gaming : opportunities in advertising ?
DESCRIPTION
CONSOLE GAMESState of the Business and Opportunities in AdvertisingTRANSCRIPT
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, [email protected]
David MerzelCountry Manager
Entertainment & Device
Microsoft BeLux
Blog : davidmerzel.wordpress.com