SlideShare ist ein Scribd-Unternehmen logo
1 von 54
Downloaden Sie, um offline zu lesen
GAMING
TRENDS
DEMOGRAPHIC
   SHIFTS
WHO PLAYS COMPUTER AND VIDEO GAMES?




            65%
    OF AMERICAN HOUSEHOLDS
   PLAY COMPUTER VIDEO GAMES


                            Source: ESA “Essential Facts”, 2008   3 | 57
COMING UP NEXT



   A society
 born in gaming




                  Image: PlayStation 2 “Baby”   4 | 57
SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s


                               Tweens & Teenagers
                               reigning supreme




                                      Image: PlayStation 3 “God”   5 | 57
SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION




   Change of focus:
18-35 years old core
       male gamers




                                         Image: PSP “Blind”   6 | 57
SHIFT IN AGES: TODAY


    Age of U.S. game players
Today, the average game player age is 32




                        25%
                       under 18
                        years
          49%
        18-49 years

                       26%
                      over 50
                       years




                        Source: ESA, 2008 + IGN’s “Are You Game” from November 2008   7 | 57
SHIFT IN AGES: TODAY

    Age of U.S. game players
Today, the average game player age is 32


20% 45-54 years            17% 45-54 years

20% 35-44 years            20% 35-44 years

                           22% 25-34 years
27% 25-34 years
                           19% 18-24 years
16% 18-24 years
17% 12-17 years            22% 12-17 years
       New gamers       Established gamers
           (<2 years)   (>2 years)


                                     Source: IGN’s “Are You Game” from November 2008   8 | 57
SHIFT IN GENDER: THE GIRL POWER



 Gender of U.S.
 game players



40%
Female
          60%
           Male




                   Source: ESA “Essential Facts”, 2008 | Image: Nintendo DS Lite “Woman”   9 | 57
SHIFT IN BEHAVIOR


 The way we consume video games today has changed.
People don’t spend hours playing video games anymore.




                                            Image: Lego “PlayStation”   10 | 57
SHIFT IN BEHAVIOR
WHAT DOES Wii’S SUCCESS TEACH US?



                Create devotees out of
                people who didn’t consider
                themselves as gamers
                (and who, often, still don’t)




                                                11 | 57
SHIFT IN BEHAVIOR
   WHAT DOES Wii’S SUCCESS TEACH US?



A strategy of “and”
    Hard core & Casual




                                       12 | 57
SHIFT IN BEHAVIOR
MAINSTREAM GAMES EVOLVING TO SEDUCE CASUALS




                                              13 | 57
SHIFT IN BEHAVIOR
           THE EMERGENCE OF SOCIAL GAMING



        59%
   OF GAMERS PLAY
WITH OTHER GAMERS
        IN PERSON.




                             Source: ESA “Essential Facts”, 2008 | Visual: PlayStation 2 “Mould”   14 | 57
GAMING
UBIQUITY
GAMES ARE ENJOYED ON AN
INCREASINGLY DIVERSE ARRAY OF SCREENS




                                        16 | 57
GAME & WATCH:
 CONSOLES OR
 MEDIA HUBS?
GAMING IS PROGRESSIVELY MOVING
FROM THE BEDROOM TO THE LIVING ROOM




                                      18 | 57
FROM GAMING CONSOLES TO
SCHIZOPHRENIC ENTERTAINMENT HUBS




           Gaming hardware
            Technology toy
            Music platform
            TV/Set-top box
            Blu-Ray player
             Online video
             Photo album
             Web browsing

                                   19 | 57
THE CONVERGENCE OF ENTERTAINMENT




   Media initiatives
Xbox Video Marketplace
    Netflix partnership
            BBC iPlayer
            PS3 PlayTV
                   etc.




