Game Marketing: WINNING!

The New Rules of Video Games Marketing

  Creating an actual video game is only the beginning of getting it into the hands of the consumer. A well thought-out marketing campaign can boost the interest of the game and ensure the project reaches the intended audience. Marketing is how an audience’s interest is roused and essentially, how they locate your product. It is how you spread the word about who you are and what you are selling as a company. Not taking the time to research and understand what a successful marketing strategy looks like, can adversely affect a studio’s rate of return. Traditional marketing relied on print (paper), broadcast (TV/Radio), direct mail (flyers), and telemarketing (being called) to promote a product. With the advancements of technology and the evolution of how consumers access information, marketing has evolved to a new stage. Producing a marketing campaign that takes this into account is a key element for an effective launch. (Traditional Marketing, 2012)

 Fortunately, there have been several articles written on the subject of new marketing. One insightful article is by James Batchelor with MCV (The Market for computers and video games) titled "The New Rules of Video Games Marketing". In it, he discusses 12 essential rules for video game marketing that one should consider.

All are equally important, but below are a highlighted few with a short description:

Rule 1) YOU MUST BE EVERYWHERE

 This rule discusses how the tools of marketing have changed. Utilizing every, and any way to get a product in front of the consumer’s eyes should be considered. The more channels a studio covers the more traffic they can attract to their product.

Rule 4) RESEARCH YOUR AUDIENCE

 Gathering data on consumers can determine where a studio needs to focus or maximize their efforts. Social media has made it extremely easy to track and gauge the opinions of a target market or group. Studios can utilize this data to formulate a strategy and market directly to the consumer in ways that they find most receptive. Creating a unique catered experience for the customer can generate positive feedback, and user generated content; both of which are boons in marketing.

Rule 6) PLAN YOUR STRATEGY

 Winston Churchill was once quoted as saying, “Those who fail to plan, plan to fail”. This saying rings true in marketing. The process of marketing a product to the consumer is organic and ever changing. Moods, trends, and the economy are just a few factors that affect consumer-buying habits. Planning a strategy affords a studio or marketing firm the opportunity to develop the most optimal solution for getting a product in the hands of the intended audience.

 This proves, that to stay relevant and a contender in the industry; one must maintain a firm grasp of what the current ebbs and flows of consumer trends are. The article discussed, illustrates the key factors that should be implemented in a campaign in order to optimize it to its full potential. Maximizing all channels, knowing whom the intended end user is, and having a detailed plan are just a few key pieces to consider before starting a winning marketing campaign.

Traditional Marketing | What isTraditional Marketing? (2012). Retrieved March 03, 2016, fromhttp://www.marketing-schools.org/types-of-marketing/traditional-marketing.html

Batchelor, J. (2013, February 27). TheNew Rules of Video Games Marketing. Retrieved March 03, 2016, fromhttp://www.mcvuk.com/news/read/the-new-rules-of-games-marketing/0111541