GAMING

TRENDS
DEMOGRAPHIC
SHIFTS
3 | 57
WHO PLAYS COMPUTER AND VIDEO GAMES?
Source: ESA Essential Facts, 2008
65%
OF AMERICAN HOUSEHOLDS
PLAY COMPUTER VIDEO GAMES
4 | 57
COMING UP NEXT
Image: PlayStation 2 Baby
A society
born in gaming
5 | 57
SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s
Tweens & Teenagers
reigning supreme
Image: PlayStation 3 God
6 | 57
SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION
Change of focus:
18-35 years old core
male gamers
Image: PSP Blind
7 | 57
SHIFT IN AGES: TODAY
Age of U.S. game players
Today, the average game player age is 32
25%
under 18
years
26%
over 50
years
49%
18-49 years
Source: ESA, 2008 + IGNs Are You Game from November 2008
8 | 57
SHIFT IN AGES: TODAY
Age of U.S. game players
Today, the average game player age is 32
Source: IGNs Are You Game from November 2008
New gamers
(<2 years)
Established gamers
(>2 years)
17% 45-54 years
20% 45-54 years
20% 35-44 years
22% 25-34 years
19% 18-24 years
22% 12-17 years
20% 35-44 years
27% 25-34 years
16% 18-24 years
17% 12-17 years
9 | 57
SHIFT IN GENDER: THE GIRL POWER
Source: ESA Essential Facts, 2008 | Image: Nintendo DS Lite Woman
60%
Male
40%
Female
Gender of U.S.
game players
10 | 57
The way we consume video games today has changed.
People dont spend hours playing video games anymore.
SHIFT IN BEHAVIOR
Image: Lego PlayStation
11 | 57
SHIFT IN BEHAVIOR
WHAT DOES WiiS SUCCESS TEACH US?
Create devotees out of
people who didnt consider
themselves as gamers
(and who, often, still dont)
12 | 57
SHIFT IN BEHAVIOR
WHAT DOES WiiS SUCCESS TEACH US?
A strategy of and
Hard core & Casual
13 | 57
SHIFT IN BEHAVIOR
MAINSTREAM GAMES EVOLVING TO SEDUCE CASUALS
14 | 57
SHIFT IN BEHAVIOR
THE EMERGENCE OF SOCIAL GAMING
Source: ESA Essential Facts, 2008 | Visual: PlayStation 2 Mould
59%
OF GAMERS PLAY
WITH OTHER GAMERS
IN PERSON.
GAMING
UBIQUITY
16 | 57
GAMES ARE ENJOYED ON AN
INCREASINGLY DIVERSE ARRAY OF SCREENS
GAME & WATCH:
CONSOLES OR
MEDIA HUBS?
18 | 57
GAMING IS PROGRESSIVELY MOVING
FROM THE BEDROOM TO THE LIVING ROOM
19 | 57
FROM GAMING CONSOLES TO
SCHIZOPHRENIC ENTERTAINMENT HUBS
Gaming hardware
Technology toy
Music platform
TV/Set-top box
Blu-Ray player
Online video
Photo album
Web browsing
20 | 57
THE CONVERGENCE OF ENTERTAINMENT
Media initiatives
Xbox Video Marketplace
Netflix partnership
BBC iPlayer
PS3 PlayTV
etc.
CONNECTED
GAMING
22 | 57
NEXT GENERATION IS NOT DEFINED BY
TECHNOLOGY BUT CONNECTIVITY/COMMUNITY
Sources: NPD Study, October 2007 | ESA, 2008
76%
OF USERS ARE
ONLINE GAMERS
70%
OF USERS ARE
ONLINE GAMERS
40%
HAVE AN XBOX LIVE
GOLD ACCOUNT
(VS. 10% ON XBOX 1)
70%
OF USERS ARE
ONLINE GAMERS
23 | 57
THE NEW GENERATION OF CONSOLES IS NOT DEFINED BY
TECHNOLOGY BUT BY CONNECTIVITY/COMMUNITY
49%
OF GAMERS PLAY
GAMES ONLINE AT
LEAST ONE HOUR
PER WEEK
Source: NPD Study, October 2007 | ESA, 2008
24 | 57
MOST RECENT GAMES ARE ONLINE-ENABLED
Image: Grand Theft Auto 4
25 | 57
THE ADVENT OF MMOGs
MMOG Active Subscriptions
(in millions, for games with 200,000+)
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 1997
1M
2M
3M
4M
5M
6M
7M
8M
9M
10M
World of Warcraft
Lineage
Everquest
Dark Age of Camelot
RuneScape
Final Fantasy XI
Dofus
Everquest II
Lineage II
Ultima Online
Source: MMOG Charts, April 2008
26 | 57
TALES OF A USER-GENERATION
Communities are increasingly involved in
the expansion of the experience
Image: TryLubricant Gel
27 | 57
HALO 3
30% more uploads of
user-generated content
(machinima, maps, etc.)
than YouTube videos
during the first month
Source: Microsoft keynote, GDC 2008 | Image: Halo 3
28 | 57
LITTLE BIG PLANETS CREATION TOOLS
Create your levels/share them/monetize them?
