Gaming2020

1
2
3
4
5
Introduction
Audience
Conversation
Connect with what’s happening
Inspiration

More looked to find new ways
of Entertainment
New Habits, New Routines

One of them was Gaming
Spending for some industries spiked drastically

COVID-19 COVID-19
Conversation Volume
DuringBefore
Source - Current period- 1 Jan 2020 to 31 Mar 2020 Previous period- 1 Jan 2019 to 31 Mar 2019 Twitter Internal,
conversation data around Gaming, 1 Jan 2020 - 31 Mar 2020, location: ID/MY/PH/SG/TH, retrieved Apr 2020.

COVID-19
During
COVID-19
Unique Authors
Source - Current period- 1 Jan 2020 to 31 Mar 2020 Previous period- 1 Jan 2019 to 31 Mar 2019 Twitter Internal,
conversation data around Gaming, 1 Jan 2020 - 31 Mar 2020, location: ID/MY/PH/SG/TH, retrieved Apr 2020.
Before

Avery
@Avxry
I woke up and just stared at the
black hole because life is
meaningless without Fortnite.
Fortnite is love, Fortnite is life
Twitter has always been
the platform for gaming and
Esports

The Black Out.
Chica
@TSM_Chica
So when is Fortnite coming
back?
Ninja
@Ninja
Well they didn’t call it the end
for nothing #Fortnite
timthetatman

The Black Out.
timthetatman
@timthetatman
Everyone trying to figure out
what the Fortnite numbers
mean

The Black Out. 4.1M Tweetsin 3 days
(+12x increase in conversation)
#1 Trend Worldwide

The Black Out. 36hr Livestream (Organic)
50.7M mins watched
42.8M views
12.8M Viewers

On the 15th October, much to the
relief of gamers worldwide, Fortnite
Chapter 2 launched and returned to
business as usual

Audience

more
minutes
spent
(event
day/time vs.
prior 3 weeks)
+4.1%
+3.7%
more
unique
visitors
(event day/time
vs. prior 3
weeks)
-1.6% -1.7%
Connect
with the
biggest
moments
Source — Custom Daypart Analysis, comScore Media Metrix & Mobile Metrix, US, UK, Brazil

WOMEN
43.6%
MEN
56.4%
Source - GWI Survey 2019Q1 - 2019Q4, Twitter Gamers defined as 'Reach-Twitter- Visitors/Users AND Interests-
Gaming’.

The audience on Twitter skews younger:
42.9%
31.1%
18.2%
5.9%
1.9%
<25 25-34 35-44 45-54 60>
Source - GWI Survey 2019Q1 - 2019Q4, Twitter Gamers defined as 'Reach-Twitter- Visitors/Users AND Interests-
Gaming’.
Img Source - Adobe Stock - Pac Man Ghost

taken action on Twitter
(e.g. engaged with content, looked for more
information)
taken action outside of Twitter
(e.g. visited a website, looked for more info
recommendations, made a decision)
Source -Kantar TNS Twitter Consumer Deep Dive Survey, 2018
Img Source - Adobe Stock - Pac Man Ghost

Twitter Users want to see
more from Gaming brands
Source -Kantar TNS Twitter Consumer Deep Dive Survey, 2018
More likely to play games online,
on their phone, or on a console

TwitterActivityfor
Gamers
94%Weekly or more often
77%Daily or more likely
62%Constantly or
Multiple Times a day
Source -Kantar TNS Twitter Consumer Deep Dive Survey, 2018

follow brands on
Twitter
Source - Kantar TNS Twitter Consumer Deep Dive Survey, 2018

64%
58%
54% Fill up spare time
Source — Kantar TNS Twitter Consumer Deep Dive Survey, 2018
Img Source - Getty Images
TopReasons
ToFollowAccounts
Stay up to date with
news/real world
Tweet interesting/
entertaining content

What users want
to see more of
from Gaming on
Twitter:
Offering Exclusives on new
deals/products/unseen footage
47%
Source: Kantar TNS Twitter Consumer Deep Dive Survey, 2018
Informing me more about their industry
/sharing relevant updates.
46%
Tweeting in a more human, trustworthy and
down to earth way.
42%

Conversation
Img Source - Getty Images

Unique Authors
Source - Twitter Internal, conversation data around Gaming, 1 Jan 2020 - 31 Mar 2020, location: ID/MY/PH/SG/TH, retrieved Apr 2020

Tweet Gaming Volume
Source - Twitter Internal, conversation data around Gaming, 1 Jan 2020 - 31 Mar 2020, location: ID/MY/PH/SG/TH, retrieved Apr 2020.
Img Source - Getty Images

