Microsoft Summer Gaming Overview Presentation

8/8/2019 Microsoft Summer Gaming Overview Presentation

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Summer, 2010

In-Game Advertising


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VIDEO GAME ADVERTISINGHOWCANYOUADVERTISEINGAMES?

In Game

Ads served dynamicallyIn-Game Avg. session: 50+ min

Around Game

Xbox Live Content Game lobbies Avg. session: 9 min


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What is Xbox LIVEAt over 1.5 million subscribers in Canada*, Xbox LIVE is the largest social

network on TV, 12 Million gamer sessions in Canada each month.

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The Xbox LIVE dashboard is THE gateway to gaming and Xbox LIVE content, and thefirst thing subscribers see when turning on the Xbox 360 console.

Millions of gamers worldwide join Xbox LIVE each month, and the Xbox 360 is themost played console in terms of usage minutes**.

Xbox LIVE includes movies, TV Shows, Facebook, Zune videos, and more beyondgaming.

*MS Internal Feb 2010

**Nielsen Media Industry Data 2010


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Uponbannerclick,usercanbedirectedto...

Microsite,Fullscreenstreamingvideo,orasplashpage.

Onconsolesignonusersaregreetedbyabannerinterfaceenvironment

GRAPHIC AD DISPLAY EXPERIENCE


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Co-Marketing with Xbox Xbox Canada Co-Marketing opportunities:

Offer partnership opportunities with an established, respected, andtrusted brand

Give top-tier brands direct access to the ever growing gaming market Provide important alignment opportunities to discriminating target

demographic through ourtargeted proprietary marketing tools

Introduce new and exciting methods to build brand affinity andawareness, and where possible, help to drive sales of your product

Each opportunity is different and can be tailored to be win/win/win based onyour objectives. Past co-marketing promotional partners have included:


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What is Massive

Massive dynamic in-game advertising gets you into the game

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With 14 publisher partners, over 70 Xbox 360 and PC game titles, and a unique reach of55 million gamers worldwide, Massive is the leading in-game advertising network.

Massive in-game advertising enhances the gaming experience by adding realism, anddramatically improve brand opinions, consideration, and post-exposure engagement.

Because of the high engagement of video games, Massive in-game ads realizesubstantially higher recall rates than other mediums.

12%

13%

18%

32%

63%

Online

Outdoor

Print

Television

Massive

Average Ad Recall by Medium*

*Hall & Partners Research, Interpret, Nielsen, 1997-2010


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How Does Massive WorkDynamic in-game advertising is custom ads served into video games in real time

Extensive

Game NetworkYour Ad Campaign Your Ad Campaign

in/around the Game

over70Xbox & PC game titles with 14

publishers reaching over55m uniquegamers

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The Massive AudienceMassive reaches a large audience of highly engaged teens and young adults

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Demographics*

66% male, 33% female 51% 18-34, 20% 12-17 70% have a household income greater than $30k,

45% have a household income greater than $50k

Massive Gamers are early adopters, influencers** 59% more likely to be influencers to friends and family 62% more likely to be early adopters 34% more likely to pay top dollar for products they want 28% more likely to enjoy buying new gadgets and equipment

and uber CPG consumers**

28% more likely to be heavy chocolate/candy eaters 24% more likely to drink cola heavily 102% more likely to drink coffee heavily 30% more likely to eat hot/cold/frozen snacks

*Interpret New Media Measure 2010, Nielsen 2010, ComScore 2010

**Simmons 2009 Spring NCS Full Year Study


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Female Gamers*

76% of women play video games, and women play as frequently as men Females in the Massive Network have increased 32% YoY from 2009 Massive Network female gamers play over 10 hours a week! Over 50% of females in the Massive Network are 25-54 Over 30% of females play Massive games with other players online Party titles like Scene It 2and Guitar Hero have over 50% female concentration

The Gaming AudienceFemale gamers in the Massive Network are on the rise!

9 *Interpret New Media Measure 2010, Inside the Minds of Girl Gamers, A&E


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Massive Advertising Opportunities

Massive dynamic ads offer cutting edge interactivity

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Massive is constantly developing and initiating new and more in depth ways toengage the gamer within the game. For example:

Scavenger Hunts Hybrid-Dynamic Ads Sequential Ads SMS & Sweepstakes


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Microsoft Confidential 11

Brandedcampaignmockup(customtag)


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Massive In-Game Advertising

Capabilities

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Impression-based campaigns are bought, served, and measured like other digital media. Allows for a broad reach with a network of publishers and titles, with a short lead time to

advertise, and affordable campaigns available at any budget.

Standard reporting metrics, and can measure brand opinion change and engagement lifts,as well as track ROI metrics such as drive-to-site and search, and other online behaviors.

Creative Flexibility Geo/Time/Day

Targeting

Content Targeting Measurability

Update and changecreative. 2 week lead

time to get assets live

Customize by title/language

Flexible ad delivery Target ads by geography Target ads by time/date

Target ads bycontent

Eg. Racing Genre Advertising

effectiveness metrics

comparable to otherdigital media


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Why Advertise with Massive

Just a few past CPG clients

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Why Advertise With MassiveWhat results can a CPG brand expect?

+48%

+18% +24%

67%

CPG Key Brand Metrics:

BrandRating

Lift

PurchaseConsideration

Lift

BrandRecommendation

Lift

AdRecall

Interpret & Nielsen Research 2006-2010, CPG studies


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Creative Examples


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Bank of America: Text Campaign

MLB 09

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Kool Aid

NHL 2K8

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Air Heads

DJ Hero

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Coke Zero

Madden 10

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Slim Jim

Multiple Titles

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Tontinos Pizza Rolls

Shaun White Snowboarding

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Snickers

Multiple Titles

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Microsoft Summer Gaming Overview Presentation

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