ADVERGAMING 
Par: Philippe Talbot
ADVERGAMING 
HISTOIRE 
MARCHÉ/ SEGMENTS 
ADVERGAMING 
IN-GAME ADVERTISING 
ADVERGAME 
DÉVELOPPEMENT 
CONCLUSION
HISTOIRE 
Dév. Conclu. 
Adver-game 
IGA 
Adver-gaming 
Adventurelands 
(1978) 
In-game advertising 
(Pirate Adventure) 
Tr...
MARCHÉ DU JEU VIDEO 
Dév. Conclu. 
Adver-game 
IGA 
Adver-gaming 
Histoire Marché
SEGMENTS 
• sdasda 
Dév. Conclu. 
Adver-game 
IGA 
Adver-gaming 
Histoire Marché
«Advergaming is more effective than traditionnal advertising 
because it captures customers’ attention » (Edwards 2003) 
A...
IN-GAME ADVERTISING
PRÉPARATION 
1. Cible 
• Âge 
• Démographie 
• … 
2. Compagnies 
• Licences 
3. Plateformes 
• Contrôleurs 
Dév. Conclu. 
...
FORMATS 
• Placement de produit: 
• Accessoires virtuels 
• Voitures 
• Cellulaires 
• Boissons 
• … 
• Affichage: 
• Affi...
PLACEMENT STATIQUE 
Publicité intégré dans un jeu avant son lancement 
Dév. Conclu. 
Adver-game 
IGA 
Adver-gaming 
Pas d’...
PLACEMENT DYNAMIQUE 
Emplacement publicitaire intégré dans le jeu 
Dév. Conclu. 
Adver-game 
Flexible Connection 
IGA 
Adv...
PLACEMENT DYNAMIQUE 
Dév. Conclu. 
Adver-game 
Démographie 
IGA 
Adver-gaming 
Histoire Marché 
Cible 
Heure 
Exposition …...
INFLUENCE DES PERSONNAGES 
• Effet d’appartenance 
(Choi et al. 2013) 
• Effet de la vie privée 
(Choi et al. 2013) 
Dév. ...
“Get out the vote” 
18 
Titres 
•Compagnie EA 
•NHL, Need for 
Speed,Burnout, 
… 
Ciblage 
•États: Ohio, 
Nevada, Iowa, … ...
MOBILE/TABLET/SOCIAL GAMES 
• TRADITIONNEL: 
• CPC / CPM 
Dév. Conclu. 
Adver-game 
IGA 
Adver-gaming 
Histoire Marché
MOBILE/TABLET/SOCIAL GAMES 
• PARTENARIAT: 
Dév. Conclu. 
Adver-game 
IGA 
Adver-gaming 
Histoire Marché
MODEL D’ÉVALUATION IGA/ADVERGAME 
Dév. Conclu. 
Réponse psychologique: 
-Attitude 
-Mémorisation 
-… 
Adver-game 
IGA 
Adv...
INFLUENCE DE L’IN-GAME ADVERTISING 
Mémorisation 
de la marque 
• Explicite: 
• Implicite: 
Attitude 
envers la 
marque 
D...
INFLUENCE DE L’IN-GAME ADVERTISING 
Dév. Conclu. 
Adver-game 
IGA 
Adver-gaming 
Histoire Marché 
Attitude 
envers la 
mar...
ADVERGAMES 
« Games specifically created to function as advertisements to 
promote brands, where the entertainement conten...
ADVERGAME 
• Secteurs intéressés: 
• Industrie cinématographique 
• Springfield (mobile) 
• Lord of the ring (console/pc) ...
SOCIAL GAMES / MOBILE GAMES / TABLET 
• Tendance: 
Web 
Games 
Social 
Games 
• “This is the second wave of consumer adopt...
PlayStation® All-Stars Island 
3 
Plateformes 
•Android 
•iOS 
•Facebook 
Dernière 
mise à jour 
2013 
Installations 
• En...
EFFICACITÉ 
(Redondo 2010) 
(Redondo 2010) 
(Cauberghe 2010) 
(Cauberghe 2010) 
Conditionnement • Le conditionnement a été...
LANCEMENT 
• CPI 
• Video HD 
• Publicité 
• Install.->Monnaie Virtuel 
Dév. Conclu. 
