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Online Games and PR

Online Games and PR. MT 8425 January 28, 2010. Teens and video games. According to the Pew Internet and American Life Project: 77% of teens 12-17 own a game console 74% of teens 12-17 own an iPod or MP3 player 60% have a desktop or laptop computer

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Online Games and PR

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  1. Online Games and PR MT 8425 January 28, 2010

  2. Teens and video games • According to the Pew Internet and American Life Project: • 77% of teens 12-17 own a game console • 74% of teens 12-17 own an iPod or MP3 player • 60% have a desktop or laptop computer • 55% have a portable gaming device (DS or PSP)

  3. Teens own Mobile Phones • According to the Pew Internet and American Life Project: • Mobile phone ownership is growing amoung teens age 12-17 • 45% in 2004 • 71% in early 2008 • Computer ownership has remained stable

  4. How are teens playing? • According to the Pew Internet and American Life Project: • 50% of teens played games “yesterday” • 86% play on a console (Xbox, Playstation, Wii) • 73% play on a desktop or laptop computer • 60% use a portable gaming device • 48% play on their cell phones

  5. Game Genres • According to the Pew Internet and American Life Project: • 74% play racing games • 72% play puzzle games • 68% play sports games • 67% play action games • 66% play adventure games • 61% play rhythm games • 59% play strategy games • 49% play simulations • More…

  6. Game Genres…cont. • 49% play fighting games • 47% play first-person shooters • 36% play role playing games • 32% play survival horror games • 21% play MMOGs • 10% use virtual worlds. • All data for this section from: http://www.pewinternet.org/Presentations/2009/28--Teens-Mobile-Phones-and-Video-Gaming.aspx

  7. Adults and Games • According to the Pew Internet and American Life Project: • More than half (53%) of all american adults play video games of some kind • Younger adults are more likely to play than older adults • As age increases, play decreases • Among adults 65+ who do play, nearly a third play games everyday

  8. How are Adults playing? • Gaming consoles are the most popular among younger adults • 75% of 18-29 year old gamers play on consoles, vs. 68% using computers • However, computers are the most popular among the total adult gaming population • 73% of adult gamers use computers • 53% use consoles • 35% use cell phones • 25% use portable gaming devices

  9. Play is not unproductive • People are not only playing games - they’re donating their time • Free games are a good platform for advertising • Some players create content for games - these players are known as “modders” • Other players post their successes on Youtube or Facebook - this is free advertising for the game. • http://www.youtube.com/watch?v=ZpQmtjfsZU4

  10. The way games are used (1), Army Recruitment • One of the top five games in the world • “America’s Army is a communications tool which is designed for free download on the Internet, and it’s a tool that kids can use to try on being a Soldier – virtually,” said Col. Casey Wardynski • http://www.americasarmy.com/

  11. The way games are used (2), Coke: • Mycoke.ca offers a couple of simple games on their site in addition to many other web 2.0 applications • Many companies use this strategy to attract eyeballs to their product • http://www.mycoke.com/index.jsp • Try it out! Click on “Play”

  12. The way games are used (3) Pepsi, MSN • http://www.joyitforward.ca/joygles/ • http://zone.msn.com/en-us/home • Much the same as mycoke.ca: • Games attract people • Keep brand top of mind • Games are relatively simple

  13. Games and merchandising • The games are not only a carrot to attract potential audience for advertisers • They are also big business themselves • http://us.blizzard.com/store/browse.xml?f=c:6 • http://www.toyglobe.com/MarioKart64Figures.php • “They let us continue the enjoyment of playing into non-playing…They allow us to take control of our gaming and our gamer-hood by physically manifesting our appreciation.” From: http://www.escapistmagazine.com/articles/view/issues/issue_24/152-Video-Game-Merchandise.2

  14. Games as online communities • Games, whether accessed via console, computer or mobile device are increasingly offering users the chance to go online • Online, gamers can compete with each other, play in teams, and compare scores • Download additional content - $$ • Prizes for competing

  15. Product Placement mobile • Prizes for mobile gaming: • Certificates to itunes store • Free games • = exposure to more product, and free advertising for itunes • Rhythm games available on mobile device • Offers limited number of songs • Some songs can be downloaded for free, others must be purchased • Interesting solution to problem of how to market music in an online environment?

  16. Product Placement Console • Players do not just buy the complete game anymore • PS3 easy access to Internet and downloads for all games • Music is a big product - other examples? • http://www.msnbc.msn.com/id/13960083/

  17. Questions: • Is gaming the next frontier? When teens grow up and keep gaming, will some of these networks replace the web 2.0 networks that are so important now? • How do you think a small company can take advantage of the growing popularity of gaming for self-promotion • Are simple computer games like the ones on MyCoke.ca dying out as a way to attract an audience? If so, what is taking their place?

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