Entertainment & Humor

DDMA / Microsoft: Crossmedia Marketing

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Marcel Nieuwpoort (Microsoft) gives facts and figures about advertising and gaming and sketches devllopments in the nereby future. Such as Microsoft's project Natal
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  • 1. DDMA – gaming / brand / consumer Marcel Nieuwpoort 8 december, 2009
  • 2. Gaming industrie overview
  • 3. Gaming vs Movies
  • 4. 90 Miljoen gamers in Europa (1 op 3) Europa – actieve Betalende gamers • 66 millioen die actief betalen voor games gamers en game consoles (miljoenen) 90 Niet betalende gamers 66 • 24 millioen “niet betalende” gamers – Diegene die gamen maar het afgelopen 24 jaar geen game hebben gekocht, maar wel gratis spelletjes spelen (online of offline) Total Paying Non-paying Gamers Gamers Gamers
  • 5. Online gaming Europese – breedband huishoudens 2007 - 2011 Europa – geinstaleerde 3rd Gen. Console Base 2006-2011 120 50 Breedband Huishoudens 100 40 80 (Miljoenen) miljoenen 30 60 20 40 20 10 0 0 2007 2008 2009 2010 2011 2007 2008 2009 2010 2011
  • 6. 1 miljard wereldwijde advertentie markt in gaming Market Forecasts: Global and U.S. In-Game* Advertising Expenditure ($ US millions) Parks Associates (U.S. Only) Yankee Group (Global) PwC (U.S. Only) emarketer (U.S. Only) 1,000 750 US $ millions 500 250 0 2006 2007 2008 2009 2010 2011 2012 * Defined herein as: Parks Associates: forecast for static and dynamic in-game ad revenues inc. product placement & sponsorships (U.S. market only) - Jun 07 Yankee Group: for static and dynamic in-game ad revenues inc. product placement & sponsorships (Global market) - Jul 07 PwC: forecast is for "in-game" advertising - no further definition available (U.S. market only) - Jun 07 emarketer: includes static ads, dynamic ads, product placements, game portal display ads and sponsofed sessions in console-based, PC-based and web-based games; excludes advergames and advertising on mobile games - Feb 08 6
  • 7. Mobile gaming… 7
  • 8. Op dit moment…
  • 9. Mogelijkheden op dit moment Gamer-focused Dynamic in-game Sponsorships In-game product Advergames web sites Advertising placement …Van simpele game interacties online tot meer geavanceerde branded games Complexity & lead time
  • 10. Ingame advertising 10
  • 11. Voorbeeld van BDE 11
  • 12. Burger King Custom game promotion - 3 custom games for Xbox & Xbox 360 - Sold exclusively in-store for $3.99 - Cross promotion Results - 40% profit increase YOY - 4% increase in same store sales - Won the Grand Prix Titanium Lion at Cannes 2007 12
  • 13. Games & dataverzameling cases
  • 14. KLU - Werving
  • 15. Nuon Ballenjongens – WL Messenger 16
  • 16. toekomst?
  • 17. "This is a pivotal moment that will carry with it a wave of change, the ripples of which will reach far beyond video games" STEVEN SPIELBERG 18
  • 18. Dank u. http://advertising.microsoft.nl marcen@microsoft.com
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