In Game Ad Sales On Fight Night Round 3

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In Game Ad Sales On Fight Night Round 3

• A Developers Experience
• By Kudo Tsunoda
• General Manager / Executive Producer
• Electronic Arts - Chicago

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Agenda

• Why In Game Ads Are Successful
• In Game Ads Make Games Better
• Finding the Right Match
• Organic Implementation
• In Game Ad Features
• Getting the Most Out of Your Investment
• How In Game Ad Deals Get Done
• Consumer and Press Reaction

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Quick History of Kudo

• General Manager / Executive Producer at EA
  Chicago
  
• 10 years in industry with over 20 shipped
  products
  
• Games have grossed more than 1 billion dollars
  total
  
• Experience with In Game Ads in wide variety of
  genres
  
• Developed several In Game Ad Features

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Why In Game Ads Are Successful
Videogame Advertising
Pervasive product integration in video games can
be highly effective, leading gamers to not only
recall featured brands but also recommend them to
friends or rate them highly. Nielson Interact
ive Entertainment November 2005
Carls Jr. Mobile Diner Burnout Revenge
Burger King in Need for Speed Most Wanted
Pontiac Drive Summary NCAA Football
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Why In Game Ads are Successful
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Why In Game Ads Are Successful
Broadcast Player of the Game
Signage In-venue Billboards
Sponsored Modes

• Product Placement

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Why In Game Ads are Successful
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In Game Ads Make Games Better
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Finding The Right Match
Where game story line and brand messaging converge
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Organic Implementation
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In Game Ad Features
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Getting The Most Out Of Your Investment
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How In Game Ad Deals Get Done

• Ad sales introduction
• Marketer feedback
• Sales and studio collaborate
• Sales responds to market/deal agreed upon
• Asset and creative collaboration between
  marketer/sales/studio for execution
  
• Final approval

Collaboration evolves from Sales through Marketer
into Development Arena
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How In Game Ad Deals Get Done
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How In Game Ad Deals Get Done
Looking Ahead
Current
Connectivity
Static In-Game/On Disc

• 2006 Reality

Community 500M WW Next generation consoles 50
of the user base
Community Today 25M WW Current generation consol
es connected 04 of the user base
Commerce
Connectivity Fundamentally Changes Everything!
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How In Game Ad Deals Get Done
Reaching 875m in the next four years

• We live in a branded universe
• Gamers appreciate authentic ads
• Tremendous potential of in-game
• 875m by 2009
• 12B is currently allocated to TV ads to reach
  young males

Source Yankee Group Research, 2005
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Consumer and Press Reaction

• Negative Consumer Reaction to Non-Organic
  Implementation
  
• Gaming Press Mention Non-Organic Implementation
  Negatively
  
• Mainstream Press Promoted In Game Ads as
  Innovative
  

For Fight Night Round 3, in game ad sales helped
sell the game and delivered great advertising
value