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=Game Marketing= toc


 * Game Marketing **refers to the action or business in promoting and selling products or services in the video game industry, including "advergaming", and "IGA (in-game advertising)". Games are quickly becoming one of the wealthiest entertainment sectors, with titles reaching past the 76 million mark. In 2009 alone, the computer & video game industry sold 273 million units, and made 9.9 billion in revenue. It's an industry that's just beginning to boom, and marketers are attempting to figure out what works, and what doesnt.

Some facts about the industry itself,67% of US households play video games, and 49% of those gamer;s are between the ages of 18-49. 40% of all these gamer;s are women, and the average age of a gamer is 34 years old. The average gamer spends 8 hours a week playing, that's a lot of time to keep anyone's attention.

What's different about marketing for games, instead of movies, or music, is that it's interactive media. It brings the viewer/player inside the world they're creating, meaning more of an interaction with the products placed inside that environment.

Ways of Marketing Games
There are many methods to market video games:
 * T.V Commercials
 * Advertisement to the mass media.
 * Live Events (E3, Lan Tournaments, Release Parties, etc.)
 * Demo's
 * A short, free experience to try the game.
 * DLC (Downloadable Content)
 * Small expansions that are sold separately from the main game itself.
 * Monetization (Social Games)
 * In-Game products that you pay with for.
 * Website Advertisement (Banners)

Good Marketing
In 2008 PricewaterhouseCooper published the complete Global Entertainment and Media Outlook report. The report indicated that the future for gaming was undoubtedly a bright one. The report offered in-depth analysis and a growth projection for 2008 through to 2012. The report also projected compound annual growth rate for gaming industry of 10.3 percent, which would easily help games top the list in the entertainment sector. When it comes to sales, Console games will lead with an expected growth of 6.9 percent from $24.9 billion in 2007 to $34.7 billion in 2012.

  The report predicts that in US alone, the increase of annual rate will be 6.3 percent, with sales up to $11.7 billion in 2012 from $8.6 billion in 2007. Online games will jump to $14.4 billion in 2012 after generating $6.6 billion in 2007. Thanks to the combined growth of console, portable, PC, and online video games, the worldwide video game industry is destined to reach $70.1 billion by 2015. DFC, a research company, gathered information and estimated that games were a $60.4 billion business in 2009 and over the years will grow by 16 percent.



Bad Marketing
Marketing for games isn't always good though. It can sometimes create controversy, and strengthen stereotypes, which not only damages the image of the industry, but greatly affect sales.

  Sometimes, publishers will try and do the opposite. 'EA' has caused quite a few uproars with their advertisement campaigns over the years. When 'Dante's Inferno' was due for release, 'EA' secretly hired a viral marketing agency to find people to protest the game. They didn't find honest protesters however, this marketing agency just hired random people to picket the game as a job. It was done to create a controversy, and to generate media attention over blogs, news stations, etc. 'EA' may have sold more units with this method, but they're ultimately hurting the industry. They're giving the public a bad impression about games, and what they can accomplished.

<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> <span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> 'EA' did the same thing with a game called 'Dead Space 2'. They featured a series of T.V. commercials where they showed the game to a bunch of mom's, filming their negativity towards the game. The basic tagline was, "It's revolting, it's violent, it's everything you love in a game, and your moms going to hate it", with the website being called, "yourmomhatesthis.com". Once hearing it for the first time, you'd think that this game was targeted towards teens, and that you secretly had to buy it behind your mom's back, but it's not; it's 18+. Again, 'EA' has decided to give the "gamer" social group a negative view to the public by creating marketing campaigns like this.

<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> <span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> With stunts like these, the "gamer" stereotype cannot evolve, and games won't grow as a respected media. The common misconception that "gamer's" live in their mothers basement, and just want violence & nudity in games is a lie. Companies, like 'EA', need to stop marketing their games based on these misconceptions; It strengthens the stereotype.

