Social Gaming Overview: Too Big To Ignore

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SOCIAL GAMING OVERVIEW

TOO BIG TO IGNORE#SOCIALGAMING4/12/11 ADTECH SF

@MARKSILVA@KIMJAMES@TIMECHANGE@KIMKYAW


OUTLINE

• Overview• Dynamics• NEXON+Asia• International Trends• Toyota Pwns Social Gaming• Appendix

46807000

Contents@MARKSILVA@KIMJAMES@TIMECHANGE@KIMKYAW

#SOCIALGAMING


TOO BIG TO IGNORETop Social Game apps earn the reach of TVs top-rated shows, the engagement of an addictive game and the popular culture impact of Rock and Hollywood stature.Sources: 1) Nielsen TV Ratings: 3/28/11 2) AllFacebook.com 0

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OVERVIEW


OVERVIEW

IT’S THAT BIGFacebook-Like Growth and Scale

• Over half of Facebook’s 500 million users play Social Games

• Every other check-in for Facebook is for Social Gaming

Source: AllFacebook.com August 2010


BIGGER THAN GAMING• Social Gaming is tracking Facebook’s ongoing growth eclipsing the reach

and engagement of most media• Social Games eclipse classic, console-based games in audience by over

10-times

OVERVIEW


IT’S THAT BIGBigger Than...• The Population of England on any day

and the US any month

Source: AllFacebook.com August 2010

• Email--Social Gaming passed email in 2010 to become 2nd leading activity online with >10% time use

• Any other Social Network

OVERVIEW


BIGGER THAN SHREK?“I would like to be [Zynga CEO] Mark Pincus. He has nailed the next killer app, the next compelling thing that’s going to happen in media.”

Jeffrey KatzenbergCEO, Dreamworks

OVERVIEW


BIGGEST & BEST EVER“Zynga is the most-profitable, fastest-growing, and has the happiest customers of any company that Kleiner Perkins has invested in.”

John DoerrVC, Kleiner Perkins Caufield & Byers

Investors in Amazon, Google, Intuit

OVERVIEW


PLAYERS AND WORLDSA quick tour of the leading players in Social Gaming

OVERVIEW


PLAYERS AND WORLDSSnapshot of leading players in Social Gaming

DAUDaily Active Users



58,370,803 5,753,580 2,147,100

268,386,159

MAUMonthly Active Users

36,367,080


18, 763, 314


Source: http://www.appdata.com/leaderboard/developers

OVERVIEW


• Zynga leads Social Games with the #1 blockbuster hit, CityVille, and a most of the top-20 Social Games

• As a network Zynga engages 250+ million players/month

• We see Zynga making Social Games a network unto itself

OVERVIEW


• EA/Playfish is a leading developer engaging 35+ million players a month

• Developing Social Gaming versions of popular EA titles

• We see Playfish bringing more of its Gaming DNA and cross-device integration into its aproach

OVERVIEW


• Playdom is a leading player in Social Gaming engaging 18+ million players each month

• Cable TV-size audiences for Social Gaming

• With Disney acquision , we see a publishing/media model emerging for

Playdom and expect Disney Network IP for the platform

OVERVIEW


• As you can imagine in a space that has grown meteorically in the past 24-months, many other players exist and more entering each month

• We can expect to see indie developers produce hits and have a key role in the space

OVERVIEW


DYNAMICS

• Social Networks create a “rich-get-richer” dynamic where early and fast movers dominate as their footprint grows

• Zynga grew aggressively through user and developer acquisition

• In addition to great games, Zynga learned how to optimize its transactions and network effect

• Applying this dynamic, Zynga built FrontierVille to the #2 World in under 30 days then CityVille to 100m users in under 8 weeks

• Zynga’s rapid ascension and distribution creates significant barriers to replication

MORE THAN FUN & GAMES


DYNAMICS

NOT FOR AMATEURS• Pace of innovation and optimization is continual-- too fast to attempt

replicating or “DIY”

• Strong agency recommendation: Collaborate over DIY


DYNAMICS

ENTERING THESE WORLDS• Advertising is less than 10% of revenues and Social

Games monetize only 1-5% of users

• Beyond endemic placements (ingredients in FarmVille or CPG brands in Cafe World, for instance) look to aligning values and audience

