Eyeblaster
Casual Games / Downloadable
Try and Buy Model
Market Overview
Market Size
E
2009
2004
PC
$3.01
PC
$4.16
15%
E-Game
Market
6%
Wi r e l e ss
Wireless
$2.26
8%
$ 11. 6 1
C onsol e
2 1%
Online
$3.12
11%
$24.66
Console
$18.39
66%
45%
Onl i ne
$ 15 . 4 0
28%
$27.9 Billion
In Game
Ads
Market
In
Game
Ads
$120 Million
$53.8 Billion
In
Game
Ads
$800 M to $2 Billion
Market Overview
Players and Game Types
•
Industry Participants
–
–
–
•
Game Developer
Game Publisher
Game Distributor
Type of Games
–
Casual Games – easy to learn, easy to develop, low budget, short development cycle, played on PC, simple
game play, small file size.
–
Core Games – long learning curve, long development cycle, high budget, played on PC or Consul, large file
size.
•
•
•
–
PC Games – core game played on PC
Consul Games – core game played on consul
MMOG e.g. – multiplayer core game
Mobile Games – games played on mobile platforms
Market Overview
Types of Ads
Type
Description
EB Solution
Market Size
2004
Market Size
2009
In Browser
Pre-game ads
for games
played in
browser
Available
Miniclip alone
has in one
month 40m pre
game
impression in the
US
?
Wrapper
Pre-game ads
for
downloadable
games
Available
?
?
In Game
Rotating ads
integrated in
game play
In Development
$10 Million
$534 Million
Advergame
Tailored game
N/A
$110 Million
$266 Million
Market Overview
In Game Ads Competition
Company
General
Focus
Market Position
Massive
Private, 2004, ~$15m in
funding, offices in NY, LA,
SF, Ontario, London, Paris
and Australia
Core Games
Leader – landed several
deals and launched live
campaigns in 2005
Double Fusion
Private, founded in 2004,
~$13m in funding offices in
Israel, London and NY
Core Games
Player
IGN
Unit of Fox Interactive,
destination web site for
gamers – 31m unique a
month
Core Games
Player – low profile, high
potential
IGA
Offices in NY London and
Berlin, available technology –
low profile
?
Shockwave
Part of Atomshockwave,
private, 2001. Leading
destination for online games.
Offices in SF.
In Browser – Casual Games
Small, Founded in 2005
Asia Market
Game Glance
Player – low profile
New Player – Leading
destination
Suggested Focus
Casual Games - Downloadable Try & Buy Model
•
Real Need – (business models)
•
Immediate Opportunity
•
Reach
•
Standardization
•
Easier Integration
•
Easier Business Path
•
Complete Solution
•
Overlooked by competitors
• In Browser
• Downloadable / Try & Buy
Value Chain
Casual Games Ads Solution
General
Input
Business
Model
Money
Flow
Who
Content Owners
Technology
Media Sellers
Interested in ad
supported model
Possible. In
Development
?
Charge for Inventory
Charge for Tech
Cut from Inventory sell
Media Buyers
Interested
Charge Advertisers
Charge 40% - 60%
Charge 10%-20%
Cut 30% - 45%
Pay 100%
$4 - $30 CPM
$1-$5 CPM
$3 - $22.5 CPM
$10 - $50 CPM
WT, Idigicon, Popcap,
Game House, Playfirst
EYENET?
EB
Current EB Customers
Third Party?
In Game Ads
Timeline
Q4 05
Q1 06
Q2 06
Product
Client Demo
PRD
Management
tools and
RMP
Integration
Integration
with 10 – 20
games
SDK
Offline model
Client Live
Update
Video ads
caching
Client side
serving logic
Business
Get game
source code
First
Commercial
implementation
Sign on
developers
and
publishers
?
Media sale
partner
Sales
Initiate Sales
Q3 06
Q4 06
Use Cases
Create Inventory – Sell Inventory – Deliver & Track
• Create Inventory
– Game Developer
integrate with EB In
Game Client
– Game Developer submit
enabled game to store
enabler
– Media Owner Set Ads
Rules
• Based on standard
available options
• Sell Inventory
– Agency review
available inventory
– Agency buy media
from EYENET or
Third Party
– Flight level info
loaded on RMP
• Deliver & Track
– EB Client ask for plan
and publisher server
tag
– Publisher server call
RMP
– EB deliver and track
Client Server Exchange
Minimum Setting On Client Side
User PC
Game 1
Game 2
User open the game > client send log
in message with:
User ID
Game ID
Distributor ID
Publisher ID
Developer ID
EB Client
EB Client
Previous session report
List of available assets is cache
Server respond with events plan
Include assets to cache
EB Game
Server
Game > EB Client > Cache Exchange
Flexible Options
Game 2
Game 1
DRM
Component
Send Ad per
Scenario
Report on
Scenario in
Game (Start,
Level Change,
Stage change)
Notifying
Event
Type
(1,2,3 etc)
DRM
Component
User
Info?
Cache
on PC
Internal Communication Layer
EB
Client
EB
Client
Events Manager (Timer, Counter, Ad allocation)
External Communication Layer
EB
Game
Server
Inventory Rules Management Tool
Event Planning
Game ID
Game
Field locked by developer
Developer
Developer ID
Field locked by developer
Publisher
Publisher ID
Field locked by publisher
Distributor
Distributor ID
Field locked by publisher
IDs are generated on the server set up
Ads Supported: Yes
No
Ads Supported: Always
Tracking only
Events
Drop down menu for number of events
If events, show
several events: Skip ad option (per event): Yes
Pre-Roll: No
Yes
Between Levels: No
Yes
If yes or tracking only:
No
Duration of video Up to 15 sec
levels
Every
1 2 3 4 5
Between Stages: No
Yes
Option 1
Display ad every :
During game events: Yes
No
minutes
For future use
During Trial
User bought the game
User bought discounted
version of the game
1 2 3 4 5
Time Based:
No duration restriction
Events Examples :
stage
Every
Up to 30 sec
Option 2
Casual Game / Downloadable Try and Buy Model
End User Experience
•
User visit web destination
•
User download and install a casual game
•
Game gives full screen experience
•
After one hour of play the game is locked
•
User is asked to pay ($19-$25) to continue and play
Information:
•
98% of users that download a game do not buy the game
•
500,000,000 downloads last year
•
Developers, publishers and distributors are interested to monetize the trial period
•
Developer, publisher and distributors are interested to offer ad supported versions of
casual games