Adver-game 
IGA 
Adver-gaming 
Histo...
LANCEMENT 
Dév. Conclu. 
Adver-game 
IGA 
Adver-gaming 
Histoire Marché
MISE À JOUR 
• +Visibilité 
• +Téléchargements 
• +Joueurs 
• +Profits* 
• +Haut Rang 
• +Fidélité 
Expansion 
Christmas u...
VIGIE 
• APP Analytics 
• Taux Conversion 
• Part de marché (APP IQ) 
• … 
Dév. Conclu. 
Adver-game 
IGA 
Adver-gaming 
Hi...
CONCLUSION 
www.advergamingnews.com 
Informations supplémentaires 
Aspect légaux 
Effet sur les jeunes 
Exemples 
Nouvelle...
BIBLIOGRAPHIE 
• Breton, S.S. and Brehm, J.W. (1981), Psychological Reactance: A Theory of Freedom and Control, Academic P...
BIBLIOGRAPHIE 
• https://play.google.com/store/apps/details?id=com.playstation.allstars.island&&referrer=utm_content%3Dbf1...
ADVERGAMING 
Par: Philippe Talbot
Prochain SlideShare
Chargement dans…5
×

Advergaming2

590 vues

Publié le

0 commentaire
0 j’aime
Statistiques
Remarques
  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

Aucun téléchargement
Vues
Nombre de vues
590
Sur SlideShare
0
Issues des intégrations
0
Intégrations
24
Actions
Partages
0
Téléchargements
13
Commentaires
0
J’aime
0
Intégrations 0
Aucune incorporation

Aucune remarque pour cette diapositive
  • http://www.newzoo.com/insights/global-games-market-will-reach-102-9-billion-2017-2/
  • http://www.newzoo.com/insights/global-games-market-will-reach-102-9-billion-2017-2/
  • Edwards E. Plug (The product) and play. The Washington Post 2003:A1. January 26.
  • http://shop.virtuix.com/Omni-Natural-Motion-Interface-p/virtuix-omni-0002.htm
  • Terlutter R, Capella M. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising [serial online]. April 2013;42(2/3):95-112.
  • Terlutter R, Capella M. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising [serial online]. April 2013;42(2/3):95-112.
  • Terlutter R, Capella M. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising [serial online]. April 2013;42(2/3):95-112.
  • Terlutter R, Capella M. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising [serial online]. April 2013;42(2/3):95-112.
  • Choi Y, Yoon S, Lacey H. Online game characters' influence on brand trust: Self-disclosure, group membership, and product type. Journal Of Business Research [serial online]. August 2013;66(8):996-1003
  • http://www.adweek.com/news/technology/obama-taps-video-games-early-voting-143717
    http://www.gamespot.com/articles/obamas-in-game-ad-bill-445k/1100-6200232/
    Http://www.gamespot.com/articles/obama-campaigns-in-burnout-17-other-games/1100-6199379/
    http://elections.gmu.edu/Early_Voting_2008_Final.html
  • http://www.flurry.com/solutions/advertisers/brands
  • http://www.digitalbuzzblog.com/mcdonalds-creates-branded-farmville-farm/
  • Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: Analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2), 95-112
  • Nelson, Michelle R. (2002), « Recall of Brand Placement in Computer/Video Games », Journal of Advertising Research, 42 (2), 80-82
    Chaney, Isabella M., Ku-Ho Lin, James Chaney (2004), « The Effect of Billboards within the Gaming Environnement », Journal of Interactive Advertising, 5 (1).
    Yang, Moonhee, David R. Roskos-Ewoldsen, Lucian Dinu, and Laura M. Arpan (2006), « The Effectiveness of ‘in-game’ Advertising », Journal of Advertising, 35 (4), 143-52
    Nebenzahl, Israek D., and Eugeme Secunda (1993), « Consumers’ Attitudes Toward Product Placement in Movies », International Journal of Advertising, 12 (1), 1-11
  • Gross, Michelle L. (2010),  « Advergames and Effect of Game Product Congruity: Online Interractivity: Role of Technology in Behavior Change », Computers in Human Behavior, 26 (6), 1259-65
    Hernandez, Monica D., and Sindy Chapa (2010), « Adolescents, Advergames, ans Snack Foods: Effects of Positive Affect ans Experience on Memory and Choice », Journal of Marketing Communications, 16 (1-2), 59-68.
