spil games:the rise of social gaming
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The rise of Social Gaming
© SPIL GAMES
Hi, my name is Sidney
• Leading all revenue-driven activities (Advertising, End User Monetization)
• Google (4 years)
• Monster (5 years)
Chief Commercial Officer [email protected]
@sidneymock
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Social Gaming?
Opportunities for brands to leverage the fast growing social gaming population?
Today
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3 social-gaming platforms Girls, Teens, Families
>10.000.000.000 Minutes of Play
2.500.000.000 Pages Viewed
146.000.000 Monthly Active Users (*)
25.000.000 Registered Users
Create a Profile
Leave Comments
Activity Feed
Social games (payment funnel)
Awards & High Scores
Make Friends
Invite your friends via Facebook
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Evolution of
computer games
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Online and wireless games
expected to grow to 50% of the market by 2015
2009A 2010A 2011E 2012E 2013E 2014E 2015E
wireless
online
console & PC
Source: PricewaterhouseCoopers, Global Entertainment and Media Outlook 2011-2015
$53B
$82B
Confidential Information Memorandum - 1. Online gaming
6
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© SPIL GAMES
© SPIL GAMES Confidential Information Memorandum - 1. Online gaming
6
IT’S THAT BIG Over half of Facebook’s 700 million users play Social Games Every other check-in for Facebook is for Social Gaming Source: AllFacebook.
Top social game apps earn the reach of TVs top-rated shows, the engagement of an addictive game and the popular culture impact of a Rock and Hollywood stature
Sources: 1) Nielsen TV Ratings: 3/28/11 2) AllFacebook.com
Social Games eclipse classic, console-based games in audience by over 10-times
• World of Warcraft: 11,000,000 users
• Xbox live: 20,000,000 users
• Zynga: 232,000,000 MAU’s
• Spil Games: 146,000,000 MAU’s
• Top 5 games on facebook: 221,000,000 MAU’s
Social Gamers key values
Social Games connect real friends
No entry barrier (free to play, no installation necessary)
Quick I only have a 10min break
3 min to understand the game Appointment gaming
On the Go
@ Home
Anytime, Anywhere
Monetizing via Micro-Transactions
… and advertising
Different levels of Interaction
for brands
Branded Virtual Goods
With in-game functionality
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Honda CR-Z in Car Town New Game Mechanic
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Honda CR-Z in Car Town Interact with brand engagement campaigns,
such as videos and earn virtual currency.
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Honda CR-Z in Car Town Multi-Channel Integrated Campaign
ZYNGA + 7-11 Consumers earned virtual gifts for buying anything program related. Buy. Specially marked items from 7-Eleven. Earn. Codes for exclusive virtual gifts. Play. Get a leg up on your friends.
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Honda CR-Z in Car Town 3 rules for successful ad integration
• Be relevant Does your brand have a natural affinity with the game, the audience?
• Bring value Help them win… and leave behind something worthwhile for them to enjoy
• Don’t interfere Only interrupt the game with advertising content when it’s requested
• Remember the ROI Track video views, Likes, mentions etc., to see how they translate into ROI