A presentation on the growth of gaming and how brands can tap into the space.

1. Thomas Miles & Victoria Curro, Planning Directors, Lavender* Feb 2010

2. sub-culture or cultural phenomenon?

4. Size of the industry? Worth over $70B worldwide Is on the verge of eclipsing music and movies as our most popular form of entertainment Last year Australians spent a record $2Bn on video games

5. Who’s playing? Average age is 30 Most likely university educated 40% female 68% of population

6. Rise of Wii, Wii fit appealing to a new type of gamer

7. Massively multiplayer online role-playing game (MMORPG) is a genre of computer role-playing games in which a very large number of players interact with one another within a virtual game world. These are huge. WoW has over 12,000,000 paid subscribers worldwide There are psychologists who specialise in-game in MMORPG addiction.

8. Gen Z or the Internet Generation, are right at home. What will these consumers be like?

9. Implications for marketers In-game advertising 2. Gaming as marketing 3. Stereotypical gamers are changing

10. In late 2008 Obama became the first presidential candidate to appear in an in-game advertisement. As seen in Burnout Paradise.

12. What do gamers think?

14. Does it work? Some headlines: “500% increase in brand awareness” “more effective than TV” “64% felt positively towards the brand” “33% quite or likely to buy product”

15. Does it work? Massive & CommScore have recently collaborated to measure consumer actions as a result of in-game advertising (in much the same way other digital media is measured 280% increase in visits to a TV station website vs those not exposed to the in-game advertising 125% increase in search queries for a movie rental and 57% increase in visits to the website 17% increase in visits to an entertainment site

16. Gaming as Marketing

17. & remember - Its not just a guy thing