Transcript Wii_Presentation.ppt

Where Video Games Are:
In the Living Room
Why Electronic Arts and Activision Now
Target the Whole Family
Beth Becker, Hang Tran & Jade Webster
History:
Years ago video games targeted basement
dwellers, 16 year old boys who got their
information from magazine reviews.
Today video games are discovered by 5 and
6 year old kids or moms who point out new
games in the women’s journal magazine.
Video-game market spending is growing, as
other companies targeting kids marketing is
decreasing.
•Nintendo, the maker of the ultimate family
gaming machine: the Wii, use the rating “E” for
“Everyone”
•In 2008 $41 million was spent on advertising
the Wii hardware and games
•Top 4 Games of 2008 according to NDP: “Wii
Play,” “Mario Kart,” “Wii Fit,” and “Super Smash
Brothers Brawl”
Michael Cai- interpret VP research
claims:
• Originally video games were fixated on males
16- 34 years old
• Now with the Wii and casual games sites
exploding, publishers are designing and
developing family friendly games for 7 to 70
year olds.
• It would make sense to look into additional
marketing and sales channels.
CEO John Riccitiello states:
We plan to match quality with strong
marketing- particularly with our top 10 titlesoperationally we expect to improve the way
we go to market with our titles- starting earlier
to create buzz and demand.”
“
Game Makers boost spending:
Increase ad spending to reach kids:
In Kid Programing EA spent (in 2008)
6.3 million in Nickelodeon
1.5 million in Cartoon Network
Activision spent (in 2008)
4.4 in Nickelodeon
1.5 in Cartoon Network
David Cole of DFC Intelligence
says…
The people who grew up playing video games are
becoming parents and have a much better realization
of the value games can provide.
“A lot more experimentation with marketing going
forward, the companies that are innovative with
finding cost- effective ways to advertise to consumers
could be much more successful then the rest of the
pack.”
“Marketing, advertising and distributing could become
more important than ever.”
Nick Wii Fit Family Challenge commercial:
http://www.youtube.com/watch?v=461RFNR0
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Family playing Wii:
http://www.youtube.com/watch?v=SECs
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http://adage.com/mediaworks/article?article_i
d=134569