                                                  20 | 57
CONNECTED
  GAMING
NEXT GENERATION IS NOT DEFINED BY
TECHNOLOGY BUT CONNECTIVITY/COMMUNITY



                 76%ARE
                 OF USERS
                 ONLINE GAMERS



                 70%ARE 40% LIVE
                 OF USERS HAVE AN XBOX
                 ONLINE GAMERS      GOLD ACCOUNT
                                    (VS. 10% ON XBOX 1)



                 70%ARE
                 OF USERS
                 ONLINE GAMERS



                            Sources: NPD Study, October 2007 | ESA, 2008   22 | 57
THE NEW GENERATION OF CONSOLES IS NOT DEFINED BY
   TECHNOLOGY BUT BY CONNECTIVITY/COMMUNITY




             49%
        OF GAMERS PLAY
       GAMES ONLINE AT
        LEAST ONE HOUR
              PER WEEK




                                 Source: NPD Study, October 2007 | ESA, 2008   23 | 57
MOST RECENT GAMES ARE ONLINE-ENABLED




                                Image: Grand Theft Auto 4   24 | 57
THE ADVENT OF MMOGs

                 MMOG Active Subscriptions
                (in millions, for games with 200,000+)
10M                                                                    World of Warcraft
                                                                       Lineage
9M
                                                                       Everquest

8M                                                                     Dark Age of Camelot
                                                                       RuneScape
7M                                                                     Final Fantasy XI
                                                                       Dofus
6M                                                                     Everquest II
                                                                       Lineage II
5M
                                                                       Ultima Online
4M

3M

2M

1M


 1997   1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008


                                                         Source: MMOG Charts, April 2008   25 | 57
TALES OF A USER-GENERATION




Communities are increasingly involved in
   the expansion of the experience

                                      Image: Try“Lubricant Gel”   26 | 57
HALO 3



 30% more uploads of
user-generated content
(machinima, maps, etc.)
  than YouTube videos
 during the first month




                                   Source: Microsoft keynote, GDC 2008 | Image: Halo 3   27 | 57
LITTLE BIG PLANET’S CREATION TOOLS




Create your levels/share them/monetize them?
          The first gaming economy?

                  Source: Press conference with David Reeves, President SCEE | Image: Little Big Planet   28 | 57
GUITAR HERO: WORLD TOUR MUSIC CREATOR



                       Create your songs
                       Share them




                                 Image: Guitar Hero World Tour   29 | 57
SPORE’S CREATURE GENERATOR




         2 million creatures created
           and shared in a month




                                   Images: Spore   30 | 57
Spore: YouTube Integration


  Upload videos of
 your creations on
YouTube in 2 clicks




                                             Watch 
                                            the Case 
                                             Study




                                              31 | XX
DIY (DEVELOP IT YOURSELF) INITIATIVES


Development & distribution tools
     for independent developers




                                   Image: David Perry’s Project Top Secret   32 | 57
PLAYSTATION HOME




                   Image: PlayStation Home   33 | 57
KEY LEARNING




 Gamers cease to be consumers
and start to become contributors




                             Image: PlayStation Home   34 | 57
DIRECT
DISTRIBUTION
DIGITAL DISTRIBUTION PUTTING
THE SQUEEZE ON TRADITIONAL RETAIL




         The end of the box?
      Gaming is embracing online as a
       potential distribution medium
                                        Image: Warhawk   36 | 57
DIGITAL DISTRIBUTION PUTTING
THE SQUEEZE ON TRADITIONAL RETAIL




                              Entire game
                          libraries online
                            Steam, Metaboli,
                               GameTap, etc.




                                    Image: Half Life 2   37 | 57
UNLOCKING NEW BUSINESS MODELS




  Pay-per-play logic
   Monthly subscriptions
Episodic distribution, etc.




