Friday, 10 June 2011
Thursday, 9 June 2011
Marketing Techniques – Videogames
MARKETING is a combination of the following:
ADVERTISING
PUBLIC RELATIONS
PROMOTIONAL EVENTS/ACTIVITIES
Some marketing is directly PAID FOR by the company (above the line) and some is FREE (below the line).
Which of the following are ABOVE the line and which are BELOW? Are any both?
Key Techniques:
„ Creating a Brand Image
„ TV Advertising
„ Sponsorship – especially TV where programmes are sponsored by a specific videogame
„ Print Ads
„ Billboards, Buses, Bus Shelters
„ Magazines – adverts and articles
„ Partnerships with developers and other companies (like MacDonalds/UEFA)
„ Magazine Reviews and Features (where Master Games are pre-released or key personnel interviewed)
„ Word of Mouth
Other less traditional techniques:
„ Internet Sites for new releases
„ Fan-Based community sites
„ Viral adverts
„ Get free Modules if you buy from XXX retailer
„ Downloadable only content
„ Deals with 3rd Party Developers
„ Internet LIVE accounts such as Xbox360 Live
„ Product sampling
Marketing is all about creating a marketing mix. They use the right strategies and associations using:
Word of mouth Endorsement Celebrity Endorsement Role Models/Trendsetters
Opinion Makers Promotional Events Product Sampling
And they cover a multiple range of medias - so web/internet, television, print etc
TASK: How would you use the above strategies to construct a creative and relatively cheap marketing campaign for the following games:
1. A good parenting game for young parents to be involving role-play/simulations
2. An action/adventure game featuring a central female protagonist, designed to attract teenage girls to gaming
3. A game designed to encourage literacy skills in young children, featuring a new range of domestic pet based characters
4. A non-violent game encouraging boys to develop their team/decision making and lateral thinking skills
5. A platform game themed around ‘life’, ‘family’ and ‘relationships’ designed to appeal to pensioners
Write a brief paragraph outlining your ideas and list some techniques for each idea giving specific ideas ON YOUR BLOG.
This is homework if you do not complete it in class time.
Tuesday, 7 June 2011
Monday, 6 June 2011
ESA
This is the Entertainment Software Association - their website is a great place to go for facts and data find it HERE
The Entertainment Software Association (ESA) is the U.S. association exclusively dedicated to serving the business and public affairs needs of companies that publish computer and video games for video game consoles, personal computers, and the Internet.
The ESA offers a range of services to interactive entertainment software publishers including a global anti-piracy program, business and consumer research, government relations and intellectual property protection efforts.
The ESA also owns and operates the E3 Expo.
To read more about the Entertainment Software Association, please click any of the following links:
UKIE
About UKIE - what it does
UKIE is the only trade body for the UK’s wider interactive entertainment industry. They exist to champion the interests, needs and positive image of the videogames and interactive entertainment industry who's companies make up their membership.
They’re here to help ensure that their members from the videogames and wider interactive entertainment industry have the right economic, political and social environment needed for this expanding industry to thrive.
They provide a range of services to meet the shared needs of their members and to further the interests of the interactive entertainment industry as a whole:
They build working relationships with parliamentarians and policymakers to ensure industry needs are met through appropriate Government support.
Their dedicated intellectual Property Crime Unit seeks to minimise the damage caused by intellectual property theft and catch those responsible for this criminal activity.
They act as a public information resource, to help consumers and the media better understand gaming.
They provide advice to budding IP creators and sellers on how best to pursue careers in the industry. They work with our European partners, ISFE to ensure our members are aware of key EU developments and to promote the priorities and interests of the industry in Europe.
You can read more about UKIE, their areas of work in their Mission Statement and Our Policies.
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