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MOBILE PLAY
THE GAME CHANGER


SEPTEMBER 2012

PRESENTED BY COLIN CARDWELL
PRESENTATION OUTLINE

  Who are 3RD SENSE?
  The Mobile Landscape
  What are your options?
  The Power of Play
  The Golden Rules
  3 Case Studies
WHO ARE 3RD SENSE?
WE DO PLAY

  Australia’s leading ‘Play Agency’

  10 years old, established in 2002

  A team of 20 technology creatives working out of our North Sydney studio

  Creators of Games and Apps with over 250 projects under our belt

  We work on web, mobile, desktop and social platforms

  And we do Gamification
WEB PLAY

 Web games
 Web promotions and
 competitions
 Single player
 Multiplayer
 Micro-sites
 Leader boards
MOBILE PLAY

  iOS (iPhone and iPad)
  Android
  Cross platform
  Stand alone and
  connected
  Free and Paid
SOCIAL PLAY

  Facebook Apps
  Facebook Pages
  Facebook Connect
  Twitter integration
  Promotions and
  Competition
DESKTOP PLAY

 Desktop installable
 games and Apps
 Windows, Mac, Linux
 CD, USB, Web
 distribution
 DRM
GAMIFICATION

  Making non-game activities more game
  like
  Motivating and rewarding with points,
  leader boards, awards, sharing,
  storytelling, virtual economies, and
  more
  Games might be part of the strategy,
  but not necessarily
  Increase customer loyalty, change
  behaviours, increase profits,
  differentiate brands, drive learning,
  track behaviours and more
OUR TOOLKIT

  Over 100 game engines
  Cross platform development framework
  Robust high traffic hosting platform
  Email marketing system
  Analytics and reporting
  Competition management and draw
  system
  Virtual economy platform
  Ad serving platform
  Ad network
  Cross platform test suite
HOUSE PROJECTS

 We are also the publisher of
 Fizzy.com which has over 1750
 games and 800,000 members

 We are the publisher of hit
 games like Swords and
 Sandals

 Our games are played more
 than 25 million times every
 month around the World
WHO WE WORK WITH
THE MOBILE LANDSCAPE
3RDSENSE Mobile Play 2012
SMARTPHONES IN AUSTRALIA
TELSYTE SMARTPHONE MARKET STUDY 2012


   Already some 12 million consumers use
   smartphones (more than 50% of the population)
   By 2014, more Australians will access digital
   services via smartphone than a computer
   By 2016, more than 20 million smartphone users in
   Australia
   By 2016, more than 50% will be using 4G (LTE)
SALES BY OS
NON VOICE USAGE (APPS)
USE OF SMARTPHONES IN AUSTRALIA
3RDSENSE Mobile Play 2012
3RDSENSE Mobile Play 2012
APPS VS MSITES: APPS ARE WINNING
DIGITAL AUSTRALIA 2012

  Females make up 47% of the total game population, up
  from 46% in 2008.
  The average age of video game players in Australia is
  32 years, up from 30 in 2008.
  75% of gamers in Australia are aged 18 years or older.
  94% of 6 to 15 years play video games
  43% of those aged 51 or older play video games.
DIGITAL AUSTRALIA 2012

  The average adult gamer has been playing video
  games for 12 years, 26% have been playing for more
  than 20.
  Playing habits are moderate with 59% playing for up to
  an hour at one time and only 3% playing for five or
  more hours in one sitting.
  57% of all gamers play either daily or every other day.
  Mobile phones are used to play games in 43% of game
  households, tablet computers in 13%.
TO SUM UP

  Smartphone use in Australia is huge and
  continuing to grow
  A very large amount of time is spent playing
  games
  Male and Female audiences like to play
  All age groups like to play
WHAT ARE YOUR OPTIONS?
MOBILE ADVERTISING
GAMIFICATION

Make your app more game like
CREATE A MOBILE GAME
THE POWER OF PLAY
NOT CONSIDERED ADVERTISING

  Most advertising
  interrupts, games are
  considered content
  Which leaves people
  feeling good about it
  Which is a great state
  to associate with your
  brand
LONG ENGAGEMENT TIMES

 Deep brand engagement
 Great for communicating
 complex messages
 Games are different every time
 you play, so lots of repeat play
 Long time + good feelings =
 LOVE
SHAREABLE CONTENT

 Good games are genuinely talked about and
 shared across all social networks
 Sharing can be integrated into the game
GREAT FOR DATA COLLECTION

  Will exchange data for access
  to play, competition entries,
  prizes, etc.
  Increased propensity to ‘Opt in’
  Will login with Facebook
  Connect and similar to access
  to games
TARGET SPECIFIC AUDIENCES

  Different audiences like different types of
  games
  Different audiences play for different reasons
  Which means that with the right game design,
  you can target very specifically
CAN DRIVE ACTIONS

