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Adults & Social Gaming




                         Mike Doherty
Social Gaming: What is it?

Social gaming is a multiplayer, competitive, goal-oriented activity with defined rules of engagement
and online connectivity among a community of players.

Most social games include a few key elements:

o Leader boards

o Achievement Badges

o Friend or buddy list
Adults & Social Gaming: Overview



                                                 User Motives
      “Adults”                                   Why are users playing
      Defined as 18+                             social games?




    Effectiveness                                 User Characteristics
    Is advertising                                How do these users act
    in social games                               with the others and the
    effective?                                    market?


In-game Advertising
What are the differences in
types of in-game
advertisements? What
                                    In-game
placement works for who?           Advertising
User Motives: Overview
 Users often turn to
 social gaming for a way                           Social gaming can be
 to get away from the                              a large part of the
 negative aspects of                               recovery process for
 every day life                                    the user



                                                       Users often
                                                       game to get
Users of social
                                                       away from the
games are social
                                                       real world, giving
and often look to
                                                       them an
meet new people,
                                                       opportunity to
and form online
                                                       “take control” of
relationships with
                                                       various situations
other players
                                                       in the game
                                          Flow

Teamwork Is a large component for
many online players for games such      Teamwork
as Call of Duty. This allows users to
work together and socialize in the
comfort of their own homes
Flow: Definition




                                 Flow



                   • Flow is the sense of
                   immersion, or telepresence a
                   user may experience while
                   playing a game.

                   • This plays a large role in the
                   way a user interacts within a
                   game. This “flow”, or
                   immersion of the user is highly
                   desirable to marketers for
                   insight on how to best reach
                   users of social games.
User Motives: Defined




                                                                                                                    New
    Escape                 Relax                Control              Teamwork                Social               Ventures
•Users turn to      •Social gaming has   •Users may often     • Teamwork and         • Users of social     • Many users
online games to     been found to be     feel empowered       communication          games are very        enjoy the various
get away from       an important part    or in control when   are of the upmost      social individuals    experiences they
negative exterior   of the recovery      play games           importance to          and love meeting      can have online,
forces              process for some                          users                  new people online     they may not get
                                                                                                           to have in real life

•Often feel a       •Users feel more     •This is seen as a   • Seen as more          • Users may often    • Users can
sense of            rested and           de-stresser for      fun and rewarding       form strong          “harvest their
autonomy            capable after        many users           than playing a          relationships with   crops” without
                    playing                                   solo-player game        online “friends”     ever leaving home

•Feel a sense of    •Social games are    • By allowing        • Users often feel     • Social gamers       • Users that enjoy
immersion           often played at      users to have        the teamwork           often feel more       this are very
                    work to reduce       control, many        aspect is similar to   comfortable           immersive and
                    user’s stress and    users feel a sense   that displayed in a    expressing            suseptable to
                    anxiety              of autonomy          game of football       themselves online     online ads
User Characteristics: Defined




    Socially Active            Sophisticated          Highly Receptive to          Avid Consumers
 • Users spend 13 hours
                                 Gamers                  in-game ads
 per week on social                                                              • Often making purchases
 networks                                                                        in the following:
                           • 50% of the current       • 42% of social gamers
                           social gamer population    say they would be more     • Entertainment
 • Spend an average of     owns at least one          motivated to play a
 9.5 hours per week on     console                    social game that offered   • CPG (Consumer
 social games                                         real world rewards (eg:    Packaged Goods)
                                                      a coupon or gift card);
                           • 25% prefer games
 • Have 218 social         with missions or quests                               •and many other major
 connections                                          •55% of players would      categories
                                                      rather earn virtual
                           • 22% say the fact that
                                                      currency than purchase
 •16.5 real-life friends   their online friends can
                                                      it with real money
 who play the same         see their score drives
 social game as them       them to play more and
                           harder                     •24% of players report
                                                      they have clicked on an
 • Have made 20 new
                                                      ad in a social game and
 friends through social
                                                      made an online
 gaming
                                                      purchase
In-Game Advertising: Overview




