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 Are you game?  Reaching the online gaming community
Background  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006
Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006 Minimal above the line marketing
Gamer community profile 19 July 2006 Four-fifths are aged 15-44 16-24 year  olds in a culture of ‘connected cocooning’ Over two- fifths of players are female Just over half are in social grade ABC1 Average gaming time is 45 minutes per day, on a daily basis Over 1/3 of GB internet users 15+ play online  * Research based on findings from BMRB and SPILL GROUP
The market is segmented by game types… 19 July 2006 Entertainment Software Association, 2005
User groups vary across game types ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006 *Nottingham Trent University, 2006 ** Elspa
The market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006 *IDC *Xbox Live
Multiplayer online games ,[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006
Gaming ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006
Examples 19 July 2006
Gaming (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006
Examples 19 July 2006
Large communities form around games ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006
Avatars ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006
Avatars are people too!... ,[object Object],[object Object],19 July 2006
19 July 2006 World of WarCraft Gaia Online
In-game economies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006
In-game economies (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006 Promote messages and brands Embed advertising tailored to users Create forums or marketplaces to promote brands and signpost real world products
Messages move across multiple pathways and are self-perpetuating 19 July 2006 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006
Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006 * Research based on a BMRB survey
Next steps… ,[object Object],19 July 2006

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Scoping online gaming communities v1.0

  • 1.  Are you game? Reaching the online gaming community
  • 2.
  • 3.
  • 4. Gamer community profile 19 July 2006 Four-fifths are aged 15-44 16-24 year olds in a culture of ‘connected cocooning’ Over two- fifths of players are female Just over half are in social grade ABC1 Average gaming time is 45 minutes per day, on a daily basis Over 1/3 of GB internet users 15+ play online * Research based on findings from BMRB and SPILL GROUP
  • 5. The market is segmented by game types… 19 July 2006 Entertainment Software Association, 2005
  • 6.
  • 7.
  • 8.
  • 9.
  • 11.
  • 13.
  • 14.
  • 15.
  • 16. 19 July 2006 World of WarCraft Gaia Online
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.

Notas do Editor

  1. Online message- Record launch event; posters; clips User generated promotion- Chat about event; posting clips on personal pages Real world consumption- purchase record online or offline Post feedback- Reviews of record; Promotion for record company in press by using innovative method Online message- Promote success of event; User fed chat
  2. Article shows increasing trouble in reaching young males through media