  Games can be the reward for actions
  Competition entry can be the reward for actions
  Actions can be integrated into the game
  Discounts and vouchers can have higher
  perceived value if someone has had to play to
  win them
THE GOLDEN RULES
BEGIN WITH THE END IN MIND

  What actions do you want
  your customers to take?
  Set specific goals
  Consider how you will track
  and measure the performance?
PUT THE AUDIENCE FIRST

  Identify the game or playful
  content which will appeal to
  your audience
  Be subtle about brand
  integration, no need to shout
  Reward your target audience
  for deeply engaging with your
  brand, they’ll love you for it
INTEGRATE WITH THE WIDER
CAMPAIGN

  The game should be part of
  the marketing mix
  The game could be the
  centre of the campaign
  Or designed to target part of
  the audience
PROMOTE THE GAME

 Just building the game isn’t
 enough, you need to promote it
 too
 Be smart about the targeting of
 that promotion
 You can pay per install on
 mobile devices
 Integrate with broader
 campaigns
THINK LONGER TERM

  Think beyond the campaign
  Games can remain popular
  for years
  Some players will get upset if
  you remove the game
CASE STUDIES
SWORDS AND SANDALS

Background
By 2010, 3RD SENSE’s popular ‘gladiatorial combat’ online game
franchise ‘Swords and Sandals’ had had over 250 million game
plays over 5 years. The obvious next step was an iPhone game




Objectives
   Generate revenue, sell games
   Cross promote the existing game
   (Test the platform’s commercial opportunities)
SWORDS AND SANDALS
SWORDS AND SANDALS
SWORDS AND SANDALS

The outcomes
  Become the #1 Role-Playing iPhone
 Game in 30 countries (App Stores)
  Generated over 400,000 downloads
 (including paid & free)
  Seen over 40 million virtual gladiators
 fall on the sand!
 Generated around $200,000 in net
 revenue
EGGY WORDS FOR BLAKE

Objective
Make learning sight words fun for 5 year olds (there are 250
to learn)


The Game
    Kids have to swipe the flying eggs with the right words on
    them
    Collect bonus items, earn rewards and hatch new animals
    Lots of fun sounds and animations
    Include reporting for parents
EGGY WORDS
EGGY WORDS
FOX FOOTY LIVE KICK

Objective
Fox Sports wanted to engage Footy fans when they were watching
the game on TV


The Game

    Give the fans a game they can play against each other.

    Make it real by using Live Kick data from the match.

    Add a Virtual Currency layer to use fan’s passion to drive brand
    actions.

    Add in great prizes as an additional motivator

    Extend into NRL too
FOX FOOTY LIVE KICK
NRL ON FOX LIVE KICK
QUESTIONS?
FINAL THOUGHTS
LET’S START A CONVERSATION…

If you’re looking for a Mobile Game that CUTS THROUGH the
noise, CONNECTS with your target audience and drives the
ACTIONS you want, get in touch.


