This white paper is designed to provide the marketing generalist with the basics of the gaming industry and how to leverage game marketing tools to improve marketing effectiveness. It is not designed for a gaming expert but rather for the person who is curious about the space, believes that game marketing may have value for their brand, but is not well versed in the opportunities available or the dynamics of the industry.
Catalyst Reports:
Fundamentals of Marketing Through Games
Jim Nichols
Partner, Strategist
Catalyst SF
April, 2008 Catalyst Reports: Fundamentals of Marketing Through Games Catalyst SF
Contents
Contents.................................................................................................................................................. 2
ABSTRACT ............................................................................................................................................... 3
INTRODUCTION ....................................................................................................................................... 3
GAME GLOSSARY ............................................................................................................................. 3
CORE GAME GENRES ....................................................................................................................... 6
NONCORE OR CASUAL GAMING GENRES ....................................................................................... 13
SOME KEY MARKETING CONSIDERATIONS ............................................................................................. 18
SOME STATISTICS ON WHO'S PLAYING WHAT ................................................................................ 18
PUTTING IT ALL TOGETHER: MEN/WOMEN AND CORE/CASUAL ............................................................ 20
GAME RATINGS.............................................................................................................................. 21
DO CORE GAMES INCREASE VIOLENCE IN PLAYERS?....................................................................... 22
THE MARKETING OF CORE GAMES ................................................................................................. 24
ENTER GAME-DELIVERED MARKETING................................................................................................... 26
CONSOLE AND PC VIDEO GAME ADVERTISING ............................................................................... 27
ONLINE CORE GAME ADVERTISING ................................................................................................ 31
NON CORE ONLINE GAMES ............................................................................................................ 32
GAME MARKETING PROVIDERS ............................................................................................................. 34
MAJOR CORE GAMING MARKETING PROVIDERS (ALPHABETICAL ORDER) ...................................... 34
OTHER WAYS TO LEVERAGE THE APPEAL OF GAMING ........................................................................... 35
CONCLUSIONS ....................................................................................................................................... 35
ABOUT THE AUTHOR ............................................................................................................................. 35
2 Catalyst Reports: Fundamentals of Marketing Through Games Catalyst SF
ABSTRACT This white paper is designed to provide the marketing generalist with the basics of the gaming industry and how to leverage game marketing tools to improve marketing effectiveness. It is not designed for a gaming expert but rather for the person who is curious about the space, believes that game marketing may have value for their brand, but is not well versed in the opportunities available or the dynamics of the industry. It covers: . Game terminology . Core game genres . Casual game genres . Statistics on who games . Marketing issues to consider . Game marketing options . Game marketing providers . Other ways to leverage the appeal of gaming After reading this white paper, the user will be equipped with the knowledge to take a strategic approach to exploring the potential for inp0game marketing opportunities for their brands.
INTRODUCTION While not yet a massive sector of digital advertising on the order of Search or graphical (banner) marketing, the growth rates for spending on game marketing (and in particular, in-game advertising) are tremendous. Partly this is a result of the changing rea... [download for more]
