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Gamer 2.0 :Exploring the use of Gaming Community & Social Media ,[object Object],Karen O’Brien, Partner ,[object Object],Chris Terschluse, Analyst ,[object Object],Crimson Interactive Services,[object Object],August, 2009 ,[object Object]
Agenda ,[object Object],[object Object]
Current Gaming Trends
GamerPersonas
Gaming Community & Social Media Best Practices
Introduction to Crimson Consulting,[object Object]
Provide insight into gamer lifestyle, behavior, needs,  desires, and motivation
Highlight best practices of gaming communities and their use of social media tools,[object Object]
Summary of Gaming Trends,[object Object],[object Object]
Gamers want gaming experiences that are customizable and interactive
Multiple revenue models are utilized to monetize games
Gamers now demand social experiences within games
The use of social networks is growing at an exponential rate – especially among adults
Gamers are avid social networkers, often sharing information such as photos, videos, or blogs.
Social media has a major influence on consumer purchase decisionsSource: Essential Facts About the Computer and Video Game Industry, Entertainment Software Association, 2009; Crimson  analysis,[object Object]
Trends: Changing Gamer Demographics ,[object Object],Gamers are getting older, comprising over half of the US adult population.,[object Object],Who is Playing Video Games? ,[object Object],[object Object]
21% percent of adults report playing daily Source: Essential Facts About the Computer and Video Game Industry, Entertainment Software Association, 2009,[object Object]
Trends: Changing Gamer Demographics ,[object Object],Online and mobile casual gaming is growing.,[object Object],Who is Playing Video Games Online,[object Object],Source: Essential Facts About the Computer and Video Game Industry, Entertainment Software Association, 2009,[object Object]
Trends: Changing Gamer Demographics ,[object Object],Casual and fitness games are changing the gamer demographic.,[object Object],Video Games Appeal to Everyone,[object Object],[object Object]
Online gamers are more educated and earn a higher annual income
Moderate video gamers have an aggregate income of $1.4 trillion, or 35% of the aggregate income of all video-gamer players, compared to the  $766 billion of avid gamers
Women
While women account for only 34% of Avid gamers, they comprise 57% of Moderate and 53% of Occasional gamers
Most online gamers 30 years old and over are women.  Female online gamers are especially prevalent among online gamers in the 45+ age groupNintendo Wii & DS ,[object Object],“In the wake of the introduction of these two new systems, internal Nintendo research showed a 42% increase in DS purchases among women, a 127% increase among people over 30 and a 212% increase among people over 35 during an 18-month period ending in Spring 2007”  ,[object Object],- Advertising Age, October 15, 2007,[object Object],Source: The Adult Video Game Market in the US Packaged Facts ‘09,[object Object]
Trends: Changing Gamer Demographics ,[object Object],Casual and fitness games are changing the gamer demographic.,[object Object],Video Games Appeal to Everyone,[object Object],[object Object]
Video gamers with children at home account for 52% of all those playing games on their cell phones, 43% of online game players and 46% of those playing offline computer games.
Seniors
The number of 18- to 24-year-old male video gamers is expected to increase by 7.4%, while the number of video gamers among 55- to 64-year-old men will grow by 34.4% into 2012 Source: The Adult Video Game Market in the US Packaged Facts ‘09,[object Object]
Trends: New Gaming Experiences ,[object Object],Video Games are utilized for more than entertainment.,[object Object],Games offer more than just fun,[object Object],[object Object]
Theuse of video games to boost brain power and encourage physical activity is sweeping the senior population - Consumer Reports on Health (September 2007)
The University of Medicine and Dentistry of New Jersey used the Wii system to help a patient with cerebral palsy, a movement disorder affecting balance and coordination.
Exercise Games: Wii Fit & EA Sports Active
Games used for education & training,[object Object]
Sony Playstation’s EyeToy & Eye PetTechnology uses a camera/sensor to track a user's movements, and map that movement to an avatar/character in the game-space – controller free,[object Object],Augmented Reality systems utilizing a motion tracking camera and motion sensors to bring users into the game,[object Object]
Trends: New Gaming Experiences,[object Object],Mobile games allow for virtual game play in real life environments.,[object Object]
Trends: New Gaming Experiences ,[object Object],Games need to be interactive and dynamic, creating an alternate reality.,[object Object],[object Object]
Gamers want to influence the storyline or create their own
Dynamic Virtual Worlds – 2nd Life, Free Realms, WoW
Integration of user generated content (customize in-game characters, environments, avatars, profiles, and personalities)
Sims 3
Spore
Open API game development and user generated game portals
Little Big Planet
XNA Creators Club,[object Object]
As of June 2009, more than 900,000 user-created levels have been published and these had been played 200 million times.
Microsoft’s XNA Creators Club allows users to create and build custom games.  For a subscription fee, games can be submitted to Microsoft, reviewed, and displayed on the community game portal. Sources: Wikipedia & http://www.us.playstation.com/News/PressReleases/509,[object Object]
Trends: New Gaming Experiences,[object Object],Kongregate.com looks to become the YouTube of independently developed video games ,[object Object],[object Object]
Weekly or monthly contests are held in which the highest rated game of that month/week wins a cash prize
Kongregate functions as a social network with in-game chat features, profiles, real time rankings/user standings
A built in rewards system  awards users points for reviewing games, referring friends, and completing achievements Sources: http://en.wikipedia.org/wiki/Kongregate,[object Object]
Trends: New Gaming Experiences,[object Object],Video game developers experiment with crowdsourced video game development,[object Object],[object Object]
Members of the community will be introduced to a democratic voting system and society.  Developers will place ideas out to the “cartel” and allow them to decide the direction of the game, genre, storylines, controls, and even the name.
Community members will be asked for $50 fee that will guarantee a copy of the game, and will provide incentives along the way to participate
Funded by the community. Goal is to get over 100,000 members, generating $5m in revenue up front for developmentSource: http://news.cnet.com/gaming-and-culture/?keyword=Video+game,[object Object]
Trends: Changing Revenue Models,[object Object],Digital game distribution has become scalable and accessible while sales on game consoles and hardware have declined.,[object Object],Changing Revenue Models,[object Object],[object Object]
Subscription Services
Digital Game Services
Offers/Incentives ( Offerpal, Super Rewards, Peanut Labs etc.)

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