    Terlutter R, Capella M. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising [serial online]. April 2013;42(2/3):95-112.
  • Kretchmer, Susan B. (2005), "Changing Views of Commercialization in Digital Games: In-Game Advertising and Advergames as Worlds in Play," paper presented at DIGTAR
  • http://theconversation.com/advergames-play-with-nutrition-by-making-fast-food-rewarding-20816
  • http://archive.indianexpress.com/news/social-gaming-going-mobile-says-zynga-ceo-mark-pincus/1100861/
  • https://play.google.com/store/apps/details?id=com.playstation.allstars.island&&referrer=utm_content%3Dbf12747d-7109-4ba6-b939-a7b51fcaa206%26utm_medium%3Dad-analytics%26utm_source%3Dflurry%26utm_campaign%3Dcokezerogaming.com%252520landing%252520page
  • Redondo, I. (2012). The effectiveness of casual advergames on adolescents' brand attitudes. European Journal of Marketing, 46(11), 1671-1688.
    Cauberghe, V. and De Pelsmacker. P. (2010), "Advergames: the impact of brand prominence and game repetition on brand responses", Journal oj Advertising. Vol. 39 No. 1, p. 5-18.
    Schemer, C., Matthes, J., "Wirth, W. and Textor, S. (2008), "Does 'Passing the Courvoisier' always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos", Psychology & Marketing. Vol. 25 No. 10, pp. 923-43.
    Breton, S.S. and Brehm, J.W. (1981), Psychological Reactance: A Theory of Freedom and Control, Academic Press, New York, NY.
  • Présentation King MIGS 2013
    https://www.chartboost.com/en/insights/ios-cpi-by-country
  • Présentation King MIGS 2013
  • Présentation Kongregate MIGS 2013
  • http://www.distimo.com/appiq
  • Advergaming2

    1. 1. ADVERGAMING Par: Philippe Talbot
    2. 2. ADVERGAMING HISTOIRE MARCHÉ/ SEGMENTS ADVERGAMING IN-GAME ADVERTISING ADVERGAME DÉVELOPPEMENT CONCLUSION
    3. 3. HISTOIRE Dév. Conclu. Adver-game IGA Adver-gaming Adventurelands (1978) In-game advertising (Pirate Adventure) Tron (1982) Advergame (Film sortie la même année) Histoire Marché 1978-2014 • Plateformes • Graphique • Stockage Marché • Web • # Licenses
    4. 4. MARCHÉ DU JEU VIDEO Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
    5. 5. SEGMENTS • sdasda Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
    6. 6. «Advergaming is more effective than traditionnal advertising because it captures customers’ attention » (Edwards 2003) ADVERGAMING ADVERGAME IN-GAME ADVERGAMING ADVERTISING Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
    7. 7. IN-GAME ADVERTISING
    8. 8. PRÉPARATION 1. Cible • Âge • Démographie • … 2. Compagnies • Licences 3. Plateformes • Contrôleurs Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché Nouvelle génération de contrôleur
    9. 9. FORMATS • Placement de produit: • Accessoires virtuels • Voitures • Cellulaires • Boissons • … • Affichage: • Affiches publicitaire • « Billboard » • Bandes (NHL) • … Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
    10. 10. PLACEMENT STATIQUE Publicité intégré dans un jeu avant son lancement Dév. Conclu. Adver-game IGA Adver-gaming Pas d’accès Internet requis Durée de vie Histoire Marché Aucune modification Ciblage
    11. 11. PLACEMENT DYNAMIQUE Emplacement publicitaire intégré dans le jeu Dév. Conclu. Adver-game Flexible Connection IGA Adver-gaming Collecte de données Ciblage Personnalisa-tion Histoire Marché Internet
    12. 12. PLACEMENT DYNAMIQUE Dév. Conclu. Adver-game Démographie IGA Adver-gaming Histoire Marché Cible Heure Exposition … Sexe
    13. 13. INFLUENCE DES PERSONNAGES • Effet d’appartenance (Choi et al. 2013) • Effet de la vie privée (Choi et al. 2013) Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché Non-membre Haute auto-révélation Confiance Membre Faible auto-révélation Confiance
