#thinkGaming

Gaming Breakfast2012

#thinkGaming

Dave MaddenSVP, Global Media Solutions

Electronic Arts

thinkLA Gaming Breakfast

TOYOTA & EABringing Brands To Life Through Games

of U.S. households playing games … and climbing

increase in average time playing games over last two years

PLAYING MORE GAMES

72% 15%

Entertainment and Software Association, 2008 & 2011; NPD, 2011, EA Internal

225 MILLIONCURRENT-GEN

GAMING CONSOLES

365 MILLIONiOS DEVICES

1.1 BILLIONDESKTOP AND NOTEBOOK PCS

300 MILLIONCONNECTED TVS

1 BILLIONFACEBOOK USERS

400 MILLION

ANDROID DEVICES

ON MORE DEVICES

THE GAMING TRANSITIONBox products Digital services

Pay upfront Pay over time

Channel distribution Direct distribution

Play alone Play with friends

PLAY ANWHERE ANYTIME

MORE

DEMANDMORE

CONTENTMORE

VALUE

MARKETER

VALUE EXCHANGE

PUBLISHER

TOYOTA: WHY GAMING?

Gaming partnerships have resulted in strong performance, high engagement and increased ad effectiveness measurements

Overarching Themes:

1. ADD VALUE

2. Innovate

3. Extend Across Platforms

Customer EngagementBrand FavorabilityConsideration

TOYOTA & EA

• 4 Prius Models For Download • 2 DLC Packs With Prius v and Prius c

Brand Related Items• Supporting Media

• Toyota Dealership• Prius Vehicle In Game• 6 DLC Items• Supporting Media

• Prius v Quest• Prius c Gifting & Quest• Prius Plug-in Quest• Prius Traffic Driver

TAKEAWAYS• More people playing games than ever• Consumers are more connected, on more devices• Understand where your target is playing• Leverage game mechanics to see results• When players receive value, brands win

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