                                                     Peripheral
                    Focal Visual Field
                                                     Placement




           Experienced Vs.                                   Differences in In-
                                    Violent Video          Game Advertising and
            Inexperience
                                  Games and Brands           Traditional Media
               Players
Focal Vs. Peripheral Visual Field

              Focal Visual Field

                  The brand
                appears in the
                 center of the
                 action in the
                     game



                                    Peripheral Visual Field

                                          The brand is
                                        placed outside
                                        the main field
                                        of visual focus
                                        – often used in
                                         racing games
Experienced Vs. Inexperienced Players




                                        Experienced
 Inexperienced
                                        • Experienced players should
                                        demonstrate greater memory
 • Focal placement may be
                                        performance for focal
 superior to peripheral
                                        placement than for peripherally
 placement regardless of the
                                        placed brands in a moderate-
 level of game involvement
                                        involvement game situation
 • Peripheral placement may get
                                        • Experienced playes should
 lost in the clutter of the game
                                        have a firm grasp on the game
 as the user trys to navigate
                                        and therefore may tune out
 through the game
                                        peripheral placement ads
Violent Video Games and Brands



  Violent Video Games

  Users are less likely to
  remember advertised
  brands when they are
  embedded in a violent game
  in comparison to a neutral
  game




 Why?
 •More arousing than other media
 • Diverts attention away from ads
 • Induces strong cognitive and affective reactions from players
 • Amount of mental resources spent on processing violence hinders encoding process of ads
 • Violent video games have proven less effective in brand placement in the aspects of brand recall
 and brand attitude
In-Game Advertising Vs. Traditional Media


 In-Game Advertising                        Traditional Media
 • Consists of script and
 screen placements within
 social games                               • Consists of television and
 • Allows user to interact                  movie commercials, as well
 with product and brand in                  as print ads and billboards
 proactive manner                           • Low-level of consumer
 • May allow for                            involvement
 collaboration between                      • Often seen as annoying or
 company and user                           invasive
 • Often creates stronger                   • Often difficult to rise
 brand impression than                      above the advertising
 traditional media                          “noise”
 • Does not interrupt                       • Limited time allotted for
 entertainment as a                         consumer impressions
 commercial would
Brand Placement: Pros and Cons

          Pros                                        Cons

    • Does not interrupt the
                       Cons
    consumer’s experience like                                  Cons
                                            • Ads may seem invasive to users
    traditional media
                  • Ads may seem                          • seem seem
                                            • The brand mayAds may unauthentic
                  invasive to users                           invasive to users
    • Not always paid for by the brand
              • The brand may seem          • Users may feelThe brand may or
                                                              • persuaded seem
    •         unauthentic
     Placements may not be                  tricked if they find out they are
                                                              unauthentic
    perceived by Users may feelas
                 consumers                  playing an advergame, or are
               •                                              • Users may feel
    commercial messages tricked if
               persuaded or                 being advertised to
                                                              persuaded or tricked if
                  they find out they are                      they find out they are
    • Creates   realism an advergame,
                  playing                                     playing an advergame,
                  or are being advertised                     or are being advertised
                  to                                          to
    • Authenticity

    • Creates a greater sense of
    telepresence
Effectiveness of In-Game Advertising



     Involvement is Grounded in Motivation
     There is a correlation between a user’s involvement in the game, and ad memorization. Thus, the more
     immersed a user is, the better brand placement will fare.


     Brand recall, and recognition is affected by game’s level of violence
     Users spend their time processing the violent images in the game, which takes time away from
     encoding brands or ads. Violent games also negatively affect a user’s brand opinion.


     Exposure Helps with Recall
     Users often do not have great brand recall after their first time playing a game, thus repetition helps
     with this issue.


