Peter WarmanNewzooConsumer insightsBrands and Games

Peter WarmanNewzooConsumer insightsBrands and Games

international partners business decisions

consumer market dataB2B marketing tools

NewWho?

Newzoo Market Data Clients50% EU, 30% US, 20% Asia

Custom data clients include: Full data access clients include: Standard report clients include:

Market data clients

Newzoo Market Data Clients50% EU, 30% US, 20% Asia

Local to global

Breaking news: Newzoo newest client

$10,000,000,000in prepaid retail sales in 2009

Newzoo Market Data Clients50% EU, 30% US, 20% Asia

Total consumer spend on games | Netherlands

Newzoo Market Data Clients50% EU, 30% US, 20% Asia

Retail is dead, long live retail

Peter WarmanNewzooConsumer insightsBrands and Games

Newzoo Market Data Clients50% EU, 30% US, 20% Asia

Demographics| Netherlands | % online population

game portals MMOs/virtual worlds

consoles PC

mobile iTV

46%46% 46%46% 20%20% 14%14%

38%38% 25%25% 38%38% 32%32%

33%33% 24%24% 27%27% 28%28%

Newzoo Market Data Clients50% EU, 30% US, 20% Asia

Demographics| Netherlands

Peter WarmanNewzooConsumer insightsBrands and Games

1976

But it must be new that brands are interested in games!Nope. This is 1983.

game seeding & syndication

branded games

game joint-promotionsgame integration

product placement

in-game display adsgame portal display ads

pre- & post-game ads

game portal specials

Around the game In the game With the gameGame portals / social

Console / PC games / mobile

Virtuele werelden / MMOs

Mogelijkheden voor merkenGame platforms

Welke kant kan ik op?

Overzicht campagne – Game

Resultaten

› Totaal 7 miljoen keer gespeeld via MSN en Hyves.› Ruim 162.500 unieke spelers.› Gemiddeld bijna 30 keer per persoon gespeeld.› De gadget staat momenteel op circa 39.000

Hyvesprofielen. Hoogste aantal ooit voor campagnegadget!

› Officiële Ballenjongens Hyve van 5 naar 1.706 leden in campagneperiode

› Merendeel gameplays via Hyves. Aantal doorclicks via Hyves en MSN bijna gelijk.

› Overall meer dan 14.000 inschrijvingen waarvan 50% via online inzet.

Overzicht campagne – Game

Learnings

› Communiceer, dus produceer geïntegreerd› Maak je merk niet belangrijker dan de gameplay› Meten = weten, blijf optimaliseren!› Voor groot bereik: Ontwikkel laagdrempelige, verslavende

game› Prijsmechanisme moet triggerend zijn en haalbaar› Gameplay zou belangrijker moeten zijn dan prijzen.

Overzicht campagne – Game

Gaming is serious business.Why is game advertising and advergaming treated as an experiment?

“We have launched an advergame!”Results come in. 100.000 gameplays! Yes!!!!! That is a lot!!!!

“Let’s double the budget for gaming!” Wow!! I am going to tell my boss!! 100.000, that will impress him!!

“100.000 what? I want euro’s!”My assistant here just ran a campaign with 95GRPs! I love him! No more games.

In the end it is all about moneyWhat is the value? How do I compare that with other media?

“I need a model!” A model that will be acepted. A model that is easy and flexible.

Example: Advergame 2,2M gameplaysCentraal Beheer Skydiver game (Hyves/Sticky Studios)

105.840 euro

timeeyeballs engagement

ad views

price

CPM X X

=

integration index

30 euro CPM 420,000 unique players 7 min. per player product integration

30CPM 2,520,000 1.4

Peter WarmanNewzooConsumer insightsBrands and Games

Bereik: game portals

Casestudy: All Days – Flexistyle

Klant

Campagne

Mediabureau

Doelstelling

Doelgroep

Communicatie oplossing

Resultaten

• Alldays

• Alldays Flexistyle

• Starcom

• Introductie van nieuwe productlijn: Flexistyle

• Vrouw 18-35 jaar

• 3-in-1 propositie • 58% van de doelgroep is bereikt door campagne op Zylom

• Stijging van 263% op Alldays.nl gerealiseerd door campagne op Zylom

• Stijging van 61% meer samples aanvragen gerealiseerd door campagne op Zylom

• Spontane campagne herkenning: 63% bij groep bereikt door Zylom, 43% bij groep niet bereikt door Zylom

Resultaten •76% van alle consumenten heeft het spel gespeeld•70% van alle consumenten is uniek•Gemiddelde overall CTR van 8,1%•Slechts 5% uitval op de landingspagina

Casestudy: Friso – Mama’s ideetjes | Resultaten

Peter WarmanNewzooConsumer insightsBrands and Games

What does my audience do with games?

Remember: +65% time

reach, engage, co-marketing

Respect game companies, people and brands.

They just might be bigger than you.

3.May the force be with you

Peter WarmanNewzooConsumer insightsBrands and Games

peter@newzoo.competer@newzoo.com

› IP. Game brands across all platforms are becoming more important. Creating or using recognizable IP is key.

› Communities. Games are no longer products. They are services continously growing in functionality and backed by an active community.

› Lifestyle. Games now have definitely become an integrated part of peoples lives. > Integarted part of brand strategy?

› Price. New business models have driven the price of games down. Small and relatively cheap games can attract a mass audience. Ideal for good advergames

› Co-marketing. Game brands are cooler and bigger than FMCG brands. Respect and use this. › Budget. Alternative funding for games is sought by developers. Will brands put up serious

enough budgets?› Social & Mobile. Brands want to get into Social & Mobile media. Gaming is #1 content and #2

activity (behind core activity: communication)› Mindset. People do not want to be interrupted in their core activity. Casual gamers, playing

to relax, are in a better mindset for brands seeking attention.› Mass vs niche. Now games are mass audience, niche opportunities arise. Who offers the best

selectivity?

Newzoo Market Data Clients50% EU, 30% US, 20% Asia

Games industry trends and opportunities for brands