Gamers: Hidden Marketing Potential?

With the introduction of the ultra user-friendly Nintendo Wii system, the amazing technological developments of “next generation” playstation and xbox consoles, and the popularity of online computer games, gamers are becoming more mainstream and one of the fastest growing markets. Gamers not only represent a more diverse population than one might think at first, but they are also perfect for exploring new marketing opportunities and developing new marketing campaigns for several reasons:

1. Gamers have money- for the most part. If people have enough money to spend on consoles, controllers, online subscriptions, and games then they probably have enough disposable income for other purposes. Even though gaming is not overly expensive (see point #2), gaming is still considered a luxury and so is one of the last considerations for the budget. If they don’t have their own money they may have ready access to someone else’s (like a parent or spouse).

2. In an economic downturn, gaming becomes more popular and common. Gaming is a relatively cheap form of entertainment and once the initial costs are covered there is very little to no additional expense for more or even unlimited gaming (i.e. once the game is purchased you can play as long as you want or once you own a computer you have access to 1000s of free online games). People can stay in their house and be entertained, rather than having to go out and spend money. Gaming may be one of the cheapest forms of entertainment.

3. Gamers represent a captive audience. If someone is playing a video or computer game, they are usually not doing anything else. Why not play a short commercial while they wait in between games? Why not embed banner ads along the borders of online games?

4. Most gamers would actually support advertisements because they would IMPROVE the gaming experience. Added revenue to online gaming structures will only improve the game support structure and grow game popularity. Some online gaming structures (xbox live for example) require a monthly subscription fee to “support” the online game play. Advertisements could supplement this support fee to either improve the structure even more, or pass on savings to the gamers. “Unsupported” online structures could be improved by gaining advertising revenue- improving the structure improves performance, which improves quality, which improves satisfaction, which grows popularity, which supports the advertising.

5. Information on gamers can be gathered easily, and incentives for participation in research would be easy to provide through the game. Market research could be done very easily through matching a gamer’s online profile with their survey answers. And incentives for participation could be promoted through the actual game they are intending to play (ex: “participate in our short survey for 1000 in game points!”) and at little to no cost to the company researching. And again, cooperation with the game provider could be used to improve game quality and share savings with the gamers.

6. So far, in game advertisements or corporate game tie-ins have been relatively unsuccessful and poorly executed. Companies like McDonalds or Burger King have released their own games for consoles, but these have typically been nothing more than shameless promotions with little gaming value or replay-ability. Other companies have developed small online games that are plastered with their logo on their own company website, but again these games add little value to the gamer that has no incentive to start playing their game in the first place. Companies should look towards becoming involved in the most popular games that gamers are already playing. In the past, companies have attempted to develop or outsource their own designed games to meet their own advertising needs- which is a mistake. Companies should instead work towards developing their advertising to meet the desires of gamers and fit their advertising into already popular games to ensure maximum and repeat exposure.