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GAMING
TRENDS
DEMOGRAPHIC
   SHIFTS
WHO PLAYS COMPUTER AND VIDEO GAMES?




            65%
    OF AMERICAN HOUSEHOLDS
   PLAY COMPUTER VIDEO GAMES


                            Source: ESA “Essential Facts”, 2008   3 | 57
COMING UP NEXT



   A society
 born in gaming




                  Image: PlayStation 2 “Baby”   4 | 57
SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s


                               Tweens & Teenagers
                               reigning supreme




                                      Image: PlayStation 3 “God”   5 | 57
SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION




   Change of focus:
18-35 years old core
       male gamers




                                         Image: PSP “Blind”   6 | 57
SHIFT IN AGES: TODAY


    Age of U.S. game players
Today, the average game player age is 32




                        25%
                       under 18
                        years
          49%
        18-49 years

                       26%
                      over 50
                       years




                        Source: ESA, 2008 + IGN’s “Are You Game” from November 2008   7 | 57
SHIFT IN AGES: TODAY

    Age of U.S. game players
Today, the average game player age is 32


20% 45-54 years            17% 45-54 years

20% 35-44 years            20% 35-44 years

                           22% 25-34 years
27% 25-34 years
                           19% 18-24 years
16% 18-24 years
17% 12-17 years            22% 12-17 years
       New gamers       Established gamers
           (<2 years)   (>2 years)


                                     Source: IGN’s “Are You Game” from November 2008   8 | 57
SHIFT IN GENDER: THE GIRL POWER



 Gender of U.S.
 game players



40%
Female
          60%
           Male




                   Source: ESA “Essential Facts”, 2008 | Image: Nintendo DS Lite “Woman”   9 | 57
SHIFT IN BEHAVIOR


 The way we consume video games today has changed.
People don’t spend hours playing video games anymore.




                                            Image: Lego “PlayStation”   10 | 57
SHIFT IN BEHAVIOR
WHAT DOES Wii’S SUCCESS TEACH US?



                Create devotees out of
                people who didn’t consider
                themselves as gamers
                (and who, often, still don’t)




                                                11 | 57
SHIFT IN BEHAVIOR
   WHAT DOES Wii’S SUCCESS TEACH US?



A strategy of “and”
    Hard core & Casual




                                       12 | 57
SHIFT IN BEHAVIOR
MAINSTREAM GAMES EVOLVING TO SEDUCE CASUALS




                                              13 | 57
SHIFT IN BEHAVIOR
           THE EMERGENCE OF SOCIAL GAMING



        59%
   OF GAMERS PLAY
WITH OTHER GAMERS
        IN PERSON.




                             Source: ESA “Essential Facts”, 2008 | Visual: PlayStation 2 “Mould”   14 | 57
GAMING
UBIQUITY
GAMES ARE ENJOYED ON AN
INCREASINGLY DIVERSE ARRAY OF SCREENS




                                        16 | 57
GAME & WATCH:
 CONSOLES OR
 MEDIA HUBS?
GAMING IS PROGRESSIVELY MOVING
FROM THE BEDROOM TO THE LIVING ROOM




                                      18 | 57
FROM GAMING CONSOLES TO
SCHIZOPHRENIC ENTERTAINMENT HUBS




           Gaming hardware
            Technology toy
            Music platform
            TV/Set-top box
            Blu-Ray player
             Online video
             Photo album
             Web browsing

                                   19 | 57
THE CONVERGENCE OF ENTERTAINMENT




   Media initiatives
Xbox Video Marketplace
    Netflix partnership
            BBC iPlayer
            PS3 PlayTV
                   etc.




                                                  20 | 57
CONNECTED
  GAMING
NEXT GENERATION IS NOT DEFINED BY
TECHNOLOGY BUT CONNECTIVITY/COMMUNITY



                 76%ARE
                 OF USERS
                 ONLINE GAMERS



                 70%ARE 40% LIVE
                 OF USERS HAVE AN XBOX
                 ONLINE GAMERS      GOLD ACCOUNT
                                    (VS. 10% ON XBOX 1)



                 70%ARE
                 OF USERS
                 ONLINE GAMERS



                            Sources: NPD Study, October 2007 | ESA, 2008   22 | 57
THE NEW GENERATION OF CONSOLES IS NOT DEFINED BY
   TECHNOLOGY BUT BY CONNECTIVITY/COMMUNITY