• Seek fit and utility, not just reach and demographics


DYNAMICS

A DIFFERENT GAMER FOR EVERY GAME


DYNAMICS

SOCIAL GAMERS KEY VALUES• Games are a way to amplify fun had with friends

• Social Gaming is more about getting together with friends than the game itself


DYNAMICS

Build a Gam

e5Branded V

irtual Goods1Branded G

am

e Interactio

ns 2New Gam

e M

echanics3Multi-Channel Integratio

n 4

LEVELS OF COMMITMENT


DYNAMICS

LEVELS OF COMMITMENT1. Branded Virtual Goods

• The lowest level is a branded virtual good or service. Just put your name on it.

• This can be thought of like a media buy. Doesn’t really affect game play in a branded way, but not to be discounted. The right good for the right brand can be very effective.

Time frame: weeks to months

Branded Virtual Goods1


DYNAMICS

DPSU+RESTAURANT CITY


DYNAMICS

LEVELS OF COMMITMENT2. Branded Interactions - Existing Game Mechanics

• Involves creating custom branded items that give customized rewards within existing game mechanics that can reflect brand values.

• For instance, specific brand-centric power-ups or rewards that can affect characters, earn further game rewards or be gifted to others.

Time frame: three to four months

Branded Gam

e Interactio

ns 2


DYNAMICS

BING + ZYNGAMicrosoft launched Bing with great fanfare in traditional media, online and in FarmVille. Users clicked from Bing logos to like the search engine in Facebook.

Results: Bing acquired 425,000 new fans, a 360% jump in less than one day. 70% of them visited Bing in the following month.


DYNAMICS

PUBLIC ENEMY WARSUniversal dropped John Depp/Dillinger into Mafia Wars with killer results

Gaming mechanic: task achievement earned points, energy, status

Results: • Nearly 1 billion impressions• 54mm loot interactions• 44mm jobs completed• 19 million unique players• STRONG DVD sales


DYNAMICS

GOOD MONEYBy offering custom virtual goods that improved the performance of crops Zynga raised over $1.5 million dollars for Haiti in the first month and $3 million overall.


DYNAMICS

LEVELS OF COMMITMENT3. Branded Interactions - New Game Mechanics

This is a large custom build. Not just a product or a power-up, but something like a large, branded build out (a bar in a restaurant or a kitchen area with specific game play) or even as large as an independent venue (café, shop, etc.)

Time frame: three to four months

At this level, services like tracking and analytics may become part of the package.

New Game M

echanics3


DYNAMICS

GATORADE + EA SPORTS Gatorade wanted to reach highly engaged, difficult to target young athletic male audience to drive product sales. They integrated their product in authentic ways across multiple EA Sports titles.

• 24% volume increase in purchases within user group

• Positive ROI of $3 earned-$1 spent• Product penetration increased 9% among

new consumers of the brand. Gatorade Bath Cheat Code


DYNAMICS

LEVELS OF COMMITMENT4. Multi-Channel Integrated Campaign

Involves tying multiple channels (including online and offline) together into an immersive, well-branded campaign. Involves a high-degree of planning and requires significantly longer lead time and coordinated involvement by multiple parties.

Big Idea thinking combined with specialists needed for retail components, sweeps, and any 360º production and execution.

Time frame: four months to eight months

Multi-Channel Integration 4


DYNAMICS

ZYNGA + 7-11Consumers earned virtual gifts for buying anything program related.

Buy. Specially marked items from 7-Eleven.

Earn. Codes for exclusive virtual gifts.

Play. Get a leg up on your friends.

How it Performed:• Impacted nearly every KPI in retail:• Daypart• Frequency• Demographic diversification• Basket mix• Favorability


@KIMJAMES


[ Gaming in Asia ]

• The State of Gaming in Asia• Introduction to Nexon and our Games• In Game Advertising will it ever take off?


[ What is Online Gaming?]

• Synchronous/Concurrent Play with other users through the internet• Access through PC or Mobile Devices• Immersive Content provided as a service than product.


