Download - Course of study , joint faculty : Comunicazione, Innovazione, Multimedialità

Course of s tudy, joint faculty: Comunicazione, Innovazione, Multimedialità

Mentor: Co-Mentor:Dear Professor Costa Dear Professor Muzzio

Dissertation by Katharina DammACADEMIC YEAR 2011/2012

SOCIAL GAMES AS AN INSTRUMENT OF MARKETING ON FACEBOOK. GENERAL PICTURE AND ANALYSIS.

Dissertation by Katharina Damm

Executive Summary

Target - 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 advantages• Social Graph• Viral 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, Multimedialità

Definition Social Game

Social Game is the term used to indicate the games on Facebook and other social networks.

General Information



Revenue:

8,6 billion dollars (2014) – whole Social Game market

3 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 years



General Information

Game developer

MAU (monthly active user)

Tot N° of app on FB

3 best games (in milioni di MAU)

1°

284 001 554 89 The Ville(58,8)

TexasHoldEM Poker(36,2)

CityVille(20,6)

2°

55 114 330 51 TheSim Social(16,1)

SimCity Social(15)

Bejeweled Blitz(8,5)

3°

50 093 494 12 BubbleWitch Saga(18,4)

CandyCrush Saga(13,9)

PyramidSolitaire Saga(6,1)

4°

38 664 866 7 Diamond Dash(19,1)

Bubble Island(7,6)

Monster World(7)

5°

23 905 627 20 DragonCity(10,8)

Social Empires(6,1)

Social Wars(4,2)

applications developed by third-party:



General Information

Facebook – game categories

Action &

Arca

de

Adventu

re

Board G

ame

Card G

ame

Casin

o

Family

Puzzle

Simulat

ion

Sports

Strateg

yTriv

ia

Word

Gam

e0

50

100

150

200

250

300

Total number of users per game category

273,72 million251,61 million 2,69 million



modality free-to-play

3 pillars:

1. Third-party advertising revenue

2. Players’ micro-transactions

3. Users’ data collection


Social Games – business model


Around 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 Placement

Third-party advertising revenue




Example of the modality Around Game Advertising: SunExpress in The Ville (Zynga)

Example of the modality Product Placement: Toyota in CarTown (Cie Games)


Players’ micro-transactions

Purchase of virtual elements with real money in the game.

• There are various mechanics that create the desire for purchasing in the games.



Example of a mechanism that creates the desire for purchasing: Degradation of quests – FarmVille (Zynga)


Users’ data collection

The system measures and analyses automatically how users interact with the game.

Þ Revenue comes from the sale

60% of the revenue from Social Games comes from the second pillar – the micro-transaction!



Automotive5%

Telecomunication 17%

Food & Beverage21%

Garden & Nature3%

House & Furniture1%

Fashion & Beauty5%

Insurance & Finance13%

Travel3%

Education1%

Film, TV & Cinema10%

Music9%

Donation13%

Analysis of the 20-top Social Games

Typologies

of advertiser

McDonald,Frito Lay,Dunkin’ Donut’s



BestBuy,Bing,Gamestop

Same brands are in more than one game from the same game developer

Example: Amex Serve => in FarmVille, CityVille, CastleVille

Display 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




Þ Often the Mission is to click I like on the firms’ fan page

Example of Branded Mission and Branded Reward: Samsung in The Sims Social (EA)


Quantity of advertising campaigns for each game:

The V

ille

Texas

Hold

'EM

Pok

er

Bubble

Safa

ri

ChefV

ille

CityVille

Diamon

d Das

h

Bubble

Witc

h Sag

a

FarmVille

Castle

Ville

The S

ims S

ocial

Wor

ds w

ith F

riend

s

Candy

Cru

sh S

aga

Draw S

ometh

ing

SimCity

Soc

ial

Zynga

Slin

go

Angry

Bird

Frie

nds

Tetris

Battle

Dragon

City

Pool L

ive T

our

Hidden

Chr

onicl

es0

5

10

15

20

25

The most presence of publicity is in the category Simulation.

=> The type of category is decisive for the implementation of advertising campaigns.




Thank you for your attention!

Katharina Damm

Course of studyComunicazione, Innovazione, Multimedialità

Download - Course of study , joint faculty : Comunicazione, Innovazione, Multimedialità

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