© Sapient Corporation, 2011
Why do games matter? Video games play an important role in the lives of millions of people around the world. Moreover,during the past two years, the way our society thinks about video games has experienced a seriousshift. The people who play video games have changed. Gaming channels have changed. The gamesthemselves have even changed.As marketers, it’s important to acknowledge these changes and recognize the opportunities thatgaming represents for brands. Brands are infusing gaming into product campaigns, customer experiences, mobile applications, and more — ultimately, gaming has the ability to improve loyalty andengagement among customers.We’ve written this white paper to illustrate the impact of the social gaming industry in the UnitedStates. In the following pages, we’ll identify some key changes in the demographics, development, andsocial relevancy of games, in addition to touching upon some key strengths and weaknesses of gamingmechanics within the context of marketing and advertising.Numbers TalkThe size and monetary scope of the video game industry is mind-boggling. In 2009, the worldwide videogame industry generated $60 billion in revenue, a number that’s forecast to grow to $70 billion by 2015.To put things in perspective, Hollywood generated $10.6 billion dollars in revenue in 2009 — and theUS gaming industry generated $25.29 billion dollars during the same timeframe. Moreover, the saleof virtual goods within social games alone generated $726 million dollars in revenue in 2009,and areexpected to increase to $2 billion dollars in 2012.It’s important to note that when we talk about the video game industry, we’re referring to everything: video games, PC games, mobile games, social games, all of it. Gaming has become massive in boththe number of people who play and the amount of revenue it generates — and will continue to growexponentially in coming years.Who cares about games?Today, nearly everyone cares. And if they don’t, they should. Over the past two years, the way we’vethought about video games has made a complete shift. The people who play video games havechanged. The places they are played have changed, and the types of games have changed.
Beyond FarmVille: The Evolution and
By Annicka Campbell
, Associate, Marketing Strategy & Analysis, and
, Senior Associate, Marketing Strategy & Analysis