... Games PC and Console (Xbox, PS2, etc) Boxes at ..

1
Advertising to Gamers What Works and Why
A discussion with Mark Friedler, CEO Game
DAILY Kate Thorp, CEO AKQA John Vail, Director
Digital Media and Marketing, Pepsi
2

• A Brief Overview of Gaming
• Video Games PC and Console (Xbox, PS2, etc)
• Boxes at retail, downloaded online (PC)
• Audience primary 12-34 year old males
• Includes MMOs, in-game ad opportunities
• Licensed properties and original IP
• Casual Web-Based Games
• Played on web, downloaded online
• Audience primary 25-55 year old women
• Skill based, easy to learn, understand
• Adver-Games
• Played on web, downloaded online
• Completely sponsored content.
• Varied experience
• (For details, see my Imedia article 10/28/04)

3

• What Does a Gamer Look Like?
• In the last month Ive
• Gone to a movie in a theater
• Watched a DVD
• Listened to music on an IPod, MP3 player
• Played a game on a cell phone, PSP or GameBoy
• Played a game on a PC
• Played a video game on a console (PS2, Xbox,
  Nintendo, etc)
• Gambled in Vegas

4

• The Audience for Games Is Growing
• Gamers are growing beyond the 8-34 year old male
  target 46 are 18-50 years old.
• Games are now mainstream entertainment like
  music, TV and film.
• The average computer video game buyer is 36.
• 39 of Gamers are female and nearly 24 of all
  gamers are over the age of 40.
• North American casual and mainstream console and
  online gamers are projected to be 84 of the
  total market by 2009.
• Sources Electronic Software Association, DFC
  Intelligence Nielsen Entertainment

5

• Games Are Now Popular Entertainment that compete
  with Music, TV and Film
• 39 percent of adults age 18-55 have played games
  on their computer, game console or cell phone
• 10 percent of adults who play games admit that
  they have become addicted
• Adult gamers responded that online and video game
  playing accounts for approximately three hours
  per week young adults (18-34) play an average of
  five hours per week
• Stranded on a desert island? 34 of teens would
  select online or video games 26 would select an
  iPod 30 of adults (ages 44-55) would select
  online or video games
• Source AOL Games Poll, May 2005

6

• The Benefits of Advertising to Gamers
• Young, hip, tech savvy audience
• Early adopters, heat seekers, tipping point,
  etc.
• 99 of gamers own a PC (GameDAILY stat) heavy
  usage of Internet, blogs, boards, etc.
• Large potential for Word of Mouth marketing

7

• Opportunities of Advertising to Gamers
• The Web (hint, thats where gamers live!)
• Broad deployment and acceptance of rich media and
  video
• In-game advertising, sponsored games and product
  placements
• Large potential for Word of Mouth marketing

8

• Case Study Xbox 360/AKQA
• How Did you design new user interface to reach
  broader audience and take share from market
  leader SONY?

9

• Case Study Mountain Dew
• The Strategy for Dew in Gaming is to Gain
  Relevance with Teens and Young Adults
• Every10minutes.com Lifestyle marketing

10
Advertising to Gamers What Works and Why
A discussion with Mark Friedler, CEO Game DAILY
Questions? mark_at_gamedaily.com Kate Thorp, CEO
AKQA John Vail, Director Digital Media and
Marketing, Pepsi