Games and Advertising: The Advertising Perspective |
Ó
What do you think of in-game advertising? We've gotten used to it on the basketball courts and baseball fields of the real world, but somehow, we just aren't all that happy with the idea of ads getting into our video games. They destroy the game's immersiveness and detract from our pleasure in playing, we might think. It cheapens the game enough that we might call it a sell-out, some of us might even dare to shout.Have you ever looked at it from the other side though?
Over at Victor Rottenstein's blog, he mentions something that would make perfect sense to anyone who's ever thought of the bottomline:
It has changed the marketing strategy itself, not only because the “advergame” benefits, but because this e-marketing enhanced model let (sic) you know what your clients are doing at real time, and yes, it works for you as a marketer, because it will show you a real time world of metrics that you have never seen before with your expensive offline marketing actions.
It makes sense. Because we're playing games, marketers already know what we're doing. The more popular the game, the greater the chance that they could find some way to plug themselves in it for less than the price of a real-world ad campaign. While a real world ad campaign increases buyer intention by 2%, game ads hit for around 15%, which is definitely a big difference for advertisers.
Of course, they have to be very careful about what games to plug ads for. We could expect something of the sort in sports games like Madden 07, but wouldn't you be pissed with a shiny ad for a soft drink in the dark, disturbing town of Silent Hill?
| This story sucks? This story rocks! |
|
Best prices available for:
Contact Us:
The QJ.net Network |
 |
| Site | Feed |
| QJ.NET | RSS |
| Nintendo DS | RSS |
| PlayStation 3 | RSS |
| PSP Updates | RSS |
| Wii | RSS |
| Xbox 360 | RSS |
| MMORPG | RSS |
| Personal Computer Games | RSS |
| iPhone - iPod Touch | RSS |
| QJ.NET Forums | RSS |
Add QJ.NET
User Favorites - March
User Favorites - March
Categories
Archives
March 2010
February 2010
January 2010
December 2009
November 2009
October 2009
September 2009
August 2009
July 2009
June 2009
May 2009
April 2009
March 2009
February 2009
January 2009
December 2008
November 2008
October 2008
September 2008
August 2008
July 2008
June 2008
May 2008
April 2008
March 2008
February 2008
January 2008
December 2007
November 2007
October 2007
September 2007
August 2007
July 2007
June 2007
May 2007
April 2007
March 2007
February 2007
January 2007
December 2006
November 2006
October 2006
September 2006
August 2006
July 2006
June 2006
May 2006
April 2006
March 2006
February 2006
January 2006
Comments
Reply
Reply
Like the car model in gta or the publicity in the radio station.
But if they use it everywhere i think we will lose lots of creativity.
I hate xbox360 ( ...sorry i can't resist. )
Reply
The key for advertisers is going to be placing ads that are relevant to the player, and that don't interfere with the narrative of the game, but rather improve it (like the radio stations in GTA). Either way, it's not going anywhere anytime soon.
Reply
Basically, do it ONLY to add realism. NEVER anywhere else. I don't want Sonic in Nikes, I don't want Kirby eating Cheez-Its, ... Samus CAN wear Victoria's Secret, Master Chief can NOT drive a Toyota Tundra, and if they do ANYTHING to Silent Hill, I WILL go on a rampage in industrial farm equipment!
Reply
Reply
Reply
Reply
ps: in FFVII: you are in the end of the game just before sephiroth, you start the battle with jenova and OH MY GOD, jenova is now named Jehovah(ad about the religion) and she(it?) is eating a big mac with a coke and after she/it drink it she/it's all happy and say: "it's sooo good mac donald" then you battle her... humm what a moment of exitation... lol, or cloud, after he finished sephiroth and the game is finished, you have a video bonus where he drink a beer and say: " molson lite is the perfect beer for an active person like me, WOW I'm so refreshed!" lol NO ADS IN GAMES!!
Reply
We're talking Sports Games, FPS, RTS, Racing games, maybe some futuristic games of all types, particularly those post-apocalyptic ones. This could be as simple as a pepsi can on a desk, branded electronics (like the Samsung devices used in Perfect Dark Zero), or a real life fast food joint in the next GTA.
In-game advertising would have to fit the game, or it's not going to work. At that point it's an eye-sore and would encourage people to NOT buy the product. However, if they worked it into the game so that it actually fit, then it would get people to think about the brand and want it without blatantly forcing it on them.
Reply