Weitere ähnliche Inhalte Ähnlich wie Social Gaming Overview: Too Big To Ignore (6) Kürzlich hochgeladen (20) Social Gaming Overview: Too Big To Ignore1. SOCIAL GAMING OVERVIEW
@MARKSILVA
@KIMJAMES
@TIMECHANGE
@KIMKYAW
TOO BIG TO
IGNORE
#SOCIALGAMING
4/12/11 ADTECH SF
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2. OUTLINE
Contents
• Overview
@MARKSILVA
• Dynamics
@KIMJAMES
• NEXON+Asia @TIMECHANGE
• International Trends @KIMKYAW
• Toyota Pwns Social Gaming
• Appendix #SOCIALGAMING
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4680
3. OVERVIEW
TOO BIG TO IGNORE
50000000
Top Social Game apps
earn the reach of TVs top-
rated shows, the 37500000
Dancing With he Stars
engagement of an
addictive game and the
ol
25000000
American Id
popular culture impact of
CityVille
FarmVille
Rock and Hollywood
TX HodeEm
12500000
NCIS
stature.
NCAA
Frontier
Ville
Sources: 1) Nielsen TV Ratings: 3/28/11 2) AllFacebook.com 0
Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved TV Social Gaming
4. OVERVIEW
IT’S THAT BIG
Facebook-Like Growth
and Scale
• Over half of Facebook’s 500
million users play Social Games
• Every other check-in for Facebook
is for Social Gaming
Source: AllFacebook.com August 2010
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5. OVERVIEW
BIGGER THAN GAMING
• Social Gaming is tracking Facebook’s ongoing growth eclipsing the reach
and engagement of most media
• Social Games eclipse classic, console-based games in audience by over
10-times
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6. OVERVIEW
IT’S THAT BIG
Bigger Than...
• The Population of England on any day
and the US any month
• Email--Social Gaming passed email in
2010 to become 2nd leading activity
online with >10% time use
• Any other Social Network
Source: AllFacebook.com August 2010
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7. OVERVIEW
BIGGER THAN SHREK?
“I would like to be [Zynga
CEO] Mark Pincus. He has
nailed the next killer app, the
next compelling thing that’s
going to happen in media.”
Jeffrey Katzenberg
CEO, Dreamworks
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8. OVERVIEW
BIGGEST & BEST EVER
“Zynga is the most-profitable, fastest-growing, and has the happiest
customers of any company that Kleiner Perkins has invested in.”
John Doerr
VC, Kleiner Perkins Caufield & Byers
Investors in Amazon, Google, Intuit
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9. OVERVIEW
PLAYERS AND WORLDS
A quick tour of the leading players in Social Gaming
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10. OVERVIEW
PLAYERS AND WORLDS
Snapshot of leading players in Social Gaming
268,386,159 36,367,080 18, 763, 314
MAU MAU MAU
Monthly Active Users Monthly Active Users Monthly Active Users
58,370,803 5,753,580 2,147,100
DAU DAU DAU
Daily Active Users Daily Active Users Daily Active Users
Source: http://www.appdata.com/leaderboard/developers
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11. OVERVIEW
• Zynga leads Social Games with the #1 blockbuster hit, CityVille, and a most
of the top-20 Social Games
• As a network Zynga engages 250+ million players/month
• We see Zynga making Social Games a network unto itself
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12. OVERVIEW
• EA/Playfish is a leading developer engaging 35+ million players a month
• Developing Social Gaming versions of popular EA titles
• We see Playfish bringing more of its Gaming DNA and cross-device
integration into its aproach
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13. OVERVIEW
• Playdom is a leading player in Social Gaming engaging 18+ million players
each month
• Cable TV-size audiences for Social Gaming
• With Disney acquision , we see a publishing/media model emerging for
Playdom and expect Disney Network IP for the platform
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14. OVERVIEW
• As you can imagine in a space that has grown meteorically in the past
24-months, many other players exist and more entering each month
• We can expect to see indie developers produce hits and have a key role
in the space
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15. DYNAMICS
MORE THAN FUN & GAMES
• Social Networks create a “rich-get-richer” dynamic where early and fast
movers dominate as their footprint grows
• Zynga grew aggressively through user and developer acquisition
• In addition to great games, Zynga learned how to optimize its transactions
and network effect
• Applying this dynamic, Zynga built FrontierVille to the #2 World in under 30
days then CityVille to 100m users in under 8 weeks
• Zynga’s rapid ascension and distribution creates significant barriers to
replication
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16. DYNAMICS
NOT FOR AMATEURS
• Pace of innovation and optimization is continual-- too fast to attempt
replicating or “DIY”
• Strong agency recommendation: Collaborate over DIY
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17. DYNAMICS
ENTERING THESE WORLDS
• Advertising is less than 10% of revenues and Social
Games monetize only 1-5% of users
• Beyond endemic placements (ingredients in FarmVille or
CPG brands in Cafe World, for instance) look to aligning
values and audience
• Seek fit and utility, not just reach and demographics
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18. DYNAMICS
A DIFFERENT GAMER FOR EVERY GAME
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19. DYNAMICS
SOCIAL GAMERS KEY VALUES
• Games are a way to amplify fun had with friends
• Social Gaming is more about getting together with friends
than the game itself
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20. DYNAMICS
LEVELS OF COMMITMENT
Br a n Br a n N ew Mult Build
i
1 2 3 4 5
de
de
-C
Ga
a Game
h
d Ga m
d V ir t u
me M
ns
ann
ion
tio
el
e
s
ec
s
Interac
t
al Integra
G o od hanic
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21. DYNAMICS
Br a n
LEVELS OF COMMITMENT 1
de
d V ir t u
s
al
G o od
1. Branded Virtual Goods
• The lowest level is a branded virtual good or service. Just put
your name on it.
