Social GamesMultiplatform Branded Entertainment

Alex Gault

Vice President, Sales & Marketing

DeepMarkit

alex@deepmarkit.com

Gaming is Everywhere

“Everything in the future online is going to look like a multiplayer game”

Eric Schmidt - Executive Chairman, Alphabet

“Social Games”: Definition

Games that run on or integrate with a social network or messaging app, and use those services to enhance gameplay between players

Free to Play

Play with Friends

Pay to get special content

Why People Get Hooked on Social & Casual Games

We love spotting patterns

Matching things

Sorting things

Putting things in order

Most successful social and casual games are built based on those game mechanics

The Evolution of Social Games

Single-player, offline gamesPlay alone; limited social interaction

People you knowPlay with friends and family

Single-platform game developmentCore game experience only available on a lead platform

Multiplayer, network-enabled gamesCommunity is key to the experience

People you want to knowProfile matching (based on shared interests, geo-location) promotes meeting new, like-minded people

Multi-platform game developmentUbiquitous game experience on all platforms

Typical Elements of Social Games

Leaderboards

Achievement badges

Friend lists

Advantages of Marketing Using Games

Audience Engagement Compelling and well designed games

cause players to return again and again Games appeal to the reward-seeking

nature of a vast demographic range

Brand Awareness & Loyalty By virtue of the entertaining, ongoing

experience of playing branded games, players organically acquire an identity with brands

Social Interaction & Viral Reach Well-produced games create loyal fanbases,

who impulsively share them and challenge friends to play

Campaign Marketing Deploy as companions to promotional

campaigns

Generate Leads Build a database of highly engaged users

Branded Social Games: Revenue Models

In-game advertising Display ads Dynamic ads

Product placement Screen placements Transactional advertising

Brand integration In game immersive advertising Plot placements (branding

incorporated into game narratives)

Advergames The game itself is branded

entertainment Designed to reflect the brand’s

positioning statement

More Women than Men Play Social Games

Parents are More Likely to Be Gamers Than Their Children

Most Popular Game Genre: Social & Casual Games

The Multiplatform ExperienceResponsive on all devices,

all operating systems, all networks

Build games once, distribute across all platforms

Play optimally on phones, tablets and computers

Integrate seamlessly with web browsers, in-app browsers within native apps (iOS & Android) and social media

Time and cost of development significantly less

Single vs Multi-device GamingGamers Connect Via Multiple Devices

80% of gamers report playing videogames on more than one device type. Connecting gaming across devices brings more immersive and rich

experiences, and increases the number of available data points.

HTML5 Enables Omnichannel EngagementSeamless Gaming Experience

Freedom from Appstore restrictions

Play without leaving a website or portal

Inherent sharability, linkability

Greater control for brands over payments, updates and analytics

Cross platform/ device support

Messaging Apps are the New Gaming Platform

Messaging is the new platform, and chatbots are becoming the new apps – delivering games, social experience and ecommerce.

WeChat, Kakao and Line are the leading messaging apps in China, South Korea and Japan. Many game developers are now focused on building games specifically for these apps.

Facebook is following the trend with the Messenger app: Instant Games, a new platform of social games available for play within the Messenger app, recently launched. Money transfers are can be completed using the app in some jurisdictions. Advertising has now been activated

Messaging Apps Are Now More Popular Than Social Media

Messaging Apps: The New Platform for Customer Engagement