                              Image: World of Warcraft   38 | 57
VIDEO GAME
 INDUSTRY
 MATURING
GAMING IS NOW BIGGER THAN DVDs,
BOX OFFICE, MOVIE RENTALS, BOOKS OR MUSIC



       A $34 billion industry worldwide
                         Asia: $11.5 billion
                        Europe: $11.4 billion
                         U.S.: $10.7 billion




         Sources: Wired, 2008 | GamesIndustry, 2008 | ESA “Essential Facts”, 2008 | NPD Group/Retail Tracking Service   40 | 57
THE CONNECTION BETWEEN GAMES
      AND MOVIES IS NOW TIGHTER THAN EVER


Tighter connection
than ever between
games and movies




                                            Image: Wall-e   41 | 57
THE NATURE OF GAMING/MOVIE’S
  LOVE STORY HAS CHANGED




                          High-profile
                          brains coming
                          from the movie
                          industry to
                          experiment

                               Image: Prince of Persia   42 | 57
GAMING IS NOW POWERFUL ENOUGH
TO GENERATE MULTIMEDIA FRANCHISES




                Gaming now
                generates its
                own franchises




                                    Image: God of War   43 | 57
ADVERTISING
AND GAMING
VIDEOGAMES BECOMING
     AN ADVERTISING CHANNEL

Projected U.S. in-game video ad revenue
                                  $829


                        $665


                 $502


          $346




          2006   2007   2008       2009


                               Source: eMarketer, April 2007 / Advertising Age Fact Pack, 2008   45 | 57
Video
Case Study      BURGER KING ADVERGAMES

             3.22 million titles sold at $3.99 each




                            Source: Microsoft official sales numbers, 2007 | Cannes Lions awards archive, 2008   46 | 57
IN-GAME ADVERTISING
EXAMPLE: OBAMA CAMPAIGN 2008




                         In-game
                         advertising
                         specialists
                         Massive
                         IGA Worldwide
                         Double Fusion
                          GameCreative
                         NeoEdge
                         Jogo




                                         47 | 57
PRODUCT PLACEMENT
EXAMPLE: METAL GEAR SOLID 4




                              Images: Metal Gear Solid 4   48 | 57
MARKETING PARTNERSHIPS
  NIVEA/SPLINTER CELL TIE-IN



                                      Nivea For Men
                                      marketing site
                                      In-game advertising
                                      program in Splinter
                                      Cell IV
                                      Dedicated
                                      standalone game




                Images: RDA’s ad campaign for Nivea “The Good Side” and Splinter Cell   49 | 57
RADICAL EVOLUTION
OF HOW VIDEO GAMES
  ARE ADVERTISED
Video Case
Study
                WHAT TO LEARN FROM HALO 3?                                        See the
                                                                                  website
             THE EPITOME OF INTEGRATED COMMUNICATIONS




                                Integrated Campaign:
                                One unifying message
                                80 executions




                                        Credits: AKQA + McCann Erickson (advertising agencies)   51 | 57
See the
website
           WHAT TO LEARN FROM BIOSHOCK?
                  INTEGRATED VIRAL CAMPAIGN




    “The Cult of Rapture” spread real-world evidence that
      this underwater utopia may have actually existed
              Newspaper clippings | Wikipedia definitions
               eBay auctions | Old radio recordings, etc.

                                                       Credits: RDA International (ad agency)   52 | 57
FAN SERVICE: CREATE AND FOSTER COMMUNITIES


                               “The nature of
                               community
                               management is one
                               which changes
                               constantly. Currently it’s
                               all about videos, blogs
                               and being on social
                               networking sites. Those
                               things weren’t around
                               back in 1999. Back then
                               all you needed was a
                               fan site, some basic
                               HTML knowledge and
                               you had a public
                               platform!”
                               San Van Tilburgh
                               Lionhead
                               Community liaison officer




                                                           53 | 57
THANK YOU FOR NOT BOOING
 OR THROWING TOMATOES.

         Jérôme Sudan
         Account Planner
      www.advertisingpawn.com
       jeromesudan@yahoo.fr

Weitere ähnliche Inhalte

Was ist angesagt?