• This can be thought of like a media buy. Doesn’t really affect
game play in a branded way, but not to be discounted. The right
good for the right brand can be very effective.
Time frame: weeks to months
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22. DYNAMICS
DPSU+RESTAURANT CITY
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23. DYNAMICS
Br a n
LEVELS OF COMMITMENT 2
de
d Ga m
ns
tio
e
Interac
2. Branded Interactions - Existing Game Mechanics
• Involves creating custom branded items that give customized
rewards within existing game mechanics that can reflect brand
values.
• For instance, specific brand-centric power-ups or rewards that
can affect characters, earn further game rewards or be gifted to
others.
Time frame: three to four months
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24. DYNAMICS
BING + ZYNGA
Microsoft launched Bing with great fanfare
in traditional media, online and in FarmVille.
Users clicked from Bing logos to like the
search engine in Facebook.
Results: Bing acquired 425,000 new fans, a
360% jump in less than one day. 70% of
them visited Bing in the following month.
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25. DYNAMICS
PUBLIC ENEMY WARS
Universal dropped John Depp/Dillinger
into Mafia Wars with killer results
Gaming mechanic: task achievement earned
points, energy, status
Results:
• Nearly 1 billion impressions
• 54mm loot interactions
• 44mm jobs completed
• 19 million unique players
• STRONG DVD sales
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26. DYNAMICS
GOOD MONEY
By offering custom virtual goods
that improved the performance
of crops Zynga raised over $1.5
million dollars for Haiti in the
first month and $3 million
overall.
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27. DYNAMICS
N ew
LEVELS OF COMMITMENT 3
Ga
me M
ec
s
hanic
3. Branded Interactions - New Game Mechanics
This is a large custom build. Not just a product or a power-up,
but something like a large, branded build out (a bar in a
restaurant or a kitchen area with specific game play) or even as
large as an independent venue (café, shop, etc.)
Time frame: three to four months
At this level, services like tracking and analytics may become
part of the package.
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28. DYNAMICS
GATORADE + EA SPORTS
Gatorade wanted to reach highly engaged,
difficult to target young athletic male
audience to drive product sales. They
integrated their product in authentic ways
across multiple EA Sports titles.
• 24% volume increase in purchases within
user group
• Positive ROI of $3 earned-$1 spent
• Product penetration increased 9% among
Gatorade Bath Cheat Code
new consumers of the brand.
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29. DYNAMICS
Mult
LEVELS OF COMMITMENT 4 i
-C
h
anne
t ion
l
Integra
4. Multi-Channel Integrated Campaign
Involves tying multiple channels (including online and offline)
together into an immersive, well-branded campaign. Involves a
high-degree of planning and requires significantly longer lead time
and coordinated involvement by multiple parties.
Big Idea thinking combined with specialists needed for retail
components, sweeps, and any 360º production and execution.
Time frame: four months to eight months
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30. DYNAMICS
ZYNGA + 7-11
Consumers earned virtual gifts for buying anything
program related.
Buy. Specially marked items from 7-Eleven.
Earn. Codes for exclusive virtual gifts.
Play. Get a leg up on your friends.
How it Performed:
• Impacted nearly every KPI in retail:
• Daypart
• Frequency
• Demographic diversification
• Basket mix
• Favorability
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32. [ Gaming in Asia ]
• The State of Gaming in Asia
• Introduction to Nexon and our Games
• In Game Advertising will it ever take off?
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33. [ What is Online Gaming?]
