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Advertising Experiments In Console Videogames

Console videogames become the newest marketing experiments with TV advertising.

Culture Compass
Culture Compass
6.0
GenderMales, Females
Age BracketTeens, Young Adults
GeographyNorth America, South America, Europe

Game associated marketing has always been associated with commercial advertisements on mobile and social media games. With the growth of the gaming industry across the years, one can easily spot advertisements in the running time of games. Further, these 15 to 30 seconds long advertisements induce people to watch them because of various incentives. These range from players receiving awards or points, with which they can derive benefit in the game. Due to this, even if players have the option of avoiding watching the complete advertisements, they prefer watching them.

Most of the brands count television as having one of the major shares in their marketing expenditure. However, due to lockdown, the loss of live sports has become harder to reach a large number of viewers on television. Recently, marketing professionals of various organizations have tried and are currently trying to bring the advertisements to console videogames.

Some major organizations are trying to step up in the world of console video gaming with their advertisements. Around 2 months back, the Turner unit of AT&T’s WarnerMedia ran three ad tests within “UFC 3,” a fighting game from Electronic Arts Inc. The ads promoted Turner properties: its animated series “Rick & Morty,” the sci-fi show “Snowpiercer” and “The Match,” a celebrity golf tournament. Further, Experian PLC, the credit-reporting company, started a test ad featuring John Cena within “UFC 3” for its Experian Boost product, which aims to help people increase their credit score. Recently, one of the most popular games- “Fortnite,” recently screened a trailer for the Christopher Nolan movie “Tenet” within the game’s virtual world. Moreover, Unilever PLC’s Dollar Shave Club is among the marketers running the test ads. Thus, marketing experts are trying to fit advertisements in console video gaming culture.

References – WSJ

Culture Compass
6.0
Console videogaming marketing may turn out to be the future of game based advertising. Further, aligning the reimagined solution with new reality can enable another form of marketing for organisations. This would also enable these organizations to move from the reduced customer base of television commercials and tap deeper into gaming world.

Breakdown

  • Popularity 8.0
  • Inventiveness 5.0
  • Engagement 8.0
  • Human Centricity 3.0

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