The first gaming economy?
Source: Press conference with David Reeves, President SCEE | Image: Little Big Planet
29 | 57
GUITAR HERO: WORLD TOUR MUSIC CREATOR
Image: Guitar Hero World Tour
Create your songs
Share them
30 | 57
SPORES CREATURE GENERATOR
Images: Spore
2 million creatures created
and shared in a month
31 | XX
Spore: YouTube Integration
Watch
theCase
Study
Upload videos of
your creations on
YouTube in 2 clicks
32 | 57
DIY (DEVELOP IT YOURSELF) INITIATIVES
Image: David Perrys Project Top Secret
Development & distribution tools
for independent developers
33 | 57
PLAYSTATION HOME
Image: PlayStation Home
34 | 57
KEY LEARNING
Image: PlayStation Home
Gamers cease to be consumers
and start to become contributors
DIRECT
DISTRIBUTION
36 | 57
DIGITAL DISTRIBUTION PUTTING
THE SQUEEZE ON TRADITIONAL RETAIL
Image: Warhawk
The end of the box?
Gaming is embracing online as a
potential distribution medium
37 | 57
DIGITAL DISTRIBUTION PUTTING
THE SQUEEZE ON TRADITIONAL RETAIL
Image: Half Life 2
Entire game
libraries online
Steam, Metaboli,
GameTap, etc.
38 | 57
UNLOCKING NEW BUSINESS MODELS
Pay-per-play logic
Monthly subscriptions
Episodic distribution, etc.
Image: World of Warcraft
VIDEO GAME
INDUSTRY
MATURING
40 | 57
GAMING IS NOW BIGGER THAN DVDs,
BOX OFFICE, MOVIE RENTALS, BOOKS OR MUSIC
Sources: Wired, 2008 | GamesIndustry, 2008 | ESA Essential Facts, 2008 | NPD Group/Retail Tracking Service
A $34 billion industry worldwide
Asia: $11.5 billion
Europe: $11.4 billion
U.S.: $10.7 billion
41 | 57
THE CONNECTION BETWEEN GAMES
AND MOVIES IS NOW TIGHTER THAN EVER
Image: Wall-e
Tighter connection
than ever between
games and movies
42 | 57
THE NATURE OF GAMING/MOVIES
LOVE STORY HAS CHANGED
Image: Prince of Persia
High-profile
brains coming
from the movie
industry to
experiment
43 | 57
GAMING IS NOW POWERFUL ENOUGH
TO GENERATE MULTIMEDIA FRANCHISES
Image: God of War
Gaming now
generates its
own franchises
ADVERTISING
AND GAMING
45 | 57
VIDEOGAMES BECOMING
AN ADVERTISING CHANNEL
Projected U.S. in-game video ad revenue
Source: eMarketer, April 2007 / Advertising Age Fact Pack, 2008
2006 2007 2008 2009
$346
$502
$665
$829
46 | 57
BURGER KING ADVERGAMES
Source: Microsoft official sales numbers, 2007 | Cannes Lions awards archive, 2008
Video
Case Study
3.22 million titles sold at $3.99 each
47 | 57
IN-GAME ADVERTISING
EXAMPLE: OBAMA CAMPAIGN 2008
In-game
advertising
specialists
Massive
IGA Worldwide
Double Fusion
GameCreative
NeoEdge
Jogo
48 | 57
PRODUCT PLACEMENT
EXAMPLE: METAL GEAR SOLID 4
Images: Metal Gear Solid 4
49 | 57
MARKETING PARTNERSHIPS
NIVEA/SPLINTER CELL TIE-IN
Images: RDAs ad campaign for Nivea The Good Side and Splinter Cell
Nivea For Men
marketing site
In-game advertising
program in Splinter
Cell IV
Dedicated
standalone game
RADICAL EVOLUTION
OF HOW VIDEO GAMES
ARE ADVERTISED
51 | 57
WHAT TO LEARN FROM HALO 3?
THE EPITOME OF INTEGRATED COMMUNICATIONS
Video Case
Study
See the
website
Integrated Campaign:
One unifying message
80 executions
Credits: AKQA + McCann Erickson (advertising agencies)
52 | 57
WHAT TO LEARN FROM BIOSHOCK?
INTEGRATED VIRAL CAMPAIGN
Credits: RDA International (ad agency)
See the
website
The Cult of Rapture spread real-world evidence that
this underwater utopia may have actually existed
Newspaper clippings | Wikipedia definitions
eBay auctions | Old radio recordings, etc.
53 | 57
FAN SERVICE: CREATE AND FOSTER COMMUNITIES
The nature of
community
management is one
which changes
constantly. Currently its
all about videos, blogs
and being on social
networking sites. Those
things werent around
back in 1999. Back then
all you needed was a
fan site, some basic
HTML knowledge and
you had a public
platform!
San Van Tilburgh
Lionhead
Community liaison officer
Jrme Sudan
Account Planner
www.advertisingpawn.com
jeromesudan@yahoo.fr
THANK YOU FOR NOT BOOING
OR THROWING TOMATOES.