In-game Digital Marketing

I know I wrote another post about advertisement in video games couple of months ago. However, this post is not just about advertising. It is about in-game digital marketing which grows in the game industry.

Many games use in-game advertising model in order to get more revenue. This business model create win-win situation because this is the only model which advertisement actually liked by the audience. The reason is simple, in-game advertisement adds realism to the games and because of that many players actually prefer to see advertisement campaigns. The best example is the NBA2K series. You can see a lot of brands in match which are well-known by the players.

Especially since game industry grow more than Hollywood, many digital marketing campaigns hubs around massive online games. Most notably, World of Warcraft and Second Life. This development in the game industry adds more opportunity for the developers like sharing your achievements and progress of the games in the social media channels like Tweeter and Facebook create free digital marketing for the developers.

Also, this system sometimes works like Search Engine Optimization (SEO). Achievements and progress of the game is mining by the developers. This in-game data mining offers a chance to analyze the audience behavior which will use as a feature in the next project. "Mass Effect" series is the best example of this new in-game data mining system. With uploading player's progress in the games, developers enjoyed %50 more profit of the "Mass Effect 2" compared the first game.

As the digital world changing continuously, many entertainment business change their marketing plans to reach their audience. Especially for the industries like games, analyzing your audience and understanding of their demands is the most important aspect of their products.

Related Articles:

1. http://nishithsblog.wordpress.com/2009/09/16/in-game-advertising-next-big-thing-in-digital-marketing/
2. http://xbox360.ign.com/articles/111/1117896p1.html
3. http://www.know-what-im-sayin.com/video-games/digital-marketing-strategy-of-mass-effect/
4. http://www.sophisticatededge.com/what-is-digital-marketing.html

Screenshots

1. http://blog.pcnews.ro/wp-content/photo/2008/03/adsingame21.jpg
2. http://media.photobucket.com/image/recent/Doiggy2007/ManagerScreen-1.png
3. http://xbox360media.ign.com/xbox360/image/article/111/1117896/crazy-mass-effect-2-stats-and-what-theyre-used-for-20100903105831289-000.jpg