Games Passport: Taking advantage of the economic crisis: serving advertisement to your players
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With the ever-increasing number of online casual players all around the world, the gaming market has become a very attractive source of traffic for advertisers, especially in these current times of economic crisis. At the same time, players are more then ever reluctant to pay for playing. As such, advertisement has become a very important revenue generator for game developers and publishers. In this session we will make the detailed analysis of this situation and will look into the main metrics and advertisement tools available.
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Games Passport: Taking advantage of the economic crisis: serving advertisement to your players
- 1. Taking advantage of the economic crisis Serving advertisement to your players Konrad Holubek Head of Communica.on
- 3. 8 2012 7 São Paolo Office 2011-2012 6 Casual Gaming Platform 2011 5 15 million euros funding 2008 & 2010 4 Acquisitions 2007-2011 3 Product Expansion 2 2007 International Expansion 1 2004 2001 Lead Generation Expertise Launch of first casual game 3
- 5. $117,5B Online Ad Spending 2011 -‐ 2016 $106,6B $96,4B $87,0B $78,5B $70,9B Source: Magna Global 2011 2012 2013 2014 2015 2016
- 6. Share of Online Ad Spending Source: Forrester Research Interactive Marketing Forecast 21,0% 20,4% 19,5% 18,8% 17,9% 17,2% 2011 2012 2013 2014 2015 2016
- 7. 24,8H 24,8H
- 8. Fixed Broadband Subscrip.ons Number of Subscriptions Per 100 People 160 Europe 25,8% Million 145 The Americas 15,5% Million Source: International Telecommunication Union 591 Million Global 8,5%
- 9. Ac.ve Mobile Broadband Subscrip.ons Number of Subscriptions Per 100 People 336 Million Europe 54,1% 286 Million The Americas 30,5% Source: International Telecommunication Union 1.186 Million Global 17,0%
- 11. Possibility for Lead Payment CPL/CPA 64,6% Other 35,4% Source: IAB
- 13. 49,2% 40,3% 6,6% 3,8% Source: Magna Global
- 15. Gaming Market Has Changed
- 16. 45% 55%
- 17. Online Games 5% Premium 95% Free2Play Social Games 3% Virtual Goods 97% Advertisement Mobile Games 2% Premium 98% Freemium Source: Deutche Bank, Mediastay, Ngmoco
- 18. Online Games 47% 36% Premium 53% 64% Free2Play 2010e 2014e Social Games 82% 79% Virtual Goods Advertisement 18% 21% 2010e 2014e Mobile Games 35% 61% Source: ThinkEquity LLC, Flurry Premium 65% Freemium 39% January 2011 June 2011
- 20. Worldwide Market Size 2010 2014 CONSOLES 22,8B$ 21,0B$ PC/MAC 2,0B$ 2,0B$ PC/MAC Online 5,6B$ 6,1B$ Subscription PC/MAC 6,3B$ 10,7B$ Free2Play Social Games 3,6B$ 12,1B$ MOBILE 2,9B$ 7,1B$ 20 20 Source: ThinkEquity LLC
- 29. -‐70%
- 33. • Adver.sment budget going online • Gaming market has changed and aUracks adver.sers • Adver.sement is important mone.sa.on business for game developers and publishers • Think about the metrics • Vary adver.sement formats
- 34. Thank You Konrad Holubek kholubek@mediastay.com