VIDEO GAME ADVERTISING A Brave
New World

OVERVIEW <ul><li>Gaming Industry: The Sleeping
Giant </li></ul><ul><li>Media Usage: Games = Mass Consumption </li></ul><ul><li>In-Game Advertising: Engagement Personified </li></ul><ul><li>How it can work for your Brand </li></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Acquisition </li></ul></ul><ul><ul><li>Tracking & Metrics </li></ul></ul><ul><li>Casual Gaming </li></ul><ul><li>Fuor Digital: Your Gaming Experts </li></ul>

VIDEO GAMERS: The Old Stereotype
Antisocial Lazy Not Marketable In the minority No Income

VIDEO GAMERS: The New Generation
Affluent Early adopters Connected In the Majority Social

GAMER DEMOGRAPHICS Console usage skews
heavy for males 18-34, but penetration runs across demographics, and is growing among females and families

GAMERS ARE GROWING <ul><li>Online gaming
in North America will grow significantly by 2009, with nearly 104.2 million online PC and console gamers projected. </li></ul><ul><li>Growing consumer demand and broadband penetration are driving significant increases in video game software and second generation console hardware unit sales. </li></ul>Sources: DFC Intelligence 2007; PwC Global Entertainment and Media Outlook 2007 Number of North American Online Video Gamers ( in MM)

$500 million First Week Sales
$239 million First Week Revenue SCALE: GTA4 vs. The Dark Knight Source: Associated Press

PROJECTED GROWTH: Gaming vs. Cinema
Worldwide Video Game (hardware + software) Revenues (left axis) Global Box Office Source: eMarketer, April 2007; Hudson Square Research, April 2008.

GAMERS: Engaged, Attentive, Ad Receptive,
Measurable Multi-Tasking Proof Gameplay does not allow for multi-tasking. Attention to the game is paramount. Hard-to-reach Audience Hard-to-reach 18-34 men are avid videogame players Engagement Higher levels of engagement than other media. Ad Acceptance Consumers are receptive to advertising in games because they add realism. Measurability Videogames combine brand awareness with digital accountability.

<ul><li>84% feel the ads fit
the games </li></ul><ul><li>44% increase in pre/post brand awareness </li></ul><ul><li>61% pre/post lift in excellent & very good brand opinion </li></ul>CONSUMER ATTITUDES: In-Game Ads Source: Nielsen BASES in-game ad effectiveness study, May 2008

XBOX LIVE – A New
Xbox Experience <ul><li>17MM Users Worldwide </li></ul><ul><li>Netflix Streaming Video – HD Content </li></ul><ul><li>Xbox Branded Destination Experiences </li></ul><ul><li>Xbox Live Minigames Arcade </li></ul>

NXE Overview <ul><ul><li>IAB standard static
and video sizes </li></ul></ul><ul><ul><li>IAB standard static and video formats </li></ul></ul><ul><ul><li>AdExpert targeting for daypart and geographic location (US = DMAs) </li></ul></ul><ul><ul><li>All inventory clickable to either BDE, video, or marketplace content </li></ul></ul><ul><ul><li>Online, silver and gold accounts, ages 18+ </li></ul></ul><ul><ul><li>Over 17MM members world wide </li></ul></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Formats & Standards </li></ul></ul><ul><ul><li>Targeting </li></ul></ul>

Graphic Display Ad Experience Upon
banner click, user can be directed to . . . <ul><ul><li>Full-screen streaming video </li></ul></ul><ul><ul><li>BDE – microsite experience </li></ul></ul><ul><ul><li>Free Xbox LIVE Marketplace content </li></ul></ul>Impression generated when ad displays in slot 1 or 2 Ads in slots 3+ are partially visible on HD displays, are not reported as impressions

PlayStation Network <ul><li>14MM Users Worldwide
</li></ul><ul><li>PS Home Social Network </li></ul><ul><li>All Wi-Fi Enabled </li></ul><ul><li>Blu-ray Built-In </li></ul><ul><li>Movie and TV Show Store </li></ul>

IN-GAME DYNAMIC ADVERTISING

PHOTO-REALISITC BRAND PRESENCE

AUTHENTICITY – YOUR BRAND BELONGS
Sprite– NBA Live 2009

INCENTIVES <ul><li>Gamers can go to
a sponsored micro site or landing page and acquire hints or codes for the games they play </li></ul>McDonalds – Need for Speed

DYNAMIC MESSAGING Obama Campaign –
NBA Live 2009

DYNAMIC MESSAGING Obama Campaign –
NASCAR 2009

DYNAMIC MESSAGING Obama Campaign –
NHL 2009

CALL TO ACTION Subway –
NHL 2009

Metrics <ul><li>Impressions </li></ul><ul><li>Clicks </li></ul><ul><li>Downloads </li></ul><ul><li>Micro
site visits </li></ul><ul><li>SMS Text Message </li></ul>Targeting <ul><li>Geo-Targeting </li></ul><ul><li>Game targeting by Vertical, Individual game </li></ul><ul><li>Channels/Placements inside console interface </li></ul>Sample Report

OTHER GAMING OFFERINGS Casual Gaming
Reaching the large 25-54 female demographic, casual gaming has taken the internet by storm. 43 million users and growing, from all age ranges. We can help your brand develop everything from a presence on leading gaming sites, to brand integration, all the way to full on custom developed games.

CASUAL GAMING: Examples Brand Skins
Custom Games Game Sponsorships

FUOR DIGITAL: Your Gaming Experts
Fuor Digital is on the cutting edge of this rapidly growing and evolving medium. We have a team of dedicated professionals who are passionate gamers themselves, and are immersed in the gaming culture. Fuor Digital has partnerships with the leading gaming networks and publishers, and can be your strategic partner for research, strategy, implementation, and tracking.