     Proven Effective
     In-game advertising has proven to be effective. Users not only remember a brand, but may also
     remember the specific product. (ie. Nissan Skyline) However, script, screen and visual point of
     advertising must stil be considered when deciding if brand placement is right for a certain business.
Sources
  Dong-Hee Shin, Youn-Joo Shin, Why do people play social network games?, Computers in Human Behavior, Volume 27,
  Issue 2, March 2011, Pages 852-861, ISSN 0747-5632, 10.1016/j.chb.2010.11.010.

  Frostling-Henningsson, M. (2009). First-person shooter games as a way of connecting to people: 'Brothers in
  blood.'.Cyberpsychology & Behavior, 12(5), 557-562. doi:10.1089/cpb.2008.0345

  Kuhn, Kerri-Ann and Pope, Nigek K. Ll. and Voges, Kevin E. (2007) Exploring product
  placement in video games : an investigation of recall effects. In: Proceedings of : the
  Australian and New Zealand Marketing Academy (ANZMAC)

  Lee, M., & Faber, R. J. (2007). Effects of product placement on on-line games on brand memory: A perspective of the
  limited-capacity model of attention. Journal Of Advertising, 36(4), 75-90. doi:10.2753/JOA0091-3367360406

  Lee, M., & Tsai, T. (2010). What drives people to continue to play online games? An extension of technology model and
  theory of planned behavior. International Journal Of Human-Computer Interaction, 26(6), 601-620.
  doi:10.1080/10447311003781318

  Nelson, Michelle R.; Heelo, Keum; Yaros, Ronald A. Advertainment or Adcreep Game Players' Attitudes toward
  Advertising and Product Placements in Computer Games. Journal of Interactive Advertising,Volume 5 No1, Fall 2004.

  Reinecke, L. (2009). Games at work: The recreational use of computer games during working hours. Cyberpsychology &
  Behavior, 12(4), 461-465. doi:10.1089/cpb.2009.0010


  RockYou(R) Reveals Findings from Social Gamer Thought Leadership Research Study: Top 5 Insights About Social
  Gamers. (28 September). Business Wire Retrieved November 20, 2011, from ABI/INFORM Dateline. (Document
  ID: 2469967211).
Sources
  Tuten, L. Tracy (2011). Enterprise 2.0 How Technology, eCommerce, and Web 2.0 Are Transforming Business Virtually,
  Volume one. (7-3 & 7-4)


  Yang, H., & Wang, C. (2008). Product placement of computer games in cyberspace. Cyberpsychology & Behavior,11(4),
  399-404. doi:10.1089/cpb.2007.0099


  Yoo, S., & Peña, J. (2011). Do violent video games impair the effectiveness of in-game advertisements? The impact of
  gaming environment on brand recall, brand attitude, and purchase intention. Cyberpsychology, Behavior, And Social
  Networking, 14(7-8), 439-446. doi:10.1089/cyber.2010.0031

