Games versus advertising; What is the connection between the advertising and gaming industry? Or is there no connection?

1. MediaMonks
Interactive Marketing Agency
Games versus Advertising

2. Intro
Games versus Advertising :
Focus at the opportunities

3. Today
• Advertising loves Games
• Games need advertising

4. Who are we?
• Victor Knaap – Main Monk - MediaMonks
• Nomkwazi Hooplot – Manager online – ‘Charity lotteries’ as Peoples
Postcode Lottery

5. About MediaMonks
MediaMonks is one of the biggest independent interactive marketing agencies
in the Netherlands.
MediaMonks is situated in Hilversum and was established in 2001. Currently
MediaMonks is represented by almost 90 Monks. MediaMonks Games was
established in 2006 and is the biggest advergame studio in the Netherlands.
We are specialized in translating offline ideas in online campaigns. We work for
a lot of (inter) national agencies and brands .
We differ from our competitors by doing all the development and productions
in-house.

6. Today’s topic
Games versus advertising
What is the connection between the advertising and gaming industry?

7. Figures gaming industry
Gaming is the fastest growing (media) industry in the world
• Global revenue in the game industry: 51.4 billion US dollars in 2008
• And will grow to 73.5 billion US dollar in 2013.
• On average this a more than an annual increase of 7%.
• To compare: The gaming industry is even bigger than Hollywood.
• And even Holland plays a role : Killzone / Guerilla games , Overlord from
Triumph studios, Spill media and of course MediaMonks Games…..
PricewaterhouseCoopers (PwC)

8. We are very sorry
But unfortunately…..
• Advertising has almost no connection with the Gaming industry
• Not many agencies are involved with branded console games.
• That’s why these enormous growth figures aren’t that interesing.

9. Online games
But luckily there are other interesting options in the gaming field…
That is where advertising meets online games

10. Figures online gaming industry
Online gaming is still a small part but increasing:
•Online gaming revenue in 2008 some figures:
– MMO’s 3.5 billion dollar
– Casual Games 1.5 billion dollar
•Online gaming revenue in 2013 is 13.7 billion dollars
•Annual increase of more than 120%
•Online gaming reaches more than100 million unique persons per month
•Online games reach more than 60% of the Dutch population
•Almost all target groups from 8 – 88 play online games.

11. Where are our opportunities?
We see three major possibilities in the online gaming field for the
advertising industry.
•Translation of an above the line campaign into an online game
•Making use of the enormous reach of the existing gaming platforms
•Introducing structural loyalty and activation gaming for brands

12. Above the line
How to translate an above the line campaign into an online game:
It is easier to show you that with an interesting example
Nestea DEMO
demo

13. Translation above the line
As you can see the quality of the online game can be as good as the
commercial. And a game offers a lot more benefits:
•It holds your attention (even longer than 30 sec)
•Players return quite often to play again (from push to pull)
•It is fun to play (brand entertainment / experience)
•And you even send it to your friends (viral effect)
We call this Brand immersion (The visitors / gamers are totally focussed on
playing the game and they are intensely involved with brand)

14. Production of games in Holland
How can we produce games that have that kind of communicative and
appealing power for the Dutch market?

15. Dutch examples
We can again best illustrate this with some examples:
1. Bijenkorf – Maffe Marathon ‘ Crazy Marathon’
2. SOA AIDS Netherlands – Vrij Soa Vrij ‘STD Free Sex’
3. Dreft – Schitterend Schoon ‘Sparkly Clean’

16. Bijenkorf - Maffe Marathon ‘Crazy Marathon’
demo

17. Results: Bijenkorf
Results:
Confidential
Xander Amo +31651451216

18. SOA AIDS Netherlands – Vrij Soa Vrij
demo

19. Results SOA AIDS Netherlands
Results:
• Online effects, some examples
– 9.5 million online impressions
– More then 220.000 unique visitors on www.vrijsoavrij.nl within 6 months.
– 139.000 visitors on the Windows Live Messenger Tab
• Campaign effects, some examples
– 23% more teenagers see the importance of a STD test
– 43% more teenagers do acknowledge to test before having unprotected sex

20. Dreft – Schitterend Schoon ‘Sparkly Clean’
demo

21. Dreft: Results
Results:
Confidential
Xander Amo +31651451216

22. Conclusion
Above the line campaigns can be successfully translated into attractive games.
There are endless creative possibilities.
But keep in mind:
•It’s not a 1 to 1 translation
•Combine concept, game play, technical development and media
•It has to have a fun gameplay, but it has to underline the brand values

23. Where are our opportunities?
We see three major possibilities in the online gaming field for the advertising
industry.
•Translation of an above the line campaign into an online game
•Making use of the enormous reach of the existing gaming platforms
•Introducing structural loyalty and activation gaming for brands

24. What are they doing?
How can we use the reach of the current game portals?
And…… What are these online gaming people doing all day?

25. Zylom
First we look at Zylom.
The largest woman gaming portal in the Netherlands.
demo

26. Spill media
Then we want to show you an average gameplay of a Spill media portal visitor.
demo

27. Conclusion:
• The current online game portals are often quite dull and the content is
mostly of very low quality.
• The portals look alike have the same content which is often used on multiple
places.
• But gamers accept this! They are entertained for several hours.

28. Action points:
What must agencies do in order to react?
Create visually attractive, fun and playable games in which the advertiser is
integrated. Launch this on game portals where the target group can be found.
Success is guaranteed!

29. Where are our opportunities?
We see three major possibilities in the online gaming field for the advertising
industry.
•Translation of an above the line campaign into an online game
•Making use of the enormous reach of the existing gaming platforms
•Introducing structural loyalty and activation gaming for brands

30. Charity lotteries
Disclosed
Xander Amo +31651451216

31. Game over
For agencies we see big opportunities in the online advergame industry.
• Translation of themed campaigns to an online game.
• Make use of the enormous reach of current game portals
• Advise your clients in loyalty and activation gaming

32. Game over
What you need to know on creation and concept development:
• Combine concept, game play, technical development and media
Make great content! This will make both, gamer, advertisers, agencies and your
creatives happy.
Online gaming needs advertising!