             49%
        OF GAMERS PLAY
       GAMES ONLINE AT
        LEAST ONE HOUR
              PER WEEK




                                 Source: NPD Study, October 2007 | ESA, 2008   23 | 57
MOST RECENT GAMES ARE ONLINE-ENABLED




                                Image: Grand Theft Auto 4   24 | 57
THE ADVENT OF MMOGs

                 MMOG Active Subscriptions
                (in millions, for games with 200,000+)
10M                                                                    World of Warcraft
                                                                       Lineage
9M
                                                                       Everquest

8M                                                                     Dark Age of Camelot
                                                                       RuneScape
7M                                                                     Final Fantasy XI
                                                                       Dofus
6M                                                                     Everquest II
                                                                       Lineage II
5M
                                                                       Ultima Online
4M

3M

2M

1M


 1997   1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008


                                                         Source: MMOG Charts, April 2008   25 | 57
TALES OF A USER-GENERATION




Communities are increasingly involved in
   the expansion of the experience

                                      Image: Try“Lubricant Gel”   26 | 57
HALO 3



 30% more uploads of
user-generated content
(machinima, maps, etc.)
  than YouTube videos
 during the first month




                                   Source: Microsoft keynote, GDC 2008 | Image: Halo 3   27 | 57
LITTLE BIG PLANET’S CREATION TOOLS




Create your levels/share them/monetize them?
          The first gaming economy?

                  Source: Press conference with David Reeves, President SCEE | Image: Little Big Planet   28 | 57
GUITAR HERO: WORLD TOUR MUSIC CREATOR



                       Create your songs
                       Share them




                                 Image: Guitar Hero World Tour   29 | 57
SPORE’S CREATURE GENERATOR




         2 million creatures created
           and shared in a month




                                   Images: Spore   30 | 57
Spore: YouTube Integration


  Upload videos of
 your creations on
YouTube in 2 clicks




                                             Watch 
                                            the Case 
                                             Study




                                              31 | XX
DIY (DEVELOP IT YOURSELF) INITIATIVES


Development & distribution tools
     for independent developers




                                   Image: David Perry’s Project Top Secret   32 | 57
PLAYSTATION HOME




                   Image: PlayStation Home   33 | 57
KEY LEARNING




 Gamers cease to be consumers
and start to become contributors




                             Image: PlayStation Home   34 | 57
DIRECT
DISTRIBUTION
DIGITAL DISTRIBUTION PUTTING
THE SQUEEZE ON TRADITIONAL RETAIL




         The end of the box?
      Gaming is embracing online as a
       potential distribution medium
                                        Image: Warhawk   36 | 57
DIGITAL DISTRIBUTION PUTTING
THE SQUEEZE ON TRADITIONAL RETAIL




                              Entire game
                          libraries online
                            Steam, Metaboli,
                               GameTap, etc.




                                    Image: Half Life 2   37 | 57
UNLOCKING NEW BUSINESS MODELS




  Pay-per-play logic
   Monthly subscriptions
Episodic distribution, etc.




                              Image: World of Warcraft   38 | 57
VIDEO GAME
 INDUSTRY
 MATURING
GAMING IS NOW BIGGER THAN DVDs,
BOX OFFICE, MOVIE RENTALS, BOOKS OR MUSIC



       A $34 billion industry worldwide
                         Asia: $11.5 billion
                        Europe: $11.4 billion
                         U.S.: $10.7 billion




         Sources: Wired, 2008 | GamesIndustry, 2008 | ESA “Essential Facts”, 2008 | NPD Group/Retail Tracking Service   40 | 57
THE CONNECTION BETWEEN GAMES
      AND MOVIES IS NOW TIGHTER THAN EVER


Tighter connection
than ever between
games and movies




                                            Image: Wall-e   41 | 57
THE NATURE OF GAMING/MOVIE’S
  LOVE STORY HAS CHANGED




                          High-profile
                          brains coming
                          from the movie
                          industry to
                          experiment

                               Image: Prince of Persia   42 | 57
GAMING IS NOW POWERFUL ENOUGH
TO GENERATE MULTIMEDIA FRANCHISES




