With the release of Xbox One and PlayStation 4 later this year we will begin to see a change in philosophy around the development of both hardware and software — one that will affect how Gen 5 platforms will form in the years to come, EA’s chief creative director Rich Hilleman said during today’s DICE Europe conference.
The industry is catching up with large-scale shifts in the way people play games, said Hilleman who added that the console business has suffered from requiring too much time, skill and money from its players in the past.
Gen 4 consoles will respond to this fact, he said, referencing a concept called “gaming granularity” as being one of the most influential factors in how games will be designed. This refers to the amount of time a player will spend with a game in a single sitting. According to Hilleman, this differs between all platforms.
On tablets, he says, users will spend on average a maximum of 10 minutes on a game in a single sitting, PC gamers will spend on average between 90 minutes and two hours, while console gamers will play a title for a minimum of two hours on average per sitting. Mobile games, on the other hand, work on a 90 second cycle, as do coin-op machines.
As a result it is impractical to build the same game across every platform, and with this in mind there will be far more flexibility in terms of how software will become developed and at what price, said Hilleman.
But perhaps the most significant change will be the evolution of console hardware itself. According to Hilleman, Gen 4 technology will evolve seamlessly into Gen 5, with Gen 5 software becoming available on Gen 4 hardware as it becomes available.
“The platform of the future is now hardware,” he said, “it is the network side, not the hardware side.”
“This is a profound change. We’re not changing every four years, we’re in continuous change.”
INFOGRAPHIC: How Location Data Is Collected To Power The New Generation Of Mobile Marketing Campaigns
Source: Business Insider AUG. 12, 2013, 5:15 PM
With over 770 million GPS-enabled smartphones, location data has begun to permeate the entire mobile space. The possibilities for location-based services or LBS on mobile go beyond consumer-facing apps like FourSquare and Shopkick. They’re powering advertisements and new cutting-edge local-mobile marketing, as well as many other services — from weather to travel apps.
In a recent report from BI Intelligence on location-based data, we analyze the opportunities emerging from this new local-mobile paradigm. LBS have evolved far beyond smartphones and basic proximity marketing. Throughout this report, we’ll look at the new LBS frontiers such as profile targeting and audience-building.
We specifically examine how location-enabled mobile ads have generated excitement, recommend the top local-mobile strategies for mobile marketing, look at how location-based features have boosted app engagement, and finally: we demystify some of the underlying technologies and privacy issues.
A pure GPS approach and the “lat-long” tags it generates is considered the gold standard for location data, but that’s not the only method in use. There are at least four other methods, sometimes used in combination, for pinpointing location:
- Cell tower data: When GPS signals can’t reach the device’s GPS chip, which often happens indoors, the device will often report its location by communicating with the cell tower it’s connected to and estimating its distance. It’s less accurate than pure GPS data.
- Wi-Fi connection: It’s an accurate method but requires an active Wi-Fi hotspot. Wi-Fi locations are matched with GPS coordinates. It can pinpoint a user to a specific storefront, which is why many retailers are rolling out free public Wi-Fi to enable in-store mobile ads.
- IP address: Location can be gauged by the IP address associated with the data connection. The accuracy of this approach varies between carriers, and is far less reliable than the above methods.
- User-reported: When users sign up for emails or register for mobile apps and services, they often enter their addresses and zip codes. This data can be translated into GPS coordinates to build a geolocation profile of a single user or user base.
As we detail in our report, there are many opportunities emerging from this new local-mobile paradigm, including location-enabled mobile ads, search, and features that boost engagement for apps.
Call me Ishmael. And call mobile game developers and publishers Ahab. Turns out, monetizing apps is a lot like hunting Moby Dick.
After all, in the mobile gaming business, nothing is more important than the elusive “whales.”
“We classify mobile whales as the top 5% of mobile spenders,” Jesse Divnich, of video game research firm EEDAR, tells me. “They spend in excess of $10 or more a month on mobile gaming.”
The firm recently published their 2013 Deconstructing Mobile & Tablet Gaming report, which surveyed 3,000 self-identified gamers.
They’ve put together a handy infograph to summarize the findings:
As you can see, young men are more likely to be whales than women, by a 2:1 ratio, which is one reason we see games targeting male audiences more than females.
Of course, this becomes a cyclical problem and says just as much about potential untapped markets as it does about current spending data.
Whales aren’t merely a mobile phenomenon, however.
“The PC market has been making a comeback for years,” Divnich says, “but keep in mind for Non-Payers, their PC gaming distribution is primarily on social networking sites like Facebook. Among whale mobile gamers, their PC distribution is primarily in core categories such as MMOs and First-Person Shooters.”
Divnich adds that “core mobile gamers are often core console gamers as well” suggesting the two demographics are not always as disparate as we like to think.
This is why free-to-play is on the rise on PC and console systems, and why we’re only going to see more of this trend in the next generation.
When it comes to the Xbox One and PS4, Divnich points out that these “consoles are not just competing with each other, but all forms of interactive entertainment.”
