Video Gaming Trends

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  • GAMING TRENDS
  • DEMOGRAPHIC SHIFTS
  • 3 | 57 WHO PLAYS COMPUTER AND VIDEO GAMES? Source: ESA “Essential Facts”, 2008 65% OF AMERICAN HOUSEHOLDS PLAY COMPUTER VIDEO GAMES
  • 4 | 57 COMING UP NEXT Image: PlayStation 2 “Baby” A society born in gaming
  • 5 | 57 SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s Tweens & Teenagers reigning supreme Image: PlayStation 3 “God”
  • 6 | 57 SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION Change of focus: 18-35 years old core male gamers Image: PSP “Blind”
  • 7 | 57 SHIFT IN AGES: TODAY Age of U.S. game players Today, the average game player age is 32 25% under 18 years 26% over 50 years 49% 18-49 years Source: ESA, 2008 + IGN’s “Are You Game” from November 2008
  • 8 | 57 SHIFT IN AGES: TODAY Age of U.S. game players Today, the average game player age is 32 Source: IGN’s “Are You Game” from November 2008 New gamers (2 years) 17% 45-54 years20% 45-54 years 20% 35-44 years 22% 25-34 years 19% 18-24 years 22% 12-17 years 20% 35-44 years 27% 25-34 years 16% 18-24 years 17% 12-17 years
  • 9 | 57 SHIFT IN GENDER: THE GIRL POWER Source: ESA “Essential Facts”, 2008 | Image: Nintendo DS Lite “Woman” 60% Male 40% Female Gender of U.S. game players
  • 10 | 57 The way we consume video games today has changed. People don’t spend hours playing video games anymore. SHIFT IN BEHAVIOR Image: Lego “PlayStation”
  • 11 | 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)
  • 12 | 57 SHIFT IN BEHAVIOR WHAT DOES Wii’S SUCCESS TEACH US? A strategy of “and” Hard core & Casual
  • 13 | 57 SHIFT IN BEHAVIOR MAINSTREAM GAMES EVOLVING TO SEDUCE CASUALS
  • 14 | 57 SHIFT IN BEHAVIOR THE EMERGENCE OF SOCIAL GAMING Source: ESA “Essential Facts”, 2008 | Visual: PlayStation 2 “Mould” 59% OF GAMERS PLAY WITH OTHER GAMERS IN PERSON.
  • GAMING UBIQUITY
  • 16 | 57 GAMES ARE ENJOYED ON AN INCREASINGLY DIVERSE ARRAY OF SCREENS
  • GAME & WATCH: CONSOLES OR MEDIA HUBS?
  • 18 | 57 GAMING IS PROGRESSIVELY MOVING FROM THE BEDROOM TO THE LIVING ROOM
  • 19 | 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
  • 20 | 57 THE CONVERGENCE OF ENTERTAINMENT Media initiatives Xbox Video Marketplace Netflix partnership BBC iPlayer PS3 PlayTV etc.
  • CONNECTED GAMING
  • 22 | 57 NEXT GENERATION IS NOT DEFINED BY TECHNOLOGY BUT CONNECTIVITY/COMMUNITY Sources: NPD Study, October 2007 | ESA, 2008 76% OF USERS ARE ONLINE GAMERS 70% OF USERS ARE ONLINE GAMERS 40% HAVE AN XBOX LIVE GOLD ACCOUNT (VS. 10% ON XBOX 1) 70% OF USERS ARE ONLINE GAMERS
  • 23 | 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
  • 24 | 57 MOST RECENT GAMES ARE ONLINE-ENABLED Image: Grand Theft Auto 4
  • 25 | 57 THE ADVENT OF MMOGs MMOG Active Subscriptions (in millions, for games with 200,000+) 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 20081997 1M 2M 3M 4M 5M 6M 7M 8M 9M 10M World of Warcraft Lineage Everquest Dark Age of Camelot RuneScape Final Fantasy XI Dofus Everquest II Lineage II Ultima Online Source: MMOG Charts, April 2008
  • 26 | 57 TALES OF A USER-GENERATION Communities are increasingly involved in the expansion of the experience Image: Try“Lubricant Gel”
  • 27 | 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
  • 28 | 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
  • 29 | 57 GUITAR HERO: WORLD TOUR MUSIC CREATOR Image: Guitar Hero World Tour Create your songs Share them
  • 30 | 57 SPORE’S CREATURE GENERATOR Images: Spore 2 million creatures created and shared in a month
  • 31 | XX Spore: YouTube Integration Watch  the Case  Study Upload videos of your creations on YouTube in 2 clicks
  • 32 | 57 DIY (DEVELOP IT YOURSELF) INITIATIVES Image: David Perry’s Project Top Secret Development & distribution tools for independent developers
  • 33 | 57 PLAYSTATION HOME Image: PlayStation Home
  • 34 | 57 KEY LEARNING Image: PlayStation Home Gamers cease to be consumers and start to become contributors
  • DIRECT DISTRIBUTION
  • 36 | 57 DIGITAL DISTRIBUTION PUTTING THE SQUEEZE ON TRADITIONAL RETAIL Image: Warhawk The end of the box? Gaming is embracing online as a potential distribution medium
  • 37 | 57 DIGITAL DISTRIBUTION PUTTING THE SQUEEZE ON TRADITIONAL RETAIL Image: Half Life 2 Entire game libraries online Steam, Metaboli, GameTap, etc.
