Adverteren binnen Games is inmiddels gemeengoed aan het worden, maar welke mogelijkheden zijn er nu op basis van Affiliate Marketing? Spreker: Peter Warman (Newzoo.com)

1. confidential
Affiliate Dag, Utrecht
19 Mei 2009
Affiliate Marketing
vs. Games
Peter Warman, Newzoo
Emily Jacometti, Flavour

3. This is your target group or employee.
Now or at least in the future.
© Newzoo 2009

4. This is not bad news. It is actually very good news.
Learning real life skills in virtual worlds.
http://domino.research.ibm.com/comm/www_innovate.nsf/images/gio-gaming/$FILE/ibm_gio_gaming_report.pdf
4 © Newzoo 2009

5. Affiliate Marketing vs. Games
Is er wel een relatie?

6. Affiliate Marketing vs. Games
Is er wel een relatie?
Basics: mensen & tijd

7. Today’s gamers are everyone! The whole family.
That is big news.

8. Oh no it’s not!
That is where it all began.

9. Games and game consoles were always intended to be for everyone.
Mom, dad, the kids and even granny.

10. But it must be new that brands are interested in games!
Nope. This is 1983.

11. OK. That is America. But it is new to Holland!
Wrong again. This is 1982.

12. Big game releases are events.
Midnight sales of WoW doubled Marco Borsato in people and sales.
© Newzoo 2009

13. Heroes. Heroes have movies, meet other heroes and create events.
Tuschinski: Beyond the Game & NL Championship.

14. And games are present at all big mainstream events.
Even at Huishoudbeurs 2009.
© Newzoo 2009

18. NL 13-19
32%45%
36%28%
3.840.000
46%43%
515.000
28%56%
25%31%
3.360.000
43%69%
640.000
17%40%
12%22%
2.040.000
22%58%
460.000
Bron: Newzoo/TNS NIPO Nationaal Gaming Onderzoek 2008

19. Affiliate Marketing vs. Games
Is er wel een relatie?
Basics: geld

20. Big movies, big numbers.
Zwartboek cost: 8 MUSD cost, 10M revenue.

21. Big games, big numbers.
Killzone 2 cost: 40 MUSD cost, 150M revenue.

22. Games omzet groter dan box-offce film omzet.
Dus zie je games overal.

23. High-end console games
Overlord | Triumph Studios

24. Online casual games
50 worldwide portals | Spilgames
More than 40% of online population of 1.2
billion plays online casual games. This
amounts to more than 500 million players.
Spilgames has more than 120 million unique
visitors per month! #1 in traffic worldwide
in front of Yahoo and MSN! *February 2009 ComScore

25. Casual console games
Swords & Soldiers| Ronimo

26. MMOs & Virtual Worlds
Team Galactik | VF

28. iPhone games.
Khaeon | Elements | Makayama.

30. >2M spelers per maand, #18 in NL

31. Affiliate Marketing vs. Games
Is er wel een relatie?
Moet wel want er wordt zoveel
tijd en geld in gestoken door
consumenten.

32. Affiliate Marketing vs. Games
Waar liggen dan de raakvlakken?

33. Affiliate Marketing vs. Games
Waar liggen dan de raakvlakken?
Wie zijn wij om daar wat over te
zeggen?

34. v. 1.0 / 2008
v. 2.0 / 2009
© Newzoo 2009

35. www.nationaalgemingonderzoek.nl
www.todaysgamers.com
© Newzoo 2009

36. © Newzoo 2009

37. Affiliate Marketing vs. Games
Waar liggen dan de raakvlakken?

38. Games en communiceren.
Dan denk je aan in-game advertising. trailer

39. In-game advertising.
Veel bedrijven doen het al.

40. In-game advertising.
Ook in Nederland zo toe te voegen aan de mediamix.
Unique Users 100K 200K
Frequency Cap 10 10
Total 1M 2M
Impressions
CPM €15 €15
Sub-Total €15,500 €31,000
Less 15% agency €2,325 €4,650
discount
Total Investment €13,175 €26,350
Maar er is meer………. veel meer
Voor in de mediamix, het campagne concept en de
marketingstrategie.

