Mission Objectives: Video games

Mario Bros, Crash, Zelda, Solid Snake, Bowser, Sackboys, Sephiroth, Sonic, Master Chief… I’m sure that everyone is familiar or at least has heard of one of these names. That´s right video games…


Video games are today, one of the most promising industries. It’s 31.6 billion market is expected to grow to almost 50 billion in 2011. With the entrance of third generation consoles, especially with Nintendo Wii, video game market has expanded to clients from all ages. Even senior players have been engaged into this fast growing market.
Not only have the numbers of gamers increased, but also revenues. Take for example the US market compared to music and movies markets.

So, in general terms more people are playing video games, children, boys, girls, teens, adults, senior, you name it. Both on line ond off line. Video games are the door to reach potential costumers. And although in game advertising is not a new concept, it is screaming for close attention.


According to Paul Verna (senior analyst) in his article “Video game advertising: Getting to the next level” “Industry experts and research firms generally agree that this area (video games) presents a growing opportunity for advertisers and marketers”
Google for example, announced last year its entry to the video game market. They launched their own option of in-game advertising after buying AdScape media for 23 millions.



As a result, a bigger slice in companies’ budgets is
going to video games advertising and this trend will continue growing.

I see 2 important points to consider with this promising tool. First, how are companies going to measure their success or failure in their video game campaigns? How are they going to know if video game advertisings are fulfilling your objectives?
Second, to which degree are gamers willing to accept advertising while playing. I believe that this is a vital factor to consider. We all know how annoying advertisings can be, and I’m not so sure that I will like ads popping while I am trying to relax playing.

Video games are definitely an area to consider for all marketers.

http://news.cnet.com/8301-13772_3-10060732-52.html
http://arstechnica.com/gaming/news/2008/01/growth-of-gaming-in-2007-far-outpaces-movies-music.ars
http://www.ecommercetimes.com/story/58243.html
http://www.marketingprofs.com/short-articles/464/video-games-not-just-for-kids