eagames advertising

7/30/2019 EAGames Advertising

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ENGAGINGAUDIENCES Will Chan, Global Media Planner MA Marketing & Advertising, Leeds Un



STAND UP IF….



NAME THE CONSOLE!



NAME THE CHARACTER!



40M80M

130M

1995 2000 2005

EA Estimates(MM monthly unique players across all platforms)

A LEADER IN EVERY CATEGO

HD Console

PC Retail

Mobile & Reader

Casual & Online

Social



$115B INDUSTRY BY 2015(WORLDWIDE)

Of Gamers Spend More On EThan Non-Gamers

Of Video Games Have Stronger Opening DayThan All Box Office Movies

Of All HouseholdVideo Games

Entertainment Software Association 2011, Gartner 2011, BoxOffice



Con

Casual

Mobile

PC/Online

33%

17%

13% 16%

21%

A BOOMING INDUSTRY

Worldwide Players

1.57B

80M



27.8 25.6 24.6 23.2 22

12.3 15.9 20.2 24.8 29.2

CY08 CY09 CY10 CY11E CY12E

DigitalPackaged Goods

$40.1B $41.5B$44.8B

$48B $51.2B

EA estimates, ESA.($ B, Calendar Year basis, Worldwide)

6.48.3

8.3

9.7

2.2

3.13.4

3.9

CY10 CY11E

Mobile, Handheld

Console

PC Core

Casual, Social

$20.2B

$24.8B

DIGITAL IS DRIVING GROWTH



Of Time Spent On Facebook

FINDING MORE TIME TO PLAY

39% 14.7 9.

10+ 8+

Hours Per Week Ho

18-34 25-49Hours Per Week Hours Per Week

Sources: 2011 Flurry, PopCap, Entertainment Software Association 2011, TripWire Magazine 2011 - Social Gaming By The Numbers



17%

18%

24%

22%

13%

6%

Age Breakdown12-17

18-24

25-34

35-44

45-54

55-65

Source: Interpret New Media Measure

Demo Breakdown

male

female

EVERYONE IS PLAYING GAMES



Question: “In the last 24 hours, when you did the following activity what else where you doing?Source: Simmons 2010 Fall NCS Adults Full Year New Media Study; 18-44

95%

66% 67%

Playing Video Games Watching TV Using the Internet

GAMERS ARE FULLY ENGAGED% of users that don’t multitask while…



ENGAGED PLAYERS LEAD TO REC

Source: Hall & Partners Research, 1997-2007; Nielsen Research, 2006-2008; Interpret Research, 2006-2010 * Average for +100 in-game campaigns

12%

13%18%

32%

6

Online

Outdoor Print

Television

In-Game

Average Ad Recall For All CampaignsHall & Partners Research, 1997-2010



IN GAME ADS AREN’T NEW



TWO CREATIVE STYLES, ANY PLAT

Served via internetconnection, moreflexible

Suited to productadvertising

Geo, time, demotargetable

Dynamic

Built into the gamore permanen

Suited to brandadvertising

More interactivedeeper engagem

HardCoded



DYNAMIC IN GAME BANNER



ADVERTISING WITH EA



EXTENDING BRANDS TO NEW



EXTENDING BRANDS TO NEWFRONTIERS



IN GAME RESULTS

24% increase in sales within user 13% increase in buying rate9% increase in new users

$3 ROI for every $1 spent

Source: Nielsen US, 2010

SHOWCASE BRAND ATTRIBUTES



Sources: EA, comScore Brand Impact Study, Networked Insights

Results:

2,700,000 Bounty Towels placed in unique players’

522,600 NEW Bounty fans on Facebook, 40% of Bounty’

59,000,000 game sessions played during the 3-weeksponsorship


ON PACK PROMOTIONS



ON PACK PROMOTIONS



Results:

94% chose to interact with the Dr Pepper content

76% of the reported sales increase driven from NEW

32% told a friend about the Dr Pepper downloadable

Source: comScore, Nielsen, Interpret Research Methodology: Multiple Brand Impact Studies, Social Listening Study, Nielsen NetEffect ROI study



Whatever the brand,there is a relevant gaming solution



TOP TIPS



Tip 1:

Gaming is no different from any other medium.Think about the goals and KPIs you want



Tip 2:

Think laterally, you don’t have to be ingame, and you don’t have to be

represented identically



Tip 3:

Give value to gamers. They love conte



Tip 4:

Leverage the existing audience andIP of an existing game



Tip 5:

Don’t interrupt the gaming experience,be additive to it



WHAT NOT TO DO!



THANK YOU!

ANY QUESTIONS?

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