41. Gaming is divers
Duizelingwekkende matrix van types, platforms en mogelijkheden
Game platforms Mogelijkheden voor merken
Around the game In the game With the game
Game portals
game portal display ads in-game display ads branded games
Console / PC games
pre- & post-game ads product placement game seeding & syndication
Virtuele werelden / MMOs
game portal specials game integration game joint-promotions

42. Gaming is divers
Voor affiliate marketing focussen we op gameportals, game communities en advergames
Game platforms Mogelijkheden voor merken
Around the game In the game With the game
Game portals
game portal display ads in-game display ads branded games
Console / PC games
pre- & post-game ads product placement game seeding & syndication
Virtuele werelden / MMOs
game portal specials game integration game joint-promotions

43. Affiliate Marketing vs. Games
Waar liggen dan de raakvlakken?
Game portals:
revenue share & pay per action

44. Online games
Doordrenkt met affiliate deals
© Newzoo 2009

45. Online games
Doordrenkt met affiliate deals; Libelle 450.00 speelsters
© Newzoo 2009

46. Revenue share
On subscription fees and micropayments

47. Pay per action
On visitors, registrations, subscriptions

48. Pay per action
Per game visit / gameplay

49. Advergames and game portal seeding.
Spring of Love game released April 1st. 38.000 gameplays in 5 days.
© Newzoo 2009

50. Affiliate Marketing vs. Games
Waar liggen dan de raakvlakken?
Game communities:
pay per action

51. Advertisers create virtual events.
Johnson & Johnson in Habbo: Pyjama parties!
© Newzoo 2009

52. Spelpunt.nl van Gamepoint
Uniek concept, gebruikersgroep en advertentiemogelijkheden

53. 350.000 spelers per maand
Groot deel betaalt voor credits om te spelen

54. Bol.com branded games
Gemiddelde speelduur per persoon is 120 minuten!

55. Affiliate Marketing vs. Games
Waar liggen dan de raakvlakken?
Advergames:
pay per action,
conversion to sales

56. Hema
Beestenbende
Doelgroep
Speel de game op www.nickelodeon.nl
© Newzoo 2009

57. Hema Game
Speel de game op www.nickelodeon.nl
© Newzoo 2009

58. Hema Pay-off
Speel de game op www.nickelodeon.nl
© Newzoo 2009

59. Hema Call to Action
Speel de game op www.nickelodeon.nl
© Newzoo 2009

60. Hema Cross Mediaal
Tv Reclame
Game
Website
Banners Campagne
Actiesite
In store Folders
Speel de game op www.nickelodeon.nl
© Newzoo 2009

61. Hema Cross Mediaal
Tv Reclame
Game
Website
Banners Campagne
Actiesite
In store Folders
Speel de game op www.nickelodeon.nl
© Newzoo 2009

62. Hema Cijfers
Begin Juli
Speel de game op www.nickelodeon.nl
© Newzoo 2009

63. Ook zo’n campagne?
Speel de game op www.nickelodeon.nl
© Newzoo 2009

64. Affiliate Marketing vs. Games
Waar liggen dan de raakvlakken?
Console games:
joint-promotions

65. Joint-promotions / distribution.
Games as attractive content and brands.
© Newzoo 2009

66. Joint-promotions / distribution.
Games in loyalty / discount programs.
© Newzoo 2009

67. Add-on downaloadable items and levels.
The smart and flexible way to get into high-end games.
NB: DIRT2 | Codemasters
© Newzoo 2009

68. Affiliate Marketing vs. Games
Waar liggen dan de raakvlakken?
Eigenlijk overal.
Aan ons en jullie om nieuwe
kansen te zien.

69. confidential
DANK!
Affiliate Dag, Utrecht
19 Mei 2009
Affiliate Marketing
vs. Games
Peter Warman, Newzoo, peter@newzoo.com
Emily Jacometti, Flavour, emily@flavour.nl