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Web Wed Massive

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- Massive is a leading in-game advertising network established in 2002 with over 110 game titles and 824 ad campaigns from 223 clients. - Video games have become a major entertainment medium, surpassing the film industry in revenue. The audience is primarily males aged 13-34 with above average incomes. - Dynamic in-game advertising allows ads to be customized by game, language, location, and updated in real-time, providing interactivity and engagement that increases advertising effectiveness.

BusinessTechnology
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For Special Web Wed Night 25 th Jun 2008
About Massive ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Game ecosystem Publisher & Developer Gamers Advertiser
Game as a medium – Market size ,[object Object],Asia Consumer Spend *Sources: PwC Global Entertainment and Media Outlook 2007
Game as a medium - Contents ,[object Object],Grand Theft Auto IV The Game ,[object Object],[object Object],*Sources: Boxoffice Mojo **Take Two Interactive Indiana Jones 4 The Movie ,[object Object],[object Object]
Game as a medium - Audience ,[object Object],[object Object],[object Object],*Source: Nielsen USA Video Game Tracking , November 2007 Income Gender Income % <30K 18% 30k-49.9K 22% 50k-74.9k 28% 75k-99.9k 14% 100k-149.9k 9% >150K 3% Unknown 6% Total 100% Male % Female % M7-12 11% F7-12 3% M13-17 20% F13-17 2% M18-24 31% F18-24 3% M25-34 18% F25-34 2% M35-44 5% F35-44 1% M45-54 3% F45-54 0% Total 89% Total 11%
[object Object],[object Object],Game as a medium - Audience *Sources : IDC, APAC online game forecast, Oct 2007 Total Internet user (CAGR : 9.2%) Online Gamer (CAGR : 13.3%) % of Gamer
What makes In-game Advertising a Medium?
[object Object],[object Object],Value of Engaged Audience Source: Omnicom Study - July 09, 2007 AdAge.com Engaged Audience Interactivity & Customization High Quality Content Engaged Viewer Regular Viewers
Engagement in Gaming ; TPO(Time, Place and Occasion) FPS Racing Sports MMORPG E-Sports Activity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Engaged & Stimulated
Engagement Effect - Auto ,[object Object],[object Object],Source: SPRING 2007 ADULT FULL YEAR (MAY 2006-JUNE 2007) BASE: Males 18-34 (data compared to males 18-34) Gamers: Males 18-34 who own or play Xbox, Xbox 360 or Online PC
Engagement Effect - Electronics ,[object Object],[object Object],Source: SPRING 2007 ADULT FULL YEAR (MAY 2006-JUNE 2007) BASE: Males 18-34 (data compared to males 18-34) Gamers: Males 18-34 who own or play Xbox, Xbox 360 or Online PC
A Breadth of Video Game Advertising Options ,[object Object],[object Object],Sponsored Events and Content Advergames Hardcoded Product Integration in Games Dynamic In-Game Advertising Time / Cost / Complexity
Why DIGA(Dynamic In-game Advertising) ,[object Object],[object Object],[object Object],[object Object],Creative Flexibility ,[object Object],[object Object],Geographic Targeting Content Targeting
Examples of DIGA INTERACTIVE VIDEO 2D/3D Creative sample
Check point for In-game Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Creative customization Creative provided by Advertiser Customization for Pre-approval Creative for final approval BELOW: Asset targeted to Side of a Truck seen with Night Vision Goggles
Advise from Industry Leader “ Brands must make themselves engaging, immersive, interactive and entertaining ………… Games remain one of the biggest untapped opportunities for marketers, for the simple fact that they are, indeed, engaging, immersive, interactive and entertaining.” <adage.com, 16 th Jun 2008> ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]

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