The gaming industry has been growing rapidly. With gaming done on specific consoles, computers, tablets, and mobile, a niche industry has quickly turned into a multi-billion dollar market. We have seen companies for people to watch people play games being created and bought! Who would have thought?
So of course, to shake off the funk AdLand is in, professionals are looking for ways to get more involved in this fairly untapped market. We have seen the emergence of product placement in gaming, especially in games where the user has to travel and interact with the environment (Grand Theft Auto, for example). For music companies and artists, agents have made deals with gamers to use their clients' music in the soundtracks, and when the music comes on, the artist's name and track name appears so the gamer knows who it is.
Now, marketers are looking at more than just the dedicated gamer. They are interested in the "latent" gamer; that person who gets into game-mode every once in a while, particularly when they are not busy. These people are interesting because they share similar characteristics with the hard-core gamers, but dedicate time to other activities.
Can both hard-core gamers and latent gamers be the ideal target market for online advertising?
Social Times guest writer Brian Rifkin believes so, and he has a pretty sound argument.
Rifkin believes that through using incentivized, ad-gated, selective, and in-game placement, using video ads could prove to be incredibly effective with the gaming audience. Due to the fact that gamers love to interact with digital technology, creating an advertising experience that included some sort of response for the gamer could be pretty cool.
That's exciting for the advertiser, too. The creators can get a chance to move away from the boring, traditional models of advertising and communications.
It's hard not to be excited about the this opportunity to strategize marketing campaigns to gamers. It sounds like AdLand can roll up its sleeves and jump into something new.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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