This upcoming change to video game marketing is due to three things: The introduction of new, unappealing channels of entertainment, as well as new and more effective advertising tactics that are best suited for internet-based platforms.
It’s completely supported by statements made by Danny Bilson, the Vice President of Core Games at THQ, who said that the viability of television as an advertising medium for games was on the decline.
Bilson said as follows: “If we are honest with ourselves, one of the fundamental problems we must face is: how essential is television? On a non-television brand, what is the role of television in the life of a core gamer? So in my opinion, TV shows like WWE and UFC have anything to do with the WWE and UFC brands because they are considered TV brands. However, in my opinion, our other products have much to be questioned.
“I estimate that what I can do with two million dollars, which will allow me to purchase a few television advertisements during a large sporting event, is nothing near as fun or profitable as what I can do on the web, outdoors, or to customers in the direct-to-consumer market.
“Where should I put my effort? I want to make use of Xbox Live to advertise my products. I want to release my game on the PlayStation Network… Television is something I’m curious about.”
According to the same source, EA reportedly spent over $2 million for a 30-second commercial during the Super Bowl for Dante’s Inferno.
Given the amount of money on the line, the ROI has to be immediately evident to the marketing team. Television doesn’t exist.
Using the Internet’s built-in capabilities to measure click-through rates on placed ads, advertisers have discovered an infinitely more useful raw media. Social networking also plays a significant role in the “friend referrals” EA has been attributed with, which has lead to an increase in game sales that may be attributed to TV advertising.
Another special effect is 3D. A large portion of traditional visual advertising is rendered nearly-useless by 3D technology and platforms such as the Nintendo 3DS, or the PlayStation 3.
To be honest, I was extremely impressed by the 3D’s’ ability when I saw it at E3. My impression was somewhat dimmed because of how poorly the screenshots appeared on the screen I was using during the show. There was just blurry, jumbled film, and the only thing I was able to collect was the numerous eye-witness testimonies to the contrary.
I foresee that 3D will be a very scary prospect for conventional marketing. However, when you examine the favorable responses on sites like Facebook and Twitter as well as in-game purchases on the 3DS, it is apparent where the future of game advertising lies. A excellent product is developed for a conventional brand in the midst of fanning the fires of viral publicity.
There was a great example of this before to the Internet. It was revealed at Sundance that a micro-budget Kinect game called “Phantasmagoria: A Contraptions Game” will be produced. It led to Derby’s Klondike, which was one of the blockbuster apps for the Kinect. In short, the potential was there, and today we have another Orchard simulation game titled Orchard Farming.
Other horror-themed games for the Kinect have been announced, but have yet to be developed. Many of the achievements from “Date Warp,” “Green Grass,” and “From Darkness” have also been removed. In a few short weeks, these games will be permanently removed from the Wii Shop Channel, but it appears that they were built as flash games for the different Nintendo web browsers to be downloaded games. One of the main lessons here is – the longer, earlier, and with a great tale, the better. To start early is usually preferable. Even the strict Monkey Island sold over a million copies on the Xbox One.
There are 56 games left in the season and many of them are rather advanced, so this year’s team should have an excellent chance of making the playoffs. Because of the launch of these first-tier games, market observers, including EA, should look at the sales and try to decide if it is worthwhile. With me, I’ll be heading over to play Farmville with my cousin on the Wii. I want bugs sent to me!
Conclusion
The viability of television as an advertising medium for games is on the decline. 3D technology and social networking play a significant role in the “friend referrals” EA has spent over $2 million for a 30-second commercial during the Super Bowl for Dante’s Inferno. Orchard Farming, a horror-themed game for the Kinect, is released today. The game has received positive responses on social media sites like Facebook and Twitter. The team behind the game should have an excellent chance of making the playoffs this year. It’s time to play Farmville again.
Latest: November 2024
