We've already talked about how much gaming has changed over the past few years, what a lucrative market it has become and how its target market has completed changed. Whether it's an app like Angry Birds or an Assassin's Creed, gaming is big business these days. It is also one of the few areas actually bringing jobs to Ireland's skilled labour force right now. According to TGI, half of all households in Ireland have at least one kind of gaming device in them. If we break it down by age and lifestyle stage, we can see that it can't just be down to the households with teens. You would have to be living under a rock to not be aware of how gaming software, graphics and hardware have developed over the past ten years. Motion detectors, facial recognition and your mom beating you on Michael Jackson Wii dance (cough) aside, graphics in many games have reached new heights of realism. Gaming on the likes of the Playstation and Xbox has therefore become a cinematic experience to some extent. This in turn has changed something else in the world of gaming - how those games are advertised. Previously, games were advertised on TV in one of two ways. They were either in-game action scenes with all the latest capabilities shown in the best light, or imitation action scenes, that actually had graphics a hundred times better than the actual game. The last one got people pretty irate sometimes. Over the last 3 years however (as you've probably noticed), the TV ads have become something completely different. Essentially, they have become movie trailers. What seems to have happened is that story - previously often forget in the haze of dazzling new capabilities and graphics - has shifted back to being the heart of the gaming experience. A welcome move by those that fondly remember playing popular PC games like Monkey Island and Day of the Tentacle. Read more here. This week: The latest insights and analysis of search A few words from Mark Kelly The latest TV and search information twitter.com/MindshareIRL m-insights.blogspot.com 25th March 2011 from the blog Saorview - free to air digital is coming soon by Martin Kelly Read here. New Man in Town: Irish Tatler Man by Darren Bracken Read here. youtube.com/MindshareIRL The Changing Face of Gaming by Rachel Ray From the blog: The Changing Face of Gaming
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Transcript
Weve already talked about how much gaming has changed over the past few years what a lucrative market it has become and how its target market has completed changed Whether its an app like Angry Birds or an Assassins Creed gaming is big business these days It is also one of the few areas actually bringing jobs to Irelands skilled labour force right nowAccording to TGI half of all households in Ireland have at least one kind of gaming device in them If we break it down by age and lifestyle stage we can see that it cant just be down to the households with teens
You would have to be living under a rock to not be aware of how gaming software graphics and hardware have developed over the past ten years Motion detectors facial recognition and your mom beating you on Michael Jackson Wii dance (cough) aside graphics in many games have reached new heights of realism Gaming on the likes of the Playstation and Xbox has therefore become a cinematic experience to some extent This in turn has changed something else in the world of gaming - how those games are advertised
Previously games were advertised on TV in one of two ways They were either in-game action scenes with all the latest capabilities shown in the best light or imitation action scenes that actually had graphics a hundred times better than the actual game The last one got people pretty irate sometimes Over the last 3 years however (as youve probably noticed) the TV ads have become something completely different Essentially they have become movie trailers
What seems to have happened is that story - previously often forget in the haze of dazzling new capabilities and graphics - has shifted back to being the heart of the gaming experience A welcome move by those that fondly remember playing popular PC games like Monkey Island and Day of the Tentacle Read more here
This weekThe latest insights and analysis of searchA few words from Mark KellyThe latest TV and search information
twittercomMindshareIRL
m-insightsblogspotcom
25th March 2011
from the blogSaorview - free to air digital is coming soon by Martin KellyRead here
New Man in Town Irish Tatler Manby Darren BrackenRead here
youtubecomMindshareIRL
The Changing Face of Gamingby Rachel Ray
From the blog The Changing Face of Gaming
elizabeth taylor
libya
