TCC Academy: Peter Warman
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Peter WarmanNewzooConsumer insightsBrands and Games
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Peter WarmanNewzooConsumer insightsBrands and Games
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international partners business decisions
consumer market dataB2B marketing tools
NewWho?
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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
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Newzoo Market Data Clients50% EU, 30% US, 20% Asia
Local to global
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Breaking news: Newzoo newest client
$10,000,000,000in prepaid retail sales in 2009
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Newzoo Market Data Clients50% EU, 30% US, 20% Asia
Total consumer spend on games | Netherlands
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Newzoo Market Data Clients50% EU, 30% US, 20% Asia
Retail is dead, long live retail
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Peter WarmanNewzooConsumer insightsBrands and Games
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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%
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Newzoo Market Data Clients50% EU, 30% US, 20% Asia
Demographics| Netherlands
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Peter WarmanNewzooConsumer insightsBrands and Games
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1976
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But it must be new that brands are interested in games!Nope. This is 1983.
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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?
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Overzicht campagne – Game
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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
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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
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Gaming is serious business.Why is game advertising and advergaming treated as an experiment?
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“We have launched an advergame!”Results come in. 100.000 gameplays! Yes!!!!! That is a lot!!!!
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“Let’s double the budget for gaming!” Wow!! I am going to tell my boss!! 100.000, that will impress him!!
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“100.000 what? I want euro’s!”My assistant here just ran a campaign with 95GRPs! I love him! No more games.
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In the end it is all about moneyWhat is the value? How do I compare that with other media?
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“I need a model!” A model that will be acepted. A model that is easy and flexible.
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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
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Peter WarmanNewzooConsumer insightsBrands and Games
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Bereik: game portals
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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
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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
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Peter WarmanNewzooConsumer insightsBrands and Games
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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.
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3.May the force be with you
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› 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