[ Global Online Game Market Size ]

2007 2008 2009 2010(E) 2011(E) 2012(E)

North AmericaEuropeAsiaSouth America

CAGR22%


2007 2008 2009 2010(E) 2011(E) 2012(E)

144,149 132,609

125,425 117,372 115,702

100,754

Global Online Game MarketGlobal Game Market

14.7%

[Unit: million USD]

[ Global Game Market Size ]


[ Global Online Game Market Share ]

China 45%

Korea 33%

SE Asia 11%Japan 11%

2007 2008 2009 2010(E) 2011(E) 2012(E)

North AmericaEuropeAsiaSouth America


[ Success Factors ]

• Technical Infrastructure (Broadband, Mobile networks)• Billing Infrastructure• Cultural and Social Factors


[ The Growth Trend ]

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010(E)

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EBITDARevenue

Annual double digit growth

45% 5-year CAGR

52% 10-year CAGR

[Unit: million USD]


a Service, not a Product

VS.


[ The Games of Nexon]


200M+

1 of 62.4m


175,995,500

1,000/day

1,500/day


PC, MOBILE, SOCIALFOR THE CONNECTED USER

COMMUNITY

COMPETITIONCONNECTION

CONTENT


[ SNG: The New Frontier]

• Larger User Base

• New demographic groups

• Viral Social Graph


[ InGameAds: Why haven’t they work?]• Recycle or repurpose of existing assets

• Lack of Value to the user

• No clear metrics


[ Some Successful Examples]


[ Virtual Goods: The Value Matrix]• Decorative Items vs. Ability Items

• Set Items, Limited Edition Items


[ Successful Campaigns=Investments]• Trail and Error= Time and Effort• Online Games : Real Time, Interactive Platform• Invest time and money to define: Value of Items Metrics, Online, Mobile, Offline, UX


SECTION TITLE

GLOBAL TRENDS IN SOCIAL GAMINGTIM CHANGPARTNER, NORWEST VENTURE PARTNERS

@TIMECHANGE


SECTION TITLE

Norwest Venture Partners Overview:‣ Inception in 1961‣ Funded more than 400 companies‣ Managing >$3.7B in venture capital ‣ Current fund of $1.2B raised in 12/09‣ Global VC firm based in Palo Alto, CA – investing in US, India, China, Israel‣ Consistently ranked in top quartile of venture capital firms

Gaming/Gamification-related Investments:


SECTION TITLE

Global Trends Overview:

‣ The Social Gaming Warfront and Landgrab has Expanded Beyond the US

‣ Players Battling for Distribution Power, New Revenue Streams, Talent Acquisition

‣Mobile is the New Hope for Social Gaming

‣ New Publishing Models Emerging Across Regions

‣ Facebook Global Growth vs. Incumbent Networks

‣ New Genres Emerging Beyond Copycat “x-Ville” Games


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What Is Everyone Battling Over?

‣ New Revenue Streams

‣ Distribution Power

‣ Talent Acquisition


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Global Battleground Snapshot

Japan: (New Revenue Streams)‣ Small market (DAUs), high ARPU ‣ Players used to freemium + MTX model,

and paying via mobile)‣ 80% mobile (Flash-supported on legacy

phones = no app builds needed)‣ 3 different networks: DeNA, GREE, Mixi –

opening app platforms and expanding into US, China, etc


SECTION TITLE


China: (Talent Acquisition; Distribution and Revenues Still Challenging)‣ Large market (DAUs), low ARPU‣ Familiarity with freemium + MTX via MMO games +