comic relief
rebecca black
fantasy football
premier league
euromillions
ucd
open24
barclays 40
50
60
70
120
120
180
300
350
500
INSIGHTS amp ANALYSISGOOGLE TRENDS
25TH MAR 2011
Rising Searches (last 7 days)
11th March - 18th March rsquo11
Search Trends This week we have been googling the passing of the last big star of her era Elizabeth Taylor was as famous for her dramatic life as she was her talent style and her most famous roles as Cleopatra After many years of ill health and a battle with alcohol she died of congestive heart failure on Wednesday aged 79
13 As the rebellion in Libya continues wersquove been searching for news The latest story is that Nato has agreed to take over responsibility from the US for enforcing the no-fly zone
Wersquove also been googling the poor kid Rebecca Black - a girl who has received almost 47 million views on YouTube after her parents splashed the cash on a music video for her birthday What happened to getting a bike The upside shersquos making money the downside well click the link and see
13 Itrsquos clear from the entertainment search results that the good weather has put us in festival mood already So route round for your wellies This week the Euromillions will be 125 million so wersquove all been buying tickets and day dreaming of what wersquod do with such a mind-boggling amount of money Whether you win or not donrsquot forget lsquoThe Mammyrsquo for Motherrsquos Day
Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods
Rising in the Dublin (last 7 days)
19th March - 25th March 2011
fantasy football six nations
mothers day
LibyaElizabeth Taylor
Breakout
Rising News Searches (last 30 days)
19th February - 25th March 2011
cheltenhampremier league
rebecca black
boi firefox
Rising searches are based on the increase in volume from a base volume seven days ago When lsquoBreakoutrsquo is recorded the base figure was too low to record
dcu
Breakout
charlie sheen
election 2011
tsunami
election results
japan
earthquake japan
japan tsunami
Rebecca Black
elizabeth taylor
cinema1
done deal2
movie3
movies
4 vue
5
oscars
6 imdb
7 cineworld
8 odeon
9
charlie sheen10
Top Movie Searches
March 2011 vs March 2010
Rising Entertainment
last 7 days vs previous 7 days
fearne cotton
Breakout
The Google Trends report is published weekly by Mindshare Dublin based on search volumes according
to Google Insights The data is owned and curated by Google but available for public access
For more information contact Finian Murphy (finianmurphymindshareworldcom) or +353 1 415 0300
reading festival 2011
Breakout
Mark Kelly Account ManagerWhat is your role in MindshareI joined Mindshare three months ago and work on the Search team as an Account Manager I previously worked for Google and so am using the experience I gained there to manage amp maximise return for our clientrsquos search investments
What media developments are you keeping an eye onThere have been a couple of interesting developments in Search recently like map extensions and site links that have worked really well for us Over the course of the year Irsquoll be looking forward to the release of offer video and product ads
Whatrsquos your favourite recent campaignCoca Cola together with the band Maroon 5 ran a really innovative campaign recently were they tried to crowd source a song for charity The idea was to allow fans to interact with the band and lend their creativity to lyrics and riffs for the new song I havenrsquot heard the finished product yet but thought it was a really interesting way to engage fans
Facebook Places - great or too much shared informationNot for me but can see the potential for marketers My own take on the Facebook phenomenon is the opposite of the clicheacute The clicheacute is that kidsteenagers get it and that the older people (those people whorsquove grown up and have a life) donrsquot I think the opposite of this- that the older people get it and use it to get back in touch with everyone theyrsquove lost contact with and that the kidsteenagers get trapped in it Because part of growing up is forgetting who you were as a teenager I worry that that a lot of young people today are going to get trapped in the caricature of themselves that they portray on their Facebook page
0
elizabeth taylor
Breakout
paella recipe
beef bourguignon
punch
bbq
aga
fajitas
picnic
potato recipes
corned beef hash
banana bread
Trending in Recipes and Food
-2
0
NEW
0
leeds festival
Breakout
liz taylor
Breakout
comic relief
+400reading festival
+750
comic relief 2011
+350
NEW
NEW
NEW
NEW
+2
PampG
Unilever
Reckitt B
enckise
r
British S
ky Broadcastin
g
Kraft Foods
Meteor M
obile UPC
McDonalds
Renault
Ireland
Eircom
