Scoping online gaming communities v1.0

 Are you game? Reaching the online gaming community

Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006

Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006 Minimal above the line marketing

Gamer community profile 19 July 2006 Four-fifths are aged 15-44 16-24 year olds in a culture of ‘connected cocooning’ Over two- fifths of players are female Just over half are in social grade ABC1 Average gaming time is 45 minutes per day, on a daily basis Over 1/3 of GB internet users 15+ play online * Research based on findings from BMRB and SPILL GROUP

The market is segmented by game types… 19 July 2006 Entertainment Software Association, 2005

User groups vary across game types ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006 *Nottingham Trent University, 2006 ** Elspa

The market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006 *IDC *Xbox Live

Multiplayer online games ,[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006

Gaming ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006

Gaming (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006

Large communities form around games ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006

Avatars ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006

Avatars are people too!... ,[object Object],[object Object],19 July 2006

19 July 2006 World of WarCraft Gaia Online

In-game economies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006

In-game economies (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006 Promote messages and brands Embed advertising tailored to users Create forums or marketplaces to promote brands and signpost real world products

Messages move across multiple pathways and are self-perpetuating 19 July 2006 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Study: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006

Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],19 July 2006 * Research based on a BMRB survey

Next steps… ,[object Object],19 July 2006

Scoping online gaming communities v1.0

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