Editor’s Note: This post was originally published on Seattle 2.0, and imported to GeekWire as part of our acquisition of Seattle 2.0 and its archival content. For more background, see this post.

By Scott Steinberg

Editors note:  Scott Steinberg will be moderating a panel of interactive industry executives from companies like Data Genetics, PopCap Games and Bungie Studios at the 4th Annual Power of Play o n December 9, 2010 in Redmond.   Learn about monetization of social media, platform fragmentation and more  www.PowerOfPlay2010.com . Seattle 2.0 readers get a discount, just use the code “ WIN-S2 “  when you register. 

The videogame industry is always at the forefront of monetization and marketingtechniques. Scott Steinberg, noted industry expert, talks below about theevolution of marketing in the digital world and what the video game industry isdoing to keep up – lessons that can help almost any digital content provider.

Video gamemarketing has evolved far past the age of simple push, pull and viral contentcreation: Today, it’s become virtually indiscernible from the end productitself. Having entered into an era where adding long-term value andbuilding/managing customer relationships, not simply driving sales and fuelingmarket awareness, have suddenly become paramount, we must also accept a radicaltruth. Not to mention, that is, the fundamental shift in thinking itnecessitates.

To wit – nolonger can promoters afford to act purely as a mouthpiece for the message, norallow creative to serve in a mere outside supporting role. Instead, they mustproactively work hand-in-hand with (and increasingly begin to think like)actual game designers themselves. Likewise, to achieve maximum ROI, marketingmust also be deeply embedded into actual product development, ideally from dayone, and viewed as an organic extension of any given title or campaign’s corefeature set. Because in its purest essence, video game advertising circa 2010isn’t about just providing a temporary groundswell of support for a specifictitle or brand. It’s about creating a persistent, standalone entertainmentexperience with real, tangible worth unto itself.

Given thissweeping change in focus, it’s important to note promotional content must notonly be designed from the beginning to live on in a dedicated, persistentspace. It’s also vital that users be given the tools to interact with, shape,share and make of media what they will – as well as connect and communicatewith fellow enthusiasts while doing so. In essence, tomorrow’s most effectiveadvertising campaigns are actually metagames in disguise. And will be designedso that users actively and regularly seek them out in order to sate theirdesire to gain exclusive access/knowledge, a perceived boost in social statusor tangible physical reward. Make no mistake: Audience empowerment is thekey to success. Unbounded by time, budget or political constraints, youruser base can act as an eternal wellspring from which greatness springs. And –more pointedly – serve to drive new customer adoption and content refresh ratesfar beyond that which is within the capacity of any given agency or enterprise toreproduce.

Still, evenmore crucial to grasp is the following concept. Marketing is no longer aone-way street, where value accrues only to the advertiser’s benefit. Tosucceed with any meaningful degree of effectiveness, it must also serve as atrusted and transparent vehicle through which the user ultimately feels he orshe achieves some degree of participation in (and influence over) the shape ofthe end-product. In other words, commonality begets community, community begetsempathy, and empathy begets enthusiasm. Specifically, the kind money cannotbuy, and sort which turns video game customers – or shoppers in any vertical,for that matter – into evangelists worth many times more than their weight ingold.

Becauseultimately, no advertising campaign in this day and age can afford to remainstolid or static. Nor can a given marketer, however well informed, hope tounderstand the ever-changing wants and needs of their target demographic aswell as members of said audience itself. Give users (especially passionateones, the very definition of today’s game players) the opportunity to joinforces and color within the lines of your message, and you may be surprisedwhat happens. They might just be happy to ignite interest in a particularcampaign facet you overlooked, reboot a stale initiative or provide enoughcontent and/or inspiration to capitalize on the unlikeliest opportunities. Thebottom line: Reach out a hand to embrace your community, and anything’spossible – including staying one step ahead of the game itself.

 

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