Gamification: How Effective Is It?
Gamification: How Effective Is It?Gamification: How Effective Is It?
Gamification: How Effective Is It?Socialphysicist
 
The negative and positive impacts of video games
The negative and positive impacts of video gamesThe negative and positive impacts of video games
The negative and positive impacts of video gamesbradjgibbons
 
Gaming Technology Presentation
Gaming Technology PresentationGaming Technology Presentation
Gaming Technology PresentationMrQaz996
 
An Introduction to eSports
An Introduction to eSportsAn Introduction to eSports
An Introduction to eSportslearningnight
 
Video games
Video games Video games
Video games ebfl96
 
Introduction to Game Development and the Game Industry
Introduction to Game Development and the Game IndustryIntroduction to Game Development and the Game Industry
Introduction to Game Development and the Game IndustryNataly Eliyahu
 
History Of Video Games
History Of Video GamesHistory Of Video Games
History Of Video Gamesabishop665
 
The negative and positive impacts of video games2
The negative and positive impacts of video games2The negative and positive impacts of video games2
The negative and positive impacts of video games2bradjgibbons
 
eSports: The rise of competitive video gaming
eSports: The rise of competitive video gamingeSports: The rise of competitive video gaming
eSports: The rise of competitive video gamingHorizons RG
 
The impact of video games
The impact of video gamesThe impact of video games
The impact of video gamesSL Coder
 
Evolution of video games
Evolution of video gamesEvolution of video games
Evolution of video gamesromansevo
 
Animoca Brands Strategy Update May 2020
Animoca Brands Strategy Update May 2020Animoca Brands Strategy Update May 2020
Animoca Brands Strategy Update May 2020Animoca Brands
 
Gaming industry part 1 - introduction
Gaming industry  part 1 - introductionGaming industry  part 1 - introduction
Gaming industry part 1 - introductionMotaz Agamawi
 
Positive effects of video games
Positive effects of video gamesPositive effects of video games
Positive effects of video gamesRamire2011
 
Gaming Console Report By Fahad
Gaming Console Report By FahadGaming Console Report By Fahad
Gaming Console Report By FahadFahad Mohammad
 

Was ist angesagt? (20)

Gamification: How Effective Is It?
Gamification: How Effective Is It?Gamification: How Effective Is It?
Gamification: How Effective Is It?
 
Online games
Online gamesOnline games
Online games
 
The negative and positive impacts of video games
The negative and positive impacts of video gamesThe negative and positive impacts of video games
The negative and positive impacts of video games
 
Gaming Technology Presentation
Gaming Technology PresentationGaming Technology Presentation
Gaming Technology Presentation
 
Unity 3D, A game engine
Unity 3D, A game engineUnity 3D, A game engine
Unity 3D, A game engine
 
An Introduction to eSports
An Introduction to eSportsAn Introduction to eSports
An Introduction to eSports
 
Video games
Video games Video games
Video games
 
Introduction to Game Development and the Game Industry
Introduction to Game Development and the Game IndustryIntroduction to Game Development and the Game Industry
Introduction to Game Development and the Game Industry
 
Gaming evolution
Gaming evolutionGaming evolution
Gaming evolution
 
History Of Video Games
History Of Video GamesHistory Of Video Games
History Of Video Games
 
The negative and positive impacts of video games2
The negative and positive impacts of video games2The negative and positive impacts of video games2
The negative and positive impacts of video games2
 
Video games
Video gamesVideo games
Video games
 
eSports: The rise of competitive video gaming
eSports: The rise of competitive video gamingeSports: The rise of competitive video gaming
eSports: The rise of competitive video gaming
 
The impact of video games
The impact of video gamesThe impact of video games
The impact of video games
 
Evolution of video games
Evolution of video gamesEvolution of video games
Evolution of video games
 
The rise of e sports
The rise of e sportsThe rise of e sports
The rise of e sports
 
Animoca Brands Strategy Update May 2020
Animoca Brands Strategy Update May 2020Animoca Brands Strategy Update May 2020
Animoca Brands Strategy Update May 2020
 
Gaming industry part 1 - introduction
Gaming industry  part 1 - introductionGaming industry  part 1 - introduction
Gaming industry part 1 - introduction
 
Positive effects of video games
Positive effects of video gamesPositive effects of video games
Positive effects of video games
 
Gaming Console Report By Fahad
Gaming Console Report By FahadGaming Console Report By Fahad
Gaming Console Report By Fahad
 

Andere mochten auch

Trends in education management
Trends in education managementTrends in education management
Trends in education managementDebasis Das
 