399410428447492506603682949
1652TV News
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
Daire OBrien Brent Pope and Frankie Sheehan will
present live Magners League coverage as the
Newposrt Gwent Dragons battle Leinster Live coverage
from 1430 on RTE2
RTE1 welcomes a new and exciting design show
presented by Nevile Knott Three interior designers
battle it out to transform rooms around Ireland Sunday
27th March at 2030
Live Championship League coverage of Real Madrid V
Tottenham on the 5th April at 2045 on TV3
TV3 introduces a documentary on Irish Muslims in the
Truth about Irish Muslims on the 29th March at 10pm
Top TV Advertisers 7th - 13th March2011
Meteor P
repay
UPC Tri
ple Play
Cadbury Big Race RSA
O2 Money
Aer Lin
gus
Lexus
CT200h
McDonalds C
BO
Eircom E M
obile
123ie ins
urance
225233248258264285343366
447492 Top 10 Brands 7th - 13th March 2011
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data
For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300
Desperate Housewives
Eastenders
RTE News at 9
Six Nations Rugby
The Late Late Show
Coronation Street 20
Fair City
Emmerdale
UEFA Champions League
From Here to Maternity 757777
89969798101102
156
Conrad Gallagherrsquos search for a lsquoHead Chefrsquo comes to TV3
this April and itrsquos available for sponsorship
TV3 Media Sales are currently seeking a sponsor for Friday
Late With Vincent Browm
Desperate Housewives
RTE News 9
Fair City
Weather (9 Orsquo Clock)
Late Late Show
Coronation St
Greys Anatomy
Primetime
Off the Rails
Eastenders 137146147153
164164
180181
190221
The Truth about Irish MuslimsOff the Rails
Sponsorship Availability
elizabeth taylor
libya
comic relief
rebecca black
fantasy football
premier league
euromillions
ucd
open24
barclays 40
50
60
70
120
120
180
300
350
500
INSIGHTS amp ANALYSISGOOGLE TRENDS
25TH MAR 2011
Rising Searches (last 7 days)
11th March - 18th March rsquo11
Search Trends This week we have been googling the passing of the last big star of her era Elizabeth Taylor was as famous for her dramatic life as she was her talent style and her most famous roles as Cleopatra After many years of ill health and a battle with alcohol she died of congestive heart failure on Wednesday aged 79
13 As the rebellion in Libya continues wersquove been searching for news The latest story is that Nato has agreed to take over responsibility from the US for enforcing the no-fly zone
Wersquove also been googling the poor kid Rebecca Black - a girl who has received almost 47 million views on YouTube after her parents splashed the cash on a music video for her birthday What happened to getting a bike The upside shersquos making money the downside well click the link and see
13 Itrsquos clear from the entertainment search results that the good weather has put us in festival mood already So route round for your wellies This week the Euromillions will be 125 million so wersquove all been buying tickets and day dreaming of what wersquod do with such a mind-boggling amount of money Whether you win or not donrsquot forget lsquoThe Mammyrsquo for Motherrsquos Day
Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods
Rising in the Dublin (last 7 days)
19th March - 25th March 2011
fantasy football six nations
mothers day
LibyaElizabeth Taylor
Breakout
Rising News Searches (last 30 days)
19th February - 25th March 2011
cheltenhampremier league
rebecca black
boi firefox
Rising searches are based on the increase in volume from a base volume seven days ago When lsquoBreakoutrsquo is recorded the base figure was too low to record
dcu
Breakout
charlie sheen
election 2011
tsunami
election results
japan
earthquake japan
japan tsunami
Rebecca Black
elizabeth taylor
cinema1
done deal2
movie3
movies
4 vue
5
oscars
6 imdb
7 cineworld
8 odeon
9
charlie sheen10
Top Movie Searches
March 2011 vs March 2010
Rising Entertainment
last 7 days vs previous 7 days
fearne cotton
Breakout
The Google Trends report is published weekly by Mindshare Dublin based on search volumes according
to Google Insights The data is owned and curated by Google but available for public access
For more information contact Finian Murphy (finianmurphymindshareworldcom) or +353 1 415 0300
reading festival 2011
Breakout
Mark Kelly Account ManagerWhat is your role in MindshareI joined Mindshare three months ago and work on the Search team as an Account Manager I previously worked for Google and so am using the experience I gained there to manage amp maximise return for our clientrsquos search investments
What media developments are you keeping an eye onThere have been a couple of interesting developments in Search recently like map extensions and site links that have worked really well for us Over the course of the year Irsquoll be looking forward to the release of offer video and product ads