  • 38 | 57 UNLOCKING NEW BUSINESS MODELS Pay-per-play logic Monthly subscriptions Episodic distribution, etc. Image: World of Warcraft
  • VIDEO GAME INDUSTRY MATURING
  • 40 | 57 GAMING IS NOW BIGGER THAN DVDs, BOX OFFICE, MOVIE RENTALS, BOOKS OR MUSIC Sources: Wired, 2008 | GamesIndustry, 2008 | ESA “Essential Facts”, 2008 | NPD Group/Retail Tracking Service A $34 billion industry worldwide Asia: $11.5 billion Europe: $11.4 billion U.S.: $10.7 billion
  • 41 | 57 THE CONNECTION BETWEEN GAMES AND MOVIES IS NOW TIGHTER THAN EVER Image: Wall-e Tighter connection than ever between games and movies
  • 42 | 57 THE NATURE OF GAMING/MOVIE’S LOVE STORY HAS CHANGED Image: Prince of Persia High-profile brains coming from the movie industry to experiment
  • 43 | 57 GAMING IS NOW POWERFUL ENOUGH TO GENERATE MULTIMEDIA FRANCHISES Image: God of War Gaming now generates its own franchises
  • ADVERTISING AND GAMING
  • 45 | 57 VIDEOGAMES BECOMING AN ADVERTISING CHANNEL Projected U.S. in-game video ad revenue Source: eMarketer, April 2007 / Advertising Age Fact Pack, 2008 2006 2007 2008 2009 $346 $502 $665 $829
  • 46 | 57 BURGER KING ADVERGAMES Source: Microsoft official sales numbers, 2007 | Cannes Lions awards archive, 2008 Video Case Study 3.22 million titles sold at $3.99 each
  • 47 | 57 IN-GAME ADVERTISING EXAMPLE: OBAMA CAMPAIGN 2008 In-game advertising specialists Massive IGA Worldwide Double Fusion GameCreative NeoEdge Jogo
  • 48 | 57 PRODUCT PLACEMENT EXAMPLE: METAL GEAR SOLID 4 Images: Metal Gear Solid 4
  • 49 | 57 MARKETING PARTNERSHIPS NIVEA/SPLINTER CELL TIE-IN Images: RDA’s ad campaign for Nivea “The Good Side” and Splinter Cell Nivea For Men marketing site In-game advertising program in Splinter Cell IV Dedicated standalone game
  • RADICAL EVOLUTION OF HOW VIDEO GAMES ARE ADVERTISED
  • 51 | 57 WHAT TO LEARN FROM HALO 3? THE EPITOME OF INTEGRATED COMMUNICATIONS Video Case Study See the website Integrated Campaign: One unifying message 80 executions Credits: AKQA + McCann Erickson (advertising agencies)
  • 52 | 57 WHAT TO LEARN FROM BIOSHOCK? INTEGRATED VIRAL CAMPAIGN Credits: RDA International (ad agency) See the website “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.
  • 53 | 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
  • Jérôme Sudan Account Planner www.advertisingpawn.com jeromesudan@yahoo.fr THANK YOU FOR NOT BOOING OR THROWING TOMATOES.
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