In-Game Advertising

Summer, 2010
VIDEO GAME ADVERTISING
HOW CAN YOU ADVERTISE IN GAMES?

Around Game In Game

•  Xbox Live Content •  Ads served dynamically

In-Game
•  Game lobbies
•  Avg. session: 50+ min
•  Avg. session: 9 min
What is Xbox LIVE
At over 1.5 million subscribers in Canada*, Xbox LIVE is the largest social
network on TV, 12 Million gamer sessions in Canada each month.
•  The Xbox LIVE dashboard is THE gateway to gaming and Xbox LIVE content, and the
first thing subscribers see when turning on the Xbox 360 console.
•  Millions of gamers worldwide join Xbox LIVE each month, and the Xbox 360 is the
most played console in terms of usage minutes**.
•  Xbox LIVE includes movies, TV Shows, Facebook, Zune videos, and more beyond
gaming.

*MS Internal Feb 2010

3 **Nielsen Media Industry Data 2010
GRAPHIC AD DISPLAY EXPERIENCE

On
console
sign‐on
users
 Upon
banner
click,
user

are
greeted
by
a
banner
 can
be
directed
to
.
.
.

interface
environment

Microsite,
Full‐screen

streaming
video,
or
a

splash
page.

 Co-Marketing with Xbox
•  Xbox Canada Co-Marketing opportunities:
–  Offer partnership opportunities with an established, respected, and
trusted brand
–  Give top-tier brands direct access to the ever growing gaming market
–  Provide important alignment opportunities to discriminating target
demographic through our targeted proprietary marketing tools
–  Introduce new and exciting methods to build brand affinity and
awareness, and where possible, help to drive sales of your product

•  Each opportunity is different and can be tailored to be win/win/win based on

your objectives. Past co-marketing promotional partners have included:
What is Massive
Massive dynamic in-game advertising gets you into the game

•  With 14 publisher partners, over 70 Xbox 360 and PC game titles, and a unique reach of
55 million gamers worldwide, Massive is the leading in-game advertising network.
•  Massive in-game advertising enhances the gaming experience by adding realism, and
dramatically improve brand opinions, consideration, and post-exposure engagement.
•  Because of the high engagement of video games, Massive in-game ads realize
substantially higher recall rates than other mediums.

Average Ad Recall by Medium*

Massive
 63%


Television
 32%


Print
 18%


Outdoor
 13%


Online
 12%


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

6
How Does Massive Work
Dynamic in-game advertising is custom ads served into video games in real time

Your Ad Campaign Extensive Your Ad Campaign

Game Network in/around the Game

…over 70 Xbox & PC game titles with 14

publishers reaching over 55m unique
gamers
7
The Massive Audience
Massive reaches a large audience of highly engaged teens and young adults

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

8 **Simmons 2009 Spring NCS Full Year Study
The Gaming Audience
Female gamers in the Massive Network are on the rise!

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 female’s play Massive games with other players online

•  Party” titles like Scene It 2 and Guitar Hero have over 50% female concentration

*Interpret New Media Measure 2010, Inside the Minds of Girl Gamers, A&E
9
Massive Advertising Opportunities
Massive dynamic ads offer cutting edge interactivity

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

Scavenger Hunts Hybrid-Dynamic Ads Sequential Ads SMS & Sweepstakes

10
 Branded
campaign
mock‐up
(custom
tag)


Microsoft Confidential 11
Massive In-Game Advertising
Capabilities

•  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 Content Targeting Measurability

Targeting

•  Update and change •  Flexible ad delivery •  Target ads by •  Advertising

creative. 2 week lead •  Target ads by geography content effectiveness metrics
time to get assets live •  Target ads by time/date •  Eg. Racing Genre comparable to other
•  Customize by title/ digital media
language

12
Why Advertise with Massive
Just a few past CPG clients…

13
Why Advertise With Massive
What results can a CPG brand expect?

CPG Key Brand Metrics:

67%
+48%

+24%
+18%

Brand Purchase Brand Ad

Rating Consideration Recommendation Recall
Lift Lift Lift

Interpret & Nielsen Research 2006-2010, CPG studies

14
Creative Examples
Bank of America: Text Campaign
MLB 09

16
Kool Aid
NHL 2K8

17
Air Heads
DJ Hero

18
Coke Zero
Madden 10

19
Slim Jim
Multiple Titles

20
Tontinos Pizza Rolls
Shaun White Snowboarding

21
Snickers
Multiple Titles

22