                Gaming now
                generates its
                own franchises




                                    Image: God of War   43 | 57
ADVERTISING
AND GAMING
VIDEOGAMES BECOMING
     AN ADVERTISING CHANNEL

Projected U.S. in-game video ad revenue
                                  $829


                        $665


                 $502


          $346




          2006   2007   2008       2009


                               Source: eMarketer, April 2007 / Advertising Age Fact Pack, 2008   45 | 57
Video
Case Study      BURGER KING ADVERGAMES

             3.22 million titles sold at $3.99 each




                            Source: Microsoft official sales numbers, 2007 | Cannes Lions awards archive, 2008   46 | 57
IN-GAME ADVERTISING
EXAMPLE: OBAMA CAMPAIGN 2008




                         In-game
                         advertising
                         specialists
                         Massive
                         IGA Worldwide
                         Double Fusion
                          GameCreative
                         NeoEdge
                         Jogo




                                         47 | 57
PRODUCT PLACEMENT
EXAMPLE: METAL GEAR SOLID 4




                              Images: Metal Gear Solid 4   48 | 57
MARKETING PARTNERSHIPS
  NIVEA/SPLINTER CELL TIE-IN



                                      Nivea For Men
                                      marketing site
                                      In-game advertising
                                      program in Splinter
                                      Cell IV
                                      Dedicated
                                      standalone game




                Images: RDA’s ad campaign for Nivea “The Good Side” and Splinter Cell   49 | 57
RADICAL EVOLUTION
OF HOW VIDEO GAMES
  ARE ADVERTISED
Video Case
Study
                WHAT TO LEARN FROM HALO 3?                                        See the
                                                                                  website
             THE EPITOME OF INTEGRATED COMMUNICATIONS




                                Integrated Campaign:
                                One unifying message
                                80 executions




                                        Credits: AKQA + McCann Erickson (advertising agencies)   51 | 57
See the
website
           WHAT TO LEARN FROM BIOSHOCK?
                  INTEGRATED VIRAL CAMPAIGN




    “The Cult of Rapture” spread real-world evidence that
      this underwater utopia may have actually existed
              Newspaper clippings | Wikipedia definitions
               eBay auctions | Old radio recordings, etc.

                                                       Credits: RDA International (ad agency)   52 | 57
FAN SERVICE: CREATE AND FOSTER COMMUNITIES


                               “The nature of
                               community
                               management is one
                               which changes
                               constantly. Currently it’s
                               all about videos, blogs
                               and being on social
                               networking sites. Those
                               things weren’t around
                               back in 1999. Back then
                               all you needed was a
                               fan site, some basic
                               HTML knowledge and
                               you had a public
                               platform!”
                               San Van Tilburgh
                               Lionhead
                               Community liaison officer




                                                           53 | 57
THANK YOU FOR NOT BOOING
 OR THROWING TOMATOES.

         Jérôme Sudan
         Account Planner
      www.advertisingpawn.com
       jeromesudan@yahoo.fr

