Highlights from the MMA presentation in London on 17th July in London featuring speakers from comScore, Electronic Arts, Universal Pictures, 4T2 (Lego) and Rovio

1. MMA
Brand and Agency Briefing
London
17TH July 2013
MMA UK BRIEFING ON MOBILE GAMING:
KEY INSIGHTS & TAKEAWAYS

2. Sponsored
by:
Supported
by:
WITH THANKS TO OUR SPONSORS AND SUPPORTERS:

3. THE SPEAKERS:
Comscore
Hesham Al-Jahani
Rovio
Raphaelle Tripet
Universal Pictures
Alexia Paterson
4T2 Multimedia
Mike Hawkyard
Electronic Arts
Aaron Lassila

4. THE HIGHLIGHTS

5. THE REACH OF MOBILE GAMING:
“The fact that there are 20 million mobile
gamers in the UK, in comparison to the 22
million on social media, proves the divide is
minimal”
HESHAM AL-JAHANI
COMSCORE

6. MULTISCREENERS:
“4 million mobile gamers play when using
another screen and 56% of these are women”
HESHAM AL-JAHANI
COMSCORE

7. IN-GAME PURCHASE:
‘12% of Mobile gamers make in-game
purchases (a 51% increase over18 months)’
HESHAM AL-JAHANI
COMSCORE

8. IN-GAME ADVERTISING:
“40% of smartphone gamers recall seeing
in-game ads - 7% tapped on ads with an
18% conversion rate”
HESHAM AL-JAHANI
COMSCORE

9. BRAND SUCCESS:
“Angry Birds soft drinks are now the most
popular soft drink in Finland”
RAPHAELLE TRIPET
ROVIO

10. GAMING BRANDS:
“Mobile gaming brands can be
unconventional and disruptive and, as a
result, more flexible and open to ideas than
traditional media owners when working with
brands”
RAPHAELLE TRIPET
ROVIO

11. AUDIENCE REACH:
“Gaming has allowed us to reach beyond
the typical animated movie audience to the
elusive (and bombarded) 16-34 audience”
ALEXIA PATERSON
UNIVERSAL PICTURES

12. THE IMPORTANCE OFTRENDING:
“Trending in the app stores at launch is
key: an initial hit of download numbers
means everything. It is far harder to build up
from a low base than to ride the wave of a
strong launch campaign”
ALEXIA PATERSON
UNIVERSAL PICTURES

13. GAMING AS PART OF A MOBILE MIX:
“Mobile gaming does not take the place of
other mobile properties (such as official
destinations); it must be aligned with and
cross-promote each other”
ALEXIA PATERSON
UNIVERSAL PICTURES

14. APPS BEAT BROWSERS:
“Switching to a Lego mobile app rather than
a browser based game, doubled the number
of users”
MIKE HAWKYARD
4T2 MULTIMEDIA

15. LEGO GAME SUCCESS:
“There was 400% better retention levels on
mobile game apps in comparison to the
browsers version”
MIKE HAWKYARD
4T2 MULTIMEDIA

16. WHAT GAMERS WANT:
“Games are now platform agnostic. Start
playing in one location and finish in another.
Gamers are demanding a transferable
platform for games”
AARON LASSILA
ELECTRONIC ARTS

17. GAMING IS NUMBER ONE:
“43% of time spent in apps on
smartphones is spent gaming, rising to 67%
on tablets”
AARON LASSILA
ELECTRONIC ARTS

18. THE CASE FOR ADVERTISING
“85% of mobile gaming audiences would
watch more advertising if rewarded”
AARON LASSILA
ELECTRONIC ARTS

19. THE KEYTAKEAWAYS

20. Key Takeaways
• Mobile gaming can deliver a rich consumer
experience
• Can help reach new audiences
• And bring in new revenue streams
BUT…
• You must have a launch platform
• Make it part of an integrated marketing
campaign

21. 1. Check the answer @mma_emea
2. Cross promote your games
3. Tablets rule (for us)
4. Educate key players about reviews
5. Work hard to engage target platforms
6. Be generous with pre and post production
7. Always assume user error first

22. The mobile gaming audience is not a niche audience – it’s everyone!
Mobile gamers are engaged passionate by nature - tap into a real fan
base
Mobile gaming brands can be unconventional disruptive, so more
flexible open to ideas than traditional media owners when working with
brands
Creative integrated brand marketing opportunities: think outside the
box
Mobile gaming companies are not all the same!!
KEY TAKE AWAYS

23. GAMING IS THE TOP ENGAGEMENT ENTERTAINMENT ACTIVITY
MOBILE GAMING IS MASSIVE GLOBALLY, RAPIDLY EXPANDING
BRANDS WHO ADD VALUE ON MOBILE REAP BIG RESULTS
KEY TAKEAWAYS

24. THE FINALVOTE
The audience were asked ‘did this event make you more positive about
advertising in mobile gaming?’
Using www.Fetchvotes.Com they held up their phones to vote

25. A resounding YES was the answer

26. TO FIND OUT MORE ABOUT THE MMA AND SEE OUR
SCHEDULE OF FUTURE EVENTS SEE:
WWW.MMAGLOBAL.COM
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