Global trends in Online, Open and Flexible education
Global trends in Online, Open and Flexible educationGlobal trends in Online, Open and Flexible education
Global trends in Online, Open and Flexible educationicdeslides
 
Future of Education
Future of EducationFuture of Education
Future of Educationcrazesujit
 
Current trends, challenges, and issues in education presentation
Current trends, challenges, and issues in education presentationCurrent trends, challenges, and issues in education presentation
Current trends, challenges, and issues in education presentationCorey Drent
 
26 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 201826 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 2018Brian Solis
 
Current Issues in Education PowerPoint
Current Issues in Education PowerPointCurrent Issues in Education PowerPoint
Current Issues in Education PowerPointKayla
 

Andere mochten auch (9)

Trends in education management
Trends in education managementTrends in education management
Trends in education management
 
Global trends in Online, Open and Flexible education
Global trends in Online, Open and Flexible educationGlobal trends in Online, Open and Flexible education
Global trends in Online, Open and Flexible education
 
Five Emerging Education Trends - Are your schools ready
Five Emerging Education Trends  - Are your schools readyFive Emerging Education Trends  - Are your schools ready
Five Emerging Education Trends - Are your schools ready
 
Trends in Education
Trends in EducationTrends in Education
Trends in Education
 
Future of Education
Future of EducationFuture of Education
Future of Education
 
Current trends, challenges, and issues in education presentation
Current trends, challenges, and issues in education presentationCurrent trends, challenges, and issues in education presentation
Current trends, challenges, and issues in education presentation
 
26 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 201826 Disruptive & Technology Trends 2016 - 2018
26 Disruptive & Technology Trends 2016 - 2018
 
Current Issues in Education PowerPoint
Current Issues in Education PowerPointCurrent Issues in Education PowerPoint
Current Issues in Education PowerPoint
 
Current Legal Issues In Education
Current Legal Issues In EducationCurrent Legal Issues In Education
Current Legal Issues In Education
 

Ähnlich wie Video Gaming Trends

What Will Game become?
What Will Game become?What Will Game become?
What Will Game become?Cara Yu
 
G A M Emarketing 08 02 07
G A M Emarketing 08 02 07G A M Emarketing 08 02 07
G A M Emarketing 08 02 07camilox
 
Game Landscape & The Future
Game Landscape & The FutureGame Landscape & The Future
Game Landscape & The FutureAndi Boediman
 
Revising Minecraft
Revising MinecraftRevising Minecraft
Revising MinecraftTomEccles4
 
TGA Capability Booklet
TGA Capability BookletTGA Capability Booklet
TGA Capability Bookletsmstring
 
2009 DoD World Wide Education Summit Keynote
2009 DoD World Wide Education Summit Keynote2009 DoD World Wide Education Summit Keynote
2009 DoD World Wide Education Summit KeynoteChris Melissinos
 
Vrijdag 28 08-game-asx
Vrijdag 28 08-game-asxVrijdag 28 08-game-asx
Vrijdag 28 08-game-asxbitethelemon
 
Gaming a blast to technology, economy and globalization
Gaming a blast to technology, economy and globalization Gaming a blast to technology, economy and globalization
Gaming a blast to technology, economy and globalization Soumo Dhali
 
Pc gaming market and e sports industry
Pc gaming market and e sports industryPc gaming market and e sports industry
Pc gaming market and e sports industryKevin Huang
 
Future Of Video Games
Future Of Video GamesFuture Of Video Games
Future Of Video GamesJigna Choksi
 
When The Consoles Die, What Comes Next?
When The Consoles Die, What Comes Next?When The Consoles Die, What Comes Next?
When The Consoles Die, What Comes Next?Ben Cousins
 

Ähnlich wie Video Gaming Trends (20)

Game
GameGame
Game
 
L21 Games
L21 GamesL21 Games
L21 Games
 
L21 Games and Gamification
L21 Games and GamificationL21 Games and Gamification
L21 Games and Gamification
 
What Will Game become?
What Will Game become?What Will Game become?
What Will Game become?
 
G A M Emarketing 08 02 07
G A M Emarketing 08 02 07G A M Emarketing 08 02 07
G A M Emarketing 08 02 07
 
Learning through Play
Learning through PlayLearning through Play
Learning through Play
 
Game Landscape & The Future
Game Landscape & The FutureGame Landscape & The Future
Game Landscape & The Future
 
Revising Minecraft
Revising MinecraftRevising Minecraft
Revising Minecraft
 
XBox
XBoxXBox
XBox
 
L22 Games and Gamification
L22 Games and GamificationL22 Games and Gamification
L22 Games and Gamification
 
TGA Capability Booklet
TGA Capability BookletTGA Capability Booklet
TGA Capability Booklet
 
2009 DoD World Wide Education Summit Keynote
2009 DoD World Wide Education Summit Keynote2009 DoD World Wide Education Summit Keynote
2009 DoD World Wide Education Summit Keynote
 
Srothenberg Games And Labor
Srothenberg Games And LaborSrothenberg Games And Labor
Srothenberg Games And Labor
 
Ken Levine Essay
Ken Levine EssayKen Levine Essay
Ken Levine Essay
 
Vrijdag 28 08-game-asx
Vrijdag 28 08-game-asxVrijdag 28 08-game-asx
Vrijdag 28 08-game-asx
 
Gaming a blast to technology, economy and globalization
Gaming a blast to technology, economy and globalization Gaming a blast to technology, economy and globalization
Gaming a blast to technology, economy and globalization
 
Pc gaming market and e sports industry
Pc gaming market and e sports industryPc gaming market and e sports industry
Pc gaming market and e sports industry
 
Future Of Video Games
Future Of Video GamesFuture Of Video Games
Future Of Video Games
 
When The Consoles Die, What Comes Next?
When The Consoles Die, What Comes Next?When The Consoles Die, What Comes Next?
When The Consoles Die, What Comes Next?
 
L21 Games
L21 GamesL21 Games
L21 Games
 

Kürzlich hochgeladen

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 

Kürzlich hochgeladen (20)

BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 

Video Gaming Trends

  • 2. DEMOGRAPHIC SHIFTS
  • 3. WHO PLAYS COMPUTER AND VIDEO GAMES? 65% OF AMERICAN HOUSEHOLDS PLAY COMPUTER VIDEO GAMES Source: ESA “Essential Facts”, 2008 3 | 57
  • 4. COMING UP NEXT A society born in gaming Image: PlayStation 2 “Baby” 4 | 57
  • 5. SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s Tweens & Teenagers reigning supreme Image: PlayStation 3 “God” 5 | 57
  • 6. SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION Change of focus: 18-35 years old core male gamers Image: PSP “Blind” 6 | 57
  • 7. SHIFT IN AGES: TODAY Age of U.S. game players Today, the average game player age is 32 25% under 18 years 49% 18-49 years 26% over 50 years Source: ESA, 2008 + IGN’s “Are You Game” from November 2008 7 | 57
  • 8. SHIFT IN AGES: TODAY Age of U.S. game players Today, the average game player age is 32 20% 45-54 years 17% 45-54 years 20% 35-44 years 20% 35-44 years 22% 25-34 years 27% 25-34 years 19% 18-24 years 16% 18-24 years 17% 12-17 years 22% 12-17 years New gamers Established gamers (<2 years) (>2 years) Source: IGN’s “Are You Game” from November 2008 8 | 57
  • 9. SHIFT IN GENDER: THE GIRL POWER Gender of U.S. game players 40% Female 60% Male Source: ESA “Essential Facts”, 2008 | Image: Nintendo DS Lite “Woman” 9 | 57
  • 10. SHIFT IN BEHAVIOR The way we consume video games today has changed. People don’t spend hours playing video games anymore. Image: Lego “PlayStation” 10 | 57
  • 11. SHIFT IN BEHAVIOR WHAT DOES Wii’S SUCCESS TEACH US? Create devotees out of people who didn’t consider themselves as gamers (and who, often, still don’t) 11 | 57
  • 12. SHIFT IN BEHAVIOR WHAT DOES Wii’S SUCCESS TEACH US? A strategy of “and” Hard core & Casual 12 | 57
  • 13. SHIFT IN BEHAVIOR MAINSTREAM GAMES EVOLVING TO SEDUCE CASUALS 13 | 57
  • 14. SHIFT IN BEHAVIOR THE EMERGENCE OF SOCIAL GAMING 59% OF GAMERS PLAY WITH OTHER GAMERS IN PERSON. Source: ESA “Essential Facts”, 2008 | Visual: PlayStation 2 “Mould” 14 | 57
  • 16. GAMES ARE ENJOYED ON AN INCREASINGLY DIVERSE ARRAY OF SCREENS 16 | 57
  • 17. GAME & WATCH: CONSOLES OR MEDIA HUBS?
  • 18. GAMING IS PROGRESSIVELY MOVING FROM THE BEDROOM TO THE LIVING ROOM 18 | 57
  • 19. FROM GAMING CONSOLES TO SCHIZOPHRENIC ENTERTAINMENT HUBS Gaming hardware Technology toy Music platform TV/Set-top box Blu-Ray player Online video Photo album Web browsing 19 | 57
  • 20. THE CONVERGENCE OF ENTERTAINMENT Media initiatives Xbox Video Marketplace Netflix partnership BBC iPlayer PS3 PlayTV etc. 20 | 57
  • 22. NEXT GENERATION IS NOT DEFINED BY TECHNOLOGY BUT CONNECTIVITY/COMMUNITY 76%ARE OF USERS ONLINE GAMERS 70%ARE 40% LIVE OF USERS HAVE AN XBOX ONLINE GAMERS GOLD ACCOUNT (VS. 10% ON XBOX 1) 70%ARE OF USERS ONLINE GAMERS Sources: NPD Study, October 2007 | ESA, 2008 22 | 57
  • 23. THE NEW GENERATION OF CONSOLES IS NOT DEFINED BY TECHNOLOGY BUT BY CONNECTIVITY/COMMUNITY 49% OF GAMERS PLAY GAMES ONLINE AT LEAST ONE HOUR PER WEEK Source: NPD Study, October 2007 | ESA, 2008 23 | 57
  • 24. MOST RECENT GAMES ARE ONLINE-ENABLED Image: Grand Theft Auto 4 24 | 57
  • 25. THE ADVENT OF MMOGs MMOG Active Subscriptions (in millions, for games with 200,000+) 10M World of Warcraft Lineage 9M Everquest 8M Dark Age of Camelot RuneScape 7M Final Fantasy XI Dofus 6M Everquest II Lineage II 5M Ultima Online 4M 3M 2M 1M 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 Source: MMOG Charts, April 2008 25 | 57
  • 26. TALES OF A USER-GENERATION Communities are increasingly involved in the expansion of the experience Image: Try“Lubricant Gel” 26 | 57
  • 27. HALO 3 30% more uploads of user-generated content (machinima, maps, etc.) than YouTube videos during the first month Source: Microsoft keynote, GDC 2008 | Image: Halo 3 27 | 57
  • 28. LITTLE BIG PLANET’S CREATION TOOLS Create your levels/share them/monetize them? The first gaming economy? Source: Press conference with David Reeves, President SCEE | Image: Little Big Planet 28 | 57
