Marketers are increasingly turning to videogames--console-based, online, and so-called advergames that are built-to-order by advertisers seeking to create the ultimate in branded experiences. Product
placement and promotion in videogames are part of the broader trend toward branded entertainment.
The trend is likely to spread across all media as marketers try to surround consumers with their
brands everywhere they go. But there are unique opportunities in the online space. Take online games, for example. With each new plotline, episode, segment, or character downloaded, gamers can view
new in-game advertising and promotional messages. The ability to swap out and update specific messages is easier with online games. The process also requires more monitoring and labor. With online
games, there is an opportunity to interact with players, perhaps via instant messaging or opt-in, permission-based methods. There is the possibility of more data collection.
But how much
intrusion will gamers accept? It's an entirely fair question. Poring over gaming blogs, MediaDailyNews reporter Ross Fadner noticed some strong reactions against heavy-handed, awkward efforts
at product placement.
At this week's Electronic Entertainment Expo, otherwise known as E3, we can expect more developments in this area-this despite a few years of false starts. Despite the
enormous success of its PC-based version of the game, Electronic Arts couldn't make a go of The Sims online. McDonald's and Intel appeared in the game. But no one can count EA out. At E3, the
software publisher announced a deal to build online versions of its games for play on Microsoft Corp.'s Xbox Live online gaming service.
The deal will offer popular EA titles including NCAA
Football, FIFA Soccer, Tiger Woods PGA Tour, and James Bond 007 in online versions for the Xbox Live service. I smell plenty of product placement opportunities here. Bounce
Interactive Gaming, the new gaming unit formed under the banner of Y&R Advertising, and others like Starcom MediaVest Group's Play unit, are likely to jump on opportunities to negotiate integration on
behalf of brand marketers. Media agencies, in particular, are in the catbird seat in terms of envisioning methods by which to streamline the process of brand integration for publishers and brands. But
they can also be influential in creating branded experiences online that cause the least amount of disruption in the gaming experience.
But in the end, gamers will decide whether something
offends or entertains, is valuable or simply gratuitous. For marketers, brand loyalty is at stake.