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PowerPoint Presentation - Video Games_ Cheats_ Walkthroughs_ Game

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					Over 30 Million Gamers Can’t Be Wrong




                                 GDC 2007 Sponsored Session
                     Presented by Nick Williams and Scott Mucci

                                                 March 7, 2007
                              Agenda
1. Introduction to IGN GamerMetrics
        • What is it?
        • What data do we collect?
        • Does IGN data map to the actual market?
2. The Validity of the data
        • Industry Partners
3. The Power of the data
        • Macro industry trending and forecasting
4. The Relevance of the data
        • Case Studies
5. 2007 Outlook
6. Q and A
 “Relying on a crowd rather than an individual improves
your chances of finding information that you didn’t know
   was out there. Just as important, it minimizes the
     impact of the mistakes that individuals make.”
                       James Surowiecki, author of The Wisdom of Crowds
1   introduction
    validity
    power
    relevance
    outlook
    q&a
What is IGN GamerMetrics?
IGN GamerMetrics is a leading business intelligence tool designed to help
videogame industry professionals analyze the gaming consumer, and the
gaming market as a whole.




IGN.com* –            GameSpy.com* –         FilePlanet.com* –    TeamXbox.com* –                 Vault and Planet
28.1 million          8.5 million unique     4.5 million unique   2.5 million unique              Sites* - 2.4 and
unique users per      users per month*       users per month*     users per month*                2.3 million users
month*                                                                                            per month*




Audience behavior      Multiplayer gamers,     PC gamers           Xbox 360 and Xbox               Sites dedicated to
maps closely to the    Online gamers                               gamers                          fans of specific titles
overall market                                                                                     and franchises




                                                                          * Internal Log Files, December 2006
What Kind of Data do we Provide?
IGN GamerMetrics effectively captures each phase of the gamer buying cycle.


                         Data Type         Metrics               Sources
                                           Page Views,
                                           Avg. Daily Gamers
                         Awareness
The Gamer Buying Cycle




                                           Message Board
                                           Posts, Message
                         Engagement        Board Page Views



                                           Unique Interest,
                                           Wishlists, Email
                         Purchase Intent   Alerts, Collection


                                           Initiated Downloads

                         Trial
  IGN Data Maps Accurately to the Market
                                 PlayStation 3




                                                            •   Diverse group of gamers that
                                                                reflect actual console ownership
                                                                percentages within the U.S.

                                                            •   Visitors to IGN are the gamers
                                                                setting the tone for the market
Wii

                                                            •   Reinforces the idea of “Wisdom of
                                                                Crowds”




                                                 Xbox 360
      Sources: IGN GamerMetrics and
      The NPD Group
    introduction
2   validity
    power
    relevance
    outlook
    q&a
Key Industry Partners Rely on the Data
Press Mentions
Developers, Agencies,
Financial
 Retailers
PublishersPartnerships and More
Partnerships with IGN GamerMetrics data top
Over the last year,Deutsche Bank and otherhas also been
financial institutions lend credibility to the and
published in hundreds of web publicationsdata blogs,
including:
in GamerMetrics.




"I'm always looking for leading indicators of
sales trends and consumer sentiment. With
GamerMetrics data, I can quickly assess the
relative position of titles, platforms, and
publishers. GamerMetrics…helps cut
through the ceaseless newsflow and identify
early what's catching gamers' attention."

- Edward Urban, Interactive Entertainment Analyst,
Bear Stearns
    introduction
    validity
3   power
    relevance
    outlook
    q&a
   Industry Insights (Nintendo)
Is the Nintendo Wii as hot as they say?




                                          IGN Platform Indices
                                          Nintendo Wii • Tied to successful
                                                        franchise
                                          1401                 Up 9    0.6%
                                                        • Innovation
                                          Sony PlayStation 3
                                          1256                 Up 30   2.4%


                                          Microsoft Xbox360
                                          2359                 Up 21   0.9%
   Industry Insights (Sony)
Is the PlayStation 3 a failure?




                                  • Latent install base

                                  • Strength behind
                                  upcoming releases
   Industry Insights (Microsoft)
Did a one-year head start serve well for the Xbox 360?




                                                         • Exceptionally strong
                                                         library

                                                         • Strength behind
                                                         upcoming releases
    introduction
    validity
    power
4   relevance
    outlook
    q&a
    The Wii Pre-Launch Report

                 85% of IGN Wii owners say they own Twilight Princess. This is identical to the
                 percentage of all U.S. Wii owners who purchased the game in the first two months.

                        Wii Launch Title                  GamerMetrics                   NPD Unit Share1
                                                           Mindshare2                                                  Directional
                        The Legend of Zelda: Twilight
                                                             25.47%                            31.05%
                                                                                                                       indicators
                        Princess
                        Red Steel                            11.69%                             7.36%
                        Rayman Raving Rabbids                6.69%                              6.13%
                        Madden NFL 07                        5.47%                              6.02%
                        Super Monkey Ball: Banana Blitz      3.95%                              5.78%
                        Call of Duty 3                       3.33%                              5.09%
                        Marvel: Ultimate Alliance            5.71%                              4.96%
Blockbuster
                        Excite Truck                         3.41%                              4.28%
titles readily
                        Trauma Center: Second Opinion        4.58%                              3.67%
identifiable                                                                                                           Spot
                        Tony Hawk’s Downhill Jam             3.05%                              2.82%                  opportunities



                                                             1 GamerMetrics Mindshare based on 90 days of Awareness and Purchase Intent data
                                                             leading up to November 9, 2006
                                                             2   NPD Unit Share is based on share of Wii unit sales during the first two months
The Halo Effect
 Keeping an eye on purchase intent is critical leading up to the launch of any title

        Crackdown (Xbox 360)




60 Days Prior to               45 Days Prior to Launch:                7 Days Prior to Launch: IGN
Launch:                        Microsoft announces Halo 3              editorial publishes a review,
Screenshots                    beta promotion with                     awarding Crackdown an 8.0
released on IGN                Crackdown
Great Title…But Cluttered Launch Space
Use GamerMetrics to Manage Expectations
IGN GamerMetrics Mindshare data predicted that F.E.A.R. would get lost in the crowd


                                                               GamerMetrics Data      NPD Data
    introduction
    validity
    power
    relevance
5   outlook
    q&a
Xbox 360 and Wii Titles Dominate 2007 Landscape
What’s new for GamerMetrics 2007


       Forecasting Model   IGN Platform Indices
       Platform Indexing   Nintendo Wii
                           1401                 Up 9    0.6%
       Enhanced Design
                           Sony PlayStation 3
       New Features
                           1256                 Up 30   2.4%


                           Microsoft Xbox360
                           2359                 Up 21   0.9%
    Monthly Report Highlights Micro to Macro
    Trends
•    25 issues have been published dating back to
     the beginning of 2005

•    Report is distributed to thousands of industry
     professionals each month

•    Recent topics include:
      – DS vs. PSP: Who Will Win in 2007?
      – Which Titles will Define the First Half of
          2007?
      – Countdown to the Wii & PS3 launches
      – Holiday Retail Buyer’s Guide
    introduction
    validity
    power
    relevance
    outlook
6   q&a
Thank You!

				
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