Peter Warman - inGame advertising en affiliate marketing

Affiliate Marketing

vs. GamesPeter Warman, Newzoo

Emily Jacometti, Flavour

Affiliate Dag, Utrecht19 Mei 2009

confidential

© Newzoo 2009

This is your target group or employee.Now or at least in the future.

© Newzoo 20094

http://domino.research.ibm.com/comm/www_innovate.nsf/images/gio-gaming/$FILE/ibm_gio_gaming_report.pdf

This is not bad news. It is actually very good news.Learning real life skills in virtual worlds.

Is er wel een relatie?

Affiliate Marketing vs. Games

Is er wel een relatie?Basics: mensen & tijd


Today’s gamers are everyone! The whole family.That is big news.

Oh no it’s not!That is where it all began.

Games and game consoles were always intended to be for everyone.Mom, dad, the kids and even granny.

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

OK. That is America. But it is new to Holland!Wrong again. This is 1982.

© Newzoo 2009

Big game releases are events.Midnight sales of WoW doubled Marco Borsato in people and sales.

Heroes. Heroes have movies, meet other heroes and create events.Tuschinski: Beyond the Game & NL Championship.

© Newzoo 2009

And games are present at all big mainstream events.Even at Huishoudbeurs 2009.

32%45%

28%56%

17%40%

36%28%

3.840.000

NL 13-19

46%43%

515.000

25%31%

3.360.000

12%22%

2.040.000

43%69%

640.000

22%58%

460.000

Bron: Newzoo/TNS NIPO Nationaal Gaming Onderzoek 2008

Is er wel een relatie?Basics: geld


Big movies, big numbers.Zwartboek cost: 8 MUSD cost, 10M revenue.

Big games, big numbers.Killzone 2 cost: 40 MUSD cost, 150M revenue.

Games omzet groter dan box-offce film omzet.Dus zie je games overal.

High-end console gamesOverlord | Triumph Studios

Spilgames has more than 120 million unique

visitors per month! #1 in traffic worldwide in front of Yahoo and MSN! *February 2009 ComScore

More than 40% of online population of 1.2 billion plays online casual games. This amounts to more than 500 million players.

Online casual games50 worldwide portals | Spilgames

Casual console gamesSwords & Soldiers| Ronimo

MMOs & Virtual WorldsTeam Galactik | VF

iPhone games.Khaeon | Elements | Makayama.

>2M spelers per maand, #18 in NL

Is er wel een relatie?Moet wel want er wordt zoveel

tijd en geld in gestoken door consumenten.


Waar liggen dan de raakvlakken?


Waar liggen dan de raakvlakken?Wie zijn wij om daar wat over te

zeggen?


© Newzoo 2009

v. 1.0 / 2008

v. 2.0 / 2009

© Newzoo 2009

www.nationaalgemingonderzoek.nlwww.todaysgamers.com

Waar liggen dan de raakvlakken?


Games en communiceren.Dan denk je aan in-game advertising. trailer

Ford_UK_Mar_08_small.wmv


In-game advertising.Veel bedrijven doen het al.

http://www.brandsoftheworld.com/download/brand/197548.html





Unique Users 100K 200K

Frequency Cap 10 10

Total Impressions

1M 2M

CPM €15 €15

Sub-Total €15,500 €31,000

Less 15% agency discount

€2,325 €4,650

Total Investment €13,175 €26,350

In-game advertising.Ook in Nederland zo toe te voegen aan de mediamix.

Maar er is meer………. veel meerVoor in de mediamix, het campagne concept en de marketingstrategie.

Gaming is diversDuizelingwekkende matrix van types, platforms en mogelijkheden

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

Console / PC games

Virtuele werelden / MMOs

Mogelijkheden voor merkenGame platforms

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

Console / PC games

Virtuele werelden / MMOs

Mogelijkheden voor merkenGame platforms

Gaming is diversVoor affiliate marketing focussen we op gameportals, game communities en advergames

Waar liggen dan de raakvlakken?Game portals:

revenue share & pay per action


© Newzoo 2009

Online gamesDoordrenkt met affiliate deals

© Newzoo 2009

Online gamesDoordrenkt met affiliate deals; Libelle 450.00 speelsters

Revenue shareOn subscription fees and micropayments

Pay per actionOn visitors, registrations, subscriptions

Pay per actionPer game visit / gameplay

© Newzoo 2009

Advergames and game portal seeding.Spring of Love game released April 1st. 38.000 gameplays in 5 days.

Waar liggen dan de raakvlakken?Game communities:

pay per action


Spelpunt.nl van GamepointUniek concept, gebruikersgroep en advertentiemogelijkheden

350.000 spelers per maandGroot deel betaalt voor credits om te spelen

Bol.com branded gamesGemiddelde speelduur per persoon is 120 minuten!

Waar liggen dan de raakvlakken?Advergames:

pay per action,conversion to sales


Waar liggen dan de raakvlakken?Console games:

joint-promotions


© Newzoo 2009

NB: DIRT2 | Codemasters

Add-on downaloadable items and levels.The smart and flexible way to get into high-end games.

Waar liggen dan de raakvlakken?Eigenlijk overal.

Aan ons en jullie om nieuwe kansen te zien.


Affiliate Marketing

vs. GamesPeter Warman, Newzoo, [email protected]

Emily Jacometti, Flavour, [email protected]

Affiliate Dag, Utrecht19 Mei 2009

confidential

DANK!

Peter Warman - inGame advertising en affiliate marketing

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