• Synchronous/Concurrent Play with other users through
the internet
• Access through PC or Mobile Devices
• Immersive Content provided as a service than product.
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34. [ Global Online Game Market Size ]
South America
Asia
CAGR
Europe
North America
22%
2007 2008 2009 2010(E) 2011(E) 2012(E)
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35. [ Global Game Market Size ]
Global Game Market
Global Online Game Market
14.7%
144,149
132,609
125,425
115,702
117,372
100,754
2007 2008 2009 2010(E) 2011(E) 2012(E)
[Unit: million USD]
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36. [ Global Online Game Market Share ]
South America
Asia
Europe
North America
Japan 11%
SE Asia 11%
Korea 33%
China 45%
2007 2008 2009 2010(E) 2011(E) 2012(E)
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37. [ Success Factors ]
• Technical Infrastructure
(Broadband, Mobile networks)
• Billing Infrastructure
• Cultural and Social Factors
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38. [ The Growth Trend ]
Annual double digit growth 771
EBITDA
Revenue 45% 5-year CAGR
52% 10-year CAGR 551
389 384.0
326
306.6
256
211
147.4
128.7
86 102.0 103.1
41 56
24 12.8 21.3 22.1 27.2
22
0.41 0.42 4.88 15.9
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010(E)
[Unit: million USD]
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39. a Service, not a Product
VS.
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40. [ The Games of Nexon]
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41. 200M+
1 of 6
2.4m
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42. 1,000/day
175,995,500
1,500/day
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43. COMMUNITY
CONNECTIONCOMPETITION
CONTENT
PC, MOBILE, SOCIAL
FOR THE CONNECTED USER
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44. [ SNG: The New Frontier]
• Larger User Base
• New demographic groups
• Viral Social Graph
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45. [ InGameAds: Why haven’t they work?]
• Recycle or repurpose of existing assets
• Lack of Value to the user
• No clear metrics
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46. [ Some Successful Examples]
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47. [ Virtual Goods: The Value Matrix]
• Decorative Items vs. Ability Items
• Set Items, Limited Edition Items
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48. [ Successful Campaigns=Investments]
• Trail and Error= Time and Effort
• Online Games : Real Time, Interactive Platform
• Invest time and money to define: Value of Items
Metrics, Online, Mobile, Offline, UX
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49. SECTION TITLE
GLOBAL TRENDS
IN SOCIAL GAMING
TIM CHANG
PARTNER, NORWEST VENTURE PARTNERS
@TIMECHANGE
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50. SECTION TITLE
Norwest Venture Partners Overview:
‣ Inception in 1961
‣ Funded more than 400 companies
‣ Managing >$3.7B in venture capital
‣ Current fund of $1.2B raised in 12/09
‣ Global VC firm based in Palo Alto, CA – investing in US, India, China, Israel
‣ Consistently ranked in top quartile of venture capital firms
Gaming/Gamification-related Investments:
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51. SECTION TITLE
Global Trends Overview:
‣ The Social Gaming Warfront and Landgrab has Expanded Beyond the US
‣ Players Battling for Distribution Power, New Revenue Streams, Talent
Acquisition
‣ Mobile is the New Hope for Social Gaming
‣ New Publishing Models Emerging Across Regions
‣ Facebook Global Growth vs. Incumbent Networks
‣ New Genres Emerging Beyond Copycat “x-Ville” Games
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52. SECTION TITLE
What Is Everyone Battling Over?