Whatrsquos your favourite recent campaignCoca Cola together with the band Maroon 5 ran a really innovative campaign recently were they tried to crowd source a song for charity The idea was to allow fans to interact with the band and lend their creativity to lyrics and riffs for the new song I havenrsquot heard the finished product yet but thought it was a really interesting way to engage fans
Facebook Places - great or too much shared informationNot for me but can see the potential for marketers My own take on the Facebook phenomenon is the opposite of the clicheacute The clicheacute is that kidsteenagers get it and that the older people (those people whorsquove grown up and have a life) donrsquot I think the opposite of this- that the older people get it and use it to get back in touch with everyone theyrsquove lost contact with and that the kidsteenagers get trapped in it Because part of growing up is forgetting who you were as a teenager I worry that that a lot of young people today are going to get trapped in the caricature of themselves that they portray on their Facebook page
0
elizabeth taylor
Breakout
paella recipe
beef bourguignon
punch
bbq
aga
fajitas
picnic
potato recipes
corned beef hash
banana bread
Trending in Recipes and Food
-2
0
NEW
0
leeds festival
Breakout
liz taylor
Breakout
comic relief
+400reading festival
+750
comic relief 2011
+350
NEW
NEW
NEW
NEW
+2
PampG
Unilever
Reckitt B
enckise
r
British S
ky Broadcastin
g
Kraft Foods
Meteor M
obile UPC
McDonalds
Renault
Ireland
Eircom
399410428447492506603682949
1652TV News
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
Daire OBrien Brent Pope and Frankie Sheehan will
present live Magners League coverage as the
Newposrt Gwent Dragons battle Leinster Live coverage
from 1430 on RTE2
RTE1 welcomes a new and exciting design show
presented by Nevile Knott Three interior designers
battle it out to transform rooms around Ireland Sunday
27th March at 2030
Live Championship League coverage of Real Madrid V
Tottenham on the 5th April at 2045 on TV3
TV3 introduces a documentary on Irish Muslims in the
Truth about Irish Muslims on the 29th March at 10pm
Top TV Advertisers 7th - 13th March2011
Meteor P
repay
UPC Tri
ple Play
Cadbury Big Race RSA
O2 Money
Aer Lin
gus
Lexus
CT200h
McDonalds C
BO
Eircom E M
obile
123ie ins
urance
225233248258264285343366
447492 Top 10 Brands 7th - 13th March 2011
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data
For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300
Desperate Housewives
Eastenders
RTE News at 9
Six Nations Rugby
The Late Late Show
Coronation Street 20
Fair City
Emmerdale
UEFA Champions League
From Here to Maternity 757777
89969798101102
156
Conrad Gallagherrsquos search for a lsquoHead Chefrsquo comes to TV3
this April and itrsquos available for sponsorship
TV3 Media Sales are currently seeking a sponsor for Friday
Late With Vincent Browm
Desperate Housewives
RTE News 9
Fair City
Weather (9 Orsquo Clock)
Late Late Show
Coronation St
Greys Anatomy
Primetime
Off the Rails
Eastenders 137146147153
164164
180181
190221
The Truth about Irish MuslimsOff the Rails
Sponsorship Availability
cinema1
done deal2
movie3
movies
4 vue
5
oscars
6 imdb
7 cineworld
8 odeon
9
charlie sheen10
Top Movie Searches
March 2011 vs March 2010
Rising Entertainment
last 7 days vs previous 7 days
fearne cotton
Breakout
The Google Trends report is published weekly by Mindshare Dublin based on search volumes according
to Google Insights The data is owned and curated by Google but available for public access
For more information contact Finian Murphy (finianmurphymindshareworldcom) or +353 1 415 0300
reading festival 2011
Breakout
Mark Kelly Account ManagerWhat is your role in MindshareI joined Mindshare three months ago and work on the Search team as an Account Manager I previously worked for Google and so am using the experience I gained there to manage amp maximise return for our clientrsquos search investments
What media developments are you keeping an eye onThere have been a couple of interesting developments in Search recently like map extensions and site links that have worked really well for us Over the course of the year Irsquoll be looking forward to the release of offer video and product ads
Whatrsquos your favourite recent campaignCoca Cola together with the band Maroon 5 ran a really innovative campaign recently were they tried to crowd source a song for charity The idea was to allow fans to interact with the band and lend their creativity to lyrics and riffs for the new song I havenrsquot heard the finished product yet but thought it was a really interesting way to engage fans
