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“Games are really social

Marketers should go explore

Get your ads in games”

Haiku by David BenBassett

Social Gaming: Farmville is for n00bs

August 19, 2010

David BenBassett, Intern,

Interactive Strategy

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Abandoning Stereotypes

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Multiplayer Timeline

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The Players

169.9 million gamers

Mainly males, age 13-34

Males and females

Avg. 13 hours of gaming in a week

Sources: www.gamespot.com, www.gamespy.com

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Hardcore Gamers

Sources:

http://blog.nielsen.com, www.huffingtonpost.com, www

2.mcdowellnews.com

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Gamer Clans

Sources: www.wikipedia.com

Gamers often join

together to form teams in

games

Xbox/PS3/PC: Clans

WoW: Guilds

Earn a clan tag next to

name

Seek belonging, status,

competition

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n00b

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Pwnd u lolz

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Phj33r m4h 1337

$k!11z !!!

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L3@rn j00r l33t $pk

Gamers speak to each

other online via message or

voice-chat using computer

language l33t

L33t vs. n00b: hardcore or

inexperienced

Woot!: expression of joy or

excitement

Ownd: beating another

player with the intention of

stripping them of their

dignity

Sources: www.computerhope.com

Where the action goes down

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There’s nothing more fun than

killing your friends

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Who the hell is on my team?!

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OMG POKEMON!!!

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WoW, it’s an MMORPG

Sources: www.walyou.com, www.fortunetech.com

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People like

this….

Can become

this…

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Second Life, for when one life just isn’t enough

Sources: www.secondlife.com, www.forbes.com

Huge online world with social

and business aspects

Real life groups, businesses,

and causes

Parties, concerts, seminars,

webcasts

$567 million economy based

on Linden Dollar

Thriving virtual goods market

What does it all mean?

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Players pick up on subtleties in the game world

Move real-life ads into

games

Ensure the ad matches

the game atmosphere

Decals/cars for auto

Jumbotron for sports

Damaged billboards

for war

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Gamers rep themselves through their avatars

Create branded, virtual goods or gifts

to pass between avatars

Make realistic representations of

actual product

Sell at a competitive price, low

enough for people to want to spend

actual money on virtual goods

Tie in with coupons or discounts for

repping the brand through an avatar

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Virtual campaigns cost less than real ones

Second life presents a great opportunity for healthcare initiatives

Constructing events/displays/fundraisers is relatively inexpensive and

can net real profit

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Milo: advertising opportunity or friendship downfall?

Virtual friends reduce

social communication?

Or, a friend who learns

and informs about new

products based on user

information?

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Takeaways

Opportunities exist to advertise within video games

Create virtual gifts and avatar items to satisfy gamers’ appetite for

realism

Virtual events are a creative way to access consumers and can net real

profit

Staying up to date on the technology employed in games and other

media is essential to using it as a competitive advantage

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