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brand-e presents 'GAME ON: Engaging Consumers with Online Play', October 16 2013 at the London Transport Museum Cubic Theatre. One in four of the world’s population regularly accesses games on the Internet, with analysts estimating that the global online and mobile gaming market will grow from last year’s $29 billion to $46 billion by 2016. And casual gaming can no longer be associated just with teenagers hunched over consoles in their bedrooms. Titles like Angry Birds and Candy Crush, plus the rapid growth of tablets and smartphones, have ensured that games are played everywhere and by everyone. This provides a huge opportunity to brands, and is in line with the massive shift of ad budgets to online, and in particular to online video. Gaming offers mass-market appeal and the chance to stake out elusive premium advertising real estate. Plus, gaming sites deliver better ROI for online advertisers - video ads associated with gaming destinations generate an average CTR of 3%, which is roughly 30 times higher than that for standard online advertising campaigns. brand-e presents Game On: Engaging Consumers With Online Play, an event which will bring together a raft of practitioners to examine gaming opportunities for brands… Spil Games will demonstrate the growing power of games, while LBi’S MRY will deliver the ad agency take on gaming and Proelios will demonstrate how to engage consumers through mobile games. Rebellion/TIGA will talk about what makes a great gaming experience, and Generation Media will discuss the marketing of real-world items within the digital gaming realm.
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Spil Games:
Mio. MAU Employees Nationalities Languages
180 350 35 15
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For more information, please visit our website:
www.spilgames.com
TTHHEE RRUULLEESS OOFF EENNGGAAGGEEMMEENNTT
Lessons From Triple-‐A Game Development
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Chris Kingsley, CTO at Rebellion, co-‐founded in 1992
One of the world's top independent video game developer-‐publishers
The trade associa�on represen�ng the UK video games industry
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£87 billion
£1 billion
9,000 highly skilled development staff 80% employed outside of London
95% of UK games businesses export to overseas markets.
Over 50% UK games companies started up less than four years ago
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Triple A / Console Mobile / Tablet Social / Browser Portable / Handheld
CCoonnssiiddeerraa��oonnss…… Pla�orm Demographic
Core Gameplay / Engagement Mechanic
The First Rule of Engagement: GGAAMMEEPPLLAAYY
The Second Rule of Engagement: OOVVEERRCCOOMMEE CCHHAALLLLEENNGGEESS
The Third Rule of Engagement: TTYYPPEESS OOFF PPLLAAYYEERR
The Fourth Rule of Engagement: IINNTTEERRAACCTTIIVVIITTYY
The Fi�h Rule of Engagement: GGRROOWWTTHH
The Sixth Rule of Engagement: AAMMAAZZEE
The Rules of Engagement: SSUUMMMMAARRYY
GAMEPLAY OVERCOME CHALLENGES TYPES OF PLAYER INTERACTIVITY GROWTH AMAZE
The Rules of Engagement: TTHHAANNKK YYOOUU
TTHHEE RRUULLEESS OOFF EENNGGAAGGEEMMEENNTT
Lessons From Triple-‐A Game Development
ENGAGING EXPERIENCES HOW TO ENGAGE CONSUMERS THROUGH MOBILE GAMING
MAKE A GOOD GAME
DISCOVERY, QUALITY & REWARD
ENGAGEMENT, DATA ANALYTICS & MEASUREMENT
BRAND ENGAGEMENT
DATA ANALYTICS AND MEASUREMENT
AAA QUALITY
PLAY
SPORTS CAR CHALLENGE
THE VW SPORTS CAR INITIATIVE
THE GAME MUST BE EASY TO ACCESS – 4 CLICKS MAXIMUM TO START PLAYING
THE PLAYER MUST BE REWARDED WITHIN THE FIRST 30 SECONDS
EASY TO LEARN, HARD TO MASTER
www.proelios.com
5 Rules for Using Online Games to Sell Real World Products
Martin Doyle, Head of Digital, Generation Media
1994: A World First
44% CTR 44% CTR CTR ?
A Giant Leap for Mankind?
Mapping ‘The New World’ of Digital
What is an ‘Online Game’?
RULE 1
“Understand Your
Consumer”
Understand Your Consumer
“Leave me alone” “Talk to me…quietly” Source: Flamingo for Thinkbox July 2013
Console/MMORPG Games Casual Games
Low Attention Processing
Respect The Game…It Can Be A Sacred Place
Source: Leeroy Jenkins YouTube/Generation Media, Oct 2013
Respect The Game…
RULE 2
“Be A Welcome Distraction”
Be A Welcome Distraction
Source: Agame, Oct 2013
Be A Welcome Distraction
Source: Agame/Generation Media 2013
Gaming vs Video: AW12 Average of 5.0% vs 3.1%
game/Generation Media 2013
RULE 3
“Fit In: Relevancy Is Key”
Sometimes ‘Fit In’ is Better than ‘Stand Out’
Source: photo originally published Daily Mail Sep 2010
Fit In: Relevancy is Key
Source: Generation Media estimates 2013
Girls Brands on Stardoll vs AW12 Average: 6.0% vs 3.6%
Fit In: Relevancy is Key If nothing fits…create your own! g
10,000s gameplays
Average dwell time: 2’ 30”
3,700
competition entries
Source: Disney Online/GM
RULE 4
“Make Engagement
Easy & Desirable”
Think Context, Breed Engagement
Direct Line Germany: Swipe Ad Responses increased by 9.2%
EA Sports FIFA 14: Rollover Ad No interruption to game
Source: AGame/Direct Line Germany
RULE 5
“Pay the Right Price”
Pay The Right Price
Vs.
5 Rules for Using Online Games to Sell Real World Products
1. Understand Your Consumer 2. Be A Welcome Distraction 3. Fit In: Relevancy is Key 4. Make Engagement Easy 5. Pay The Right Price
Steve Mullins, brand-e (Moderator)
Bas Seelen, Spil Games
Nadya Powell, MRY
Chris Kingsley, Rebellion
Kristien Wendt, Proelios
Martin Doyle, Generation Media