Video Games: Marketing

Definition and Scope of Video Game Marketing

Video game marketing is the practice of promoting and selling video games and related merchandise, which can encompass a range of strategies like traditional advertising, trailers, in-game purchases, and esports competitions.

Traditional Advertising in Video Game Marketing

Traditional advertising for video games could come in the form of television adverts, poster campaigns, and in-magazine ads. This form of marketing relies on impacting broad audiences, leveraging the game’s key art, characters, and gameplays.
The adverts would typically highlight the game’s USPs (Unique Selling Points) - features like stunning graphics, engaging storyline, game mechanics, or popular characters. Strong visual and auditory components are essential.

Video Game Trailers

Much like movies, video games also leverage trailers to deliver a sneak peek into the game’s storyline, gameplay or overall experience. A powerful tool, these are often launched across various platforms like YouTube, game-centric websites and social media.

In-game Advertising & Purchases

In-game advertising has emerged as a significant marketing strategy, where advertisers place ads within the game environment itself, often designed to blend seamlessly with the gameplay. This contributes to a deeply immersive advertising experience.
In-game purchases have also become prevalent, encouraging players to enhance their gaming experience with extra content or features, typically available via microtransactions. It can serve both as a direct source of revenue and a means to prolong player engagement.

Esports and Live Streaming

With the rising popularity of esports and gaming live streams on platforms like Twitch, this acts as another potent marketing strategy. Highly viewed tournaments can significantly boost a game’s visibility and popularity among the gaming community.

Impact of Social Media and Influencers

Influencer marketing has become a key part of video game marketing. Companies may partner with popular gamers or influencers who fit their game’s demographic, leveraging their followers for exposure.
Social media platforms provide an avenue for game companies to engage directly with their player base, sharing updates, promoting new content, and gathering feedback, thereby contributing to community building.

Comparisons: Traditional vs Digital Marketing

While traditional advertising still plays a different yet influential role, the shift towards digital strategies – from in-game ads to influencer partnerships – is a reflection of changing gaming demographics, consumption habits, and technology.
Digital marketing for video games allows for more targeted, interactive, and immersive experiences, particularly crucial in a market as competitive as video games.

Impact and Influence of Video Game Marketing

Marketing tactics directly impact sales and popularity of games but also play a crucial role in shaping player behaviours, expectations, and gaming culture as a whole.
Understanding video game marketing offers a valuable lens to comprehend larger shifts in the global media landscape, consumer behaviours, and technology trends.

Remember, the strategies adopted in video game marketing provide key insights into the evolving nature of advertising in the digital age, where interactivity, immersiveness, and direct engagement with consumers play a central role.