Bally Chohan IT Solution is an UK based IT Service Company. Bally Chohan is an IT Professional.

1. www.ballychoha
n.com
Gaming & Advertising –Described by Bally Chohan
Sloane
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chohan 2013, bally chohan dubai, bally chohan
uk
Pieter-Jan Adriaensens

2. Bally Chohan
UK
Gaming & Advertising
a promising upturn
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www.ballychoha

3. Content
1.
2.
3.
4.
5.
6.
7.
8.
What is the situation like today?
How did the past had its influence on the present?
Advergaming and in-gamevertising
They come in many forms and shapes
Advergaming and social gaming
Advergaming, crossmedia and communities
Advergaming and protest
Conslusions
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3

4. What is the situation like today?
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5. Gaming is an interesting channel for
advertisers to reach the difficult
to reach target group 18-36 yrs old
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5

6. Gaming has and will become
more and more a social event
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6

7. How did the past had its influence
on the present?
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8. Inception & first experiments: 60’s – 80’s
There wasn’t much technology available in this period. Creating games was almost unaffordable and
thus held a huge risk . One of the first companies to start advertising through games was Ford
(Mustang), quickly followed by Coca-Cola & Bud in the early 80’s (booming of the pc market)
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8

9. The advent of PC games: 90’s
The upcoming of the personal computer was promising but advertisers kept making the same
mistakes as in the period before. A positive evolution of this period was the bringing of in-context
advertising: content contributes to the realism of the game and is not irritating (more subtle).
A new era with new possibilities was needed and thus the Internet made her entry in the early 90’s,
rapidlychanging the possibilities & experiences of the gaming industry
9

10. Internet & Flash: the new millennium
Advergames knew a huge popularity boost because of the fast uprise of the Internet. They could be
spread more effectively and a larger audience could be reached. The introduction of Flash offered
new possibilities: it was fast in development, cheap and had excellent sound.
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2000: America’s Army: the biggest online advergame ever made. It was created to
influence young people to choose for a career in the US military
10

11. Gaming is booming!
89%
Of Americans
watch primetime
TV
Of Americans
watch a movie in a
theater
Of Americans play
some kind of a
computer/
videogame
4%
58%
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chohan 2013, bally chohan dubai, bally chohan
uk
Source: 2006 Frank N. Magid Associates, Inc.
11

12. Video Game Advertising Revenue
(in Millions)
“Offline advertisers buy time,
interactives create time”
$312.2
$259.9
$203.5
$562.5
$153.3
$10.0
$113.7
$69.0
$83.6
$34.0
2004
2005
$302.9
$173.1
$71.9
2003
$432.7
2006
2007
2008
2009
In-Game Advertising Advergames
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chohan 2013, bally chohan dubai, bally chohan
uk
Source: Yankee Group, 2005
Source: Yankee Group, 2005
12

13. More than 83 million gamers are currently online (2006)
Women take in more than 60% of the online gaming population. They often play casual games and are
the ones with spending power. Games are ideal to reach the difficult to reach segment 18-34 of age
(they avoid traditional media more often). The green bar are the ones responsible for purchase.
Q. Do you play games online? (%)
63.6
55.9
44.1
58.8
52.6
47.4
58.2
50.4 49.6
57.4
53.3
46.7
41.2
41.8
42.6
36.4
Yes
No
Bally chohan, bally, chohan, bally sloane, bally
Total
chohan 2013, Male Female 13-17 18-24 25-34 35-44 45+ chohan
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13
uk
Source: Nielsen Interactive Entertainment 2006 Active Gamer Benchmark Study & Media Metrix, July 2006

14. Gaming in comparison with other
more traditional media
Total Monthly Online Users by Category
The Gaming category reaches
majority of web users
160,000
120,000
 83MM people went to a gaming
site in July
 48% of online population
100,000
80,000
60,000
40,000
20,000
Games tops the number of
monthly minutes users
spend by category
Sp
or
ts
C
ha
t
Total Monthly Minutes (billions)
Ad
ul
t
am
es
XX
X
G
R
et
En
ai
te
l
rt
ai
nm
en
t
N
ew
s
B
us
in
es
Te
s
ch
no
lo
gy
Tr
av
el
0
20,000
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
Bally chohan, bally, chohan, bally sloane, bally
chohan 2013, bally chohan dubai, bally chohan
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Source: Media Metrix, July 2006
En
t
Tr
a
t
Sp
or
ts
Ad
ul
XX
X
ne
ss
Bu
si
Ch
at
s
es
Ne
w
l
Re
ta
i
G
am
er
ta
i
nm
en
t
0
ve
l
Te
ch
no
lo
gy
Unique visitors
140,000
14

15. Gender balance is evening out
"With the explosive growth in casual games over the past few years, it's no
surprise that the gaming population, overall, is beginning to strike a more
even gender balance than it had previously, when it was oriented heavily
toward young males," says Mr. Verna. "This shift is creating opportunities for
marketers to reach highly coveted demographic segments that in the past
were not readily associated with video games."
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M. Verna, eMarketer Senior Analyst
of Universal McCann
15

16. Nintendo’s Blue Ocean Strategy
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Source: http://blog.delaranja.com/?p=836 & http://business-model-design.blogspot.com/2007/01/nintendos-blue-ocean-strategy-wii.html
16

17. Advergaming & In-gamevertising
Say wuh?
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18. Advertising Format
Integratio
n
Advergames
Description
Custom-made games specifically
designed around a product or service. In
many cases they also bring out a
message about the brand.
Not changeable advertising inside of a
game.
Static In-game
Advertising
In-game
Dynamic or
Interactive Ingame Advertising
In-game
Changeable and/or clickable advertising
within networked games.
Inter-Level
Advertising
In-game
Plot Integration
In-game
Video or rich media advertising that is
presented in a natural break in game
play, typically between levels.
A product plays an active role in the
game; the player experiences the product
features & benefits in context with the
game play situation.
Video or rich media advertising that is
presented as the game loads
In-game
BallyPre- Roll bally, chohan, bally sloane, bally
chohan,
Product
chohan 2013, ballyAroundIn- Integration brandbally chohan
chohan dubai, messaging,into the
Game,
sponsorship and/or products
Placement
game
game.
uk
Around
Website, Leaderboards, Tournaments,
Sponsorships
Game, Ingame
Source: IAB Belgium
Sweepstakes, retail promotions.
18

19. They come in many forms and shapes
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chohan 2013, bally chohan dubai, bally chohan
uk