‣ New Revenue Streams
‣ Distribution Power
‣ Talent Acquisition
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53. SECTION TITLE
Global Battleground
Snapshot
Japan: (New Revenue Streams)
‣ Small market (DAUs), high ARPU
‣ Players used to freemium + MTX model,
and paying via mobile)
‣ 80% mobile (Flash-supported on legacy
phones = no app builds needed)
‣ 3 different networks: DeNA, GREE, Mixi –
opening app platforms and expanding into
US, China, etc
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54. SECTION TITLE
Global Battleground
Snapshot
China: (Talent Acquisition; Distribution
and Revenues Still Challenging)
‣ Large market (DAUs), low ARPU
‣ Familiarity with freemium + MTX via MMO games +
virtual goods on QQ
‣ Primarily online play; smartphone apps still on the
come
‣ 1 dominant network (Tencent QQ), 3 challengers
(Kaixin001, RenRen, 51) – not fully open platforms
yet, poor revenue splits
‣ Lower cost labor pool
‣ MMO companies and Tencent entering US for IP and
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55. SECTION TITLE
Global Battleground
Snapshot
Korea:
‣ Traditionally a hardcore/midcore gaming
market: MMO RPGs, client downloads
‣ NHN, Nexon aggressively expanding
overseas
‣ Best-suited for midcore if free to play MMO
companies go browser-based and leverage
social networks for publishing
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56. SECTION TITLE
Global Battleground
Snapshot
Brazil:
‣ VERY social player base: Orkut is dominant
network, with Facebook growing quickly
‣ Payment methods remain challenging, but on
the rise with healthy ARPU
‣ Native players like Mentez and Vostu looking to
dominate distribution before Zynga and others
can enter via Facebook
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57. SECTION TITLE
Global Battleground
Snapshot
Russia:
‣ Kontakti is incumbent social network leader
‣ “Importer Publishers” like i-Jet often critical
for market entry
‣ Tricky region to operate in…
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58. SECTION TITLE
Global Battleground
Snapshot
India:
‣ Still nascent – big potential for mobile
social gaming as grey market Android
smartphones gain adoption
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59. SECTION TITLE
Mobile Social Gaming: The Shiny
New Toy
• Ngmoco brought the social gaming model to mobile, and created >
$400M of value in barely 2 years…
• …attracting a string of copycats and bandwagon jumpers, desperate
to get off of Facebook and away from battling Zynga
• iOS App Store is a wide-open playing field since the 3 Pillars of
Facebook social gaming don’t apply:
• iOS App Store is extremely noisy though, giving rise to:
• Android is Next Big Thing…if In App Purchases work
• Tablets may enable whole new genres of mobile social games
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60. SECTION TITLE
New Publishing Models Across Regions:
• Some US publishers like Zynga “going direct” by hiring or acquiring teams to launch localized versions of
their games into Japan, Europe, etc.
• Others using localization partners to publish and operate their games overseas: Mentez, 6waves, i-Jet,
etc.
• Publishing partner needed if regional social networks, payment methods, and player tastes are
significantly different
• Overseas publishers like Tencent also trying to do the same in the US market, but have failed to compete
with Facebook… (trying mobile now instead – DeNA/ngmoco)
• Approaches:
- Local team building original IP
- Copy and localize (the rip-off strategy)
- License and localize
- Co-develop and rev share
• Lessons learned: owning IP is important; access to source code for true localization is critical
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61. SECTION TITLE
What’s Next?
• If Facebook dominates more of the global online social gaming market, will import/export
publishers go away?
• Will dominant mobile social gaming networks arise in the US, giving challenge to Facebook?
• Asian free2play game companies are poised to bring “midcore” gaming to social platforms – an
area that’s hard for Zynga to copy and compete in?
• The end of Social Gaming 1.0 is nearing – what are the next big genres after copycat Farm/City/Pet/
Fish games? (Midcore? ARG? Truly social games? Casual MMO RPG? Social RTS? Youth
Edutainment?)l
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62. TOYOTA PRIUS FAMILY
GAMING REVEAL
@KIMKYAW
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63. Objectives & Strategies
Objectives
‣ Build awareness of the new Prius Family portfolio
‣ Increase brand favorability and purchase consideration
Strategies
‣ Leverage the entire gaming eco system
‣ Engage consumers: enhance experiences, encourage positive action, and add value
‣ Foster social interaction and viral sharing on YouTube, Facebook etc.
Prius Target: “Eco Modernists”
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64. Why Gaming for Prius?
