NONE: Re: ONLINE-ADS>> What's wrong with compute games?
Re: ONLINE-ADS>> What's wrong with compute games?
James Halprin (jamesh_at_beam.com.au)
Thu, 26 Feb 1998 14:07:38 +1100
Mark J. Welch wrote:
>Presumably, branding might succeed by creating a mental association
>between the brand and an intense pleasurable activity.
I believe that this is very much the case. Of course, to increase the
impact of the message, the advertising should be naturally incorporated into
the game wherever possible. As is true of most advertising, people do not
appreciate being made to feel like guinea pigs by over zealous marketers.
>While I agree that there is some opportunity for "branding" benefits
>from advertising within games, I wonder whether advertising during
>game play has the same benefits as advertising on an informational
>web site.
I believe that advertising appropriate to the experience can be far more
powerful than during informational web sites. Let me give you an example.
People automatically associate advertising with their favourite sport.
People also love to play computer simulations of their favourite sports.
What better way to perpetuate the branding message than to incorporate the
same advertising sponsors into the interactive experience. It just seems
like a natural progression. And in fact from talking to many people about
this issue (I have been in charge of the development of the EA Sports
Cricket franchise for the past 3 years), people prefer to have real
advertising in the game because it adds that extra sense of realism to the
product. Removing that logo from the pitch makes it look, somehow, empty.
This is just one example in an endless line of possibilities.
>I would suggest that when someone is "heavily involved for extended
>periods of uninterrupted time," advertising exposure is quite likely
>to provide benefits only at a nearly-subliminal level, if at all.
I think that the point you raise here is not so much about the advertising
itself but rather about the appropriateness. Sure, I'm driving through a
level of Daytona and all of a sudden I see an ad for life insurance...I
don't think so. However, having an add for a new 3D video card on a
billboard that has been appropriately integrated into the feel of the track,
will certainly not detract from my experience. In fact, if it means my
Daytona experience can be improved due to the capabilities of the new video
card, I'll probably go out and buy it or at least look into it a little
further.
>We all know that people are unlikely to "click away" during
> game play, or during a web-site-submission sequence, but
> I think it is a separate issue that someone who is "heavily
> involved" in an intense, stimulating experience will be
> unlikely to pay much attention to anything
>that is not an integral part of that experience.
Again, the key is to smoothly and cleanly make it part of the integral
experience rather than slapping it on the side, so to speak. Most games are
better to suited to branding rather than direct response i.e. click away
type advertising.
>Another issue is retention: during these "heavily involved"
>activities, our minds generally are rapidly processing
>immense amounts of information, which I suspect is usually
>flushed from short-term memory after the activity is complete.
I would recommend you have a game of, 'You Don't Know Jack - The Netshow',
over at www.bezerk.com (Berkeley Systems) - it's free thanks to the
advertising! I haven't played a game in several weeks and yet I can still
vividly remember the interstitials I saw.
>I would certainly like to see some studies done on this, since
>my own conclusions are little more than guesses.
I agree, more work needs to be done in this area. I think it is not so much
whether or not advertising in games will truly take off but rather when it
will take off. And when it does, hold on tight 'cause it's going to hit
with a blast and everyone's going to be clambering to get aboard.
It seems to be for the most part, the games industry and the ad industry
move in different circles although it looks as though things are beginning
to change. Until it does, until more advertisers are willing to get
involved and give it a go, I believe both industries are missing out on very
real win-win opportunities, not to mention, of course, the consumer.
---------------------------------------------------------
James Halprin Voice: 61-3-9866-8300 Ex:244
Producer Fax: 61-3-9866-8674
Beam International Limited Email: jamesh_at_beam.com.au
Level 11, 14 Queens Rd
Melbourne
Vic 3004, Australia http://www.beam.com.au
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