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Video Gaming Trends

  • 2. DEMOGRAPHIC SHIFTS
  • 3. WHO PLAYS COMPUTER AND VIDEO GAMES? 65% OF AMERICAN HOUSEHOLDS PLAY COMPUTER VIDEO GAMES Source: ESA “Essential Facts”, 2008 3 | 57
  • 4. COMING UP NEXT A society born in gaming Image: PlayStation 2 “Baby” 4 | 57
  • 5. SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s Tweens & Teenagers reigning supreme Image: PlayStation 3 “God” 5 | 57
  • 6. SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION Change of focus: 18-35 years old core male gamers Image: PSP “Blind” 6 | 57
  • 7. SHIFT IN AGES: TODAY Age of U.S. game players Today, the average game player age is 32 25% under 18 years 49% 18-49 years 26% over 50 years Source: ESA, 2008 + IGN’s “Are You Game” from November 2008 7 | 57
  • 8. SHIFT IN AGES: TODAY Age of U.S. game players Today, the average game player age is 32 20% 45-54 years 17% 45-54 years 20% 35-44 years 20% 35-44 years 22% 25-34 years 27% 25-34 years 19% 18-24 years 16% 18-24 years 17% 12-17 years 22% 12-17 years New gamers Established gamers (<2 years) (>2 years) Source: IGN’s “Are You Game” from November 2008 8 | 57
  • 9. SHIFT IN GENDER: THE GIRL POWER Gender of U.S. game players 40% Female 60% Male Source: ESA “Essential Facts”, 2008 | Image: Nintendo DS Lite “Woman” 9 | 57
  • 10. SHIFT IN BEHAVIOR The way we consume video games today has changed. People don’t spend hours playing video games anymore. Image: Lego “PlayStation” 10 | 57
  • 11. SHIFT IN BEHAVIOR WHAT DOES Wii’S SUCCESS TEACH US? Create devotees out of people who didn’t consider themselves as gamers (and who, often, still don’t) 11 | 57
  • 12. SHIFT IN BEHAVIOR WHAT DOES Wii’S SUCCESS TEACH US? A strategy of “and” Hard core & Casual 12 | 57
  • 13. SHIFT IN BEHAVIOR MAINSTREAM GAMES EVOLVING TO SEDUCE CASUALS 13 | 57
  • 14. SHIFT IN BEHAVIOR THE EMERGENCE OF SOCIAL GAMING 59% OF GAMERS PLAY WITH OTHER GAMERS IN PERSON. Source: ESA “Essential Facts”, 2008 | Visual: PlayStation 2 “Mould” 14 | 57
  • 16. GAMES ARE ENJOYED ON AN INCREASINGLY DIVERSE ARRAY OF SCREENS 16 | 57
  • 17. GAME & WATCH: CONSOLES OR MEDIA HUBS?
  • 18. GAMING IS PROGRESSIVELY MOVING FROM THE BEDROOM TO THE LIVING ROOM 18 | 57
  • 19. FROM GAMING CONSOLES TO SCHIZOPHRENIC ENTERTAINMENT HUBS Gaming hardware Technology toy Music platform TV/Set-top box Blu-Ray player Online video Photo album Web browsing 19 | 57
  • 20. THE CONVERGENCE OF ENTERTAINMENT Media initiatives Xbox Video Marketplace Netflix partnership BBC iPlayer PS3 PlayTV etc. 20 | 57
  • 22. NEXT GENERATION IS NOT DEFINED BY TECHNOLOGY BUT CONNECTIVITY/COMMUNITY 76%ARE OF USERS ONLINE GAMERS 70%ARE 40% LIVE OF USERS HAVE AN XBOX ONLINE GAMERS GOLD ACCOUNT (VS. 10% ON XBOX 1) 70%ARE OF USERS ONLINE GAMERS Sources: NPD Study, October 2007 | ESA, 2008 22 | 57
  • 23. THE NEW GENERATION OF CONSOLES IS NOT DEFINED BY TECHNOLOGY BUT BY CONNECTIVITY/COMMUNITY 49% OF GAMERS PLAY GAMES ONLINE AT LEAST ONE HOUR PER WEEK Source: NPD Study, October 2007 | ESA, 2008 23 | 57
  • 24. MOST RECENT GAMES ARE ONLINE-ENABLED Image: Grand Theft Auto 4 24 | 57
  • 25. THE ADVENT OF MMOGs MMOG Active Subscriptions (in millions, for games with 200,000+) 10M World of Warcraft Lineage 9M Everquest 8M Dark Age of Camelot RuneScape 7M Final Fantasy XI Dofus 6M Everquest II Lineage II 5M Ultima Online 4M 3M 2M 1M 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 Source: MMOG Charts, April 2008 25 | 57
  • 26. TALES OF A USER-GENERATION Communities are increasingly involved in the expansion of the experience Image: Try“Lubricant Gel” 26 | 57
  • 27. HALO 3 30% more uploads of user-generated content (machinima, maps, etc.) than YouTube videos during the first month Source: Microsoft keynote, GDC 2008 | Image: Halo 3 27 | 57
  • 28. LITTLE BIG PLANET’S CREATION TOOLS Create your levels/share them/monetize them? The first gaming economy? Source: Press conference with David Reeves, President SCEE | Image: Little Big Planet 28 | 57