Say Nike runs a TV commercial campaign for its new Air Jordans across several shows and networks. Twitter tracks exactly when the ads are shown and on what programs. It then looks for people tweeting about those shows by naming or mentioning the show, or using the right hashtag — people that are likely to have seen the Nike commercial. Twitter TV Ad Targeting lets advertisers target these people with Twitter Promoted Tweets ads that show up in their stream. Those could include pure text tweets reinforcing the commercial, a link they can follow to learn more or make a purchase, or even a Vine to give viewers a second dose of video marketing.
Source: Social Fresh, Kevin Vine on Jun 29, 2013
I thought I’d share with you all some interesting observations I’ve made over the last couple of days in regards to Instagram Video & Vine.
Vine and the introduction of Instagram Video provide a fascinating case study which underscores how incredibly quickly things can shift in the realm of emerging platforms.
A mere three weeks ago, Marketing Land’s Matt McGee posted an article about how Vine passed Instagram in total Twitter shares.
Yes, on June 4-5, there were more Vines posted on Twitter than Instagram IMAGES.
Fast forward less than three weeks to June 27 and we learn that after Instagram Video launches,Vine sharing tanks on Twitter.
And then yesterday on Mashable, we learn from Simply Measured data that twice as many Top 100 brands are using Instagram Video vs Vine.
This, of course, is just one week in.
How can this be?
Is it possible that we’re seeing an artificial spike in the use of Instagram Video vs Vine among the Top 100 Brands due to the fact that these same brands tend to be early adopters and were quick to hop on the bandwagon of a new platform?
Or is this a glimpse of things to come?
In an interesting twist, just this morning, Marketing Land once again chime’s in with a chart created by Topsy that shows new data. It turns out the original chart that showed Vine beating Instagram in Twitter shares was mainly taking into account influencers. And that Instagram has been winning in Twitter shares all along.
Where this all ends up of course has yet to be seen.
Clearly the fact that the introduction of Instagram Video didn’t require brands to have to recruit followers from the ground up (as was the case with Vine when it launched), gives it a quick early-on advantage.
Plus, without a doubt, the notion of having a full 15 seconds vs 6 to convey a message will certainly have a bearing in what types of content are used in each platform.
Nonetheless, I just found it fascinating how quickly things change in the world of social media and ever-emerging platforms and channels, and how it forces brands to constantly be on their toes.
Source: NYTimes, JENNA WORTHAM Bits, JUNE 3, 2013
At the start of this year, Twitterintroduced the mobile video app Vine, which let people shoot and share bite-size, six-second looping video clips. The service captivated users, who began making and uploading quirky short films, comedy bits and stop-motion animation,among other things.
On Monday, Twitter announced in a blog post that in four months, Vine had attracted 13 million people to sign up for the service. Twitter did not say how many of them were active users, but the third-party service Topsy has estimated that, on average, Vine users post 12 million videos on Twitter every day. Part of the appeal of Vine lies in its simplicity, particularly the interface of the tool, which lets people shoot and edit clips by tapping the screen and quickly uploading them to the app and to the Web. One of Vine’s creators, Dom Hofmann, said in a previous interview that the success of Vine was tied to its easy-to-use design. He said that although it took people longer to initially figure out how to use Vine, once they started shooting and sharing videos, their interest did not diminish.
“The time between the first and second post is much longer than the fifth and sixth. It get steady after that. It clicks,” he said. “People are getting creative, and the audience is growing.”
Vine seems to fit into the wave of simpler, more creative and expressive social media platforms that have been drawing attention as Facebook’s appeal fades somewhat. Services like Tumblr, Instagram, Snapchat are also part of that wave.
Still, Instagram, the popular photo-sharing service acquired by Facebook that lets people add filters to their camera phone photos and share them with friends, took nearly a year to reach 10 million users.
Twitter also said Monday that it was releasing a version of its video-editing tool for Android. Previously, it was only available for iOS devices.
Five Vine videos are shared on Twitter every second. That’s according to new research released today by video technology company Unruly into the sharing patterns surrounding Twitter’s popular new mobile video app, which this week celebrated its 100-day birthday.
Using data collected from Unruly’s new Vine app, the study also found that branded Vines are four times more likely to be shared than branded online videos and that, generally, more Vine tweets occur during the weekend than all of the weekdays combined.
Collecting data from over 10 million Vines during a one-month period, it found that:
- On average, 5 tweets per second contained a Vine link;
- Weekends are the most popular time to share Vines. In fact, in most cases, they are more popular than all the previous weekdays combined;
- Branded content accounts for 4% of the Top 100 tracked Vines (in comparison, only 1% of content is branded in the Unruly Viral Video Chart Top 100 Most Shared Videos);
- Between 10-11 am EDT is when most Vine activity occurs;
- Out of the 10 million Vines sampled, only 433 had more than 500 tweets, 176 had over 1,000 tweets and just 51 had more than 2,000 tweets;
- The largest number of Vine tweets during the sample period (19,667) was sent on Monday, April 15 at 3-4pm EDT – just after the Boston Marathon explosions;
- The number one Vine tracked over the period had 47,000 tweets, while the 100th most shared Vine video had 1,400 (see link below for top 100).
