Best forms of communication for target market
Radix
Join Date: 2005-01-10 Member: 34654Members, Constellation
Join Date: 2005-01-10 Member: 34654Members, Constellation
in NS2 E-Team
I hate advertisements that come on TV, I don't usually click on banner ads unless they look awesome (and even then I generally google instead of clicking), I HATE popups, and I would rather pencil trick a spammer than click on his link.
With that said, I also represent a large demographic of UWE's target market for NS2.
What are the best methods of advertisement considering these factors?
With that said, I also represent a large demographic of UWE's target market for NS2.
What are the best methods of advertisement considering these factors?
Comments
Reminds me of this xkcd;
<img src="http://imgs.xkcd.com/comics/marketing_interview.png" border="0" class="linked-image" />
I wonder if they'd do a drawing on NS2...
Posters are annoying and easily ignored, but will still sometimes get my attention with the level of artwork Cory is capable of (this goes for TV ads also).
I think your idea of having major gaming sites reviewing the game a few months before it comes out (so long as the reviews are very favorable) is a good option.
Any other ideas?
Anyone know anything about viral videos?
Anyone know anything about viral videos?<!--QuoteEnd--></div><!--QuoteEEnd-->
I would almost put viral videos into a form of trickery. I think the DI video was a good example of a viral video, it was interesting and actually about the game, but at the same time short enough for other people to watch quickly.
When I think viral video I think about Obama-Girl and that halo ad with the flying saucers in Florida. Basically either oversimplification over obscure misleading references.
Trying to make a viral video is perhaps the hardest thing ever. If you put too much effort into it, people will see you as trying to trick them.
The only way is to get critical mass of people who like it and share it during a very short time period, rocketing it up the charts so that others view it since everyone else is viewing it. Either that or it has be be awesome cool like Dr. Horrible and gets passed around almost purely by the awesomeness people can't resist sharing it.
Infact, if you can hit fanboys with it, they'll probably spread it even more.
Now where did I put my fanboys...
I still think that's the best thing mentioned. I personally only look at game ads is if it's on a site about games. If I go to Penny-Arcade I'll check out the banner ad sometimes, I almost never click on those "skip this to get to the next page" ads though. Usually it's an accident if I do.
An epic trailer as Nail Bunny mentioned is always good too.
On a side note I hear facebook is relatively cheap for advertising and you could target gamers pretty easily with that.
I think the biggest advertisement media for our target audience is game news sites. And honestly the NS community can do a HUGE part in spreading the word, and in the cheapest way. Always gotta remember UWE is not EA Sports, and can't advertise on TV, and place huge video ads all over the net, thats $. What can be done and I think is the biggest factor is spreading the word in any and every form. Every-time some model work comes out, everyone send out to all the corresponding gaming sites. Blues news, IGN, 1UP, N4G, etc. We have to create Hype. HYPE!^$#HJA!!!!!(#&$#!!!! ######ING HYPE.
I know it sucks when you purchase a hyped up game and it sucks, possibly just because it holds onto a previously successful title and such. But I don't believe we have that big of a legacy(compared to the rest of retail PC gaming) that Hype would in-turn hurt us.
As expensive as it is, Blizzard's cinematics stir a lot of attention. I think of Epic trailers, News from E3 and other huge gaming expos. It's really hard to have UWE focus on said marketing AND develop the game so we the community need to really pick up the flame and in someway do the work.
When I think about the work Charlie, Max, Cory, and Matt are doing it really blows me away. How much and how far the idea of UWE has come from a HL1 mod project to creating a studio to project a retail game. Like, that's a TON of work and a dream of sorts. And people are complaining about the game not being done fast enough, and this, and that. And don't realize how much work goes into everything. It's insane, the team doesn't get enough praise. Because of how much vigor I have for this title, and the vigor I (Used to) have for NSC, I wish I could just fly up to San Fran and work for free for them. Someone like my with my limited skills would obviously just get in their way, but if I could choose what I could do. I would live up there, scrape by on rent, and work my ass of to help them out, just so that this "franchise" of sorts becomes successful. And I know that it will. I just want don't want it to fall short of achieving what it can. Because if NS2 becomes a great game, well bought, and can fund the studio... I'm really excited to see what else this studio can innovate.
In the whole list of priorities, I'm glad UWE is realizing their resources are limited, and are focusing on creating a GREAT GAME FIRST. That should be the foundation then all the pretty stuff can come later, let them work hard on making the game good. And if it is good, word of mouth and hype will spread like wild-fire. Critics will review and rate it. Interviews will pop up. Media contents and trailers. Etc.
Who wants to do ANYTHING with a crappy game?
I have heard of neither, but hitting as many gaming sites as possible is definitely a good idea.
