile

Crossmedial concept

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Community GamingDolling Shopping

Express Yourself! Socialisation Fun Economy

All elements are inter-connected

Why do they like it?• Safe ’hang-out’

– High security, Girls only!

• Broad palette of services

– Entertainment, Community, Creative challenges, Excitement

• Real life aspiration

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• Real life aspiration

– Users are in transition phase (Kids -> Young adults)

– Shopping, dressing up and ”Express yourself!”

• The generic ”Princess Dream”

– All young girls dream of becoming a beautiful Supermodel surrounded by ”glitter & luxury’

Young females represent the fastest growing

segment of Internet usage (Mediascope Europe, 2006)

SHOP

In-game shop

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SHOP

Let users buy and interact virtually with your brand

In-game magazine

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Magazines

Establish your magazine online - in the right context

In-game trailers

Movies

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Exploit the richness of Online media

Advergaming used as

a way to protesta way to protest

Criticism against corporationsAnti-advergames are to detract from or call into question a set of products or services for expressive, cathartic,

social, or political purposes.

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Source: http://www.mcvideogame.com/

Let people think about something.

Bring over a certain message

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Disaffected – serious game

Source: http://www.persuasivegames.com/games/game.aspx?game=disaffected

What can we conclude?

We have entered the domain of the user

• In-game advertising is an exciting prospect for brands and is a marketing tool still not being used to its fullest potential

• Always look to enhance the gaming experience, not detractfrom it

• Understand the gamer: their knowledge, their expertise, and their reason for playing

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their reason for playing

• Don’t interrupt your consumer unnecessarily (do not makeyour ad irritating)

• Make the ads relevant to the title, and make sure the title is relevant to your brand

• Don’t assume that it is enough to run your outdoor or TV adswithin a game. Make them relevant

Atari ships the Pong stand-alone coin-operated video game in

1972. About 10,000 units are sold, making this the first

commercially-successful video game.

Jamdat Bowling launches in 2003 from Jamdat and

becomes the first successful title of the nascent mobile

games industry. Bejeweled follows suit and went on to sell games industry. Bejeweled follows suit and went on to sell

50 million units on mobile.

Mobile phones and networks quickly evolve to handle

graphically-rich games. Worldwide handset penetration

expected to be 4 billion by 2010. Mobile games market is

estimated to be $9.6 billion by 2011.

Launched at the end of 2007, Wii’s popularity was hugely

underestimated by “core” industry. Wii sold more units in

the US than the Xbox 360 and PlayStation 3 combined in

the first half of 2007. Wii targets a much broader

demographic than previous consoles and focuses on

simple gameplay that is fun.

Geschiedenis

• http://images.businessweek.com/ss/06/10/ga

me_consoles/index.htm?chan=search