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Course of study , joint faculty : Comunicazione, Innovazione, Multimedialità

SOCIAL GAMES AS AN INSTRUMENT OF MARKETING ON FACEBOOK . GENERAL PICTURE AND ANALYSIS. Course of study , joint faculty : Comunicazione, Innovazione, Multimedialità. Mentor: Co-Mentor: Dear Professor Costa Dear Professor Muzzio. Dissertation by Katharina Damm.

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Course of study , joint faculty : Comunicazione, Innovazione, Multimedialità

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  1. SOCIAL GAMES AS AN INSTRUMENT OF MARKETING ON FACEBOOK. GENERAL PICTURE AND ANALYSIS. Course of study, joint faculty:Comunicazione, Innovazione, Multimedialità Mentor: Co-Mentor: Dear Professor Costa Dear Professor Muzzio Dissertation by Katharina Damm ACADEMIC YEAR 2011/2012

  2. Comunicazione, Innovazione, Multimedialità Executive Summary • Target - Social Games: • people that are different from the ones who play console-games • people that have not been gamers • Social Games on Facebook: 2 decisive advantages • Social Graph • Viral Spread • Social Games are effective for Brand Recall • Relation BRAND-GAME-FIT => to have success it has to be the right game, the right audience and the right platform Dissertation by Katharina Damm

  3. Comunicazione, Innovazione, Multimedialità Definition Social Game General Information Social Game is the term used to indicate the games on Facebook and other social networks. Dissertation by Katharina Damm

  4. Comunicazione, Innovazione, Multimedialità General Information • Revenue: 8,6 billion dollars (2014) – whole Social Game market 3 billion dollars (2014) – Social Games on Facebook • Audience: How many gamers: Facebook: 61% of the users Italia: 65% of the gamers Gender: 70% of the gamers are women Average age: 39 years Dissertation by Katharina Damm

  5. Comunicazione, Innovazione, Multimedialità General Information • applications developed by third-party: Dissertation by Katharina Damm

  6. Comunicazione, Innovazione, Multimedialità Facebook – game categories 273,72 million 251,61 million 2,69 million Dissertation by Katharina Damm

  7. Comunicazione, Innovazione, Multimedialità Social Games – business model • modality free-to-play 3 pillars: • Third-party advertising revenue • Players’ micro-transactions • Users’ data collection Dissertation by Katharina Damm

  8. Comunicazione, Innovazione, Multimedialità Third-party advertising revenue • Around Game Advertising: Integration of banners around the game. • Product Placement/ In-Game Advertising: Integration of the product/brand in the game environment => the product/brand is part of the game experience itself. • There are various types of Product Placement Dissertation by Katharina Damm

  9. Example of the modality Around Game Advertising: SunExpress in The Ville (Zynga) Dissertation by Katharina Damm

  10. Example of the modality Product Placement: Toyota in CarTown (Cie Games) Dissertation by Katharina Damm

  11. Comunicazione, Innovazione, Multimedialità Players’ micro-transactions • Purchase of virtual elements with real money in the game. • There are various mechanics that create the desire for purchasing in the games. Dissertation by Katharina Damm

  12. Example of a mechanism that creates the desire for purchasing: Degradation of quests – FarmVille (Zynga) Dissertation by Katharina Damm

  13. Comunicazione, Innovazione, Multimedialità Users’ data collection • The system measures and analyses automatically how users interact with the game. • Revenue comes from the sale 60% of the revenue from Social Games comes from the second pillar – the micro-transaction! Dissertation by Katharina Damm

  14. Comunicazione, Innovazione, Multimedialità Analysis of the 20-top Social Games Typologies of advertiser BestBuy, Bing, Gamestop McDonald, Frito Lay, Dunkin’ Donut’s Dissertation by Katharina Damm

  15. Comunicazione, Innovazione, Multimedialità Analysis of the 20-top Social Games • Same brands are in more than one game from the same game developer • Example: Amex Serve => in FarmVille, CityVille, CastleVille • Display time: from 1 week to more thanonemonth • The advertising campaigns are often accessible only by gamers who arrived at certain game levels. • The types of Product Placement that are used the most: • BrandedMission and BrandedReward Dissertation by Katharina Damm

  16. Example of Branded Mission and Branded Reward: Samsung in The Sims Social (EA) • Often the Mission is to click I like on the firms’ fan page Dissertation by Katharina Damm

  17. Comunicazione, Innovazione, Multimedialità Analysis of the 20-top Social Games Quantity of advertising campaigns for each game: • The most presence of publicity is in the category Simulation. • => The type of category is decisive for the implementation of advertising campaigns. Dissertation by Katharina Damm

  18. Thank you for your attention! Course of study Comunicazione, Innovazione, Multimedialità Katharina Damm

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