Marketing

Definition

Marketing is the process of promoting and selling products or services, in this case, video games. This involves strategies to create a connection between the product and potential customers.

Target Audience is a specific group of people likely to be interested in the video game based on various factors, such as age, gender, and interests.
Promotional Techniques: These are tactics used to attract and retain customers, such as teasers, trailers, discounts, loot boxes, in-game promotions, and more.

Product: Video game design involves considering factors like graphics, gameplay, and story to determine what will likely appeal to the target audience.
Price: Factors to consider include production costs, potential profits, and what consumers are willing to pay.
Place: The choice of where to sell a video game can significantly impact its success. Both physical stores and digital platforms like Steam or the PlayStation Store are utilised.
Promotion: Involves the use of advertising campaigns, trailers, social media, gaming expos, influencers, and critical reviews.

Branding is creating a unique image and name for a product that makes it stand out from competitors.
Cross-Media Convergence is the linking of video games to other media forms like movies, music, and merchandise.
Synergy involves collaboration between different sectors of a media conglomerate to promote a product more effectively.

Game Developers create the game and often help promote it.
Publishers fund the production of the game and are typically responsible for its marketing.
Consumers are the target audience who video games are marketed to.
Game Retailers sell the games, often promoting upcoming games through their platforms.

Criticisms of video game marketing tactics often focus on misrepresentation of games in advertisements, targeting vulnerable demographics such as children or people prone to gambling, and aggressive microtransactions.
Violence, sexism, and other controversial content in promotional material can also lead to criticism.

Bodies like the Advertising Standards Authority (ASA) in the UK regulate the advertising and promotion of video games.
The Video Standards Council Rating Board (VSC) regulates promotional material supplied on the packaging of physical games.

Digital platforms like social media have revolutionised video game marketing, allowing for targeted advertising, direct interaction with consumers, and viral marketing campaigns.
The use of streamers and influencers to promote games is a rising trend, leveraging their fanbase and credibility to reach potential customers.