Facebook Places - great or too much shared informationNot for me but can see the potential for marketers My own take on the Facebook phenomenon is the opposite of the clicheacute The clicheacute is that kidsteenagers get it and that the older people (those people whorsquove grown up and have a life) donrsquot I think the opposite of this- that the older people get it and use it to get back in touch with everyone theyrsquove lost contact with and that the kidsteenagers get trapped in it Because part of growing up is forgetting who you were as a teenager I worry that that a lot of young people today are going to get trapped in the caricature of themselves that they portray on their Facebook page
0
elizabeth taylor
Breakout
paella recipe
beef bourguignon
punch
bbq
aga
fajitas
picnic
potato recipes
corned beef hash
banana bread
Trending in Recipes and Food
-2
0
NEW
0
leeds festival
Breakout
liz taylor
Breakout
comic relief
+400reading festival
+750
comic relief 2011
+350
NEW
NEW
NEW
NEW
+2
PampG
Unilever
Reckitt B
enckise
r
British S
ky Broadcastin
g
Kraft Foods
Meteor M
obile UPC
McDonalds
Renault
Ireland
Eircom
399410428447492506603682949
1652TV News
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
Daire OBrien Brent Pope and Frankie Sheehan will
present live Magners League coverage as the
Newposrt Gwent Dragons battle Leinster Live coverage
from 1430 on RTE2
RTE1 welcomes a new and exciting design show
presented by Nevile Knott Three interior designers
battle it out to transform rooms around Ireland Sunday
27th March at 2030
Live Championship League coverage of Real Madrid V
Tottenham on the 5th April at 2045 on TV3
TV3 introduces a documentary on Irish Muslims in the
Truth about Irish Muslims on the 29th March at 10pm
Top TV Advertisers 7th - 13th March2011
Meteor P
repay
UPC Tri
ple Play
Cadbury Big Race RSA
O2 Money
Aer Lin
gus
Lexus
CT200h
McDonalds C
BO
Eircom E M
obile
123ie ins
urance
225233248258264285343366
447492 Top 10 Brands 7th - 13th March 2011
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data
For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300
Desperate Housewives
Eastenders
RTE News at 9
Six Nations Rugby
The Late Late Show
Coronation Street 20
Fair City
Emmerdale
UEFA Champions League
From Here to Maternity 757777
89969798101102
156
Conrad Gallagherrsquos search for a lsquoHead Chefrsquo comes to TV3
this April and itrsquos available for sponsorship
TV3 Media Sales are currently seeking a sponsor for Friday
Late With Vincent Browm
Desperate Housewives
RTE News 9
Fair City
Weather (9 Orsquo Clock)
Late Late Show
Coronation St
Greys Anatomy
Primetime
Off the Rails
Eastenders 137146147153
164164
180181
190221
The Truth about Irish MuslimsOff the Rails
Sponsorship Availability
PampG
Unilever
Reckitt B
enckise
r
British S
ky Broadcastin
g
Kraft Foods
Meteor M
obile UPC
McDonalds
Renault
Ireland
Eircom
399410428447492506603682949
1652TV News
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
Daire OBrien Brent Pope and Frankie Sheehan will
present live Magners League coverage as the
Newposrt Gwent Dragons battle Leinster Live coverage
from 1430 on RTE2
RTE1 welcomes a new and exciting design show
presented by Nevile Knott Three interior designers
battle it out to transform rooms around Ireland Sunday
27th March at 2030
Live Championship League coverage of Real Madrid V
Tottenham on the 5th April at 2045 on TV3
TV3 introduces a documentary on Irish Muslims in the
Truth about Irish Muslims on the 29th March at 10pm
Top TV Advertisers 7th - 13th March2011
Meteor P
repay
UPC Tri
ple Play
Cadbury Big Race RSA
O2 Money
Aer Lin
gus
Lexus
CT200h
McDonalds C
BO
Eircom E M
obile
123ie ins
urance
225233248258264285343366
447492 Top 10 Brands 7th - 13th March 2011
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data
For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300
Desperate Housewives
Eastenders
RTE News at 9
Six Nations Rugby
The Late Late Show
Coronation Street 20
Fair City
Emmerdale
UEFA Champions League
From Here to Maternity 757777
89969798101102
156
Conrad Gallagherrsquos search for a lsquoHead Chefrsquo comes to TV3
this April and itrsquos available for sponsorship
TV3 Media Sales are currently seeking a sponsor for Friday
Late With Vincent Browm
Desperate Housewives
RTE News 9
Fair City
Weather (9 Orsquo Clock)
Late Late Show
Coronation St
Greys Anatomy
Primetime
Off the Rails
Eastenders 137146147153
164164
180181
190221
The Truth about Irish MuslimsOff the Rails
Sponsorship Availability
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