I was walking down the street the other day when I overheard two men talking as they gazed shamelessly at a woman who had just passed them. Man A was giving Man B some strategic advice — “Next time you see a woman like that, just say, ‘Good morning.’ It works a whole lot better ‘cos she feels she’s got to respond out of politeness.”
Oh, dear, I thought as I rolled my eyes and continued on my way. But later, after thinking things over, I realized that — like it or not — they had a valid point. They had figured out an unexpected, more effective way (ostensible politeness) to get a response from their targets.
So, what does any of this have to do with in-game advertising, you ask? Well, as you are likely already aware, things have changed a great deal over the past couple of years in the gaming world, and only the brands implementing unique marketing campaigns that strongly encourage gamers to respond are going to get anywhere.
In the beginning, it was all about video game advertising — targeting the 18-34-year old male demographic and working with advertising companies such as Microsoft’s recently shuttered Massive to advertise real-world products via billboards, signage, and product placement in virtual environments. But then things began to shift as social gaming started to gain immense popularity. Favorites such as Farmville (62 million monthly active users on Facebook) and Mafia Wars are accessible through Facebook and the iPhone, allowing them to reach a mainstream audience. And the advertising opportunities for marketers today now go far beyond simply displaying billboard ads and signage. Just read here what McDonald’s did on Farmville and here what Volvo did on MyTown. The thing to remember, though, is that marketers have to connect with gamers in a way that is not seen as offensive or overly intrusive. It has to be about enriching their gaming experience rather than just pushing one’s own agenda. The question then, however, is whether or not marketers will be able to get what they want and need in such a situation.
What do you think? Will marketers have to make significant sacrifices in order to get noticed by gamers and keep them happy? Or will they be able to find a middle ground?
Photo credit: Alastair Thompson
