The decline of traditional forms of media has forced marketers to think differently when considering how to build their brands. While print and broadcast media sputter, an emerging alternative brand managers must consider is gaming.
No longer are video games confined to the enthusiast set; rather, gaming is a mass-market entertainment industry that rivals Hollywood in terms of revenue and in the kind of star power it attracts. If you need convincing, look no further than this month's E3 Expo, the gaming world's top annual trade show, where none other than Paul McCartney and Ringo Starr showed up to kick off the festivities. And it's a market that continues to innovate in order to be more inclusive, as the hands-free gaming controls introduced by Microsoft at E3 demonstrates. From suburban families to senior citizens to tween girls, consumers from all demographic groups are taking part in the video game revolution.
The relevance that the video gaming industry has achieved in today's cultural and media landscape means that in-game marketing can serve as an effective brand-awareness tool. Millions of gamers anticipate the re-lease of top-selling titles, such as those that make up the Grand Theft Auto or Madden franchises, as eagerly as a blockbuster movie.
Accordingly, brands that integrate themselves effectively within a high-profile game can garner substantial publicity. Just as the moviegoing public knows what brand of car James Bond drives prior to seeing the film, one can easily imagine a top car brand building a similar level of buzz for its integration into a highly anticipated racing game. Product placement is a powerful method for reaching target audiences when executed within the context of the game and expertly promoted.
Video games also provide marketers with the ability to develop strong bonds between their brands and consumers. Unlike print and broadcast media, a video game is a participatory medium; there is the opportunity for a higher level of consumer engagement. Brands that can add value to the gamer's experience by taking an experiential approach to in-game marketing are the most likely to form long-term relationships with consumers.
One brand that has taken a smart approach to consumer engagement within video games is Procter & Gamble's CoverGirl. The beauty brand recently collaborated with video game publisher THQ (a client of my company DKC) to integrate its branded products into the game All Star Cheer Squad. The game, which follows the life of a cheerleader, allows the player to create the cheerleader's look using CoverGirl-branded apparel and cosmetics. In this strategic partnership, CoverGirl has created an authentic experience because it has embedded its brand into the heart of the game; it is not a peripheral distraction.
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