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%
OF USERS ARE
ONLINE GAMERS

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

70%
OF USERS ARE
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