    14. 14. “Get out the vote” 18 Titres •Compagnie EA •NHL, Need for Speed,Burnout, … Ciblage •États: Ohio, Nevada, Iowa, … •Étudiants Durée •Début: 6 octobre 2008 •Fin: 3 novembre 2008 Attitude •+120% chance attitude positive •+50% intention de vote Coût Total •$44,5 k Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
    15. 15. MOBILE/TABLET/SOCIAL GAMES • TRADITIONNEL: • CPC / CPM Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
    16. 16. MOBILE/TABLET/SOCIAL GAMES • PARTENARIAT: Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
    17. 17. MODEL D’ÉVALUATION IGA/ADVERGAME Dév. Conclu. Réponse psychologique: -Attitude -Mémorisation -… Adver-game IGA Adver-gaming Législations Caractéristiques: - Marque - Jeu Histoire Marché Facteurs Individuel Facteurs sociaux Comportement: -Achats -Recommandations -… Terlutter et al. (2013)
    18. 18. INFLUENCE DE L’IN-GAME ADVERTISING Mémorisation de la marque • Explicite: • Implicite: Attitude envers la marque Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché Après séance de jeu 25% à 30% de mémorisation Après 5 mois 10% à 15% de mémorisation First Person Shooter (Nelson 2002) (Jeux de sports) - Mémorisation « Billboard » (Chaney, Lin and Chaney 2004) In-Game Advertising Reconnaissance (Marque) (Yang et al. 2006) (Nebezhal and secunda 1993)
    19. 19. INFLUENCE DE L’IN-GAME ADVERTISING Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché Attitude envers la marque • Congruence: • • (Capella et al. 2013) (Hernandez et al. 2004) Mémorisation (Marque) (Gross 2010)
    20. 20. ADVERGAMES « Games specifically created to function as advertisements to promote brands, where the entertainement content mimics traditional game form. » (Kretchmer 2005)
    21. 21. ADVERGAME • Secteurs intéressés: • Industrie cinématographique • Springfield (mobile) • Lord of the ring (console/pc) • Alimentation • Snack! In the face (KFC) • Automobile • Lord of tracks (Nissan) • … • Consoles/PC (Mid-Core/Hardcore) • +Budget • +Profit • Mobile (Casual) • +/-Budget • +/-Profit • Web Game (Casual) • -Budget • -Profit Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
    22. 22. SOCIAL GAMES / MOBILE GAMES / TABLET • Tendance: Web Games Social Games • “This is the second wave of consumer adoption of social gaming where people want to carry the games or entertainment with them wherever they go. Mobiles have made it more accessible and gamers want it to be more interactive” (Mark Pincus 2013) ZYNGA Dév. Conclu. Adver-games IGA Adver-gaming Histoire Marché Tablet Games Mobile Games
    23. 23. PlayStation® All-Stars Island 3 Plateformes •Android •iOS •Facebook Dernière mise à jour 2013 Installations • Entre 500 000 et 1 000 000 Partenariat • Playstation mobile inc. Cote 3.8 • Rang 400 Dév. Conclu. Adver-games IGA Android Adver-gaming Histoire Marché
    24. 24. EFFICACITÉ (Redondo 2010) (Redondo 2010) (Cauberghe 2010) (Cauberghe 2010) Conditionnement • Le conditionnement a été souvent utilisé pour interpréter l’efficacité Dév. Conclu. Adver-game IGA d’un advergame Adver-gaming Attitude face à la marque Mémorisation de la marque Histoire Marché Placement subtil Attitude (Marque) Placement proéminent Attitude (Marque) Répétition Attitude (Marque) Répétition Mémorisation (Marque) (Schemer et al. 2008)
    25. 25. LANCEMENT • CPI • Video HD • Publicité • Install.->Monnaie Virtuel Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché $3.30 $1.83 $2.69 $2.43 $1.30
    26. 26. LANCEMENT Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
    27. 27. MISE À JOUR • +Visibilité • +Téléchargements • +Joueurs • +Profits* • +Haut Rang • +Fidélité Expansion Christmas update Dév. Conclu. Labor day event Adver-game IGA Badges added Front page Adver-gaming 450000 400000 350000 300000 250000 200000 150000 100000 50000 Histoire Marché Expansion Expansion Easter event Expansion Expansion New Server 0 Revenue Fantasy Online Dream World Asian MMO
