WHO PLAYS COMPUTER AND VIDEO GAMES? 65% OF AMERICAN HOUSEHOLDS PLAY COMPUTER VIDEO GAMES

Transcription

1 GAMING TRENDS

2 DEMOGRAPHIC SHIFTS

3 WHO PLAYS COMPUTER AND VIDEO GAMES? 65% OF AMERICAN HOUSEHOLDS PLAY COMPUTER VIDEO GAMES Source: ESA Essential Facts,

4 COMING UP NEXT A society born in gaming Image: PlayStation 2 Baby 4 57

5 SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s Tweens & Teenagers reigning supreme Image: PlayStation 3 God 5 57

6 SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION Change of focus: years old core male gamers Image: PSP Blind 6 57

7 SHIFT IN AGES: TODAY Age of U.S. game players Today, the average game player age is 32 49% years 25% under 18 years 26% over 50 years Source: ESA, IGN s Are You Game from November

8 SHIFT IN AGES: TODAY Age of U.S. game players Today, the average game player age is 32 20% years 20% years 17% years 20% years 27% years 16% years 17% years New gamers (<2 years) 22% years 19% years 22% years Established gamers (>2 years) Source: IGN s Are You Game from November

9 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

10 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

11 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

12 SHIFT IN BEHAVIOR WHAT DOES Wii S SUCCESS TEACH US? A strategy of and Hard core & Casual 12 57

13 SHIFT IN BEHAVIOR MAINSTREAM GAMES EVOLVING TO SEDUCE CASUALS 13 57

14 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

15 GAMING UBIQUITY

16 GAMES ARE ENJOYED ON AN INCREASINGLY DIVERSE ARRAY OF SCREENS 16 57

17 GAME & WATCH: CONSOLES OR MEDIA HUBS?

18 GAMING IS PROGRESSIVELY MOVING FROM THE BEDROOM TO THE LIVING ROOM 18 57

19 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

20 THE CONVERGENCE OF ENTERTAINMENT Media initiatives Xbox Video Marketplace Netflix partnership BBC iplayer PS3 PlayTV etc

21 CONNECTED GAMING

22 NEXT GENERATION IS NOT DEFINED BY TECHNOLOGY BUT CONNECTIVITY/COMMUNITY 76% OF USERS ARE ONLINE GAMERS 70% OF USERS ARE ONLINE GAMERS 70% OF USERS ARE ONLINE GAMERS 40% HAVE AN XBOX LIVE GOLD ACCOUNT (VS. 10% ON XBOX 1) Sources: NPD Study, October 2007 ESA,

23 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,

24 MOST RECENT GAMES ARE ONLINE-ENABLED Image: Grand Theft Auto

25 THE ADVENT OF MMOGs MMOG Active Subscriptions (in millions, for games with 200,000+) 10M 9M 8M 7M 6M 5M 4M World of Warcraft Lineage Everquest Dark Age of Camelot RuneScape Final Fantasy XI Dofus Everquest II Lineage II Ultima Online 3M 2M 1M Source: MMOG Charts, April

26 TALES OF A USER-GENERATION Communities are increasingly involved in the expansion of the experience Image: Try Lubricant Gel 26 57

27 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

28 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

29 GUITAR HERO: WORLD TOUR MUSIC CREATOR Create your songs Share them Image: Guitar Hero World Tour 29 57

30 SPORE S CREATURE GENERATOR 2 million creatures created and shared in a month Images: Spore 30 57

31 Spore: YouTube Integration Upload videos of your creations on YouTube in 2 clicks Watch the Case Study 31 XX

32 DIY (DEVELOP IT YOURSELF) INITIATIVES Development & distribution tools for independent developers Image: David Perry s Project Top Secret 32 57

33 PLAYSTATION HOME Image: PlayStation Home 33 57

34 KEY LEARNING Gamers cease to be consumers and start to become contributors Image: PlayStation Home 34 57

35 DIRECT DISTRIBUTION

36 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

37 DIGITAL DISTRIBUTION PUTTING THE SQUEEZE ON TRADITIONAL RETAIL Entire game libraries online Steam, Metaboli, GameTap, etc. Image: Half Life

38 UNLOCKING NEW BUSINESS MODELS Pay-per-play logic Monthly subscriptions Episodic distribution, etc. Image: World of Warcraft 38 57

39 VIDEO GAME INDUSTRY MATURING

40 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

41 THE CONNECTION BETWEEN GAMES AND MOVIES IS NOW TIGHTER THAN EVER Tighter connection than ever between games and movies Image: Wall-e 41 57

42 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

43 GAMING IS NOW POWERFUL ENOUGH TO GENERATE MULTIMEDIA FRANCHISES Gaming now generates its own franchises Image: God of War 43 57

44 ADVERTISING AND GAMING

45 VIDEOGAMES BECOMING AN ADVERTISING CHANNEL Projected U.S. in-game video ad revenue $829 $665 $502 $ Source: emarketer, April 2007 / Advertising Age Fact Pack,

46 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,

47 IN-GAME ADVERTISING EXAMPLE: OBAMA CAMPAIGN 2008 In-game advertising specialists Massive IGA Worldwide Double Fusion GameCreative NeoEdge Jogo 47 57

48 PRODUCT PLACEMENT EXAMPLE: METAL GEAR SOLID 4 Images: Metal Gear Solid

49 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

50 RADICAL EVOLUTION OF HOW VIDEO GAMES ARE ADVERTISED

51 Video Case Study WHAT TO LEARN FROM HALO 3? THE EPITOME OF INTEGRATED COMMUNICATIONS See the website Integrated Campaign: One unifying message 80 executions Credits: AKQA + McCann Erickson (advertising agencies) 51 57

52 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

53 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 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

54 THANK YOU FOR NOT BOOING OR THROWING TOMATOES. Jérôme Sudan Account Planner