Source — Twitter Internal, conversation data around Gaming, 1 Jan 2020 - 31 Mar 2020, location: ID/MY/PH/SG/TH, retrieved Apr 2020.
2020 TOP SEA HASHTAGS
#animalcrossing #nintendoswitch
#acnh #ps4share #thesims4 #dota2
#animalcrossingnewhorizons #fgo
#ps5 #どうぶつの森

Potential
Audience
Reach
Indonesia 8.0 - 9.8M

Potential
Audience
Reach
Philippines 6.0 - 7.4M

Potential
Audience
Reach
Thailand 3.9 - 4.7M

Potential
Audience
Reach
Malaysia 3.3 - 4.0M

Potential
Audience
Reach
Singapore 1.3 - 1.6M

Potential
Audience
Reach
Vietnam 1.2 - 1.5 M

ConnectWithWhat's
Happening

Source | Twitter Internal, Jan 2018-Mar 2019, US campaigns $50K+
Isyourflighting
taking
advantageof
theentire
window?
The majority of brands
short-change their
flighting strategy
>50%of Connect campaigns
only activate on event
day(s)

Whenbrands
expandthe
window,their
campaignsare
moreeffective
andefficient.
35%Better view through
2xmore engagement
3xMore cost efficiency
Source | Twitter Internal, Jan 2018-Mar 2019, US campaigns $50K+

Using 3+ ad
formats
increases the
probability of
success
Source: Nielsen Brand Effect (US/UK/JP/CA), Q3 2015 - Q3 2018 Connect campaigns
Note: Model is a Fixed-Effect Multi-level logistic regression Outcome variable: Whether the respondent correctly
answered the relevant survey question (Yes/No). Unique Formats included GIF, Polls (Text, Video, Image),
Website cards (Photo, Video) In-stream video, Promoted Video, Conversation Card (Video)
0.16
0.15
0.14
0.13
0.12
0.11
0.1
1 2 3+
# of unique formats
Probability
Campaign
Awareness
0.23
0.228
0.226
0.222
0.218
0.214
0.21
1 2 3+
Probability
Purchase
Intent
# of unique formats
+20%
+7%

In-Stream
Conversation Card
Website Card
Conversation Card
Website Card
In-Stream
Conversation Card
Promoted Video *
*when best practices are followed
Choose the
best formats
for your KPI
Formats are ranked based on probability of a respondent answering correctly for that
metric. Post-hoc tests determined whether or not these probabilities are significantly
different and are visualized here.
Source: Nielsen Brand Effect US Only, Q3 2015 - Q3 2018 Connect campaigns, n= 159
studies, 180,535 respondents; Methodology: Generalized linear mixed effects logistic
regression. Outcome variable: Whether the respondent correctly answered the relevant
survey question (Yes/No). Probabilities are calculated for each format while controlling
for control baseline performance. Significant differences between formats are based on
pairwise comparisons of all format types. Format Definitions: Photo, GIF, Video
(Promoted Video), Conversation Card (Video, Photo), Website Card (Video, Photo), In-
Stream (In-Stream video).
Top Performing Formats by KPI

In-Stream
Conversation Card
Website Card
Conversation Card
Website Card
In-Stream
Conversation Card
Promoted Video *
*when best practices are followed
Choose the
best formats
for your KPI
Formats are ranked based on probability of a respondent answering correctly for
that metric. Post-hoc tests determined whether or not these probabilities are
significantly different and are visualized here.
Source: Nielsen Brand Effect US Only, Q3 2015 - Q3 2018 Connect campaigns, n=
159 studies, 180,535 respondents; Methodology: Generalized linear mixed effects
logistic regression. Outcome variable: Whether the respondent correctly answered
the relevant survey question (Yes/No). Probabilities are calculated for each format
while controlling for control baseline performance. Significant differences between
formats are based on pairwise comparisons of all format types. Format Definitions:
Photo, GIF, Video (Promoted Video), Conversation Card (Video, Photo), Website
Card (Video, Photo), In-Stream (In-Stream video).
Top Performing Formats by KPI
Campaign Awareness
Message Association
Intent

*Mock for illustrative purposes
Pre-RollonLive
Sponsorship and promotion of live video Tweets
from esports competitions, gaming events, and
more
LIVE

*Mock for illustrative purposes
Pre-RollonHighlights
Sponsorship and promotion of highlight clips
featuring some of the top moments from each
event

Media poll Conversational card Carousel Pre-roll App Install Website cardPromoted video
Twitter offers 7+ ad formats that can help make your video
content more engaging

Find out more
1. ONE ESPORTS -
Singapore Major
2. ONE ESPORTS - Dota2
Invitational Jakarta
3. ONE ESPORTS -
ML BangBang
4. T1 Esports
5. XianMSG
6. Bacon Time

