Casual Connect Day 2 Keynote: Steve Youngwood, MTVn/Nickelodeon

Terse notes I took during the Day 2 keynote. [My thoughts/impressions in braces]

Aiming to be premiere provider of branded entertainment communities, and gaming is key part of that strategy

It's not just kids & boys playing games, we have gamers in every demo; kids, moms, boomers... [note the lingo, this guy definitely steeped in the TV biz]

Our goal is to be the preeminent kids and family brand of the 21st century

Check out this demo reel.

(Lots of footage of celebs, TV properties, etc, *very* little games stuff thrown in there. Seems to be falling flat with audience. Only online property in initial vid clip is Nick.com, only a minute into it, and features all the TV properties, lasted about 5 seconds. No shockwave game footage)

"Demo-targeted brands, engaging the whole family"

[more talk along these lines. Clear the games piece is just that... a piece. Part of a well-rounded marketing campaign. Not "games first"]

"this is what our audience is doing online"

casual games are to digital as video is to TV [wtf?]

biz is about:

• Advertising
• Revenue stream
• Brand building

[so far, what he's said has seemed like brand-building is first, not 3rd)

on their kids sight, 4.5M kids registed in 6m - more than anyone in the space.

acquisitions - addicting games, shockwave, neopets...

• Addicting games --> teen boy targeted. 9M uu's. 100 games intro'd /mo, 4000 games in the library [not sure what their search is like, but maybe it's time to prune that library?]
• Neopets: 4.8 UU's - 172/min month per user average. launched item-based biz with nexon
• 1 billion games played per month across shockwave/neopets/addictingames

"future of a fragmented web - people not going to portals" [I agree with him on this one]

Will distribute content too, on other people's portals. 

over next 2 years:

100M investment in casual gaming sites, titles and platforms (big font, this is the big announce of the keynote I guess]

Will be invested in:

• myNoggin - preschoolers playing educational titles around brands like Dora, ... (Cox, Charter, Insight...) uses affiliate models ands ubscription model (ad free) [their answer to Club Penguin]
• Multiplayer and coop games will be focus on Nick.com
• Nicktropolis - Nick gaming club subscription offering - early 2008.
• For teen girls "TheN + addicting games" - early 2008 - N-Games.com - first casual games site targeting only teen girls. activities like "avatar prom", "Avatar mall". (Demo - tv trailer for "the hookup". 'a game of charm treachery and deceipt'. "get your flirt on")
• Addicting games - 'have just scratched the surface'. Increased emphasis on user-submitted game. intro'ing game making engine to make it easier. Expanded game offerings to intro casual mmos. "AddictingWorlds" Partnership with Habbo, Neopets, are indicative of direction. Will work with creators of all casual Mmo's.
• Shockwave - 35+ women. [WTF? Really?] Focus on innovation [hmph], Jigsaw video demo [not that impressive - youtube-quality flash movie played on jigsaw pieces.] Also will be increasing publishing and distribution of downloadable games across other sites (example - carrie the caregiver [this downloadable casual title did pretty well on the portals, IIRC])
• Neopets: Company now called Neostudios: continue momentum of neopets, build new mmo type experiences - a new virtual world ever other year. "Casual MMO's fasted growing segment in the industry"

Demo video 2. [There are games in this one. montage of existing game footage from the sites above, nothing new that lept out at me]

Thanks. $100M. etc etc.

 

Thoughts:

Overall, indicative of a growing interest in online/interactive from the major media companies. They certainly are serious when you look at the acquisitions & interest. However, some were viewing that $100M number is a kind of "right hand turn" on their part. One interesting take on this is to ask "what percentage of their total 'R&D' (probably the wrong term in this case) does this represent?". How does it compare to the total amount the spend sourcing and developing new IP for shows, etc? My guess is 3-5%. If that. 

If that's the case, then it's not a right-hand-turn, but more of a toe in the water.

Of course, to those in the casual games space, it appears to be a big, serious, gnarly King Kong toe in the water!

Don't get me wrong, I'm not dissing the 100M. That's real money and they appear to have a battle plan. Should be interesting to watch.