GAMING TRENDS

DEMOGRAPHIC SHIFTS

WHO PLAYS COMPUTER AND VIDEO GAMES?

65%
OF AMERICAN HOUSEHOLDS PLAY COMPUTER VIDEO GAMES
Source: ESA “Essential Facts”, 2008 3 | 57

COMING UP NEXT

A society born in gaming

Image: PlayStation 2 “Baby”

4 | 57

SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s

Tweens & Teenagers reigning supreme

Image: PlayStation 3 “God”

5 | 57

SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION

Change of focus: 18-35 years old core male gamers

Image: PSP “Blind”

6 | 57

SHIFT IN AGES: TODAY

Age of U.S. game players
Today, the average game player age is 32

25%
under 18 years

49%
18-49 years

26%
over 50 years

Source: ESA, 2008 + IGN’s “Are You Game” from November 2008

7 | 57

SHIFT IN AGES: TODAY
Age of U.S. game players
Today, the average game player age is 32

20% 45-54 years 20% 35-44 years 27% 25-34 years 16% 18-24 years 17% 12-17 years
New gamers
(<2 years)

17% 45-54 years 20% 35-44 years 22% 25-34 years 19% 18-24 years 22% 12-17 years
Established gamers
(>2 years)

Source: IGN’s “Are You Game” from November 2008

8 | 57

SHIFT IN GENDER: THE GIRL POWER

Gender of U.S. game players

40%
Female

60%
Male

Source: ESA “Essential Facts”, 2008 | Image: Nintendo DS Lite “Woman”

9 | 57

SHIFT IN BEHAVIOR
The way we consume video games today has changed. People don’t spend hours playing video games anymore.

Image: Lego “PlayStation”

10 | 57

SHIFT IN BEHAVIOR
WHAT DOES Wii’S SUCCESS TEACH US?

Create devotees out of people who didn’t consider themselves as gamers
(and who, often, still don’t)

11 | 57

SHIFT IN BEHAVIOR
WHAT DOES Wii’S SUCCESS TEACH US?

A strategy of “and”
Hard core & Casual

12 | 57

SHIFT IN BEHAVIOR
MAINSTREAM GAMES EVOLVING TO SEDUCE CASUALS

13 | 57

SHIFT IN BEHAVIOR
THE EMERGENCE OF SOCIAL GAMING

WITH OTHER GAMERS IN PERSON.

59% OF GAMERS PLAY

Source: ESA “Essential Facts”, 2008 | Visual: PlayStation 2 “Mould”

14 | 57

GAMING UBIQUITY

GAMES ARE ENJOYED ON AN INCREASINGLY DIVERSE ARRAY OF SCREENS

16 | 57

GAME & WATCH: CONSOLES OR MEDIA HUBS?

GAMING IS PROGRESSIVELY MOVING FROM THE BEDROOM TO THE LIVING ROOM

18 | 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
19 | 57

THE CONVERGENCE OF ENTERTAINMENT

Media initiatives
Xbox Video Marketplace Netflix partnership BBC iPlayer PS3 PlayTV etc.

20 | 57

CONNECTED GAMING

NEXT GENERATION IS NOT DEFINED BY TECHNOLOGY BUT CONNECTIVITY/COMMUNITY

76%ARE OF USERS

ONLINE GAMERS

70%ARE 40% LIVE HAVE AN XBOX OF USERS
ONLINE GAMERS GOLD ACCOUNT
(VS. 10% ON XBOX 1)

70%ARE OF USERS

ONLINE GAMERS

Sources: NPD Study, October 2007 | ESA, 2008

22 | 57

THE NEW GENERATION OF CONSOLES IS NOT DEFINED BY TECHNOLOGY BUT BY CONNECTIVITY/COMMUNITY

GAMES ONLINE AT LEAST ONE HOUR PER WEEK

49% OF GAMERS PLAY

Source: NPD Study, October 2007 | ESA, 2008

23 | 57

MOST RECENT GAMES ARE ONLINE-ENABLED

Image: Grand Theft Auto 4

24 | 57

THE ADVENT OF MMOGs
MMOG Active Subscriptions
(in millions, for games with 200,000+)
10M 9M 8M 7M 6M 5M 4M 3M 2M 1M
World of Warcraft Lineage Everquest Dark Age of Camelot RuneScape Final Fantasy XI Dofus Everquest II Lineage II Ultima Online

1997

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

Source: MMOG Charts, April 2008

25 | 57

TALES OF A USER-GENERATION

Communities are increasingly involved in the expansion of the experience
Image: Try“Lubricant Gel” 26 | 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

