Social game advertising has great potential: two-year growth or over 80%

Introduction: Foreign media today wrote that, as social gaming has accelerated, the advertising potential of this area has gradually been the attention of the outside world. Even market research firms expect the market to grow by 80% in size by 2014. The following is the full text of the article: great potential the luxurious office of Laura Mchevin McEwen, the publisher of "Yue Self" (Self) magazine, is located in the Conde Nast building overlooking the New York Times Square. She was sitting in a chair at the moment, engrossed in the video game. This has become her daily "compulsory", the length of one or two hours. Instead of fooling around, Mchevin is doing market research for a game called Self workout in the Park. She was involved in the development of the game, hoping to take full advantage of the expanding opportunities for social gaming advertising. Social gaming, once a fringe of digital advertising, is now the new favorite of Madison Avenue. McDonald's (Weibo) has started spending money to attract players to build a restaurant in Zynga's CityVille game, while Unilever-sponsored Dove ads have appeared in The Sims Social Edition (the Sims Social). Global gaming users have grown to hundreds of millions of, creating an advertising market of $ hundreds of millions of trillion. U.S. market research firm emarketer expects 2014 global social gaming advertising revenue to soar 80% to $672.2 million trillion. Zynga's performance underscores the rapid growth in the social-gaming advertising market: The company doubled its ad revenue in the first quarter to $28.2 million trillion. This type of audience is huge, easy to locate, and fun to play--all the factors advertisers value. Publishers like Mchevin are optimistic about the opportunities for brand advertising in social gaming. For example, "Yue Self" magazine can sell ads on virtual dumbbells and treadmill ads in video games. "All this can be published brand advertising, in the future can continue to create new brand advertising carrier." "Mchevin said. Consumer giants such as Unilever recently contracted EA to promote products on the latter's Facebook game. The Sims Social Edition attracts about 16.4 million players a month, and they can now use Dove soap and a Dream Dragon ice cream in the game, and each time they use a Unilever product in the game, they can get a reward. Amanda Richards Amanda Richards, Global media director of Unilever's tea business, said the company is also negotiating with Zynga to promote its products. As the world's second-largest advertiser after P & G, Unilever has prioritized the digital advertising budget into social gaming because players can interact directly with the brand and usually voluntarily, she said. "The game allows us to have a lot of positive communication with our customers, and once you get into the game, you will concentrate." Richards said. Early development in general, social game advertising costs far less than other forms of online advertising, such as search ads and banner ads. According to emarketer, the 2011 Search advertising and Banner advertising market size reached 15.36 billion and 7.72 billion dollars respectively. Social game advertising is still in its infancy and lacks a uniform industry standard. Paul Verna, an analyst at emarketer, said the conversion rate for such advertisements was also relatively low. However, proponents of social game advertising argue that the effects are already apparent, but not yet presented in cash. Paper towel maker Bounty was delighted with the promotion of the EA "Restaurant City" game and thus attracted more than 50,000 people to click the "Like" button on their Facebook homepage. The growth potential of social game advertising has spawned many small businesses that want to be a bridge between brands and social gaming companies. For example, Michel Rechgut (Mitchell Reichgut) left a large advertising agency and founded June Group. The company has more than 30 people, specializing in the development of video game advertising business, and has cooperated with many brands. In addition, companies such as Appssavvy and WildTangent are also focused on video game advertising. Media agency Mindshare has also hired digital gaming expert Jeffrey Grimblatt (Geoffrey Greenblatt) to provide advisory services. He has written a 125-page book for Mindshare, dedicated to the video advertising business. "We have almost all of our clients involved in social gaming advertising, and I think that spending will continue to grow in the next few years," he said. He predicts that mobile gaming ads, which facilitate the interaction of friends, will become the next growth point. Ford launched a promotional program called "Word of the day" in Zynga's "Words with Friends" mobile game: If players spell out the words listed in the Ford banner, they will get some reward. "This is the first step, and will see the major brands in the mobile field more innovation." "Greenblatt said. (Ding Macro)