Gaming fits with the Prius mindset as it provides an
outlet for creativity and sharing
Gamers are auto influencers and decision makers
‣ 48% of gamers provide frequent advice about automotives
Strong in-game branding experiences lead to:
‣ Increased awareness
‣ Purchase intent
‣ Positive lift in perception
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65. Utilize Gaming Eco System
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67. Car Town
Top 20 game on Facebook: 8MM users
Leverage a large user base of auto
enthusiasts to generate buzz
Program description:
‣ Virtual Prius Showroom opens simultaneously with the Detroit Autoshow
‣ Users vote for the favorite plural and receive a T-Shirt
‣ Prius Family models become available for in-game purchase
‣ Collecting all four vehicles grows coins on Family Prius Tree
‣ Prius c concept available for free for those who “Like” the Prius page
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69. Measuring Success
Prius Showroom Total visits: 13.3MM
‣ Prius Plural Unique Votes: 1.5MM (80% of Total Prius Goes Plural Votes)
‣ Prius Video Plays: 1.4MM (90% of all showroom visitors watched video)
Prius is the #1 largest market share (in units)
of any model in CarTown
‣ Increased from .04% to 14%
Toyota Prius Facebook Fan Page Prius c Integration:
‣ 147% Growth
‣ Average Fan Retention rate of 96% (Like vs Unlike)
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70. EA: Monopoly
2nd fastest growing app on Facebook *
‣ Launched on 1/26, over 5MM players as of 3/28
Ownership of Monopoly across all
game platforms: mobile, tablet,
PC, Facebook
Program description:
‣ In-game integration encourages sharing
and time spent with the brand
‣ Positive impact and authentic integration
‣ Custom Prius Mover
‣ Green “Eco” homes to gift to others
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72. Measuring Success
More than 800,000 Prius movers and
Green Eco Houses gifted
More than 250,000 Green Eco
Houses purchased for gold
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73. Little Big Planet 2
Allows gamers to play, create and share Prius inspired content
Custom Prius level built into the game
Program description:
‣ Timing: 1/18/11 – 3/31/11
‣ Developer made “LittleBigPrius” level
- Animated XMB theme
- Prius model featured in Central Square of HOME
‣ Prius items were given to users to create their own Prius levels for the contest
‣ Along with prizing, winner received presence in Playstation HOME , in-game
and on Playstation network
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75. Measuring Success
Prius LBP2 Level ranks (out of 4MM total)
‣ rank #9 for “most hearted” level
‣ rank #16 for “most played” level
‣ 81% completion rate amongst players (as of 3/3)
Contest Stats:
- On average 10 minutes to complete level ‣ 897 contest entries
‣ contest winner: ‘eco adventure’
- 798 total plays, hearted 243 times
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76. Learning
Gaming can be used to achieve various media objectives
Allows for unique and innovative advertising integrations beyond the realm of
traditional media
Partnership opportunities require extensive lead times for asset development
Social gaming can successfully grow fan base
Increase brand recognition and positive association by enhancing organic
in-game user experience
Advertiser must provide 3D render data to partners to be able to include the
vehicle in-game
Audience sensitivity is higher in gaming than other media
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77. Q&A
DISCUSSION
#SOCIALGAMING
• @KIMJAMES
• @KIMKYAW
• @TIMECHANGE
• @MARKSILVA
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78. APPENDIX
RESOURCES
• Bookmarks:
Delicious.com/marksilva/socialgaming
• Latest version of this presentation
Slideshare.net/marksilva
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79. APPENDIX
GLOSSARY
ARPU Exit Event
Average Revenue Per User is measured as total revenue divided by the number The last actions a user performs before exiting the game.
of subscribers.
K Factor
Churn K Factor measures the virality of your product.
The turnover rate of a social game’s active players. Churn refers to this K Factor = (Infection Rate) * (Conversion Rate).
constant loss and gain of members. • An Infection Rate is how much a given user exposes the game to other
players.
Cohort • A conversion rate is when that “infection” results in a new sign up.
“A group of subjects who have shared a particular experience during a Ex. A K Factor of 1 means every member is bringing you one additional member.
particular time span.” Cohorts are used for analyzing retention.
Lifetime Network Value
DAU The value a user provides to your network over the course of their entire
Daily Active Users is the number of active users over the course of a single “lifetime” on the network.
day.
MAU
DAU/MAU Monthly Active Users tracks the total number of users in a given month.
Comparing Daily Active Users to Monthly Active Users shows roughly how many
days per month your average user engages with your game. It is strongly Re-Engagement
correlated with social gaming success. Re-engagement is how you get users who have quit playing to come back. It
includes re-engaging gamers who have been signed off for an hour, a day, a
Engagement month, or more.
Engagement measures how long users spend playing your game. How many
features do they access? Are they spending hours or seconds? How many Retention
pages does the average user view? What percentage are returning visitors? Retention is how well you maintain your userbase.
Entry Event Viral Rate/Virality
The first action a user performs when they enter the game. Measured by K Factor, the Viral Rate/Virality shows how much your users are
promoting, evangelizing and spreading your game.
Source: http://bit.ly/sgglossary
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80. APPENDIX
SOCIAL GAMING DYNAMICS
• The new “Hardcore” Social Gamer is
a midwest mom
• Think friends not gamers
• Part of value is bringing friends
together
• Respect the user
• Add value
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82. APPENDIX
SOCIALGAMING STATISTICS
Capturing share from Social Networks, Email and Portals?
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83. APPENDIX
SOCIALGAMING STATISTICS
Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
84. APPENDIX
SOCIALGAMING STATISTICS Time spent on internet activites
Copyright ©2011 ANTHEM WORLDWIDE/SCHAWK INC. All Rights Reserved
85. APPENDIX
SOCIALGAMING STATISTICS
• Social Gaming inspires a majority of daily and
weekly play
• Gender and age change based on the world
and activities
• While average demographic composition
skews slightly male, average time and
engagement skews female
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