27 | 57

LITTLE BIG PLANET’S 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 28 | 57

GUITAR HERO: WORLD TOUR MUSIC CREATOR

Create your songs Share them

Image: Guitar Hero World Tour

29 | 57

SPORE’S CREATURE GENERATOR

2 million creatures created and shared in a month

Images: Spore

30 | 57

Spore: YouTube Integration

Upload videos of your creations on YouTube in 2 clicks

Watch  the Case  Study

31 | XX

DIY (DEVELOP IT YOURSELF) INITIATIVES

Development & distribution tools for independent developers

Image: David Perry’s Project Top Secret

32 | 57

PLAYSTATION HOME

Image: PlayStation Home

33 | 57

KEY LEARNING

Gamers cease to be consumers and start to become contributors

Image: PlayStation Home

34 | 57

DIRECT DISTRIBUTION

DIGITAL DISTRIBUTION PUTTING THE SQUEEZE ON TRADITIONAL RETAIL

The end of the box?
Gaming is embracing online as a potential distribution medium
Image: Warhawk 36 | 57

DIGITAL DISTRIBUTION PUTTING THE SQUEEZE ON TRADITIONAL RETAIL

Entire game libraries online
Steam, Metaboli, GameTap, etc.

Image: Half Life 2

37 | 57

UNLOCKING NEW BUSINESS MODELS

Pay-per-play logic
Monthly subscriptions Episodic distribution, etc.

Image: World of Warcraft

38 | 57

VIDEO GAME INDUSTRY MATURING

GAMING IS NOW BIGGER THAN DVDs, BOX OFFICE, MOVIE RENTALS, BOOKS OR MUSIC

A $34 billion industry worldwide
Asia: $11.5 billion Europe: $11.4 billion U.S.: $10.7 billion

Sources: Wired, 2008 | GamesIndustry, 2008 | ESA “Essential Facts”, 2008 | NPD Group/Retail Tracking Service

40 | 57

THE CONNECTION BETWEEN GAMES AND MOVIES IS NOW TIGHTER THAN EVER Tighter connection than ever between games and movies

Image: Wall-e

41 | 57

THE NATURE OF GAMING/MOVIE’S LOVE STORY HAS CHANGED

High-profile brains coming from the movie industry to experiment
Image: Prince of Persia 42 | 57

GAMING IS NOW POWERFUL ENOUGH TO GENERATE MULTIMEDIA FRANCHISES

Gaming now generates its own franchises

Image: God of War

43 | 57

ADVERTISING AND GAMING

VIDEOGAMES BECOMING AN ADVERTISING CHANNEL
Projected U.S. in-game video ad revenue
$829 $665 $502 $346

2006

2007

2008

2009

Source: eMarketer, April 2007 / Advertising Age Fact Pack, 2008

45 | 57

Video Case Study

BURGER KING ADVERGAMES
3.22 million titles sold at $3.99 each

Source: Microsoft official sales numbers, 2007 | Cannes Lions awards archive, 2008

46 | 57

IN-GAME ADVERTISING
EXAMPLE: OBAMA CAMPAIGN 2008

In-game advertising specialists
Massive IGA Worldwide Double Fusion GameCreative NeoEdge Jogo

47 | 57

PRODUCT PLACEMENT
EXAMPLE: METAL GEAR SOLID 4

Images: Metal Gear Solid 4

48 | 57

MARKETING PARTNERSHIPS
NIVEA/SPLINTER CELL TIE-IN

Nivea For Men marketing site In-game advertising program in Splinter Cell IV Dedicated standalone game

Images: RDA’s ad campaign for Nivea “The Good Side” and Splinter Cell

49 | 57

RADICAL EVOLUTION OF HOW VIDEO GAMES ARE ADVERTISED

Video Case Study

WHAT TO LEARN FROM HALO 3?
THE EPITOME OF INTEGRATED COMMUNICATIONS

See the website

Integrated Campaign: One unifying message 80 executions

Credits: AKQA + McCann Erickson (advertising agencies)

51 | 57

See the website

WHAT TO LEARN FROM BIOSHOCK?
INTEGRATED VIRAL CAMPAIGN

“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.
Credits: RDA International (ad agency) 52 | 57

FAN SERVICE: CREATE AND FOSTER COMMUNITIES

“The nature of community management is one which changes constantly. Currently it’s all about videos, blogs and being on social networking sites. Those things weren’t 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

53 | 57

THANK YOU FOR NOT BOOING OR THROWING TOMATOES.
Jérôme Sudan
www.advertisingpawn.com jeromesudan@yahoo.fr

Account Planner

Sign up to vote on this title
UsefulNot useful