“This data can really help brands determine a strategy for using Vine in their marketing efforts. We have already seen brands like General Electric, adidas, AT&T, Volvo, Pepsi-Co and GAP adapt to the platform,” said Matt Cooke, CTO and co-founder at Unruly. “Vine is being used in a very complementary way to Twitter, with the 6-second video becoming the ‘ad’, much like the 140-character tweet.”
Top 20 Most Tweeted Vines
|1||Harry Styles||Emo’s getting ready||47,894
|2||Doug||Boston Marathon news||39,546||http://vine.co/v/bFdt5uwg6JZ|
|3||Harry Styles||Running and getting swooped at||33,757||http://vine.co/v/bUn7ddg2j9r|
|4||Lou Teasdale||Clickin clubbing||25,146||http://vine.co/v/btbFIFKh9qX|
|6||TylerTheCreator||Real Harlem Shake||12,573||http://vine.co/v/bDFIMdrr6BK|
|7||Mike Carroll||FBI agent climbing||11,015||http://vine.co/v/bU6YvrOvnvx|
|8||Mike Lerner||That’s a lot of phones||7,515||http://vine.co/v/bUMaEpnnjLn|
|9||The Wolverine||Movie Teaser||7,312||http://vine.co/v/bDExaiMjJ1F|
|10||Will Sasso||I Will Always Love You||7,076||http://vine.co/v/bgep05eMY3l|
|11||Lou Teasdale||Happy Birthday Tour||6,751||http://vine.co/v/bDMMiIjLVq0|
|13||Wiz Khalifa||Best mom ever||6,121||http://vine.co/v/bFqbzzH2zmD|
|14||Lou Teasdale||Me and Niall tour bus||5,525||http://vine.co/v/bDbuFEZd1BX|
|15||Wiz Khalifa||Im finna teleport||5,403||http://vine.co/v/btlIn0b067x|
|17||Darren Criss||Principal’s office||4,629||http://vine.co/v/bTKiUUpZJFd|
|18||Darren Criss||Blaine on tour||4,290||http://vine.co/v/bPF6rA5bjpL|
|19||Kellin Quinn||Me getting naked||4,142||http://vine.co/v/bjj6erPUPEa|
|20||Marlo Meekins||MarLo Meekins’s post||3,972||http://vine.co/v/b623zdwVuJB|
“Vine sharing is really starting to take off. In just over 100 days, we are already seeing 5 Vine videos being shared every second. There is a massive opportunity here for brands to get really creative with this 6-second sensation, either to grab people’s attention quickly or as part of a much larger content marketing strategy,” continued Cooke.
“However, advertisers need to remember the fundamentals of why people share videos, short or long. First, they need to elicit an emotional reaction from their audience, and secondly they need to give their consumers a reason to share.”
You can gain more insight into Twitter’s Vine app by downloading Unruly’s Guide For Brands On Vine here.
About the Methodology
The data collected is from March 22, 2013 to April 22, 2013. Data was sourced from Twitter querying Vine links, and over 10 million Vines were collected by Unruly during the sample period. Data points were collected using Unruly’s proprietary technology, which powers Unruly Analytics™ and the Unruly Viral Video Chart™.
Source: Venture Beat “How $96,000 can buy you a top 10 ranking in the U.S. app store” June 4, 2013 John Koetsier
Can you buy your way to the top of the app store? In a word, yes.
Apple may have killed AppGratis for being too good at driving installs, but the “boost effect” of big marketing campaigns, in-app promotions in popular apps, and other somewhat less savory means of driving big download numbers is still very much alive and kicking.
To get top 10 in the U.S., you need 80,000 downloads, mostly in the previous 24 hours. Once you’re there, of course, Apple’s own “app discovery” effect kicks in as users see you featured on the front page of the app store … and you tend to stay there.
Mobile app marketing company TradeMob — the largest app marketing platform in the world — says it works with 80 different app discovery partners. Most of them say that AppGratis just became too big for its britches (or Apple’s) and was culled simply for that reason. And most of them are still providing free or discounted apps, with 60 percent of them feeling “perfectly safe” that their app will not be deleted.
So based on 72 “boost” campaigns, TradeMob calculated the number of downloads required to hit the top 10 lists for some of the key iPhone markets … and the cost required to make that happen.
It turns out that those 80,000 downloads cost you $96,000 in the U.S. for a non-game app — an average price of $1.20 per download. That’s actually cheaper than it would be if you had to buy them all, due to “organic uplift” that helps you generate more downloads as people start using your app, and tweeting, sharing, and talking about your app.
It’s cheaper for games.
While non-game apps have a 65 percent uplift, game apps get a full 100 percent organic boost, according to TradeMob. That means that for every game app you pay, incentivize, or advertise to get a download, another one happens “for free.” So those 80,000 installs cost you only an average price of $0.70, for a total of $56,000.
Other countries are cheaper, of course.
The UK requires only 26,000 installs to hit the top charts; Germany, 15,000, and Spain, a mere 7,000. But, of course, the financial benefits of having a top 10 app in those countries is significantly less as well.
Here’s all the data, in visual form: