Leveraging Games As A Powerful
Market ing Medium
VISIONARY SPONSORS INNOVATOR SPONSORS
SESSION PARTNER
TA L K A B O U T U S ! # F U T U R E M # E D I T Y O U R S E S S I O N
TA L K A B O U T U S ! # F U T U R E M
AGENDA
• Introduc)on § Today’s Gaming Landscape § Why Gaming For Brands
• Panel Discussion • Wrapup And Q&A
TA L K A B O U T U S ! # F U T U R E M
Introduc?on
TA L K A B O U T U S ! # F U T U R E M
TODAY, GAMING IS SEEN AS…
Engagement Entertainment!
Lean-‐Forward Environment
Adver;sing Is Embraced
Mul;ple Playing PlaEorms
TA L K A B O U T U S ! # F U T U R E M
IT MOVES THE NEEDLE FOR BRANDS
ATTRIBUTE LIFTS
BRAND ENGAGEMENTS
Results • Clicks
• Video Views • FB ‘Likes’
Results • Awareness LiNs • Favorability LiNs
• Recommenda;on LiNs
SALES RESULTS!
Results • Purchase Intent
• Drive-‐To-‐Site/Store • Actual Transac;ons
TA L K A B O U T U S ! # F U T U R E M
2 BILLION PEOPLE Across Every Device Imaginable!!
500 MILLION iOS DEVICES
1.6 BILLION DESKTOP AND NOTEBOOK PCS
300 MILLION CONNECTED TVS
1 BILLION FACEBOOK USERS
500 MILLION ANDROID DEVICES
256 MILLION CURRENT-‐GEN GAMING CONSOLES
(And That’s Up 33% From One Year Ago) Sources: NewZoo 2013
AND BRANDS CAN REACH…
TA L K A B O U T U S ! # F U T U R E M
Sources: NewZoo 2013
...AND 46% OF ALL PLAYERS ARE FEMALE
75% Of Guys Play Games…
TA L K A B O U T U S ! # F U T U R E M
134 Million 175 Million
Hours Spent Per Day
Playing Games
1 Billion
On YouTube On Facebook
Sources: NewZoo 2013
TIME SPENT IS HUGE
TA L K A B O U T U S ! # F U T U R E M
2000 2013
2010
2011
2007
2010 2003
Paid downloads of TETRIS
100MM
2006
2005 2001 2011
2008
It Just Con;nues To Evolve And Grow…
AND MOBILE…
TA L K A B O U T U S ! # F U T U R E M
Mobile Gamers WW 2011-‐2016 millions
351 487
662
869
1,082
1,272
2011 2012 2013 2014 2014 2015 2016 Sources: NewZoo 2013
…IN MINDBLOWING FASHION!!!
TA L K A B O U T U S ! # F U T U R E M
Massive Audience Hugely Engaging Experiences Unobtrusive Environments
Added Value Pricing Discounts
Opportunity!!!
FOR BRANDS, THIS MEANS…
TA L K A B O U T U S ! # F U T U R E M
Core Player Casual Player Social Player Play To Win/Compete
Personality: Killer
Play To Explore/Escape
Personality: Achiever/Explorer
Play To Engage W Others Personality:
Socializer
THEY CAN TARGET BY PLAYER TYPE
REACH THEM… All Day, Every Day
AND SELECT FROM A MULTITUDE OF…
SCALABLE, EFFECTIVE OPTIONS
Media & Sponsorships
Video Minigames
Integra@ons Retail/OOH/e-‐Commerce
TA L K A B O U T U S ! # F U T U R E M
EVEN MORE…
• Free Games • Incen;vized Views • Branded Rewards • Events • Content Crea;on
STRONGER DRIVE TO POINT OF PURCHASE
• TV Spots • Banners • Online Video • OOH • Print • Radio
ACTIVE, LEAN-‐FORWARD MEDIA PASSIVE MEDIA
GAMING WORKS WITH OTHER MEDIA FORMS
TA L K A B O U T U S ! # F U T U R E M
BRANDS CAN OPTIMIZE ON-THE-GO
Use Real-‐Time Marke;ng Tools To Track Playing Ac;vity…
…Op;mizing Campaigns And Maximizing Results!!
PASSES CAUGHT
LEVELS BEATEN
TA L K A B O U T U S ! # F U T U R E M
AND TAKE ADVANTAGE OF GAMIFICATION
Drives Retainment Via Engagement Mechanics Include:
Coins Levels
Economy
Socializa;on Compe;;on
Status
Badges Par;cipa;on Bonuses
Personaliza@on Rewards Ac@vity
TA L K A B O U T U S ! # F U T U R E M
SIMPLY PUT…
A $68B Industry Expected To Reach $82B In 2017 (Compare To Movies: $33B) (Compare To Music: $17B)
Gaming Con@nues To Smash All Barriers
And Brands Must Get Involved!
TA L K A B O U T U S ! # F U T U R E M
FOR MORE INFORMATION
Let’s Play: A How-‐To Guide To Winning In Gaming
By Geoff GreenblaY LinkedIn: Geoffrey GreenblaY
TA L K A B O U T U S ! # F U T U R E M
AND NOW…
LEVERAGING GAMES AS A POWERFUL MARKETING MEDIUM
Geoffrey GreenblaY Mindshare
North American Gaming Director
Ari Brandt Mediabrix
CEO & Co-‐Founder
John Federman Dailybreak
CEO
James Kissell Google
Strategic Partner Lead, Mobile Apps & Gaming
Chris@an Meyer GSN Digital
SVP, Digital Adver@sing
