Mobile Gaming Engagement: 5 Rules for Using Games to Sell Products
brand-e presents 'GAME ON: Engaging Consumers with Online Play', October 16 2013 at the London Transport Museum Cubic Theatre. One in four of the world’s population regularly accesses games on the Internet, with analysts estimating that the global online and mobile gaming market will grow from last year’s $29 billion to $46 billion by 2016. And casual gaming can no longer be associated just with teenagers hunched over consoles in their bedrooms. Titles like Angry Birds and Candy Crush, plus the rapid growth of tablets and smartphones, have ensured that games are played everywhere and by everyone. This provides a huge opportunity to brands, and is in line with the massive shift of ad budgets to online, and in particular to online video. Gaming offers mass-market appeal and the chance to stake out elusive premium advertising real estate. Plus, gaming sites deliver better ROI for online advertisers - video ads associated with gaming destinations generate an average CTR of 3%, which is roughly 30 times higher than that for standard online advertising campaigns. brand-e presents Game On: Engaging Consumers With Online Play, an event which will bring together a raft of practitioners to examine gaming opportunities for brands… Spil Games will demonstrate the growing power of games, while LBi’S MRY will deliver the ad agency take on gaming and Proelios will demonstrate how to engage consumers through mobile games. Rebellion/TIGA will talk about what makes a great gaming experience, and Generation Media will discuss the marketing of real-world items within the digital gaming realm.
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Mobile Gaming Engagement: 5 Rules for Using Games to Sell Products
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- 13. For more information, please visit our website: www.spilgames.com 13
- 17. THE RULES OF R O ENGAGEMENT Lessons From Triple-‐A Game Development
- 18. Nice to meet you… t m y Chris Kingsley, CTO at Rebellion, co-‐founded in 1992 One of the world's top independent video game developer-‐publishers The trade associa�on represen�ng the UK video games industry
- 19. Today’s video game industry v g i £1 billion 9,000 highly skilled development staff 80% employed outside of London 95% of UK games businesses export to overseas markets. £87 billion Over 50% UK games companies started up less than four years ago
- 20. What ’s in a game? i a g Triple A / Console Mobile / Tablet Social / Browser Portable / Handheld
- 21. Considera�ons… Pla�orm Demographic Core Gameplay / Engagement Mechanic
- 22. The First Rule of Engagement: GAMEPLAY G
- 23. The Second Rule of Engagement: OVERCOME O CHALLENGES
- 24. The Third Rule of Engagement: TYPES OF PLAYER T O P
- 25. The Fourth Rule of Engagement: INTERACTIVITY
- 26. The Fi�h Rule of Engagement: GROWTH
- 27. The Sixth Rule of Engagement: AMAZE A
- 28. The Rules of Engagement: SUMMARY S GAMEPLAY OVERCOME CHALLENGES TYPES OF PLAYER INTERACTIVITY GROWTH AMAZE
- 29. The Rules of Engagement: THANK YOU T Y
- 30. THE RULES OF R O ENGAGEMENT Lessons From Triple-‐A Game Development
- 32. ENGAGING EXPERIENCES HOW TO ENGAGE CONSUMERS THROUGH MOBILE GAMING
- 35. MAKE A GOOD GAME
- 36. DISCOVERY, QUALITY & REWARD
- 37. ENGAGEMENT, DATA ANALYTICS & MEASUREMENT
- 38. BRAND ENGAGEMENT DATA ANALYTICS AND MEASUREMENT AAA QUALITY PLAY SPORTS CAR CHALLENGE
- 39. THE VW SPORTS CAR INITIATIVE
- 40. THE GAME MUST BE EASY TO ACCESS – 4 CLICKS MAXIMUM TO START PLAYING THE PLAYER MUST BE REWARDED WITHIN THE FIRST 30 SECONDS EASY TO LEARN, HARD TO MASTER www.proelios.com
- 42. 5 Rules for Using Online Games to Sell Real World Products Martin Doyle, Head of Digital, Generation Media martin.doyle@generationmedia.co.uk
- 43. 1994: A World First 44% CTR ?
- 44. A Giant Leap for Mankind?
- 45. Mapping ‘The New World’ of Digital
- 46. What is an ‘Online Game’?
- 48. Understand Your Consumer Console/MMORPG Games Casual Games Low Attention Processing “Leave me alone” Source: Flamingo for Thinkbox July 2013 “Talk to me…quietly”
- 49. Respect The Game…It Can Be A Sacred Place Source: Leeroy Jenkins YouTube/Generation Media, Oct 2013
- 52. Be A Welcome Distraction Source: Agame, Oct 2013
- 53. Be A Welcome Distraction Gaming vs Video: AW12 Average of 5.0% vs 3.1% Source: Agame/Generation Media 2013 game/Generation
- 54. RULE 3 “Fit In: Relevancy Is Key”
- 55. Sometimes ‘Fit In’ is Better than ‘Stand Out’ Source: photo originally published Daily Mail Sep 2010
- 56. Fit In: Relevancy is Key Girls Brands on Stardoll vs AW12 Average: 6.0% vs 3.6% Source: Generation Media estimates 2013
- 57. Fit In: Relevancy is Key If nothing fits…create your own! g 10,000s gameplays Average dwell time: 2’ 30” 3,700 competition entries Source: Disney Online/GM
- 59. Think Context, Breed Engagement EA Sports FIFA 14: Rollover Ad Direct Line Germany: Swipe Ad No interruption to game Responses increased by 9.2% Source: AGame/Direct Line Germany
- 61. Pay The Right Price Vs.
- 62. 5 Rules for Using Online Games to Sell Real World Products 1. Understand Your Consumer 2. Be A Welcome Distraction 3. Fit In: Relevancy is Key 4. Make Engagement Easy 5. Pay The Right Price
- 63. Thank You For Listening Martin Doyle, Head of Digital, Generation Media martin.doyle@generationmedia.co.uk
- 65. Steve Mullins, brand-e (Moderator) Bas Seelen, Spil Games Nadya Powell, MRY Chris Kingsley, Rebellion Kristien Wendt, Proelios Martin Doyle, Generation Media