  • 29. GUITAR HERO: WORLD TOUR MUSIC CREATOR Create your songs Share them Image: Guitar Hero World Tour 29 | 57
  • 30. SPORE’S CREATURE GENERATOR 2 million creatures created and shared in a month Images: Spore 30 | 57
  • 31. Spore: YouTube Integration Upload videos of your creations on YouTube in 2 clicks Watch  the Case  Study 31 | XX
  • 32. DIY (DEVELOP IT YOURSELF) INITIATIVES Development & distribution tools for independent developers Image: David Perry’s Project Top Secret 32 | 57
  • 33. PLAYSTATION HOME Image: PlayStation Home 33 | 57
  • 34. KEY LEARNING Gamers cease to be consumers and start to become contributors Image: PlayStation Home 34 | 57
  • 36. DIGITAL DISTRIBUTION PUTTING THE SQUEEZE ON TRADITIONAL RETAIL The end of the box? Gaming is embracing online as a potential distribution medium Image: Warhawk 36 | 57
  • 37. DIGITAL DISTRIBUTION PUTTING THE SQUEEZE ON TRADITIONAL RETAIL Entire game libraries online Steam, Metaboli, GameTap, etc. Image: Half Life 2 37 | 57
  • 38. UNLOCKING NEW BUSINESS MODELS Pay-per-play logic Monthly subscriptions Episodic distribution, etc. Image: World of Warcraft 38 | 57
  • 40. GAMING IS NOW BIGGER THAN DVDs, BOX OFFICE, MOVIE RENTALS, BOOKS OR MUSIC A $34 billion industry worldwide Asia: $11.5 billion Europe: $11.4 billion U.S.: $10.7 billion Sources: Wired, 2008 | GamesIndustry, 2008 | ESA “Essential Facts”, 2008 | NPD Group/Retail Tracking Service 40 | 57
  • 41. THE CONNECTION BETWEEN GAMES AND MOVIES IS NOW TIGHTER THAN EVER Tighter connection than ever between games and movies Image: Wall-e 41 | 57
  • 42. THE NATURE OF GAMING/MOVIE’S LOVE STORY HAS CHANGED High-profile brains coming from the movie industry to experiment Image: Prince of Persia 42 | 57
  • 43. GAMING IS NOW POWERFUL ENOUGH TO GENERATE MULTIMEDIA FRANCHISES Gaming now generates its own franchises Image: God of War 43 | 57
  • 45. VIDEOGAMES BECOMING AN ADVERTISING CHANNEL Projected U.S. in-game video ad revenue $829 $665 $502 $346 2006 2007 2008 2009 Source: eMarketer, April 2007 / Advertising Age Fact Pack, 2008 45 | 57
  • 46. Video Case Study BURGER KING ADVERGAMES 3.22 million titles sold at $3.99 each Source: Microsoft official sales numbers, 2007 | Cannes Lions awards archive, 2008 46 | 57
  • 47. IN-GAME ADVERTISING EXAMPLE: OBAMA CAMPAIGN 2008 In-game advertising specialists Massive IGA Worldwide Double Fusion GameCreative NeoEdge Jogo 47 | 57
  • 48. PRODUCT PLACEMENT EXAMPLE: METAL GEAR SOLID 4 Images: Metal Gear Solid 4 48 | 57
  • 49. MARKETING PARTNERSHIPS NIVEA/SPLINTER CELL TIE-IN Nivea For Men marketing site In-game advertising program in Splinter Cell IV Dedicated standalone game Images: RDA’s ad campaign for Nivea “The Good Side” and Splinter Cell 49 | 57
  • 50. RADICAL EVOLUTION OF HOW VIDEO GAMES ARE ADVERTISED
  • 51. Video Case Study WHAT TO LEARN FROM HALO 3? See the website THE EPITOME OF INTEGRATED COMMUNICATIONS Integrated Campaign: One unifying message 80 executions Credits: AKQA + McCann Erickson (advertising agencies) 51 | 57
  • 52. See the website WHAT TO LEARN FROM BIOSHOCK? INTEGRATED VIRAL CAMPAIGN “The Cult of Rapture” spread real-world evidence that this underwater utopia may have actually existed Newspaper clippings | Wikipedia definitions eBay auctions | Old radio recordings, etc. Credits: RDA International (ad agency) 52 | 57
  • 53. FAN SERVICE: CREATE AND FOSTER COMMUNITIES “The nature of community management is one which changes constantly. Currently it’s all about videos, blogs and being on social networking sites. Those things weren’t around back in 1999. Back then all you needed was a fan site, some basic HTML knowledge and you had a public platform!” San Van Tilburgh Lionhead Community liaison officer 53 | 57
  • 54. THANK YOU FOR NOT BOOING OR THROWING TOMATOES. Jérôme Sudan Account Planner www.advertisingpawn.com jeromesudan@yahoo.fr