<span style="font-family: Arial,Helvetica,sans-serif;">Piracy/DRM/Hackers
<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;">With the video games industry making billions in revenue, there are still some pull backs that come with it. Piracy is a huge problem for games, especially PC. Games are being illegally downloaded and/or leaked for free without the consent of the developers, or publishers. Just recently the game ‘Mass Effect 3’ was released uncompleted onto the ‘X-Box’ marketplace, causing a lot of problems for the team at ‘EA’. ‘TorrentFreak’ claims ‘Call of Duty: Modern Warfare 2’ had 4.1 million copies illegally downloaded for the PC. Gamers might be able to save a few bucks by testing the games before they’re purchased, but it ultimately hurts the companies, and the studios. Less profit means less money to make more titles.

<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> <span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> Piracy is as old as video games themselves; it’s just become more of an issue now with the increase of access across the World Wide Web. Therefore, a lot of companies have had to include digital rights management or DRM in their games. DRM is basically a term used to stop the act of piracy, and it doesn’t necessarily aim towards games, but to all types of technology. A good example of DRM would be the ‘From Dust’ controversy. ‘From Dust’ is a game developed by ‘Ubisoft’, and in order to stop gamers from illegally downloading this product, they added a form of DRM that didn’t allow the person to play the game without an internet connection. Now, not everyone has an internet connection all the time, so this caused a bit of uproar among the community. ‘Ubisoft’ stated, “To prevent any on-going confusion we would like to clarify //From Dust// PC will release with DRM requiring a one-time only online activation”. DRM is something that companies have tried to put into action, but in the end just falling on its face. People will find a way to hack something, if they really want to.

<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> <span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> Hackers are vital to the improvement of technology, but they can also be the downfall to many corporations. You may remember a group that went by the name of “Lulz Security”; they attacked a few companies including ‘Sony’, ‘Bethesda Game Studios’, ‘Minecraft’, ‘League of Legend’, ‘The Escapist’, and many more. ‘Lulz Security’ was able to acquire more than 1 million user accounts on Sony’s website, which included credit card information, passwords and much more. At the time, Sony was also dealing with other major hacks a few months prior. Stunts like these can turn a gamer off from purchasing their product because it’s less secure.

Used Games Problem
<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;">As a gamer, I love the concept of used games. I pay less for the same product, and receive the same experience while playing. As a game developer, I hate the concept, at least the way it’s being implemented. I state this because game publishers and game studios don’t receive any part of the revenue that comes from used games sales. Companies like ‘GameStop/ EB Games’ make their entire business off used games. It basically deprives the sales of the developers, therefore causing less profit to pump the industry. ‘GameStop’ with 5,000 frontline stores, are generating up to $1 billion a year with used games sales. Their main focus is selling, so realistically they don’t care about the games being produced. As long as a game is being developed, they’ll make a profit. With GameStop being the biggest video game provider in North America, it’s hard for developers to sell enough units to make a profit. GameStop also provides various deals to save on used games, including a discount card. You can trade in hot titles to receive at least half the amount you paid for a new released title. They’re even going so far as to take iPods now, which confuses me. Even though game publishers will still make a profit off their business, they won’t grow, which ultimately hurts the industry that’s trying to expand the possibilities of what games can do.

<span style="font-family: Arial,Helvetica,sans-serif;">Marketing Products With Games
<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: transparent; font-family: Arial,sans-serif; font-size: 10pt;">Many products today would not exist without games endorsing them, or vice versa. Recently in the gaming industry, many popular games have decided to not only sell their games, but promote accessories and hardware to better increase the experience. Many hardware corporation have joined together with video game companies to release or promote products such a graphic card that includes a copy of a specific game, or a keyboard designed for a specific style or game title. For example World of Warcraft endorses a gaming headset with the emblem of a certain faction within the game.

