PowerPoint-Prsentation

Course of study, joint faculty: Comunicazione, Innovazione, Multimedialit

Mentor: Co-Mentor:Dear Professor Costa Dear Professor MuzzioDissertation by Katharina DammACADEMIC YEAR 2011/2012

SOCIAL GAMES AS AN INSTRUMENT OF MARKETING ON FACEBOOK. GENERAL PICTURE AND ANALYSIS.1Dissertation by Katharina DammExecutive SummaryTarget - Social Games: people that are different from the ones who play console-games people that have not been gamers

Social Games on Facebook: 2 decisive advantagesSocial GraphViral Spread

Social Games are effective for Brand Recall

Relation BRAND-GAME-FIT => to have success it has to be the right game, the right audience and the right platform Comunicazione, Innovazione, Multimedialit2Definition Social Game Social Game is the term used to indicate the games on Facebook and other social networks. General InformationComunicazione, Innovazione, MultimedialitDissertation by Katharina DammRevenue:8,6 billion dollars (2014) whole Social Game market3 billion dollars (2014) Social Games on Facebook

Audience:

How many gamers: Facebook: 61% of the users Italia: 65% of the gamers

Gender: 70% of the gamers are women

Average age: 39 yearsComunicazione, Innovazione, MultimedialitDissertation by Katharina DammGeneral Information4Game developerMAU (monthly active user)Tot N of app on FB3 best games (in milioni di MAU)1284 001 55489The Ville(58,8)TexasHoldEM Poker(36,2)CityVille(20,6)2 55 114 33051TheSim Social(16,1)SimCity Social(15)Bejeweled Blitz(8,5)350 093 49412BubbleWitch Saga(18,4)

CandyCrush Saga(13,9)PyramidSolitaire Saga(6,1)438 664 8667Diamond Dash(19,1)Bubble Island(7,6)Monster World(7)523 905 62720DragonCity(10,8)Social Empires(6,1)Social Wars(4,2)

applications developed by third-party:

Comunicazione, Innovazione, MultimedialitDissertation by Katharina DammGeneral InformationFacebook game categories273,72 million251,61 million2,69 millionDissertation by Katharina DammComunicazione, Innovazione, Multimedialit modality free-to-play

3 pillars:

Third-party advertising revenuePlayers micro-transactionsUsers data collection Dissertation by Katharina DammSocial Games business modelComunicazione, Innovazione, MultimedialitAround Game Advertising:Integration of banners around the game.

Product Placement/ In-Game Advertising:Integration of the product/brand in the game environment => the product/brand is part of the game experience itself.

There are various types of Product PlacementThird-party advertising revenueDissertation by Katharina DammComunicazione, Innovazione, Multimedialit

Dissertation by Katharina DammExample of the modality Around Game Advertising: SunExpress in The Ville (Zynga)

Example of the modality Product Placement: Toyota in CarTown (Cie Games)Dissertation by Katharina DammPlayers micro-transactionsPurchase of virtual elements with real money in the game.

There are various mechanics that create the desire for purchasing in the games.Comunicazione, Innovazione, MultimedialitDissertation by Katharina Damm

Example of a mechanism that creates the desire for purchasing: Degradation of quests FarmVille (Zynga)Dissertation by Katharina DammUsers data collectionThe system measures and analyses automatically how users interact with the game.

Revenue comes from the sale

60% of the revenue from Social Games comes from the second pillar the micro-transaction!Comunicazione, Innovazione, MultimedialitDissertation by Katharina DammAnalysis of the 20-top Social Games Typologies of advertiserMcDonald,Frito Lay,Dunkin DonutsDissertation by Katharina DammComunicazione, Innovazione, MultimedialitBestBuy,Bing,Gamestop14Same brands are in more than one game from the same game developer Example: Amex Serve => in FarmVille, CityVille, CastleVilleDisplay time: from 1 week to more than one month The advertising campaigns are often accessible only by gamers who arrived at certain game levels.The types of Product Placement that are used the most:

Branded Mission and Branded Reward Dissertation by Katharina DammComunicazione, Innovazione, MultimedialitAnalysis of the 20-top Social Games

Often the Mission is to click I like on the firms fan pageExample of Branded Mission and Branded Reward: Samsung in The Sims Social (EA)Dissertation by Katharina DammQuantity of advertising campaigns for each game:The most presence of publicity is in the category Simulation.

=> The type of category is decisive for the implementation of advertising campaigns.Comunicazione, Innovazione, MultimedialitDissertation by Katharina DammAnalysis of the 20-top Social Games

Thank you for your attention!Katharina DammCourse of studyComunicazione, Innovazione, Multimedialit