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Adults and Social Gaming

  • 1. Adults & Social Gaming Mike Doherty
  • 2. Social Gaming: What is it? Social gaming is a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players. Most social games include a few key elements: o Leader boards o Achievement Badges o Friend or buddy list
  • 3. Adults & Social Gaming: Overview User Motives “Adults” Why are users playing Defined as 18+ social games? Effectiveness User Characteristics Is advertising How do these users act in social games with the others and the effective? market? In-game Advertising What are the differences in types of in-game advertisements? What In-game placement works for who? Advertising
  • 4. User Motives: Overview Users often turn to social gaming for a way Social gaming can be to get away from the a large part of the negative aspects of recovery process for every day life the user Users often game to get Users of social away from the games are social real world, giving and often look to them an meet new people, opportunity to and form online “take control” of relationships with various situations other players in the game Flow Teamwork Is a large component for many online players for games such Teamwork as Call of Duty. This allows users to work together and socialize in the comfort of their own homes
  • 5. Flow: Definition Flow • Flow is the sense of immersion, or telepresence a user may experience while playing a game. • This plays a large role in the way a user interacts within a game. This “flow”, or immersion of the user is highly desirable to marketers for insight on how to best reach users of social games.
  • 6. User Motives: Defined New Escape Relax Control Teamwork Social Ventures •Users turn to •Social gaming has •Users may often • Teamwork and • Users of social • Many users online games to been found to be feel empowered communication games are very enjoy the various get away from an important part or in control when are of the upmost social individuals experiences they negative exterior of the recovery play games importance to and love meeting can have online, forces process for some users new people online they may not get to have in real life •Often feel a •Users feel more •This is seen as a • Seen as more • Users may often • Users can sense of rested and de-stresser for fun and rewarding form strong “harvest their autonomy capable after many users than playing a relationships with crops” without playing solo-player game online “friends” ever leaving home •Feel a sense of •Social games are • By allowing • Users often feel • Social gamers • Users that enjoy immersion often played at users to have the teamwork often feel more this are very work to reduce control, many aspect is similar to comfortable immersive and user’s stress and users feel a sense that displayed in a expressing suseptable to anxiety of autonomy game of football themselves online online ads
  • 7. User Characteristics: Defined Socially Active Sophisticated Highly Receptive to Avid Consumers • Users spend 13 hours Gamers in-game ads per week on social • Often making purchases networks in the following: • 50% of the current • 42% of social gamers social gamer population say they would be more • Entertainment • Spend an average of owns at least one motivated to play a 9.5 hours per week on console social game that offered • CPG (Consumer social games real world rewards (eg: Packaged Goods) a coupon or gift card); • 25% prefer games • Have 218 social with missions or quests •and many other major connections •55% of players would categories rather earn virtual • 22% say the fact that currency than purchase •16.5 real-life friends their online friends can it with real money who play the same see their score drives social game as them them to play more and harder •24% of players report they have clicked on an • Have made 20 new ad in a social game and friends through social made an online gaming purchase
  • 8. In-Game Advertising: Overview Peripheral Focal Visual Field Placement Experienced Vs. Differences in In- Violent Video Game Advertising and Inexperience Games and Brands Traditional Media Players
  • 9. Focal Vs. Peripheral Visual Field Focal Visual Field The brand appears in the center of the action in the game Peripheral Visual Field The brand is placed outside the main field of visual focus – often used in racing games
  • 10. Experienced Vs. Inexperienced Players Experienced Inexperienced • Experienced players should demonstrate greater memory • Focal placement may be performance for focal superior to peripheral placement than for peripherally placement regardless of the placed brands in a moderate- level of game involvement involvement game situation • Peripheral placement may get • Experienced playes should lost in the clutter of the game have a firm grasp on the game as the user trys to navigate and therefore may tune out through the game peripheral placement ads
