In this brandnew feuilleton, our guest author Semin Ozmorali explores the marketing and advertising opportunities in social games and virtual worlds. Enjoy 
About Semin Ozmorali: Digital marketing and business development executive. Held managerial positions at CMC Contact Management Center, MagiClick, and at Oyun Studyosu, Sanalika’s developer.
E-mail: semin.ozmorali@gmail.com
Twitter: @seminozmorali
Interactive virtual worlds, dating back to NASA’s simulations in 1970s, entered our lives for good around 2000s with the names such as Second Life, There, and The Sims. Most of us were surprised to hear about the term “avatar” for the first time describing virtual identities, and about their virtual lives. Surprises went on by the news of banks opening up branches within virtual worlds because to the emerging virtual economy. While virtual worlds were gaining more and more popularity, digital gaming industry grew bigger, too. Naturally advertising could not be expected to stay out of these attractive platforms. Marketing and advertising executives started to compete with each other to come up with the most interesting campaigns on these platforms for their brands. Who would not want to reach and attract consumers through the most interesting channels and turn one-way messages into a conversation while measuring it effectively? It is definitely every marketer’s sweetest dream. So it was no surprise when Nike, always having been close to digital marketing activities, rewarded gamers of the basketball game Slam City With Scottie Pippen with Nike products only in 1990s.
Online gaming industry started to evolve rapidly as well. Social games prospering on social networks emerged and became widely popular. Virtual worlds, open for 24/7 and providing real-time social interaction started to grow and varied globally as they successfully combined the social elements with the gaming concept. As various virtual worlds contiuned to emerge targeting various audiences such as teens or adults or even hockey fans, interesting acquisitions happened. News stories of striking revenues generated by virtual worlds were reported, innovative branded virtual world campaigns were proudly announced. We also started to see more and more companies included social games and virtual worlds in their marketing plans, and that these platforms were no longer considered niche or marginal, but rather strategic options.
A survey among more than 49,000 users aged 11-18 in Habbo Hotel, one of the most established virtual worlds for teenagers, revealed remarkable results last summer. This age group called “Generation Z” (aka “Net Generation”) believes digital media will soon replace traditional media. They consider online interaction as a natural part of their lives and think of their online lives as important as their offline lives. According to another survey by Sulake, Habbo’s parent company, of the 5,300 teen users, 92% of them said that they would participate in a brand activity in the virtual world, and 93% of them said they would like to keep displaying branded virtual items or badges even after a given brand promotion had ended.
It is impossible to ignore the growing power of social games and virtual worlds, as they are gaining increasing popularity and establishing themselves strongly. That is why, in the folowing episodes, I would like to present you some inspiring marketing campaigns that ran within social games and virtual worlds, making these platforms so valuable.
Semin Ozmorali
References & Further Reading:
- http://mashable.com/2010/11/27/misconceptions-social-games/
- http://gamesbrandsplay.com/files/vedrashko_advertising_in_games.pdf
- www.marketingcharts.com/interactive/generation-v-defies-traditional-demographics-5495/
- www.slideshare.net/justinsmith/justin-smith-state-social-gaming-industry-gdc-2010-san-francisco
- www.mediacontacts.com/images/common/mc-insight/mc_insight_outubro.pdf
- www.kzero.co.uk/blog/?p=4297
- www.engagedigital.com/2010/11/08/skintimate-campaigns-in-gaia-online/
- www.engagedigital.com/2010/06/10/skintimate-integrates-viral-promotion-with-weeworld/
- www.jackmedialondon.com/coca-colas-capri-sun-partners-with-habbo-for-first-venture-into-social-media/
- www.engagedigital.com/2010/04/26/habbo-teens-willing-to-friend-brands/
- www.sulake.com/press/releases/2010-06-14-Generation_Z_reveal_expectations_for_a_digital_future_in_global_study_by_Habbo_Hotel_.html
- http://mashable.com/2010/12/05/social-games-advertising/
