NONE: Re: ONLINE-ADS>> 3D Gamers=Target Market?
Re: ONLINE-ADS>> 3D Gamers=Target Market?
Greg Diaz (gdiaz_at_imaginemedia.com)
Tue, 7 Apr 1998 16:38:03 -0800
Greg Quiroga <Qgreg_at_nrwpr.com> asked:
>Are online marketing and gaming converging....?
Absolutely! Consumer companies who want to reach a Male demographic of
14-25 years are seriously looking to the "gaming category" as an excellent
area to pursue with innovative advertising ideas.
The logic behind a "Lost In Space" advertiser-sponsored "planetary map" is
not something new.
For example, go play a game of College Jeopardy! and you'll see a very
clever use of branding a corporate sponsor. Every time you answer a
question, the background board peels away and a picture of the sponsor's
automobile comes into full view. When you finish the game, the car appears
in full-mode.
However, the majority of "online marketing and gaming convergences" are
occuring in single-player Shockwave games, a far cry from a "real-time"
game experience that marketing can exploit.
You see, what 'really' attracts 14-25 male gamers isn't playing gimmick
Shockwave games, but the the thrill of playing "new,customized" levels to
their favorite games, head-to-head...in real-time, with other fans around
the world on niche, gaming web sites.
The ultimate "brand experience" will be delivered when an advertiser
understands this and offers the 'real' gamer cool, hip levels that cleverly
"award" their participation with respectable experiences in online forums
respected by gamers.
I should know. I represent the largest "consolidation" of popular gaming
sites on the Web today, The Imagine Games Network
(http://www.imaginegames.com) I can't begin to tell you the number of times
I've heard naive clients and agencies call me with an expensive Shockwave
game they've just paid for and now want to promote on my network.
To save them embarassment and possibly, negative brand-building
reprussions, I need to explain my position and in some cases, refer them
elsewhere.
Sure, this may sound snobbish, but it's the reality of my industry, an
industry valued at 2 billion dollars in 1997! Remember, the 90's success
stories of the most popular PC games and their legacies has been game
developers allowing their loyal fans to tweak their game's source codes to
their creative fancy!
Online Planners/Buyers need to understand this if they want to build brand
loyalty with the 1,000,000 + 14-25 year old males who play games on their
PCs and visit online game web sites regularly.
It's a question of understanding, above all else, your audience's synergy.
http://www.clickz.com/archives/031098.html
So, here's my advice to online planners/buyers: Think twice before going
the route of creating a Shockwave game that incorporates your client's
brand. If your "long-term" objective is building an ongoing brand
experience, think about scripting "levels" and promoting their downloads on
the most visited game network in a timely fashion.
Doesn't it make more sense if you promote a "level of the week" over a 8-12
week period than a 1-time Shockwave game, especially if you're trying to
build your brand with a "core" demographic?
Sure, the amount of short-term money, time and energy will be greater, but
I guarantee the "long-term branding" awards will far exceed the results you
receive from one Shockwave game.
Some of the largest game publishers are already doing this. They now offer
a level of the week to their popular games. Their "repeat visitor" and
"brand loyalty" responses have been excellent.
Non-gaming consumer brands can do the same if they find the right partner
to help guide them in an industry they are unfamilar with.
In the next 3 months, expect to see popular beverage, candy, cereal and
footwear advertisers offering 'real' gamers innovative "levels" to the
world's most sucessful and popular PC games, such as QUAKE. These levels
will offer gamers a brand experience that is is tasteful (no pun intended)
and rewarding, because they offer real prizes and worldwide online
rankings.
HINT: Remember how you "scored points" in PAC-MAN and ASTEROIDS in the
80's..? Now imagine today's gamers joining a feeding-frenzy to "shoot and
gobble up" the most soda cans, candy bars, cereal boxes and shoes to earn
energy points.....Earn the most points and every 2 weeks, be eligible to
win a year's worth of product and world recognition among PC gamers online!
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
Greg Diaz Imagine Games Network
Regional Sales Manager 150 North Hill Drive
Brisbane, CA, 94005
(em) greg_at_imaginegames.com
(ph) 415/468-4684 x147
(fx) 415/468-4686
http://www.imaginegames.com
"IGN....The Market Leader"
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
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