1. I would argue that TV ads aren’t for the hardcore gamer who checks all the games websites and reviews. They are for the average person who owns a games machine.

    Not saying there aren’t better advertising channels with better ROI than TV, but it is still very valid. TV/Print ads are hugely important for those outside of gaming culture.

  2. BC

    I’d say that the Nintendo adverts on TV have been spot on and ideal for their product. I wouldn’t completely rule out TV advertising.

    But for most games I’d have to agree, people who play games are a bit more savvy than people watching soaps. A publisher would be spend his money better buying off IGN and the like.

    I’d be impressed if a publisher can just put out some screenshots of a game that don’t look like they’ve been dragged from a six-month old build using the debug camera pointing directly at any temporary flaws. That would be a start.

  3. Ads on TV actually have one big plus. Considering the anti video game bias that exists on the older media, any video game’s ad that MAKES IT to the TV (words are important) delivers a message about the strength of the game, about how the company is serious about it, and in general, the ads seem to grow up in terms of quality, having more to do with a pompous Proyas or Del Toro clip, than with a low brain piece of action that looks like it’s just straight out of Commando (the movie) or some unknown B-grade fantasy or syfy flick.

    At least as someone who HATES ads, that’s the way I see it.

    Besides, what you say applies to all ads on TV, yet people pay a lot to put their ads on TV because they have good reasons to think it works.

  4. Oh and Febreze is wonderful, until you start to mask inconvenient smells.

  5. Cody Cummins

    I read the excerpt and liked it. I am in marketing myself and I agree with most of what you are saying. I have an astounding love for the gaming industry but find myself trapped doing the same exact routine print ads that do not get results. Its funny you should talk about the celebrity aspect. I think that is exactly where individual titles have succeeded in creating celebrities, i.e. Lara Croft, Master Chief, Mario, etc. etc. The disconnect between a movie star celebrity and a game developer CEO is the lavish lifestyle. I think that is what attracts people to celebrities. I think for marketing to be the most successful, the emphasis needs to be put on the heroic main character of the game. It is working well more recently with Dante’s Inferno. A very average game at best. I could go on, but unfortunately I have to get back to Print ads, brochures and flyers…….. Interesting article.

  6. jgarbuz

    The biggest marketing failure of the video gaming industry is totally ignoring senious. I am a 64 year old game, and simply love it. No golf or shuffle board for me! I love a good shooter and/or a captivating RPG.
    By totally ignoring the possibilities of getting retirees involved, they are giving up a potential market of millions of people with plenty of spare time on their hands, and usually sufficient money to spend on a game or two a month, or renting from Gamefly, or whichever.
    I think it’s the same issue as when PC first came out. I got my first Apple ii back in 1981, but most people, especially older people, weren’t coaxed into their use until the mid 1990s. I think the young want to keep videogaming “their thing” as well.
    If videogames were made to include an almost unfailable novice mode, and plenty of cheats as well as easy to understand walkthroughs included in the packaging, so that oldsters not be immediately frozen by utter confusion and fear of failure, they would eventually take to it as many did to PCs.
    Let’s stop treating old people as burned out idiots. They just need some training wheels.
    Times are hard. To utterly ignore this huge potential market is just plain stupid. There need be no major expensive changes made either. Just a really, really easy mode, a good walkthrough guide (with large print), some cheats and encouragement, and a massive market awaits to be launched into the wild,wide world of virtual reality interactive entertainment. And videogaming can be quite therapeutic for oldsters in some cases. They challenge and exercise the senses, problem solving and reflexes.
    But oldsters are very sensitive to failure and feeling more foolish than they already are made to feel, the industry needs some older players to input the necessary feedback. Someone in the industry has to try to think outside the box for a change.

  7. jgarbuz

    Sorry, in my previous post I meant that the Video gaming industry has ignored SENIORS! Sorry about the typos.

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