Before we go further lets

take a look at some stats

to understand the Gaming
Industry of USA as well as
India
Who plays computer
video Games ?

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Demographics of Video
Games users
38%
Of homes in America
have a video game
console.

59%
Of gamers play games with other gamers in
person.
This is a rise from 56% in 2007 and from
51% in 2006.

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Demographics of Video
Games users
94%
of the time parents are present at the
time games are purchased or rented.

83 %
of the time children receive their parents’
permission before purchasing or
renting a game.

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Demographics of Video
Games users
65%
Of American Households
Play Computer or Video
Games

40
The Average age of
Most frequent Video
Game Purchaser

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Demographics of Video
Games users

56% 44%
of online game of online game
players are male. players are female.

22%
Of most frequent game players say they pay to play
online games. This is an increase from 19% in 2007
and a marked increase from 8% in 2004.

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What is the One Type of Online
Game Played Most Often?

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TOP 20 SELLING VIDEO GAMES OF 2007 BY UNITS SOLD

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Indian Gaming Industry
Indian gaming industry though still in a nascent phase, is
evolving at a fast pace (@ 94% CAGR). Here are some
few Statistics that are shaping up India’s Gaming
Industry.
Key Statistics
 Currently The Indian gaming industry size is
estimated at 21 Crore’s – IAMAI

