the video game advertising landscape

VIDEO GAME ADVERTISING

A Brave New World

1

OVERVIEW

• Gaming Industry: The Sleeping Giant• Media Usage: Games = Mass Consumption• In-Game Advertising: Engagement Personified• How it can work for your Brand

– Branding– Acquisition– Tracking & Metrics

• Casual Gaming• Fuor Digital: Your Gaming Experts

VIDEO GAMERS: The Old Stereotype

Antisocial

Lazy

Not Marketable

In the minority

No Income

VIDEO GAMERS: The New Generation

Affluent

Early adopters

Connected

In the Majority

Social

GAMER DEMOGRAPHICS

5

Console usage skews heavy for males 18-34, but penetration runs across demographics, and is growing among females and families

GAMERS ARE GROWING

• Online gaming in North America will grow significantly by 2009, with nearly 104.2 million online PC and console gamers projected.

• Growing consumer demand and broadband penetration are driving significant increases in video game software and second generation console hardware unit sales.

Sources: DFC Intelligence 2007; PwC Global Entertainment and Media Outlook 2007

Number of North American Online Video Gamers( in MM)

$500 millionFirst Week Sales

$239 millionFirst Week Revenue

SCALE: GTA4 vs. The Dark Knight

Source: Associated Press

PROJECTED GROWTH: Gaming vs. Cinema

Worldwide Video Game (hardware + software) Revenues (left axis)

Global Box Office

$34 $38

$43 $46

$50 $54

$26 $27

$-

$10

$20

$30

$40

$50

$60

2006 2007 2008 2009 2010 2011

($ in

bn)

Source: eMarketer, April 2007; Hudson Square Research, April 2008.

9

GAMERS: Engaged, Attentive, Ad Receptive, Measurable

Multi-Tasking ProofGameplay does not allow for multi-tasking. Attention to the game is paramount.

Hard-to-reach AudienceHard-to-reach 18-34 men are avid videogame players

EngagementHigher levels of engagement than other media.

Ad AcceptanceConsumers are receptive to advertising in games because they add realism.

MeasurabilityVideogames combine brand awareness with digital accountability.

10

• 84% feel the ads fit the games

• 44% increase in pre/post brand awareness

• 61% pre/post lift in excellent & very good brand opinion

CONSUMER ATTITUDES: In-Game Ads

Source: Nielsen BASES in-game ad effectiveness study, May 2008

XBOX LIVE – A New Xbox Experience

• 17MM Users Worldwide

• Netflix Streaming Video – HD Content

• Xbox Branded Destination Experiences

• Xbox Live Minigames Arcade

NXE Overview

EngagementEngagement

• IAB standard static and video sizes• IAB standard static and video formats

• AdExpert targeting for daypart and geographic location (US = DMAs)

• All inventory clickable to either BDE, video, or marketplace content

AudienceAudience

• Online, silver and gold accounts, ages 18+

• Over 17MM members world wide

Formats & StandardsFormats & Standards

TargetingTargeting

Graphic Display Ad Experience

Upon banner click, usercan be directed to . . .

Full-screen streaming video

BDE – microsite experience

Free Xbox LIVE Marketplacecontent

Impression generated when ad displays in slot 1 or 2

Ads in slots 3+ are partially visible on HD displays, are not reported as impressions

PlayStation Network

• 14MM Users Worldwide• PS Home Social Network• All Wi-Fi Enabled• Blu-ray Built-In• Movie and TV Show Store

IN-GAME DYNAMIC ADVERTISING

PHOTO-REALISITC BRAND PRESENCE

AUTHENTICITY – YOUR BRAND BELONGS

Sprite– NBA Live 2009

INCENTIVES

• Gamers can go to a sponsored micro site or landing page and acquire hints or codes for the games they play

McDonalds – Need for Speed

DYNAMIC MESSAGING

Obama Campaign – NBA Live 2009

Obama Campaign – NASCAR 2009

DYNAMIC MESSAGING

Obama Campaign – NHL 2009

DYNAMIC MESSAGING

CALL TO ACTION

Subway – NHL 2009

Metrics

• Impressions

• Clicks

• Downloads

• Micro site visits

• SMS Text Message

Targeting

• Geo-Targeting

• Game targeting by Vertical, Individual game

• Channels/Placements inside console interface

Sample Report

OTHER GAMING OFFERINGS

Casual Gaming

Reaching the large 25-54 female demographic, casual gaming has taken the internet by storm.

43 million users and growing, from all age ranges.

We can help your brand develop everything from a presence on leading gaming sites, to brand integration, all the way to full on custom developed games.

Brand Skins

CASUAL GAMING: Examples

Custom Games

Game Sponsorships

FUOR DIGITAL: Your Gaming Experts

Fuor Digital is on the cutting edge of this rapidly growing and evolving medium.

We have a team of dedicated professionals who are passionate gamers themselves, and are immersed in the gaming culture.

Fuor Digital has partnerships with the leading gaming networks and publishers, and can be your strategic partner for research, strategy, implementation, and tracking.