virtual goods on QQ‣ Primarily online play; smartphone apps still on the

come‣ 1 dominant network (Tencent QQ), 3 challengers

(Kaixin001, RenRen, 51) – not fully open platforms yet, poor revenue splits

‣ Lower cost labor pool‣ MMO companies and Tencent entering US for IP and


SECTION TITLE


Korea:‣ Traditionally a hardcore/midcore gaming

market: MMO RPGs, client downloads

‣ NHN, Nexon aggressively expanding

overseas

‣ Best-suited for midcore if free to play MMO

companies go browser-based and leverage

social networks for publishing


SECTION TITLE


Brazil:‣ VERY social player base: Orkut is dominant

network, with Facebook growing quickly

‣ Payment methods remain challenging, but on

the rise with healthy ARPU

‣ Native players like Mentez and Vostu looking to

dominate distribution before Zynga and others

can enter via Facebook


SECTION TITLE


Russia:‣ Kontakti is incumbent social network leader

‣ “Importer Publishers” like i-Jet often critical

for market entry

‣ Tricky region to operate in…


SECTION TITLE


India:‣ Still nascent – big potential for mobile

social gaming as grey market Android

smartphones gain adoption


SECTION TITLE

Mobile Social Gaming: The Shiny New Toy

• Ngmoco brought the social gaming model to mobile, and created >

$400M of value in barely 2 years…

• …attracting a string of copycats and bandwagon jumpers, desperate

to get off of Facebook and away from battling Zynga

• iOS App Store is a wide-open playing field since the 3 Pillars of

Facebook social gaming don’t apply:

• iOS App Store is extremely noisy though, giving rise to:

• Android is Next Big Thing…if In App Purchases work

• Tablets may enable whole new genres of mobile social games


SECTION TITLE

New Publishing Models Across Regions:• Some US publishers like Zynga “going direct” by hiring or acquiring teams to launch localized versions of

their games into Japan, Europe, etc.

• Others using localization partners to publish and operate their games overseas: Mentez, 6waves, i-Jet, etc.

• Publishing partner needed if regional social networks, payment methods, and player tastes are significantly different

• Overseas publishers like Tencent also trying to do the same in the US market, but have failed to compete with Facebook… (trying mobile now instead – DeNA/ngmoco)

• Approaches:

- Local team building original IP

- Copy and localize (the rip-off strategy)

- License and localize

- Co-develop and rev share

• Lessons learned: owning IP is important; access to source code for true localization is critical


SECTION TITLE

What’s Next?• If Facebook dominates more of the global online social gaming market, will import/export

publishers go away?

• Will dominant mobile social gaming networks arise in the US, giving challenge to Facebook?

• Asian free2play game companies are poised to bring “midcore” gaming to social platforms – an area that’s hard for Zynga to copy and compete in?

• The end of Social Gaming 1.0 is nearing – what are the next big genres after copycat Farm/City/Pet/Fish games? (Midcore? ARG? Truly social games? Casual MMO RPG? Social RTS? Youth Edutainment?)l


TOYOTA PRIUS FAMILY GAMING REVEAL

@KIMKYAW


Objectives & Strategies

Objectives‣ Build awareness of the new Prius Family portfolio‣ Increase brand favorability and purchase consideration

Strategies‣ Leverage the entire gaming eco system‣ Engage consumers: enhance experiences, encourage positive action, and add value‣ Foster social interaction and viral sharing on YouTube, Facebook etc.

Prius Target: “Eco Modernists”


Why Gaming for Prius?

Gaming fits with the Prius mindset as it provides an outlet for creativity and sharing

Gamers are auto influencers and decision makers‣ 48% of gamers provide frequent advice about automotives

Strong in-game branding experiences lead to:‣ Increased awareness‣ Purchase intent‣ Positive lift in perception


Utilize Gaming Eco System


Partnerships


Car Town

Top 20 game on Facebook: 8MM users

Leverage a large user base of auto enthusiasts to generate buzz

Program description:‣ Virtual Prius Showroom opens simultaneously with the Detroit Autoshow

‣ Users vote for the favorite plural and receive a T-Shirt

‣ Prius Family models become available for in-game purchase

‣ Collecting all four vehicles grows coins on Family Prius Tree

‣ Prius c concept available for free for those who “Like” the Prius page


CarTown Video


Measuring Success

Prius Showroom Total visits: 13.3MM‣ Prius Plural Unique Votes: 1.5MM (80% of Total Prius Goes Plural Votes)‣ Prius Video Plays: 1.4MM (90% of all showroom visitors watched video)

Prius is the #1 largest market share (in units) of any model in CarTown‣ Increased from .04% to 14%

Toyota Prius Facebook Fan Page Prius c Integration: ‣ 147% Growth ‣ Average Fan Retention rate of 96% (Like vs Unlike)


EA: Monopoly

2nd fastest growing app on Facebook *‣ Launched on 1/26, over 5MM players as of 3/28

Ownership of Monopoly across all game platforms: mobile, tablet, PC, Facebook

Program description: ‣ In-game integration encourages sharing

and time spent with the brand‣ Positive impact and authentic integration ‣ Custom Prius Mover‣ Green “Eco” homes to gift to others