    28. 28. VIGIE • APP Analytics • Taux Conversion • Part de marché (APP IQ) • … Dév. Conclu. Adver-game IGA Adver-gaming Histoire Marché
    29. 29. CONCLUSION www.advergamingnews.com Informations supplémentaires Aspect légaux Effet sur les jeunes Exemples Nouvelles tendances eSports http://www.newzoo.com/esports-country-report/ Dév. Conclu. Adver-games IGA Adver-gaming Histoire Marché
    30. 30. BIBLIOGRAPHIE • Breton, S.S. and Brehm, J.W. (1981), Psychological Reactance: A Theory of Freedom and Control, Academic Press, New York, NY. • Cauberghe, V. and De Pelsmacker. P. (2010), "Advergames: the impact of brand prominence and game repetition on brand responses", Journal oj Advertising. Vol. 39 No. 1, pp. 5-18. • Chaney, Isabella M., Ku-Ho Lin, James Chaney (2004), « The Effect of Billboards within the Gaming Environnement », Journal of Interactive Advertising, 5 (1). • Choi Y, Yoon S, Lacey H. Online game characters' influence on brand trust: Self-disclosure, group membership, and product type. Journal Of Business Research [serial online]. August 2013;66(8):996-1003 • Edwards E. Plug (The product) and play. The Washington Post 2003:A1. January 26. • Gross, Michelle L. (2010), « Advergames and Effect of Game Product Congruity: Online Interractivity: Role of Technology in Behavior Change », Computers in Human Behavior, 26 (6), 1259-65 • Hernandez, Monica D., and Sindy Chapa (2010), « Adolescents, Advergames, ans Snack Foods: Effects of Positive Affect ans Experience on Memory and Choice », Journal of Marketing Communications, 16 (1-2), 59-68. • Nebenzahl, Israek D., and Eugeme Secunda (1993), « Consumers’ Attitudes Toward Product Placement in Movies », International Journal of Advertising, 12 (1), 1-11 • Nelson, Michelle R. (2002), « Recall of Brand Placement in Computer/Video Games », Journal of Advertising Research, 42 (2), 80-82 • Redondo, I. (2012). The effectiveness of casual advergames on adolescents' brand attitudes. European Journal of Marketing, 46(11), 1671-1688. • Schemer, C., Matthes, J., "Wirth, W. and Textor, S. (2008), "Does 'Passing the Courvoisier' always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos", Psychology & Marketing. Vol. 25 No. 10, pp. 923-43. • Terlutter R, Capella M. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal Of Advertising [serial online]. April 2013;42(2/3):95-112. • Yang, Moonhee, David R. Roskos-Ewoldsen, Lucian Dinu, and Laura M. Arpan (2006), « The Effectiveness of ‘in-game’ Advertising », Journal of Advertising, 35 (4), 143-52
    31. 31. BIBLIOGRAPHIE • https://play.google.com/store/apps/details?id=com.playstation.allstars.island&&referrer=utm_content%3Dbf12747d-7109-4ba6-b939- a7b51fcaa206%26utm_medium%3Dad-analytics%26utm_source%3Dflurry%26utm_campaign%3Dcokezerogaming.com%252520landing%252520page • http://archive.indianexpress.com/news/social-gaming-going-mobile-says-zynga-ceo-mark-pincus/1100861/ • http://www.newzoo.com/insights/global-games-market-will-reach-102-9-billion-2017-2/ • http://www.adweek.com/news/technology/obama-taps-video-games-early-voting-143717 • http://www.gamespot.com/articles/obamas-in-game-ad-bill-445k/1100-6200232/ • Http://www.gamespot.com/articles/obama-campaigns-in-burnout-17-other-games/1100-6199379/ • http://elections.gmu.edu/Early_Voting_2008_Final.html • http://www.flurry.com/solutions/advertisers/brands • http://theconversation.com/advergames-play-with-nutrition-by-making-fast-food-rewarding-20816 • https://www.chartboost.com/en/insights/ios-cpi-by-country • Conférences MIGS 2013 • Kongregate • King
    32. 32. ADVERGAMING Par: Philippe Talbot

    ×