                02 89 231 200

                commercial@3rdsense.com

                www.3rdsense.com

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3RDSENSE Mobile Play 2012

  • 1. MOBILE PLAY THE GAME CHANGER SEPTEMBER 2012 PRESENTED BY COLIN CARDWELL
  • 2. PRESENTATION OUTLINE Who are 3RD SENSE? The Mobile Landscape What are your options? The Power of Play The Golden Rules 3 Case Studies
  • 3. WHO ARE 3RD SENSE?
  • 4. WE DO PLAY Australia’s leading ‘Play Agency’ 10 years old, established in 2002 A team of 20 technology creatives working out of our North Sydney studio Creators of Games and Apps with over 250 projects under our belt We work on web, mobile, desktop and social platforms And we do Gamification
  • 5. WEB PLAY Web games Web promotions and competitions Single player Multiplayer Micro-sites Leader boards
  • 6. MOBILE PLAY iOS (iPhone and iPad) Android Cross platform Stand alone and connected Free and Paid
  • 7. SOCIAL PLAY Facebook Apps Facebook Pages Facebook Connect Twitter integration Promotions and Competition
  • 8. DESKTOP PLAY Desktop installable games and Apps Windows, Mac, Linux CD, USB, Web distribution DRM
  • 9. GAMIFICATION Making non-game activities more game like Motivating and rewarding with points, leader boards, awards, sharing, storytelling, virtual economies, and more Games might be part of the strategy, but not necessarily Increase customer loyalty, change behaviours, increase profits, differentiate brands, drive learning, track behaviours and more
  • 10. OUR TOOLKIT Over 100 game engines Cross platform development framework Robust high traffic hosting platform Email marketing system Analytics and reporting Competition management and draw system Virtual economy platform Ad serving platform Ad network Cross platform test suite
  • 11. HOUSE PROJECTS We are also the publisher of Fizzy.com which has over 1750 games and 800,000 members We are the publisher of hit games like Swords and Sandals Our games are played more than 25 million times every month around the World
  • 12. WHO WE WORK WITH
  • 15. SMARTPHONES IN AUSTRALIA TELSYTE SMARTPHONE MARKET STUDY 2012 Already some 12 million consumers use smartphones (more than 50% of the population) By 2014, more Australians will access digital services via smartphone than a computer By 2016, more than 20 million smartphone users in Australia By 2016, more than 50% will be using 4G (LTE)
  • 17. NON VOICE USAGE (APPS)
  • 18. USE OF SMARTPHONES IN AUSTRALIA
  • 21. APPS VS MSITES: APPS ARE WINNING
  • 22. DIGITAL AUSTRALIA 2012 Females make up 47% of the total game population, up from 46% in 2008. The average age of video game players in Australia is 32 years, up from 30 in 2008. 75% of gamers in Australia are aged 18 years or older. 94% of 6 to 15 years play video games 43% of those aged 51 or older play video games.
  • 23. DIGITAL AUSTRALIA 2012 The average adult gamer has been playing video games for 12 years, 26% have been playing for more than 20. Playing habits are moderate with 59% playing for up to an hour at one time and only 3% playing for five or more hours in one sitting. 57% of all gamers play either daily or every other day. Mobile phones are used to play games in 43% of game households, tablet computers in 13%.
  • 24. TO SUM UP Smartphone use in Australia is huge and continuing to grow A very large amount of time is spent playing games Male and Female audiences like to play All age groups like to play
  • 25. WHAT ARE YOUR OPTIONS?
  • 27. GAMIFICATION Make your app more game like
  • 29. THE POWER OF PLAY
  • 30. NOT CONSIDERED ADVERTISING Most advertising interrupts, games are considered content Which leaves people feeling good about it Which is a great state to associate with your brand
  • 31. LONG ENGAGEMENT TIMES Deep brand engagement Great for communicating complex messages Games are different every time you play, so lots of repeat play Long time + good feelings = LOVE
  • 32. SHAREABLE CONTENT Good games are genuinely talked about and shared across all social networks Sharing can be integrated into the game
  • 33. GREAT FOR DATA COLLECTION Will exchange data for access to play, competition entries, prizes, etc. Increased propensity to ‘Opt in’ Will login with Facebook Connect and similar to access to games
  • 34. TARGET SPECIFIC AUDIENCES Different audiences like different types of games Different audiences play for different reasons Which means that with the right game design, you can target very specifically
  • 35. CAN DRIVE ACTIONS Games can be the reward for actions Competition entry can be the reward for actions Actions can be integrated into the game Discounts and vouchers can have higher perceived value if someone has had to play to win them
  • 37. BEGIN WITH THE END IN MIND What actions do you want your customers to take? Set specific goals Consider how you will track and measure the performance?
  • 38. PUT THE AUDIENCE FIRST Identify the game or playful content which will appeal to your audience Be subtle about brand integration, no need to shout Reward your target audience for deeply engaging with your brand, they’ll love you for it
  • 39. INTEGRATE WITH THE WIDER CAMPAIGN The game should be part of the marketing mix The game could be the centre of the campaign Or designed to target part of the audience
  • 40. PROMOTE THE GAME Just building the game isn’t enough, you need to promote it too Be smart about the targeting of that promotion You can pay per install on mobile devices Integrate with broader campaigns
  • 41. THINK LONGER TERM Think beyond the campaign Games can remain popular for years Some players will get upset if you remove the game
  • 43. SWORDS AND SANDALS Background By 2010, 3RD SENSE’s popular ‘gladiatorial combat’ online game franchise ‘Swords and Sandals’ had had over 250 million game plays over 5 years. The obvious next step was an iPhone game Objectives Generate revenue, sell games Cross promote the existing game (Test the platform’s commercial opportunities)
  • 46. SWORDS AND SANDALS The outcomes Become the #1 Role-Playing iPhone Game in 30 countries (App Stores) Generated over 400,000 downloads (including paid & free) Seen over 40 million virtual gladiators fall on the sand! Generated around $200,000 in net revenue
  • 47. EGGY WORDS FOR BLAKE Objective Make learning sight words fun for 5 year olds (there are 250 to learn) The Game Kids have to swipe the flying eggs with the right words on them Collect bonus items, earn rewards and hatch new animals Lots of fun sounds and animations Include reporting for parents
  • 50. FOX FOOTY LIVE KICK Objective Fox Sports wanted to engage Footy fans when they were watching the game on TV The Game Give the fans a game they can play against each other. Make it real by using Live Kick data from the match. Add a Virtual Currency layer to use fan’s passion to drive brand actions. Add in great prizes as an additional motivator Extend into NRL too
  • 52. NRL ON FOX LIVE KICK
  • 55. LET’S START A CONVERSATION… If you’re looking for a Mobile Game that CUTS THROUGH the noise, CONNECTS with your target audience and drives the ACTIONS you want, get in touch. 02 89 231 200 commercial@3rdsense.com www.3rdsense.com