gaming : opportunities in advertising ?

CONSOLE GAMES

David MerzelCountry Manager

Entertainment & Device

Microsoft BeLux

Blog : davidmerzel.wordpress.com

State of the Business and Opportunities in Advertising

Pre-PC Era(1980)

PC Era(1995)

Internet Era(2000)

Consumer Era

(Today+)

Consumer (R)evolution

Connected

Informed

Choice

Personalized

Anywhere,

Anytime

50

45

40

35

30

25

20

15

10

MIL

LIO

NS

OF

US

ER

SRadio

38 yearsTV13

years

Internet

4 years

iPod3 years

Facebook: 100M

9 months

5

Seismic Shift calling for New Marketing

Passive Engaged>

Interrupt Relevant>

Mass Targeted>

Broadcast Interactive>

30 Seconds Extended time>

Advertiser Control Consumer Control>

Publisher Timetable My Timetable>

Single platform Multiple Media Platforms>

10

Trends EvolutionTimeline 1960-2010

1960 1970 1980 1990 2000 2010

Familles

Kerngezin Kerngezin /

Mei 68

Actieve

vrouwen/

Nieuwe vaders

Erkenning van

de postmoderne

familie

Het nieuw

samengesteld

gezin

Open sociale

kring

Play

Gezelschap-

sspellen

Spellen per

genre

(Barbie)

Televisie thuis

Gezelschapss

pellen

Spellen per

genre

Nintendo

Actiefiguren

VHS

Walkman

Internet

Playstation

PC

Mobile phone

Scherm-

generatie

Consoles next-

gen

3D

Sociale netwerken

Toegevoegde

realiteit

Voorberei-

ding op het

volwassen

leven

Een

weerspie-

geling

van het

standpunt van

de ouders

Een uitlaatklep

Een

aggressievere

leefwereld

Een inwijdende

leefwereld

Een heel

mannelijke

leefwereld

Een middel tot

zelfontwikkeling

tot

perfectionisering

Een gemengde

leefwereld

Een manier van

communiceren

Een familiale

hobby

Van de sociale

status

Aan het sociaal

spel

Door de

individualisatie

Total Belgian Entertainment Market 2009Consumer spending in million units: -2.1% (2009 vs. 2008)

Consumer spending in million value: -4.8% (2009 vs. 2008)

40 3945 45

44

531551

610

646615

0

10

20

30

40

50

60

2005 2006 2007 2008 2009

Un

its

0

100

200

300

400

500

600

700

Vau

le Units

Value

Bron: GfK / BEA

Belgische entertainment

markt 2009 L’industrie

12

Breakdown Belgian Entertainment Market 2009Consumer spending in turnover %

0

100

200

300

400

500

600

700

2005 2006 2007 2008 2009

Games

Music

Video

29 %

32 %

39 %

28 %

32 %

40 %

Bron: GfK / BEA

38 %

25 %

37 %

37 %

26 %

37 %

26 %

35 %

39 %

Gaming has evolved into a major entertainment player

Who’s playing - it’s just a niche group....right?

CHANGE THE WAY PEOPLE SEE

GAMING & ENTERTAINMENT

16

CAPTURE A BROADER CASUAL GAMING

AUDIENCE

17

WITHOUT LOSING OUR CORE

Great for

reachingyoung males,

teens & females

Fantastic opportunities for marketers

Great for

reachingyoung males,

teens & females

An immersive,

engagingmedium

Drive a

broad range

of marketing

goals, from

awareness, to

trial and

purchase

Social,

connectedentertainment

An immersive,

engagingmedium

Social,

connectedentertainment

Drive a

broad range

of marketing

goals, from

awareness, to

trial and

purchase

Microsoft Interactive EntertainmentA broad commitment across the spectrum

Microsoft Interactive EntertainmentA broad commitment across the spectrum

Microsoft Interactive EntertainmentA broad commitment across the spectrum

Windows LIVE Messenger games

Over 16 million Messenger Game

unique users across EMEA

High number of game-plays for

commercial games

High interactive

click through rates on ads and in-game

Coke plays the brand love game

Digital platforms drive Brand Love for 16-19s

1. Determine your audienceObjective: • To build ‘brand love’ among

16-19 year olds e.g. scoring

an average of 7.5 out of

10 for statements inc. ‘Coke is

a brand I love’

1. Determine your audienceSolution: • Teen consumers were invited to

participate in the Happiness

Factory through social media and

gaming– using branded Windows

Live Messenger Game and Xbox

Live Dashboard with downloads

1. Determine your audienceResults: • Impact on ‘brand love’ over 7

times that of TV

• Over 915k game plays through

Windows Live Messenger

• Xbox Live delivered over

3.6m impressions

Incre

ased a

gre

em

ent w

ith B

rand L

ove s

tate

ments

0.127

0.0350.024

0.017 0.012 0.003

-0.004Windows

Live Messenger

Game

Outdoor Xbox Live

TV Coke Zone

Cinema

Radio Promo

Interactive Entertainmentget your brand on the stage

It’s social, connected entertainment

It has impact, and gives your brand cut-through

An immersive, engaging medium

Great for reaching young males, teens and females

Pushing the boundaries of

interactive entertainment

Kinect changes the way we see entertainment & games

Interface/Entertainment

Communication

Recognizes: Movements, voices, facial expressions

Games

Kinect : Key FeaturesKinect changes the way we use entertainment &

games: you become the controller

o Full body motion control. Get of the couch and

play with your body, hands and feet, with family and

friends!

o Multimedia experience. Watch movies on demand

with Zune, chat with friends & family with the Kinect

video service all without a controller.

o Personalization. Kinect recognizes your facial

expression and connects you to all content by a

wave of your hand.

o Compatible with all XBOX 360 consoles

EntertainmentSocial Game

Kinect : Transforms

Kinect : 1st Party Launch Games

• Varity of genres

• Dance

• Sports

• Racing

• Fitness

• Family

• Party

Kinect: 3rd Party games for launch window

Thank you for your time

• David Merzel, dmerzel@microsoft.com

David MerzelCountry Manager

Entertainment & Device

Microsoft BeLux

Blog : davidmerzel.wordpress.com