New Gaming Media
So, I’m driving down the streets of San Fran at 200 mph in my brand new Ferrari avoiding drivers left and right, when I pass a truck covered by a Carl’s Jr. ad. It’s funny, I don’t think I ever really noticed advertising in video games before. It’s been done in the movies for years, and now subtle product placement is taking off in the gaming industry. The Gamer Nation session focused on different forms of in game advertising.
Product placement effectiveness in games is difficult to track, much like in the film industry, due in part to the fact that an impression might only last a split second. The industry is working out the details to demonstrate effectiveness, but that may take some time. Fortunately for Carl’s Jr, I have 4 more laps to go, and I’ll pass their truck a few more times. Product placement can effectively target specific demographics because of the wide market of games.
In game advertising is not limited to product placement. The new, most effective form is reminiscent of radio soap operas. Companies are collaborating with game developers to create a game entirely based on their product. In a recent release, Xbox and Burger King, created 3 games, sold exclusively in their restaurants, based around their “The King” character. The low price point, and great playability made these games a hit selling 3 million copies in an industry where 1 million is considered a great success. The US Army, released a successful shooter game, America’s Army, as a recruiting tool. Companies like Stride and General Mills have created web-based games and communities that have sparked traffic and sales.
The success of these games may make you rethink your marketing strategy. Currently, gaming advertising is growing faster than PPC. If you want to commission a game for your company, your best bet is to get the developers involved early in the process. They can advise you on the best ways to engage the gamer. They highly vocal, gaming demographic means that it is very possible to get a large amount of traffic. Fortunately for gamers, content is still king.