<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: transparent; font-family: Arial,sans-serif; font-size: 10pt;"> <span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> Hardware companies such a Nvidia or ATI market their products through games in various ways. To start the companies will place their logo on the game box, persuading the buyers to purchase that specific brand. These hardware companies will very often have a “Best played on” message endorsing their product through the game start-up screen.

<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: transparent; font-family: Arial,sans-serif; font-size: 10pt;"> <span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> Sometimes business' will even go as far to make their own video game titles. At Burger King restaurants, they provided one of three titles for only $4.99 with any value meal purchased. These games weren't very good, and not very big either, but it generate a lot of interested simply because it's hardly been done before. 'Sneak King', 'PocketBike Racer',and 'Big Bumpin'' were fully licenses X-Box 360 games, sold as a promotional item during the 2006 holiday season.

Marketing Within Games
<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: transparent; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;">Video games have become the new method to market a product. Just like movies, companies use games to place their product within these virtual environments, or promote a business. For example, 'Splinter Cell: Pandora Tomorrow' requires you to use a Sony Ericsson phone in-game to catch terrorists. One of the biggest contributors to in-game marketing is the sports & racing genres. Just like the real thing, sports games allow business' to promote their products with banners, and player jerseys. In racing games, each title provides up-to-date models of all the latest cars, including vintage ones as well.

<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: transparent; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> <span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> Not only business' are buying advertisement in games these days though. In 2008, Barack Obama's presidential campaign bought 18 ads within many popular titles, such as 'Burnout: Paradise', 'Need for Speed: Carbon', 'Guitar Hero: World Tour', and 'Madden 09'. According to Holly Rockwoord, a spokeswoman for 'EA', the company featuring these ads stated, "It reaches an audience that is typically hard to reach -- young males, roughly 18-34". These ads can't be stopped either, unless you never want to update your game. It automatically updates once you connect the game online.

<span style="font-family: Arial,Helvetica,sans-serif;">Sponsorship/Celebrities
<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: transparent; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; color: black; font-family: Arial,sans-serif; font-size: 10pt;">At times its shocking to see actors, singers and athletes praise the hottest new games or trends in the video game world. Their promotions are accompanied by desperate appeal to the gaming community. The reality is that in 2011 games have a much wider audience. If dad likes games and likes celebrities the obvious thing to do is to unite them. Thus more companies have taken the celeb endorsement to sell their products.

<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: transparent; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> <span style="background-color: white; color: black; font-family: Arial,sans-serif; font-size: 10pt;"> In some cases, it makes sense to endorse games with celebrities. There is no question that EA’s Madden title would lose something without the endorsement of John Madden. Likewise, other games such as Tony Hawks skateboarding or Shaun White's snowboarding, would not be as successful without the celebrity name endorsement.

<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: transparent; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> <span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> <span style="color: black; font-family: Arial,sans-serif; font-size: 10pt;">There is a reason companies are joining with celebrities, it works. For example the commercial of Guitar Hero: world Tour re enacting the famous “Risky Business” dance scene with Kobe Bryant, Alex Rodriguez, Michael Phelps and Tony Hawk. The commercial made a great impact as Guitar Hero: world Tour outsold its direct rivals, Rock Band 2, even if Rock Band 2 scored higher rating with the critics.

<span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: transparent; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"><span style="background-color: white; font-family: Arial,sans-serif; font-size: 10pt;"> <span style="background-color: white; color: black; font-family: Arial,sans-serif; font-size: 10pt;"> Examples
 * <span style="color: black; font-family: Arial,sans-serif; font-size: 10pt;">Kobe Bryan and Jimmy Kimmel in Call of Duty: Black Ops
 * <span style="color: black; font-family: Arial,sans-serif; font-size: 10pt;">Chuck Norris and Mr. T in World Of Warcraft
 * <span style="color: black; font-family: Arial,sans-serif; font-size: 10pt;">Robin Williams in Legend of Zelda

Videos
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