Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006- Eduardo Arregocés -2006- “ “ Advertising in the Advertising in the Gaming World” Gaming World” Eduardo Arregocés Eduardo Arregocés -2006- -2006-
Nov 01, 2014
Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006-Eduardo Arregocés -2006-
““Advertising in the Advertising in the Gaming World”Gaming World”
Eduardo ArregocésEduardo Arregocés
-2006--2006-
Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006-Eduardo Arregocés -2006-
Advertising in the Gaming WorldAdvertising in the Gaming World
• Video games are a new element of media much more interactive than that of Cinema
• Games and gamers might alter the future of marketing.
• Since 2008 games will eclipse music and be the world's 2nd most popular form of entertainment. (PWC)
• It hits mainstream and it’s not just for teenagers anymore.
Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006-Eduardo Arregocés -2006-
Advertising OportunitiesAdvertising Oportunities
• Dynamic Ad Placement
• Product Placement
• Situation or Plot Placement
• Sponsorships
• Advergaming
• Around Game Advertising
Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006-Eduardo Arregocés -2006-
Video game technology is already Video game technology is already in the hands of consumersin the hands of consumers
• Console Systems
• Pc Systems
• Handheld Systems
• Mobile Systems
Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006-Eduardo Arregocés -2006-
Gaming LandscapeGaming Landscape
• Hardcore– Men: 68% - Women: 32% – Median age: 26 – Dedicated time per day: more than an hour. – Only 38% of gamers are under 18.
• Casual/Internet– Men: 50% - Women: 50% – Median age: 36 – Dedicated time per day: 10-15 minutes. – 53% of gamers also play in their mobile phones.
• Mobile/PDA– Men: 36% - Women: 64%– Median age 31
Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006-Eduardo Arregocés -2006-
Games are rated just like moviesGames are rated just like movies
Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006-Eduardo Arregocés -2006-
How Powerful of a trend is it?How Powerful of a trend is it?
Nowadays•Gaming industry turnover 27.000 million $ (Mediaedge:cia)
•110 million players worldwide (Comunicar)
Estimations for 2009• Gaming industry revenues: 54.600 million $ (Mediaedge:cia)
• In-game advertising Investment: 562 million $ (Comunicar)
Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006-Eduardo Arregocés -2006-
Of what value is it to know more Of what value is it to know more about about it?it?
• “Videogame industry + interactive marketing = enormous opportunity”.
• In-game advertising can form a positive connection between the brand and the consumer.
• Immersion: Unlike passive TV viewers.
• Realism: adverts improve the quality of the game.
• Sociable: mouth to mouth
• 87% of users remember brands that they have seen playing games (Nielsen).
Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006-Eduardo Arregocés -2006-
Of What value is to know more about Of What value is to know more about it?it?
• Advertising media is saturated
A solution is needed
• Why not invest in…In-game In-game advertising?advertising?
Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006-Eduardo Arregocés -2006-
Who Is making money at it?Who Is making money at it?
• Gaming companies had to pay brands for the rights to use them in the past. Things are different now.
• The question is not whether gaming is a growing industry with a dedicated audience, but how to target these players.
• The transition to the next generation of game consoles will have a lot of impact about it.
Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006-Eduardo Arregocés -2006-
Where can I find out more about Where can I find out more about it?it?
“The Gaming Evolution Comes to SF/BIG” Emma Brownell http://www.imediaconnection.com/content/6901.asp October 05, 2005
“El mercado se acerca a los $ 4.000 millones anuales” Miguel Angel Fuks http://rionegro.com.ar/diario/economico/2006/11/19/4198.php
“Wikipedia” http://es.wikipedia.org/wiki/Industria_de_los_videojuegos
“Los vidiojuegos mueven 73 millones de Euros en publicidad” http://www.marketingdirecto.com/noticias/noticia.php?idnoticia=18140
“The Gaming Evolution Comes to SF/BIG” http://www.imediaconnection.com/content/6901.asp
“Interactive Digital Software Association” www.idsa.com
“Retailer Opens Outpost in Second Life” http://www.micropersuasion.com/advergaming/index.html
Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006-Eduardo Arregocés -2006-
Thanks…Thanks…
Any Question?Any Question?