Video


Measuring Success

More than 800,000 Prius movers and Green Eco Houses gifted

More than 250,000 Green Eco Houses purchased for gold


Little Big Planet 2

Allows gamers to play, create and share Prius inspired content

Custom Prius level built into the game

Program description: ‣ Timing: 1/18/11 – 3/31/11‣ Developer made “LittleBigPrius” level

- Animated XMB theme- Prius model featured in Central Square of HOME

‣ Prius items were given to users to create their own Prius levels for the contest‣ Along with prizing, winner received presence in Playstation HOME , in-game

and on Playstation network


Video


Measuring Success

Prius LBP2 Level ranks (out of 4MM total)‣ rank #9 for “most hearted” level

‣ rank #16 for “most played” level

‣ 81% completion rate amongst players (as of 3/3)

- On average 10 minutes to complete level

Contest Stats:‣ 897 contest entries‣ contest winner: ‘eco adventure’- 798 total plays, hearted 243 times


Learning

Gaming can be used to achieve various media objectives

Allows for unique and innovative advertising integrations beyond the realm of traditional media

Partnership opportunities require extensive lead times for asset development

Social gaming can successfully grow fan base

Increase brand recognition and positive association by enhancing organic in-game user experience

Advertiser must provide 3D render data to partners to be able to include the vehicle in-game

Audience sensitivity is higher in gaming than other media


Q&A

DISCUSSION#SOCIALGAMING

• @KIMJAMES• @KIMKYAW• @TIMECHANGE• @MARKSILVA


APPENDIX

RESOURCES• Bookmarks:

Delicious.com/marksilva/socialgaming

• Latest version of this presentationSlideshare.net/marksilva


APPENDIX

GLOSSARYARPUAverage Revenue Per User is measured as total revenue divided by the number of subscribers.

ChurnThe turnover rate of a social game’s active players. Churn refers to this constant loss and gain of members.

Cohort“A group of subjects who have shared a particular experience during a particular time span.” Cohorts are used for analyzing retention.

DAUDaily Active Users is the number of active users over the course of a single day.

DAU/MAUComparing Daily Active Users to Monthly Active Users shows roughly how many days per month your average user engages with your game. It is strongly correlated with social gaming success.

EngagementEngagement measures how long users spend playing your game. How many features do they access? Are they spending hours or seconds? How many pages does the average user view? What percentage are returning visitors?

Entry EventThe first action a user performs when they enter the game.

Source: http://bit.ly/sgglossary

Exit EventThe last actions a user performs before exiting the game.

K FactorK Factor measures the virality of your product. K Factor = (Infection Rate) * (Conversion Rate).

• An Infection Rate is how much a given user exposes the game to other players.

• A conversion rate is when that “infection” results in a new sign up.Ex. A K Factor of 1 means every member is bringing you one additional member.

Lifetime Network ValueThe value a user provides to your network over the course of their entire “lifetime” on the network.

MAUMonthly Active Users tracks the total number of users in a given month.

Re-EngagementRe-engagement is how you get users who have quit playing to come back. It includes re-engaging gamers who have been signed off for an hour, a day, a month, or more.

RetentionRetention is how well you maintain your userbase.

Viral Rate/ViralityMeasured by K Factor, the Viral Rate/Virality shows how much your users are promoting, evangelizing and spreading your game.


SOCIAL GAMING DYNAMICS• The new “Hardcore” Social Gamer is

a midwest mom• Think friends not gamers• Part of value is bringing friends

together• Respect the user• Add value

APPENDIX


APPENDIX


APPENDIX

SOCIALGAMING STATISTICSCapturing share from Social Networks, Email and Portals?


APPENDIX

SOCIALGAMING STATISTICS


APPENDIX

Time spent on internet activitesSOCIALGAMING STATISTICS


APPENDIX

• Social Gaming inspires a majority of daily and weekly play

• Gender and age change based on the world and activities

• While average demographic composition skews slightly male, average time and engagement skews female

SOCIALGAMING STATISTICS

Social Gaming Overview: Too Big To Ignore

rights reserved overview

rights reserved dynamics

social gaming

rights reserved

revenue streams

branded interactions

user performs

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Social Gaming Overview: Too Big To Ignore

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