  • 11. Violent Video Games and Brands Violent Video Games Users are less likely to remember advertised brands when they are embedded in a violent game in comparison to a neutral game Why? •More arousing than other media • Diverts attention away from ads • Induces strong cognitive and affective reactions from players • Amount of mental resources spent on processing violence hinders encoding process of ads • Violent video games have proven less effective in brand placement in the aspects of brand recall and brand attitude
  • 12. In-Game Advertising Vs. Traditional Media In-Game Advertising Traditional Media • Consists of script and screen placements within social games • Consists of television and • Allows user to interact movie commercials, as well with product and brand in as print ads and billboards proactive manner • Low-level of consumer • May allow for involvement collaboration between • Often seen as annoying or company and user invasive • Often creates stronger • Often difficult to rise brand impression than above the advertising traditional media “noise” • Does not interrupt • Limited time allotted for entertainment as a consumer impressions commercial would
  • 13. Brand Placement: Pros and Cons Pros Cons • Does not interrupt the Cons consumer’s experience like Cons • Ads may seem invasive to users traditional media • Ads may seem • seem seem • The brand mayAds may unauthentic invasive to users invasive to users • Not always paid for by the brand • The brand may seem • Users may feelThe brand may or • persuaded seem • unauthentic Placements may not be tricked if they find out they are unauthentic perceived by Users may feelas consumers playing an advergame, or are • • Users may feel commercial messages tricked if persuaded or being advertised to persuaded or tricked if they find out they are they find out they are • Creates realism an advergame, playing playing an advergame, or are being advertised or are being advertised to to • Authenticity • Creates a greater sense of telepresence
  • 14. Effectiveness of In-Game Advertising Involvement is Grounded in Motivation There is a correlation between a user’s involvement in the game, and ad memorization. Thus, the more immersed a user is, the better brand placement will fare. Brand recall, and recognition is affected by game’s level of violence Users spend their time processing the violent images in the game, which takes time away from encoding brands or ads. Violent games also negatively affect a user’s brand opinion. Exposure Helps with Recall Users often do not have great brand recall after their first time playing a game, thus repetition helps with this issue. Proven Effective In-game advertising has proven to be effective. Users not only remember a brand, but may also remember the specific product. (ie. Nissan Skyline) However, script, screen and visual point of advertising must stil be considered when deciding if brand placement is right for a certain business.
  • 15. Sources Dong-Hee Shin, Youn-Joo Shin, Why do people play social network games?, Computers in Human Behavior, Volume 27, Issue 2, March 2011, Pages 852-861, ISSN 0747-5632, 10.1016/j.chb.2010.11.010. Frostling-Henningsson, M. (2009). First-person shooter games as a way of connecting to people: 'Brothers in blood.'.Cyberpsychology & Behavior, 12(5), 557-562. doi:10.1089/cpb.2008.0345 Kuhn, Kerri-Ann and Pope, Nigek K. Ll. and Voges, Kevin E. (2007) Exploring product placement in video games : an investigation of recall effects. In: Proceedings of : the Australian and New Zealand Marketing Academy (ANZMAC) Lee, M., & Faber, R. J. (2007). Effects of product placement on on-line games on brand memory: A perspective of the limited-capacity model of attention. Journal Of Advertising, 36(4), 75-90. doi:10.2753/JOA0091-3367360406 Lee, M., & Tsai, T. (2010). What drives people to continue to play online games? An extension of technology model and theory of planned behavior. International Journal Of Human-Computer Interaction, 26(6), 601-620. doi:10.1080/10447311003781318 Nelson, Michelle R.; Heelo, Keum; Yaros, Ronald A. Advertainment or Adcreep Game Players' Attitudes toward Advertising and Product Placements in Computer Games. Journal of Interactive Advertising,Volume 5 No1, Fall 2004. Reinecke, L. (2009). Games at work: The recreational use of computer games during working hours. Cyberpsychology & Behavior, 12(4), 461-465. doi:10.1089/cpb.2009.0010 RockYou(R) Reveals Findings from Social Gamer Thought Leadership Research Study: Top 5 Insights About Social Gamers. (28 September). Business Wire Retrieved November 20, 2011, from ABI/INFORM Dateline. (Document ID: 2469967211).
  • 16. Sources Tuten, L. Tracy (2011). Enterprise 2.0 How Technology, eCommerce, and Web 2.0 Are Transforming Business Virtually, Volume one. (7-3 & 7-4) Yang, H., & Wang, C. (2008). Product placement of computer games in cyberspace. Cyberpsychology & Behavior,11(4), 399-404. doi:10.1089/cpb.2007.0099 Yoo, S., & Peña, J. (2011). Do violent video games impair the effectiveness of in-game advertisements? The impact of gaming environment on brand recall, brand attitude, and purchase intention. Cyberpsychology, Behavior, And Social Networking, 14(7-8), 439-446. doi:10.1089/cyber.2010.0031