-I dont know about you, but I take notice to things in the Steam updates, or Steam homepage.
-TV spots get a lot more attention and are much better received by their target audience than you may realize.
-Also videos such as youtube get circulated through the existing fan base very well as long as they have enough time to circulate outward. Video game sites are not what get recognized by the majority fanbase. They are casual players who play on their own time.
-and lastly, look at what was accomplished by Fallout 3. In the end, <b><i>Quality</i></b> wins. It trounced EA's giant Far Cry 2. It had to generate a lot of hype for itself through a huge marketing campaign to catch up, but in the end it clearly is the victor.
feel free to disagree with me. but thats how i see it. my inexperience in these forums should speak to that as well.
(Sorry for the random troll)
Mass media marketing is not possible due to expense of it. The conception and release of the game will probably cost less then running ads on TV. This is a niche product that only has a small studio behind it.
Best bet is to create a lot of hype 4-6 months before the games release to make sure the memory of the game remains fresh in people's heads. Having lots of coverage on review sites and blogs would be most ideal, so people could spread it through word of mouth. Most important thing is to release it when no other major games are coming out. Last few months a lot of games failed because people only have so much money and so many good games came out. Games that were not premium AAA quality will probably be ignored and never be picked up. Releasing in the summer would be best, at the beginning of the quarter. This will allow there to be a media push right after Christmas, when all the big games were released.
Mass media marketing is not possible due to expense of it. The conception and release of the game will probably cost less then running ads on TV. This is a niche product that only has a small studio behind it.
Best bet is to create a lot of hype 4-6 months before the games release to make sure the memory of the game remains fresh in people's heads. Having lots of coverage on review sites and blogs would be most ideal, so people could spread it through word of mouth. Most important thing is to release it when no other major games are coming out. Last few months a lot of games failed because people only have so much money and so many good games came out. Games that were not premium AAA quality will probably be ignored and never be picked up. Releasing in the summer would be best, at the beginning of the quarter. This will allow there to be a media push right after Christmas, when all the big games were released.<!--QuoteEnd--></div><!--QuoteEEnd-->
Hey when you guys decide to advertise.. Don't for about distributing through Youtube too.. I mean look here
<a href="http://www.youtube.com/watch?v=bS68Ax_7etc" target="_blank">http://www.youtube.com/watch?v=bS68Ax_7etc</a>
Here's a trailer I did for ESF 1.3 ( Yet to be released) a LONG time ago and it's racked up 15,000 + hits... so yea =] dont forgetz about da youtube..
2. Make it generally and easily available
3. Profit??!!
(oh, and dont hype it before it times to go)
Umm, the point of a review (usually) by another party is for it to be unbiased. The only way to get a good review is to make a good game. Which I'm sure they will.
I really do not think NS2 will need to do much effort on it's part for marketing, Games Magazines will be watching closely, trying to get interviews/reviews, websites like Gametrailers and Youtube will publish any video media which as far as the gaming world is concerned is viral enough.
Viral usually only works on humourous / intriguing / shocking concepts (ie: LOOK LOOK, YOU HAVEN'T SEEN THIS BEFORE!)... the Ford KA and VW Polo adverts spring to mind... the actual product played backseat to the funny event in the advert... but it worked because a physical product was involved... the only game i remember with a viral-style advert was Time-Shift... (and boy they needed it)
ford KA: <a href="http://www.youtube.com/watch?v=5dzi_8Rscfs" target="_blank">http://www.youtube.com/watch?v=5dzi_8Rscfs</a>
VW Polo: <a href="http://www.youtube.com/watch?v=HnL-7x4n4d8" target="_blank">http://www.youtube.com/watch?v=HnL-7x4n4d8</a>
Getting the word out is step one, step two is hoping it will become viral. Which will happen if it is good quality stuff (NS2 will be just that <img src="style_emoticons/<#EMO_DIR#>/tounge.gif" style="vertical-align:middle" emoid=":p" border="0" alt="tounge.gif" />) and you've used step one as the catalyst (without being spammy, good quality posts FTW).
Try to aim for something funny or easy to remember: when I watch TV, the spots which showcase the gameplay of a videogame aren't much interesting, they resemble car commercials; the commercials which are funny and easy to remember catch my attention much more than those boring pew pew videos that normally appear. For example, the Bad Company video-game commercials are very nice.
Also, showcasing combat without any interaction gives a feel that "you've already played it" and that it resembles all of the other games. Try to catch interest of the masses and talk with them as you would do to a friend, and not in a "LOOK AT OUR GRAPHICS AND GUNS AND GAMEPLAY IT'S BETTER THAN EVERYONE ELSES!" style.