Presentation on gaming industries and what this means for advertisement and related business models.

1. Lets play
Allain Silbernberg

5. Wat woordjes
• Entertainmentgames
• Seriousgames
• Appliedgames
• Console
• Online
• Mobile
• Mash-up

7. What is the situation like today?

8. Gaming is an interesting channel for
advertisers to reach the difficult
to reach target group 18-36 yrs old
The gaming-public has broadened
Cliché images are fading
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9. Gaming has and will become
more and more a social event
When we were young we used to hook up
with our friends to play Playstation games.
Nintendo’s Wii brings back those emotions
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14. Advergaming & In-gamevertising
Say wuh?

15. Gaming is booming!
89%
Of Americans
watch primetime
TV
4%
Of Americans
watch a movie in a 58%
theater Of Americans play
some kind of a
computer/
videogame
NPD: More Americans play games than go to movies
A greater percentage of Americans play videogames than go out to the
movies, according to a new report from chart compiler and research
firm The NPD Group.
Source: 2006 Frank N. Magid Associates, Inc.
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17. Inception & first experiments: 60’s – 80’s
There wasn’t much technology available in this period. Creating games was almost unaffordable and
thus held a huge risk . One of the first companies to start advertising through games was Ford (Mustang), quickly
followed by Coca-Cola & Bud in the early 80’s (booming of the pc market)
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18. 18

19. Internet & Flash: the new millennium
Advergames knew a huge popularity boost because of the fast uprise of the Internet. They could be spread more
effectively and a larger audience could be reached. The introduction of Flash offered new possibilities: it was fast in
development, cheap and had excellent sound.
2000: America’s Army: the biggest online advergame ever made. It was created to influence young
people to choose for a career in the US military
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20. They come in many forms and shapes

21. Advertising Format Integration Description
Advergames Custom-made games specifically designed around
a product or service. In many cases they also bring
out a message about the brand.
Static In-game In-game Not changeable advertising inside of a game.
Advertising
Dynamic or Interactive In-game Changeable and/or clickable advertising within
networked games.
In-game Advertising
Inter-Level Advertising In-game Video or rich media advertising that is presented
in a natural break in game play, typically between
levels.
Plot Integration In-game A product plays an active role in the game; the
player experiences the product features &
benefits in context with the game play situation.
Pre- Roll In-game Video or rich media advertising that is presented
as the game loads
Product Placement Around Game, Integration brand messaging, sponsorship and/or
In-game products into the game.
Sponsorships Around Game, Website, Leaderboards, Tournaments,
In-game Sweepstakes, retail promotions. 21
Source: IAB Belgium

22. Advergames: loyalty & sales
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23. Advergames: corporate responsibility
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24. Advergames: brand experience
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25. Advergames: online multiplayer games
25

26. In-Gamevertising (1)
Ads can not change
Static In-Gamevertising
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27. In-Gamevertising (2)
Ads change according to time & location
Dynamic or Interactive In-Gamevertising
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28. In-Gamevertising (3)
An activity in the game… …triggers an email to the player*
*requires player opt-in
…promoting trial of the product (in this case).
Source: AdScape
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29. In-Gamevertising (4)
Inter-level In-gamevertising
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30. In-Gamevertising (5)
Pre-Roll In-gamevertising
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31. In-Gamevertising (6)
Product Placement In-gamevertising
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32. In-Gamevertising (7)
Sponsorship In-gamevertising
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33. In-Gamevertising (8)
Plot Integration In-gamevertising
Plot integration is when the products play an active role in the context of the
game, allowing the audience to experience specific product attributes e.g.
solving crimes with the help of a car and sophesticated technology.
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34. Casual Games
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35. Based upon the old game ‘bricks’
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36. Mobile Games & Mobile Advertising
Mobile gamin is set to known a huge growth in 2009
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37. Advergaming & Social Gaming

38. The Lost Experience
Games can become powerful in social networks: they can act as a katalysator between people and unite them
according to interest.
http://www.thelostexperience.com/
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39. Virgin Records ‘the collective mind’
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40. What happens when you create a good mix between
Advergaming, crossmedia & communities?

41. GoSupermodel – Village game
Communicate towards a specific community with its own values and needs. In this case girls can become a
virtual supermodel by playing the advergame
Source: http://nl.gosupermodel.com/
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42. Crossmedial concept
Online Mobile
Dolling Community Gaming Shopping
Express Yourself! Socialisation Fun Economy
All elements are inter-connected
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43. Why do they like it?
• Safe ’hang-out’
– High security, Girls only!
• Broad palette of services
– Entertainment, Community, Creative challenges,
Excitement
• Real life aspiration
– Users are in transition phase (Kids -> Young adults)
– Shopping, dressing up and ”Express yourself!”
• The generic ”Princess Dream”
– All young girls dream of becoming a beautiful Supermodel
surrounded by ”glitter & luxury’
Young females represent the fastest growing
segment of Internet usage (Mediascope Europe, 2006)
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44. In-game shop
SHOP
SHOP
Let users buy and interact virtually with your brand
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45. In-game magazine
Magazines
Establish your magazine online - in the right context
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46. In-game trailers
Movies
Exploit the richness of Online media
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48. Advergaming used as
a way to protest

49. Criticism against corporations
Anti-advergames are to detract from or call into question a set of products or services for expressive, cathartic,
social, or political purposes.
Source: http://www.mcvideogame.com/
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50. Let people think about something.
Bring over a certain message
Disaffected – serious game
Source: http://www.persuasivegames.com/games/game.aspx?game=disaffected
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51. What can we conclude?

52. We have entered the domain of the user
• In-game advertising is an exciting prospect for brands and is a
marketing tool still not being used to its fullest potential
• Always look to enhance the gaming experience, not detract
from it
• Understand the gamer: their knowledge, their expertise, and
their reason for playing
• Don’t interrupt your consumer unnecessarily (do not make
your ad irritating)
• Make the ads relevant to the title, and make sure the title is
relevant to your brand
• Don’t assume that it is enough to run your outdoor or TV ads
within a game. Make them relevant
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53. Atari ships the Pong stand-alone coin-operated video game in
1972. About 10,000 units are sold, making this the first
commercially-successful video game.

54. Jamdat Bowling launches in 2003 from Jamdat and
becomes the first successful title of the nascent mobile
games industry. Bejeweled follows suit and went on to sell
50 million units on mobile.

55. Mobile phones and networks quickly evolve to handle
graphically-rich games. Worldwide handset penetration
expected to be 4 billion by 2010. Mobile games market is
estimated to be $9.6 billion by 2011.

56. Launched at the end of 2007, Wii’s popularity was hugely
underestimated by “core” industry. Wii sold more units in
the US than the Xbox 360 and PlayStation 3 combined in
the first half of 2007. Wii targets a much broader
demographic than previous consoles and focuses on
simple gameplay that is fun.

57. Geschiedenis
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