A new study released by the Blitz marketing firm today suggests strongly that current video game marketing practices are coming up very short.
The study focused on the factors that influence the buying decisions of games who play games for at least seven hours a week, dubbed “Avid Gamers” by Blitz. According to the study, it’s these “avid gamers” that most game marketing fails to attract. The study notes that avid gamers actually have the most influence over purchases in households where they are not the primary game buyer.
In addition, more casual gamers buy based on the opinions of their “Avid Gamer” friends.
The basic conclusions drawn by the study to boost marketing muscle: Utilize social networking and mobile marketing, show actual gameplay, make websites that are relevant to users and give incentives for registering on those websites (cheats, discounts, etc.). The study also notes that marketers should focus on “what’s new” when marketing sequels.
Social networking and mobile marketing might be big business, but in our opinion most gamers are savvy enough to not respond to said pokes at their intellect. Ads on Facebook are annoying, not effective.
Most of the points seem in line with the kinds of things gamers have been saying for years, especially the note about actual gameplay footage. There are some interesting ideas in the study though, particularly using mobile phone marketing for “on-the-go” coupons.
Think about the most effective gaming advertising you’ve seen – the Gears of War “Gary Jules – Mad World” version comes to mind, not least because it was created with the in-game engine (if not in-game footage) but also because it was effective and curiosity provoking.
The Halo 2 “movie trailer” ad had non-gamers wondering what this was and how awesome it would be, making its effect on regular gamers probably more pronounced.
What do you think has been the most effective gaming ad for YOU? Call for comments!
