Download - Social gaming
Social Gaming
Priyanka Mehrotra
Why do people spend time in social gaming?
Socia
l Interac
tion
Fun &
Excitement
Relieve
Stress
Competitive Sp
irit0%
10%
20%
30%
40%
50%
60%
Series 1Column1Column2
Social Gaming Communities
Sharing Knowledge
Solving Problems
Working as a team
Cooperating
Planning
Developing Trust
Building Relationships
Social Capital• You get the feeling that you are playing,
socializing, interacting etc. With your real friends.
• It gives you a way to express yourself.- It’s like a playground for personality.- Anything that will let you express YOU, your personality
• It gives players the opportunity to invest over time in the sense that they feel like they own something of value (hence social capital)
Economics of Social Gaming
• Social gaming – $1 Billion Industry- Sale of Virtual Goods - $653m- Lead generation offers in exchange for subscriptions, surveys and
sale of real goods and services - $248m- Advertising - $192m’
• ‘Try before you buy’• Episodic Entertainment • Membership clubs & subscription services• Selling player profile information for market research
What are implications for marketers?
Gaming world = virtual laboratories
User Profile Info = Tonnes of data for market research
Cross Promotion Possibilities
Valuable insights of specific communities
• 62% female• 18-34 is 33% of
audience• Total household
income is 60 to 100K
• 50 % female• 18-34 is 28% of
audience• Total household
income is 0 to 30K
Not only for Entertainment Brands
Not just about the money
• Pet adoptions in YoVille raised $90,000 for SF/SPCA in 2009.
• Teddy bear purchases in Mafia Wars raised more than $100,000 for Coalition for the Cure (Huntington’s Disease) in March 2010.
• The Monk pet in World of Warcraft generated $1.1 million in donations for the Make-a-Wish Foundation.
• To date, Zynga players have raised more than $3 million in connection with Zynga.org social partnerships for Haiti.
• Smithsonian Treasure Hunt
Branded Virtual Goods
Key TakeawaysMarketers need to realistically assess whether wikis are
appropriate, and similarly assess SMMVirtual worlds like Second Life are alternative formats for
marketing, quickly gaining volumeMobiles can be used to ‘empower’ your businessIf your consumers are active on foursquare, like any social
media, you should be there and you should be rewarding them for it
Social Media for social changeUnderstanding social communities is key to social gaming
marketing
Questions?