  • 29. GUITAR HERO: WORLD TOUR MUSIC CREATOR Create your songs Share them Image: Guitar Hero World Tour 29 | 57
  • 30. SPORE’S CREATURE GENERATOR 2 million creatures created and shared in a month Images: Spore 30 | 57
  • 31. Spore: YouTube Integration Upload videos of your creations on YouTube in 2 clicks Watch  the Case  Study 31 | XX
  • 32. DIY (DEVELOP IT YOURSELF) INITIATIVES Development & distribution tools for independent developers Image: David Perry’s Project Top Secret 32 | 57
  • 33. PLAYSTATION HOME Image: PlayStation Home 33 | 57
  • 34. KEY LEARNING Gamers cease to be consumers and start to become contributors Image: PlayStation Home 34 | 57
  • 36. DIGITAL DISTRIBUTION PUTTING THE SQUEEZE ON TRADITIONAL RETAIL The end of the box? Gaming is embracing online as a potential distribution medium Image: Warhawk 36 | 57
  • 37. DIGITAL DISTRIBUTION PUTTING THE SQUEEZE ON TRADITIONAL RETAIL Entire game libraries online Steam, Metaboli, GameTap, etc. Image: Half Life 2 37 | 57
  • 38. UNLOCKING NEW BUSINESS MODELS Pay-per-play logic Monthly subscriptions Episodic distribution, etc. Image: World of Warcraft 38 | 57
  • 40. GAMING IS NOW BIGGER THAN DVDs, BOX OFFICE, MOVIE RENTALS, BOOKS OR MUSIC A $34 billion industry worldwide Asia: $11.5 billion Europe: $11.4 billion U.S.: $10.7 billion Sources: Wired, 2008 | GamesIndustry, 2008 | ESA “Essential Facts”, 2008 | NPD Group/Retail Tracking Service 40 | 57
  • 41. THE CONNECTION BETWEEN GAMES AND MOVIES IS NOW TIGHTER THAN EVER Tighter connection than ever between games and movies Image: Wall-e 41 | 57
  • 42. THE NATURE OF GAMING/MOVIE’S LOVE STORY HAS CHANGED High-profile brains coming from the movie industry to experiment Image: Prince of Persia 42 | 57
  • 43. GAMING IS NOW POWERFUL ENOUGH TO GENERATE MULTIMEDIA FRANCHISES Gaming now generates its own franchises Image: God of War 43 | 57
  • 45. VIDEOGAMES BECOMING AN ADVERTISING CHANNEL Projected U.S. in-game video ad revenue $829 $665 $502 $346 2006 2007 2008 2009 Source: eMarketer, April 2007 / Advertising Age Fact Pack, 2008 45 | 57
  • 46. Video Case Study BURGER KING ADVERGAMES 3.22 million titles sold at $3.99 each Source: Microsoft official sales numbers, 2007 | Cannes Lions awards archive, 2008 46 | 57
  • 47. IN-GAME ADVERTISING EXAMPLE: OBAMA CAMPAIGN 2008 In-game advertising specialists Massive IGA Worldwide Double Fusion GameCreative NeoEdge Jogo 47 | 57
  • 48. PRODUCT PLACEMENT EXAMPLE: METAL GEAR SOLID 4 Images: Metal Gear Solid 4 48 | 57
  • 49. MARKETING PARTNERSHIPS NIVEA/SPLINTER CELL TIE-IN Nivea For Men marketing site In-game advertising program in Splinter Cell IV Dedicated standalone game Images: RDA’s ad campaign for Nivea “The Good Side” and Splinter Cell 49 | 57
  • 50. RADICAL EVOLUTION OF HOW VIDEO GAMES ARE ADVERTISED
  • 51. Video Case Study WHAT TO LEARN FROM HALO 3? See the website THE EPITOME OF INTEGRATED COMMUNICATIONS Integrated Campaign: One unifying message 80 executions Credits: AKQA + McCann Erickson (advertising agencies) 51 | 57
  • 52. See the website WHAT TO LEARN FROM BIOSHOCK? INTEGRATED VIRAL CAMPAIGN “The Cult of Rapture” spread real-world evidence that this underwater utopia may have actually existed Newspaper clippings | Wikipedia definitions eBay auctions | Old radio recordings, etc. Credits: RDA International (ad agency) 52 | 57
  • 53. FAN SERVICE: CREATE AND FOSTER COMMUNITIES “The nature of community management is one which changes constantly. Currently it’s all about videos, blogs and being on social networking sites. Those things weren’t around back in 1999. Back then all you needed was a fan site, some basic HTML knowledge and you had a public platform!” San Van Tilburgh Lionhead Community liaison officer 53 | 57
  • 54. THANK YOU FOR NOT BOOING OR THROWING TOMATOES. Jérôme Sudan Account Planner www.advertisingpawn.com jeromesudan@yahoo.fr