2. Key platforms in games today
• Social games
• MMORPGs (massively multiplayer online role-
playing games)
• Consoles
• Mobile games
3. Platform Social Games on Facebook
Top performers Zynga’s CityVille and FarmVille
Core audiences Mostly ~48 years old (46% >50) Women (55%)
2010 ISG
Reach CityVille: 90.6 MM players
Farmville: 45.8 MM players
Total number of players est. in 250 MM
Business Freemium: ~5% of the players pay for Zcoins to exchange for
model in-game virtual goods
In 2010, $ 510 MM were spent in virtual goods
Opportunities In-game product placement
for brands In-game advertising
Promotions with Zcoins
Branded social games (ex.: NY Jets Ultimate Fan on
Facebook)
8. Platform MMORPG
Top performers World of Warcraft (more than 50% mkt share)
Core audiences Mostly Men (84%) ~30 years old
2010 dedalus/xeroxParc
Reach 10.3 MM subscribers (WoW - nov. 2011)
Business Prepaid limited game time
model Subscription (credit/debit cards monthly fees)
(free starter edition – up to level 20)
Opportunities In-game advertising
for brands Mainstream games like WoW don’t place in-game ads, but
other less popular games do (ex: Anarchy)
10. Platform Console games
Top performers Nintendo Wii Microsoft XBOX
Sony PS3 Sony PSP
Nintendo DS
Core audiences Mostly Men (58%) ~37 years old (29% 50+)
2011 Entertainment Software Association
Reach Wii: 89.5 MM XBOX: 57.9 MM
(hardware sold) PS3: 55.4 MM PSP: 70.9 MM
DS: 149.3 MM
Business Selling:
model Consoles ($249-499)
Accessories ($9.99-$269.99)
Games ($49.99-149.99)
On demand games, movies, music – through services like
XBOX Live, PS Network or Wii Channels
Opportunities In-game advertising
for brands Branded Games (Burger King)
15. Platform Mobile Games
Top performers AppStore
Android Market
Core audiences Mostly Women (53%) ~28 years old
Juniper research
Reach 37% of Iphone owners game daily
70%-80% of all downloads are games
Angry birds has been downloaded 140 MM times
Business Game selling ($0,99-4.99)
model In-app purchase (new levels, skills, etc) ~$ 0.99
(Free lite versions)
Opportunities In-game product placement
for brands In-game advertising
Branded games
18. Relevance from brands perspective
• Social and Mobile are growing more relevant as
marketing/branding tools
• Ad spending in social games is expected to hit $
293 MM in 2011 compared to $ 183 MM in 2009,
a 60% growth.
• In 2010, mobile game developer made $ 87 MM
off advertising revenue. By 2015, this figure is
expected to be 10 times that amount: $ 894 MM
19. Why not console and MMORPG?
• Fact 1: console games are better designed and value-added
products compared to social and mobile games (2010’s Grand Theft
Auto 4 cost $ 100 million)
• Fact 2: console and MMORPG gamers are more critical than others,
assigning great value to elaborate graphics and storylines, and are
in general less tolerant to in-game advertsing when it is clearly out
of the context.
• This drives the industry focus increasingly on the player and less on
the advertiser (Last year, Microsoft shut down its dynamic in-game
advertising division called Massive).
• Now, big producers like Eletronic Arts control the dynamic in-game
advertising display for their games. The trend is that only games
where advertising is a natural part of the storyline (like Fifa Soccer
and NBA Live) will carry in-game advertising.
