Download (303) Casual Games Summit by John Welch (Making Fun)

The Advertising Opportunity
in Casual Games
Monday, February 18, 2008
Casual Games Summit
Game Developers Conference
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
Ads in Online Games 101
• Question #1: Should I pursue direct
or in-direct sales?
Direct Ad Sales:
Key to Success #1
• Distribution
– Critical mass of market reach
Direct Ad Sales:
Key to Success #2
• Brand
– Making something out of nothing!
Direct Ad Sales:
Key to Success #3
• Team
– Could be your own, could be someone
else’s!
InDirect Ad Sales:
Emerging 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!
Advertising Products
• What media units should you
support?
– Standard units!
– What is “sell-through rate?”
• What special products should you
make?
Ins and Outs of
Custom Sponsorships
• Out: Originally conceived
advergames
• In: Branded versions, items or ads
inserted in existing hit game
Business Models
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Work- for-hire
Revenue Share – watch the sell-through
Bonus Pools
Licensing
Distribution for traffic link
The Big “O’s”
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?
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!
Thanks!