Surround the content
ADD AMPLIFY SPONSORSHIPS
X Clips (pre-roll)
CPV $XX
Required Sustaining Product
First View + Promoted Trend Spotlight
Connect to the Conversation
Total Investment: $XXK
$XX
Premium
#Connect
Gaming
$XXK
$XXK
Flexible Sustaining Products
In Stream Video Ads
Promoted Video
Video Website Card
SALES TO ADD IN DETAILS FROM ERIK’S BUNDLES, REMOVE WHEN DONE

18-30 Jun 2020
ONEESPORTS
SINGAPOREMAJOR

Targeted Pre-Roll
Run Video Pre-Rolls against a pool of HL clips from the
tournament (both live streaming and short-form video
content).
• Pre-Roll delivered dynamically to targeted users.
• 100 clips in total + 3 live streaming (FRI, SAT, SUN)
• Pre-Roll <6s is non-skippable.
• Starting at $50K (scalable).
• Full investment delivered in working Twitter media.
• Target CPV: $0.02
ONE Esports
@oneesportsgg
From crazy holds to incredible team plays, here are all
the best highlights from the #singaporemajor
#oneesportsgg #esports #dota2
Promoted by American Express

Title Sponsorship
Sponsored Moments
100% SOV on all Sponsored Moments published
throughout the tournament. Moment topics include:
Trending News, Viral Moments, Big Wins, and more.
• 20 Twitter moments
• Includes Advertiser Tweet in 4th and 8th Placements
• Includes ‘Brought To You By’ @ mention in Tweet
• 100% of investment delivered in working media
Investment: $25K USD
One Esports
@oneesportsgg
#Dota2Singapore is back!
Brought to you by @AmericanExpress
Promoted by American Express
The best action from Day1 of the Dota2
Major in Singapore
Twitter Moments

Sponsored
Moments
Align your brand with key editorial moments
throughout the tournament. Moment topics include:
Trending News, Viral Moments, Big Wins, and more.
• 10 Twitter moments
• Advertiser Tweets placed in 4th & 8th placements.
• Moments are delivered only to targeted users.
• Full investment delivered in working Twitter media.
Investment: $10K USD
StadiumAstro
@StadiumAstro
Promoted by American Express
#Dota2Singapore is back!
The best action from Day1 of the Dota2
Major in Singapore
Twitter Moments

22-30 November 2020
Dota2InvitationalJakarta
Pre-Roll Video Ads
• 30 clips
• 2 moments
• Media Polls
• 2 conversational cards
Platinum Package
$50K

1 - 5 July 2020
MLBangBang
Pre-Roll Video Ads
• 30 clips
• 2 Moments
• Media Polls
• 2 Conversational cards
Platinum Package
$50K

1 month / 3 months
BaconTime
15K for one month / 45K for 3 months
1 clip per week
1 Q&A per week
Brand’s handle to be quoted in Tweet
Package details
$15K/$45K

4 weeks
T1Esports

Targeted Pre-Roll
Run Video Pre-Rolls against a pool of HL clips
• Pre-Roll delivered dynamically to targeted users.
• 30 clips per month
• Pre-Roll <6s is non-skippable.
• Starting at $25K (scalable).
• Full investment delivered in working Twitter media.
• Target CPV: $0.02
T1
@t1
From crazy holds to incredible team plays, here are all
the best highlights from the #singaporemajor
#esports #dota2
Promoted by NIKE

SPONSORED QAs
The best way to engage your audience is to… talk to
them and answer their questions.
• 2 QAs per month (max 50 answers in total per month)
• Includes Advertiser logo on first promotional tweet
and on each reply to users
• Includes ‘Brought To You By’ @ mention in Tweet
• 100% of investment delivered in working media
T1
@T1
Send your questions to @Faker with the hashtag
#AskFaker
Brought to you by @NIKE
Promoted by NIKE

Title Sponsorship
Sponsored Moments
100% SOV on all Sponsored Moments published
throughout the tournament. Moment topics include:
Trending News, Viral Moments, Big Wins, and more.
• 20 Twitter moments
• Includes Advertiser Tweet in 4th and 8th Placements
• Includes ‘Brought To You By’ @ mention in Tweet
• Moments are delivered only to targeted users.
• 100% of investment delivered in working media
Investment: $25K USD
T1
@t1
#Dota2Singapore is back!
Brought to you by @NIKE
Promoted by NIKE
The best action from Day1 of the Dota2
Major in Singapore
Twitter Moments

Sponsored
Moments
Align your brand with key editorial moments
throughout the tournament. Moment topics include:
Trending News, Viral Moments, Big Wins, and more.
• 10 Twitter moments
• Advertiser Tweets placed in 4th & 8th placements.
• Moments are delivered only to targeted users.
• Full investment delivered in working Twitter media.
Investment: $10K USD
T1
@t1
Promoted by NIKE
#Dota2Singapore is back!
The best action from Day1 of the Dota2
Major in Singapore
Twitter Moments

