Last week, we discussed the movement of advertising and promotion of video games. Today, we are going to talk about the other side of marketing in the video game industry: in-game advertising. Similar to product placement on television or sponsored shows and events, advertising of products or services has become a major cog in the video game industry, but it didn’t happen overnight. Games like Kool-Aid Man and Tooth Protectors promoted brand names with in-game logos and a mascot on the Atari 2600 gaming console (released in 1977). Over the years, some games (e.g. the Battlefield series) have incorporated in-game billboards that promote real-world products. A large determinant for which games utilize in-game advertisements is the genre.
The specific game genre of a title can open up possibilities for advertising or eliminate it entirely. The most common place for in-game advertising is sport games. It is impossible to find a major sports title without any in-game promotion. From cut screens to jerseys to venue design, logos and branding for products are all over the place in the genre. The biggest sports title, Madden NFL, has switched to load screens incorporating square ads for products and services like Sheetz MTO. Player stats between quarters and at half-time are brought to you by Verizon or Sprint.
Compare that to the fictional type of game genres. You can’t place an ad for Pepsi or Coke in the middle of a medieval England or put a pair of Beats by Dre headphones on a knight in a fantasy land. Some game developers have begun to utilize sponsored downloadable content (DLC) to gain in-game advertising revenue for unrealistic settings. A major and recent example of this is present in Mario Kart 8. Nintendo released the Mercedes DLC at the end of summer. The DLC allowed gamers to drive Mercedes-inspired vehicles (pictured above). It is clear that marketing within video games has become a constant that will only continue to grow and continue to benefit the involved parties greatly.
Recently, someone discussed the possibility of an internship with me. While an internship over holiday break and the spring semester was enticing, it would be in a very particular field: healthcare. The marketer I spoke with understood my trepidation about the opportunity. She knew that the field was not for everyone and wanted to make sure that I took an internship that was within an industry that I was extremely passionate about. One industry that really intrigues me and that I am quite passionate about is video games.
The video game industry has a very engaged consumer base. The industry brings in roughly $100 billion annually. In order to get consumers to purchase the products, the main techniques used by the marketing department of video game companies are less prominent in other industries. While one will see the occasional television commercial or YouTube ad, the primary sources of marketing behind video games are demos, streams and in-person events.
Video game companies originally began giving out demo discs through third-parties (e.g. Pizza gave away PlayStation discs with multiple demos). Over time, the demo disc developed into downloadable gameplay for previewing a title. Now, the streaming of game content has become more prominent for big name titles. Often, individuals or companies like IGN, known for video game reviews, and Rooster Teeth, a hotbed of user-generated content, will receive or get to play video games prior to release. Those organizations or individuals often live stream or release gameplay online. Game developers have even begun to release early versions of games (alphas and betas) to large numbers of consumers to increase excitement. Other times, a game developer may decide to invite individuals and companies to an event to see and/or play with others (e.g. Microsoft held HaloFest for the upcoming release of a game collection, a television show based on a video game and a future title). Marketing strategy in the video game industry continues to shift towards letting consumers receive hands-on experience and spreading word of the game.