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Adrian Niculescu - Business Developer @ Crystal KBC Group - Social Media Strategist @ Clubv3
Social Media Gaming
How the Games Changed the Face of
Social Networking and how Brands
Communicate with Consumer
Through Them
Bucharest Hubb, 2nd of June, 2010
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www.adrianniculescu.com www.clubv3.com
Virtual goods in the USA will reach $1.6 billion revenue in 2010
$1 billion revenue in 2009
(source: Inside Network)
$ 835 million start-ups
Virtual Goods Market in Asia: $5 bn (2008), $7 bn (2009)
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www.adrianniculescu.com www.clubv3.com
The Big 3 Companies:
1. Zynga
700 employees, $200 mil. 2009
2. Playfish
250 employees, $75 mil. 2009, acquired by EA in nov. 2009
3. Playdom
300 employees, $50 mil. 2009, #1 on MySpace
Top Facebook Games and Apps:
1. Farmville (75 mil. Users), Birthday Cards (41 mil.),
Café World (30 mil.), IHeart (28 mil.), Happy Aquarium (27 mil.)
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www.adrianniculescu.com www.clubv3.com
What is a social network game?
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www.adrianniculescu.com www.clubv3.com
Customization/ personalization of something they own;
The feeling of playing in real time with real people;
The creation of something valuable to them;
Showing their valuable creation to friends and others;
Giving things to their friends and enjoying gifts back in return;
Challenging friends and competing with them;
Using their friends to play the game in some way;
Finding new friends through play;
... to game players?
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Sharing representations of real items in a virtual environment;
Very high quality data;
The capability to trade very low value objects for very HQ data;
Surrounding and integrated media;
New forms of audience interactions;
New forms of sponsorship (free chat emoticons brought by ___);
Players offering up more personal data via in-game avatars;
Brands can be represented in a more fantastical or emotional fashion;
... to brands and advertisers?
www.adrianniculescu.com www.clubv3.com
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Social networks are growing in size and popularity:
(e.g. Facebook on smartphones grew 112% in Q1 2009 alone);
Social networks are widely seen as the new email and the new SMS
giving rich, shared content that capitalises on mass interaction;
Games are growing in popularity on all devices and as movies
continue to struggle against digital piracy, games become more and
more secure both transaction and content-wise, securing their
position as the No. 1 global entertainment by every metric.
... to the future?
www.adrianniculescu.com www.clubv3.com
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Games become more an integral part of human interactions as they
change and become more social than ever before;
The single experience is still valid and extremely popular, but the
result of that experience are more likely to be shared
in one of the many ways;
Humans haven’t changed, but the way in which they enjoy games
on new devices and media, changes rapidly;
... to the future?
www.adrianniculescu.com www.clubv3.com
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Games always have been mass-market but now they are mass media
gobbling un screen time, TV time, newspaper timeand traditional human
intercations ... based on old human patterns to play;
Children have adapted the fastest but the 40+ and the “mass
market” is also present;
The Nintendo effect, the paradign shift which came with
Nintendo DS and Wii has expanded to online and mobile games;
... to the future?
www.adrianniculescu.com www.clubv3.com
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www.adrianniculescu.com www.clubv3.com
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www.adrianniculescu.com www.clubv3.com
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www.adrianniculescu.com www.clubv3.com
Thank you!
Q & A
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