Participate in
XianMSG
Pre-Roll Video Ads
• 30 Clips for $20K / 40 Clips for $40K
• 1 QA
• Mention in Tweet
• CPV: USD$0.02
Platinum Package
$20K/$40K

PromotedTrendSpotlight

58
Promoted Trend
Spotlight
Take over Twitter’s Explore tab, where
people go to see What’s Happening

Promoted Trend
Spotlight
The Promoted Trend Spotlight enables brands to leverage the
undeniable stopping power of video paired with the premium real-estate
of the Explore tab, where people on Twitter go to see What’s Happening.
Capture attention
With immersive, full-width creative, Promoted Trend Spotlight
captures attention and reinforces your message. Promoted
Trend Spotlight supports a 6-second video, GIF, or static
image that runs edge-to-edge on mobile devices within the
Twitter app.
Differentiate your brand
Sitting atop the Explore tab, Promoted Trend Spotlight
differentiates your brand from other placements on Twitter by
appearing next to highly-curated editorial content.
Surface conversation
With your #hashtag and a customizable post-click experience,
you can extend the conversation into other parts of the Twitter
experience.

First View + Promoted Trend Spotlight
Be seen wherever people go on Twitter.
Combining a First View with a Promoted Trend
Spotlight allows your brand to takeover
Twitter’s two most prominent places.
Better Together
Launch Takeover Package

What types of content?
Short-form content (6-15 seconds videos, images,
storyboards, GIFs)
How our team can help?
Our team connect advertisers to the right artistic
creators based on the amount of the media investment
What do advertisers get?
Get custom, artistic and feed-stopping content at no
additional cost within 1-4 weeks
#UnlockContent
*This incentive program is strictly meant for artistic content and not available for influencer content
**Company may post and promote content on its Twitter account
Tweet
INFINITI Motor Co. @INFINITIMotor
INFINITI's 30th anniversary celebrates
the past, present and future of INFINITI
with the bold new EDITION 30 range of
vehicles. #30YearsForward
Promoted

#MediaTiers
$75K
Media IO
$100K
Media IO
$125K
Media IO
$150K
Media IO
Unlocks $3,750 worth of artistic content
Unlocks $5,000 worth of artistic content
Unlocks $6,250 worth of artistic content
Unlocks $7,500 worth of artistic content

Inspiration

Gaming Convention / Location : E3 2019
(@PaxAustralia)
Attendance: 70K
Player: XboxANZ (@XboxANZ)
Challenge: Generate Brand Awareness, Increase
Brand Affinity, Connect with growing network of
gamers
The Game: PAXAU

First View
Drive awareness fast with a video on
Twitter. It helped position Xbox video
content in front of key audiences when it
mattered most - at the very start of their
Twitter session
The Strategy

Auto reply
Custom Auto-reply campaign enabled Xbox
to alert when it would be live-streaming
world-first announcements and updates,
driving video views from Tweet
engagements.
Increase brand affinity

Promoted Trends
To widen their brand visibility, Xbox
also used promoted trends to ensure
that their content
Increasing Brand awareness

Player: XBOX
Brand Awareness
Brand Affinity

Player: XBOX
Brand Awareness
Brand Affinity
100%
100%

SUCCESS!
LEVEL COMPLETE
Benchmark view rate
Overall Sentiment
Next Level
Player Game Stats
Share Voice +20%
+2x
+30%

Gaming Convention/Location: PAXAU
(@PaxAustralia)
Attendance: 80K
Player: XboxANZ (@XboxANZ)
Challenge: Front of Mind, Maximise
Engagement, Brand Reach, Active Brand
Experience
The Game: PAXAU

PRO TIP
Start
First view function helped lift Tweet
recall by +16 points and brand
awareness by +15 points

Launching Twitter Hunt
A virtual treasure hunt and a first of its
kind. Fans could earn points for the
chance to win a trip to the X019 event
in London.
The Strategy

Auto reply
Custom Auto-reply campaign
enabled Xbox to alert avid fans the
progress of the competition, giving
up to date announcement from the
event driving engagements
#PAXAus Day 3 comes to a close! Thanks for visiting
us at #XBOXPAXAUS - What was your favourite
moment?
twitter.com/i/moments/1183…
XboxANZ @XboxANZ
Provide Active Brand
Experience

Video Emoji Content
Twitter worked closely with Xbox to
design and execute the emoji
combination challenge, including the
development of eye-catching,
interactive emoji content.
Maximise Engagement

Player: XBOX
Real Time Engagement
Conversations

Player: XBOX
Real Time Engagement
Conversations
100%
100%

SUCCESS!
LEVEL COMPLETE
Tweet Engagement
YOY mentions
Next Level
Player Game Stats
Conversation +20%
+300%
+50K

Thank you.