gsn digital - leveraging games as a powerful marketing medium
DESCRIPTION
FutureM 2013 session with GSN Digital Speakers: Ari Brandt CEO and co-founder, MediaBrix John Federman CEO, Dailybreak Geoffrey Greenblatt North American Gaming Director, Mindshare James Kissell Strategic Partner Lead, Americas Mobile Apps and Gaming, Google Christian Meyer Senior Vice President, Digital Advertising, GSN Digital This panel discussion, led by Mindshare’s Geoffrey Greenblatt, will explore the correlation between gaming environments and the measured success of advertisements, shedding light on the growing marketing and brand awareness-boosting opportunities available across social, mobile and web game platforms.TRANSCRIPT
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