ddma / microsoft: crossmedia marketing
TRANSCRIPT
DDMA – gaming / brand / consumer
Marcel Nieuwpoort8 december, 2009
Gaming industrie overview
Gaming vs Movies
90 Miljoen gamers in Europa (1 op 3)
9066
24
Europa – actieve gamers
(miljoenen)
Betalende gamers• 66 millioen die actief betalen voor games
en game consoles
Niet betalende gamers• 24 millioen “niet betalende” gamers –
Diegene die gamen maar het afgelopen jaar geen game hebben gekocht, maar wel gratis spelletjes spelen (online of offline)
Online gaming
2007 2008 2009 2010 20110
20
40
60
80
100
120
Bre
edba
nd H
uish
oude
ns
(Milj
oene
n)
Europese – breedband huishoudens 2007 - 2011 Europa – geinstaleerde 3rd Gen. Console Base 2006-2011
2007 2008 2009 2010 20110
10
20
30
40
50
milj
oene
n
6
0
250
500
750
1,000
2006 2007 2008 2009 2010 2011 2012
US $
mill
ions
Market Forecasts: Global and U.S. In-Game* Advertising Expenditure($ US millions)
Parks Associates (U.S. Only) Yankee Group (Global) PwC (U.S. Only) emarketer (U.S. Only)
* Defined herein as:Parks Associates: forecast for static and dynamic in-game ad revenues inc. product placement & sponsorships (U.S. market only) - Jun 07Yankee Group: for static and dynamic in-game ad revenues inc. product placement & sponsorships (Global market) - Jul 07PwC: forecast is for "in-game" advertising - no further definition available (U.S. market only) - Jun 07emarketer: includes static ads, dynamic ads, product placements, game portal display ads and sponsofed sessions in console-based, PC-based and web-based games; excludes advergames and advertising on mobile games - Feb 08
1 miljard wereldwijde advertentie markt in gaming
7
Mobile gaming…
Op dit moment…
Mogelijkheden op dit moment
Complexity & lead time
Gamer-focused web sites
Dynamic in-game Advertising
Sponsorships In-game product placement
Advergames
…Van simpele game interacties online tot meer geavanceerde branded games
10
Ingame advertising
11
Voorbeeld van BDE
12
Burger King
Custom game promotion- 3 custom games for Xbox & Xbox 360- Sold exclusively in-store for $3.99- Cross promotion
Results- 40% profit increase YOY- 4% increase in same store sales- Won the Grand Prix Titanium Lion at Cannes 2007
Games & dataverzameling cases
KLU - Werving
16
Nuon Ballenjongens – WL Messenger
toekomst?
18
"This is a pivotal moment that will carry with it a wave of change, the ripples of which will reach far beyond video games"
STEVEN SPIELBERG