 Console games have a market of about Rs 60

crore that would reach Rs 550 crore by next
three years (2010) - IAMAI

 Mobile gaming contributes 58% of the total

revenue - IAMAI
Who is Indian Gamer
 As per Icube-2007, there are about
2.8 Million online gamers in India,
and about 75% of these gamers are
males.
 Again about 72% gamers are from
higher two affluence stratus (SEC A
and B) and
 almost 80% of the gamers would be
from the Top 8 Metros – Delhi,
Mumbai, Chennai,Kolkatta,
Bangalore, Hyderabad, Pune and
Ahmadabad. Interestingly 99% of the
gamers are from the metros, with the
small towns accounting for only 1%
of the gamer community.
Regional
Classification
Based on the level of involvement, online gamers can be
further categorized
 Casual Gamer
This genre of gamers
constitutes of those who play
for the sake of having fun or
for a quick break. When in
office, they find time in short
intervals to play for 10-15
minutes, when in Café,
based on the time left for
their session to complete,
they get on to gaming.
Casual games typically
include games such as
Chess Poker and Sudoku .
Casual Games may be
further classified into Action ,
Arcade , Racing/Driving,
Puzzles, Sports and Strategy
games.
 Core/Serious Gamer
Core gamers spend at
least 4-6 hours a week
gaming
They play LAN based,
MMOGs & MMORPG’s.
There may be many
reasons which drive this
genre of gamers to game
online.
They are community
based gamers, who
generally have a peer
group into gaming; they
prefer multi-player games
over single-player games;
and are not as easy to
understand as the Casual
Gamers.
Sony playstaion 3,
Microsoft Xbox 360 and
Nintendo Wii, Caters to
these Core gamers.
Types of Core Gamers
 Subjugator - The first category of serious gamers believes that there is a
challenge in a game to overcome and feel they can master everything.
 Networker - The main motive of gaming in a multi-payer situation is to have a
good bonding experience with people.
 Escapist - As the name suggests, they game for the promise of escape. They
had faced difficult situations and challenges in their real life or are complacent.
 Learner - Their main purpose to game is to explore different environments
and conditions with a motive to learn something
Some Important Facts
 In India also most of the gamers play Casual
games. But unlike the developed gaming markets,
the casual games market is youth driven segment,
mainly by those males who are in the age group of
17-28 years old and have been online for more than
2-3 years. (Source: I-Cube 2006).
 Currently, the casual gamers lead the gaming
industry in the country, while the community of
hardcore gamers (defined as those gaming for than
4-6 hours a week) is limited to a mere 2-3% of the
total gamers in India.
Various Innovative and
Prominent Ways to
advertise in the Indian
Gaming Market
 In game
Advertising
Includes Adver games (deep
advertiser integration within
game), in game placements
and on-site advertising. Based
on the current state of the
gaming industry, it is safe to
assume that on-site advertising
forms the bulk of this category
of revenue
 Subscription
Monthly subscriptions for
MMORPG’s like Sify’s A3
and monthly subscriptions
for Games on Demand
(IndiaGames)
 Organized Cyber
Cafe
Reliance Web World
outlets in 240 locations
and 420 Sify iWay outlets
across the country offer
3D games to subscribers.
Currently, 40 per cent of
the total Reliance Web
World revenues come
from this service
LAN Game Contest
Organizing an Online Games Summit has
also been used by Game Publishers.
Previously Reliance has organized Halo 3
Contest by calling all Casual and Serious
gamers to indulge themselves in this LAN
Game
After knowing the Indian Online Market. Lets understand
its Key Players .
Sony In the Indian
Gaming Field
 Four years back, Sony Computer
Entertainment the company
responsible for the distribution,
promotion and sales of PlayStation
has opened up its office in India
 Sony is eyeing to swallow at least
30 percent share of the total
gaming market by 2010. And the
company’s initial step towards this
direction was to cut the games and
gaming console costs
 Sony has brought out an Indian
edition of its trendy PlayStation 2
title 'Singstar‘
 Sony is now thinking of producing
games locally, and it is also working
with Derek O’ Brian to introduce its
quiz-based game known as ‘Buzz
in India’ that is planned for a pre-
Christmas launch.
Microsoft In the Indian
Gaming Field
 Microsoft’s Xbox Live will allow
people to undergo a wide range
of amusement content and
personalize and share it with their
allies and social communities.
 With the Xbox Live, we are
connecting our Indian consumers
to a world of 7 million Xbox Live
members around the world,
 Microsoft has really place the
Indian gaming industry on the
world sight.
 Microsoft Declared the Launch of
Xbox Live the same when the
launch of Sony Playstation was
announced
Nintendo Wii In the Indian
Gaming Field
 The successor to the Nintendo
GameCube, the Nintendo Wii is the
current iteration of the Nintendo
console line.
 The console’s immense success
can be attributed to its broad target
audience and its focus on
innovation over power, which
derives from its controller, the Wii
Remote,
 Milestone Interactive - one of the
biggest distributors in the country,
in addition to being Sony
Entertainment India’s right arm - will
be bringing in Alone in the Dark for
the Wii.
 Nintendo never having an official
presence in India, even though the
GBA and the DS are hugely popular
in the country
Case Study 1
 OBJECTIVE - The objectives of the campaign
were to make the Xbox a desirable brand,
achieve next generation gaming credibility and
to get the relevant people talking about the
brand
 TARGET AUDIENCE - Players - those
interested more broadly in a digital
entertainment lifestyle; Gamers - for whom the
gaming experience is of paramount importance
 TV Solution - The idea created a powerful
Xbox 360 brand experience paying homage to
the history of the in-game “Easter Egg”.
Viewers were tempted to press red from the
game title ads or brand ad, both of which were
interactive. News of the Easter Eggs was
shared with Xbox’s partner fan sites. This
news generated discourse on the web and
drove traffic to the interactive experience via
the Sky A-Z listing.
 Result - In total 1.9 million viewers interacted
with the application. 560,000 people entered
the application by pressing red during one of
the four different linear executions
 Credits
TV Creative: McCann Erickson
IA Creative: Weapon7
Media: Universal McCann's.
 Reference -
http://www.thinkbox.tv/server/show/ConCaseSt
udy.139
Learning's
 Effective use of Interactive ads engaged
the People Interacting with the Brands.
 In Game advertising was useful in order
to Cater to Core Gamers.
 It gave the Users a Game like
experience even when they were
viewing an ad .
 Generated a lot of Word of Mouth
publicity among influential gamers
Case Study 2
 OBJECTIVE - Help build excitement for
the launch of the new Wii and show
consumers both its graphics and its
revolutionary handset
 TARGET AUDIENCE - Gamers, lapsed
gamers, families
 TV Solution - Interactivity was added to
the TV activity in Sky homes and ran
across all major broadcast channels.
“Press red to find out where to play a Wii
and for a chance to win a Wii” was used as
the call to action. Anyone who was
tempted was taken to a dedicated
advertiser location where they could learn
more about the new console, find out
where the Wii road show was visiting and
watch a video showing how the new
remote could be used.
 Result 169,000 households were intrigued
enough to press red. Sixteen thousand of
them came back for a second look. More
than a third of interactions spent at least
four minutes in the dedicated advertiser
location with an average session lasting 3
minutes and 18 seconds.
 Credits
 Leo Burnett, The PPC
 Mediaedge:cia
 Reference -
http://www.thinkbox.tv/server/show/ConCa
seStudy.1121
Learning's
 This campaign was very useful in order to
Increase the Consumer propensity to
Purchase.
 Brand awareness was increased By
incorporating a call-to-action for the Viewer.
 This Campaign was used to promote the Wii
Remote as it was their main USP For
Launch.
Case Study 3
 OBJECTIVE - Promote the new slimline PS2 games
console.
 TARGET AUDIENCE – 18 to 34 Years
 TV Solution - The online campaign builds on the creative
used in above-the-line activity, which features a stork
delivering the 'reborn' console. Rich-media ads were run on
sites including Lycos, Capital Radio and Xfm for the four
weeks. They also ran the campaign on sites including Xfm,
Sun Online, Sky Sports and NME.com. They started this
Campaign around New year.
 They also Built a Micro site Blackmonday.com where they
encouraged the users to come to the site and play the
gangster adventure The Getaway: Black Monday. They
incorporated Real life scenery on the theme of this game so
that users could see the story from their own point of view.
They promoted the Playstation 2 by giving Real life forms to
the Games Fictional characters and by Incorporating Users
into them.
 Result – High Sales of Playstation 2 in Uk.
 Credits
 Random Media digital agency
 Greenroom
 Reference – www.blackmonday.com
Learning's
 This campaign helped the Consumer to relate
themselves to the games that they play which
defines the true meaning of Playstation2.
 By choosing the Game “Gateway” they were able
to attract a specified target group of 18 to 28 yrs.
 Selection of Sites other than gaming sites meant
that they cater to a larger audience and break the
traditional way of advertising in the gaming
industry
 This campaigned helped in boosting the sales of 3
Consumer products i.e. Playstation 2, Gangster
the Game and Network Card.
Thank you.