Comprehensive overview of game play on smartphones. More than 65% of smartphone users play games on their phones. This presentation given in Sydney in September 2012 looks at how brands and content owners can harness this large and demographically diverse audience to meet commercial objectives.
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
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)
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
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
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