The Advertising Opportunity in Casual Games

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The Advertising Opportunityin Casual Games

• Monday, February 18, 2008
• Casual Games Summit
• Game Developers Conference

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Industry Abuzz!

• Major industry players retooling to meet new
  opportunity
• Electronic Arts Battlefield goes free and
  online
• MTV Networks -- 500 mil investment in games tv
  company

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Ads in Online Games 101

• Question 1 Should I pursue direct or in-direct
  sales?

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Direct Ad SalesKey to Success 1

• Distribution
• Critical mass of market reach

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Direct Ad SalesKey to Success 2

• Brand
• Making something out of nothing!

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Direct Ad SalesKey to Success 3

• Team
• Could be your own, could be someone elses!

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InDirect Ad SalesEmerging Opportunity

• Ad Networks huge new part of online ad market
• Low risk way to generate revenue early on!
• One that every major online player is developing
  or acquiring!

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Advertising Products

• What media units should you support?
• Standard units!
• What is sell-through rate?
• What special products should you make?

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Ins and Outs of Custom Sponsorships

• Out Originally conceived advergames
• In Branded versions, items or ads inserted in
  existing hit game

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Business Models

• Work- for-hire
• Revenue Share watch the sell-through
• Bonus Pools
• Licensing
• Distribution for traffic link

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The Big Os to Think About . . .

• Can this new business model foster new types and
  styles of games
• Can we innovate more with free games that lend
  themselves to strong brand association
• Can we better serve demographic groups?

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Other potential gotchas. . .

• Match production values with the opportunity!
• Work with business folks to come up with new
  standard units
• Social networks will require a new set
• Build great games!

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• Thanks!