game on: engaging consumers with online play - mry
DESCRIPTION
brand-e presents 'GAME ON: Engaging Consumers with Online Play', October 16 2013 at the London Transport Museum Cubic Theatre. One in four of the world’s population regularly accesses games on the Internet, with analysts estimating that the global online and mobile gaming market will grow from last year’s $29 billion to $46 billion by 2016. And casual gaming can no longer be associated just with teenagers hunched over consoles in their bedrooms. Titles like Angry Birds and Candy Crush, plus the rapid growth of tablets and smartphones, have ensured that games are played everywhere and by everyone. This provides a huge opportunity to brands, and is in line with the massive shift of ad budgets to online, and in particular to online video. Gaming offers mass-market appeal and the chance to stake out elusive premium advertising real estate. Plus, gaming sites deliver better ROI for online advertisers - video ads associated with gaming destinations generate an average CTR of 3%, which is roughly 30 times higher than that for standard online advertising campaigns. brand-e presents Game On: Engaging Consumers With Online Play, an event which will bring together a raft of practitioners to examine gaming opportunities for brands… Spil Games will demonstrate the growing power of games, while LBi’S MRY will deliver the ad agency take on gaming and Proelios will demonstrate how to engage consumers through mobile games. Rebellion/TIGA will talk about what makes a great gaming experience, and Generation Media will discuss the marketing of real-world items within the digital gaming realm.TRANSCRIPT
Brand-e.biz: Game on Advertising
@NADSBADS @INNOVATIONSOC
@MRY_UK
What’s happening?
In an industry obsessed with innovation why are
games still niche?
IAB chart
In 2012 81% of people play games regularly. BUT in game advertising was only 0.5% of total ad spend.
81% of people game
regularly yet only
0.5% of ad spend is in
games
67%tablet
39%mobile
Source: Flurry 2013
Source: http://www.pixwoo.com/en.html
35 years old + 1 child
Owns 18 games +
plays with 5 friends
More women aged
18+ than boys >
17
The land of
opportunity
How we do it
How we do it1. Advertising
Display
WATCH VIDEO GET REWARDINVITE
Engagement
DIGA
How we do it2. Partnership(FIGA)
“Our content isn’t about interrupting, we take brands and make them belong in our user’s
lives.”
Store
Chatparties
Clubpages
Case Study…
Its all aboutflow
What next?
Its time for games to be bigger $
Making Brands Remarkable