In-Game Advertising 2010
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Learn more about the many marketing options that games have. Learn about Game Mechanics and in-game advertising from Evan Fishkin of Portent Interactive.
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In-Game Advertising 2010
- 1. “ It’s Just a Game” Evan Fishkin Portent Interactive Helping Companies Rise Above the Rest
- 5. Higher Levels = Better Gear
- 6. It’s about social status
- 7. School Is a Game
- 15. Worldwide Console Purchases http://www.vgchartz.com/weekly.php
- 19. 2D Ads
- 20. 3D Ads
- 21. Interactive
- 23. Already engaged
- 29. A Friendly Face
- 34. Get Your Game Face (book) On
Notes de l'éditeur
- Hi, my name is Evan Fishkin. I’m an SEO at Portent Interactive in Seattle, WA. I’m talking today about Games and Marketing.
- Utilizing a construct of rules intended to produce an enjoyable experience
- Let’s look at some basic game mechanics
- Points track progress
- Increased levels = better experiences, attributes, and gear
- It’s about increased social status.
- School is a game Take tests Pass classes Get promoted Graduate Accumulate degrees …for increased salary and social status
- Loyalty Programs Employ Game Mechanics
- Airline points, get enough points, get a free trip. Or upgrade your seat to First Class and improve your social status.
- Online retailers – discounts, special deals, and gift certificates – the more cool stuff you have the higher your social status
- Credit card perks – spend cash: get points. Spend points on a boombox, PlayStation 3, a trip to Hawaii! Go hog wild… get a black AMEX card: giving you…. Increased social status.
- Major retailers are becoming involved, too. Starbucks has a 3-level program. Welcome level, 5-star level, and… a GOLD level… free drinks, free syrups and… flash your gold card for… you guessed it: increased social status.
- Gillian here has thousands of McCormick and Schmick’s points. Now, let’s talk about....
- I’m going to cover 3 elements of marketing and games…. First is In Game Advertising. Let’s start with some stats.
- More than >465 million gaming consoles have been sold to date. (Total: 465,377,250) http://www.vgchartz.com/weekly.php
- In-game advertising is highly successful and video games are the fastest growing global entertainment form Reaches prime markets: male 18-34 Videogame console usage is up 21% from 2008-09 Gamers spend an average of 12.8 hrs month playing Time spent playing games – and seeing dynamically inserted ads - continues to increase
- In 2008, Nielsen ratings created a baseline of in-game advertising norms on brand recommendations. In 2009, brand recommendation increased 29%.
- You can target regions, games, and specific timeframes (dayparting)
- Remember this slide? This wasn’t a joke. The Obama campaign actually spent $44,500 US dollars running this in game ad across 10 battleground states.
- In-game Sears truck – I think this image is from SIMS http://www.massiveincorporated.com/adtypesandspecs.html
- World Food Program – Interactive SecondLife island
- 300 Movie – In game trailer advertisement http://www.massiveincorporated.com/adtypesandspecs.html
- http://www.theesa.com/
- . It’s a question of brand association. There’s a variance in the market: game styles range from “Dora the Explorerer” to “Leisure Suite Larry”. Make sure you differentiate between where your customers are comfortable visiting/playing and where your brand should be seen.
- There’s a variance in the market
- On October 8 th , 2008 Google made the announcement they were launching AdSense for Games in an effort to fuel the growth of online gaming.
- http://www.google.com/ads/games/publishers.html
- Facebook games are a leading source of lead generation advertising
- Lead generation in facebook is pretty straightforward. Here you see how emails are collected. They are sold to interested parties for marketing purposes.
- On March 3 rd Bing advertised on FarmVille offering free Farm Cash to all users who became a fan of Bing on Facebook. The result was over 400,000 new fans in one day. They followed up by crafting a Facebook update designed to cater to FarmVille users. On March 4 th Bing sent out an update reading, “Any FarmVille fans out there? Try using Bing to get the most out of your crops and animals.” And linked to a Bing search result for “FarmVille animals.” The update drew 585 comments in four hours and is currently at 2,010. The link received over 20,000 click-throughs in it’s first day.
- And now, for something you’ll really enjoy….