GSN Digital - Leveraging Games as a Powerful Marketing Medium
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FutureM 2013 session with GSN Digital Speakers: Ari Brandt CEO and co-founder, MediaBrix John Federman CEO, Dailybreak Geoffrey Greenblatt North American Gaming Director, Mindshare James Kissell Strategic Partner Lead, Americas Mobile Apps and Gaming, Google Christian Meyer Senior Vice President, Digital Advertising, GSN Digital This panel discussion, led by Mindshare’s Geoffrey Greenblatt, will explore the correlation between gaming environments and the measured success of advertisements, shedding light on the growing marketing and brand awareness-boosting opportunities available across social, mobile and web game platforms.
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GSN Digital - Leveraging Games as a Powerful Marketing Medium
- 1. SESSION PARTNER Leveraging Games As A Powerful Marketing Medium VISIONARY SPONSORS INNOVATOR SPONSORS TA L K A B O U T U S ! # F U T U R E M # E D I T Y O U R S E S S I O N
- 2. AGENDA • Introduc)on § Today’s Gaming Landscape § Why Gaming For Brands • Panel Discussion • Wrapup And Q&A TA L K A B O U T U S ! # F U T U R E M
- 3. Introduc?on TA L K A B O U T U S ! # F U T U R E M
- 4. TODAY, GAMING IS SEEN AS… Engagement Entertainment! Lean-‐Forward Environment Adver;sing Is Embraced Mul;ple Playing PlaEorms TA L K A B O U T U S ! # F U T U R E M
- 5. IT MOVES THE NEEDLE FOR BRANDS BRAND ENGAGEMENTS Results • Clicks • Video Views • FB ‘Likes’ ATTRIBUTE LIFTS Results • Awareness LiNs • Favorability LiNs • Recommenda;on LiNs TA L K A B O U T U S ! # F U T U R E M SALES RESULTS! Results • Purchase Intent • Drive-‐To-‐Site/Store • Actual Transac;ons
- 6. AND BRANDS CAN REACH… 2 BILLION PEOPLE Across Every Device Imaginable!! 256 MILLION 1.6 BILLION 500 MILLION 300 MILLION 500 MILLION 1 BILLION CURRENT-‐GEN GAMING CONSOLES iOS DEVICES ANDROID DEVICES Sources: NewZoo 2013 DESKTOP AND NOTEBOOK PCS CONNECTED TVS FACEBOOK USERS (And That’s Up 33% From One Year Ago) TA L K A B O U T U S ! # F U T U R E M
- 7. 75% Of Guys Play Games… ...AND 46% OF ALL PLAYERS ARE FEMALE Sources: NewZoo 2013 TA L K A B O U T U S ! # F U T U R E M
- 8. TIME SPENT IS HUGE Playing Games On YouTube On Facebook 134 Million 175 Million 1 Billion Hours Spent Per Day Sources: NewZoo 2013 TA L K A B O U T U S ! # F U T U R E M
- 9. AND MOBILE… It Just Con;nues To Evolve And Grow… 2010 2001 2011 2007 2005 2008 2003 2006 2000 TA L K A B O U T U S ! # F U T U R E M 2010 100MM 2011 Paid downloads of TETRIS 2013
- 10. …IN MINDBLOWING FASHION!!! Mobile Gamers WW 2011-‐2016 millions 1,272 1,082 869 662 351 2011 Sources: NewZoo 2013 487 2012 2013 TA L K A B O U T U S ! # F U T U R E M 2014 2015 2016
- 11. FOR BRANDS, THIS MEANS… Opportunity!!! Massive Audience Hugely Engaging Experiences Unobtrusive Environments Added Value Pricing Discounts TA L K A B O U T U S ! # F U T U R E M
- 12. THEY CAN TARGET BY PLAYER TYPE Core Player Casual Player Social Player Play To Win/Compete Play To Explore/Escape Play To Engage W Others Personality: Killer Personality: Achiever/Explorer Personality: Socializer TA L K A B O U T U S ! # F U T U R E M
- 13. REACH THEM… All Day, Every Day
- 14. AND SELECT FROM A MULTITUDE OF… SCALABLE, EFFECTIVE OPTIONS Video Media & Sponsorships Minigames Integra@ons Retail/OOH/e-‐Commerce
- 15. EVEN MORE… GAMING WORKS WITH OTHER MEDIA FORMS ACTIVE, LEAN-‐FORWARD MEDIA • Free Games • Incen;vized Views • Branded Rewards • Events • Content Crea;on PASSIVE MEDIA • TV Spots • Banners • Online Video • OOH • Print • Radio STRONGER DRIVE TO POINT OF PURCHASE TA L K A B O U T U S ! # F U T U R E M
- 16. BRANDS CAN OPTIMIZE ON-THE-GO Use Real-‐Time Marke;ng Tools To Track Playing Ac;vity… PASSES CAUGHT LEVELS BEATEN …Op;mizing Campaigns And Maximizing Results!! TA L K A B O U T U S ! # F U T U R E M
- 17. AND TAKE ADVANTAGE OF GAMIFICATION Drives Retainment Via Engagement Mechanics Include: Personaliza@on Rewards Ac@vity Socializa;on Compe;;on Status Coins Levels Economy Badges Par;cipa;on Bonuses TA L K A B O U T U S ! # F U T U R E M
- 18. SIMPLY PUT… Gaming Con@nues To Smash All Barriers A $68B Industry Expected To Reach $82B In 2017 (Compare To Movies: $33B) (Compare To Music: $17B) And Brands Must Get Involved! TA L K A B O U T U S ! # F U T U R E M
- 19. FOR MORE INFORMATION Let’s Play: A How-‐To Guide To Winning In Gaming By Geoff GreenblaY LinkedIn: Geoffrey GreenblaY TA L K A B O U T U S ! # F U T U R E M
- 20. AND NOW… LEVERAGING GAMES AS A POWERFUL MARKETING MEDIUM Geoffrey GreenblaY Mindshare North American Gaming Director Ari Brandt Mediabrix CEO & Co-‐Founder James Kissell Google Strategic Partner Lead, Mobile Apps & Gaming TA L K A B O U T U S ! # F U T U R E M John Federman Dailybreak CEO Chris@an Meyer GSN Digital SVP, Digital Adver@sing