17 May 20 BEST EXAMPLES OF GAMING ADVERTISING
Posted at 18:06h in Report by Elma Beganovich
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In this exciting world of video games, effective marketing plays a crucial role in capturing the attention of gamers and building strong communities. From captivating trailers to engaging social media campaigns, the gaming industry has witnessed some truly remarkable marketing strategies.
From blockbuster franchises to indie gems, the gaming industry has seen it all. We’ll take a closer look at how some of the biggest names in gaming have successfully marketed their titles, generating buzz and anticipation among eager players.
Whether it’s the immersive storytelling of a role-playing game or the heart-pounding action of a first-person shooter, the secrets behind gaming advertising success entails detailed customer-centric information.
In this article, we’ll dive into the world of gaming advertising and explore the 20 best examples that have left a lasting impression on gamers worldwide. Get ready to embark on a journey through the realms of creativity, innovation, and strategic thinking.
So, grab your controller, put on your gaming headset, while take you on a journey of the top 20 gaming advertising campaigns that have captured the hearts and minds of gamers worldwide. It’s time to level up your marketing game and unlock the secrets of gaming success!
What is Gaming Advertising?
Gaming advertising refers to the strategies and techniques used to promote and advertise video games. It involves using digital marketers and content creators to create captivating campaigns, trailers, and promotional materials that generate excitement and interest among gamers.
Gaming companies often use various platforms, such as social media, websites, events, and influencers, to reach their target audience and build anticipation for their games. Records via statista indicate that there are over 3.1 billion gamers worldwide and over 40% of people in the world refer to themselves as gamers.
However, the popular perception that a video gamer is usually a nerdy young male is becoming Farfetched. The present reality is that video games are mainstream for young, old, male, and female personnels. A report by the Entertainment Software Association shows that about 65% of households in America play computer or video games every year.
With a vast percentage of the population playing video games, it is most imperative for game developers to employ marketing tactics in captivating their audience, presenting them with special offers for products or services and in-game advertisem*nts.
Effective Game Marketing Strategies:
There are various strategies gaming companies and developers can utilize to promote their games. While some are effective, others may not give an efficient run for money spent on marketing. Here are some of the effective gaming advertising strategies used in todays’ industry:
- Influencer Marketing: One marketing tactic gaming companies leverage on is influencer marketing. It creates an avenue for developers to collaborate with gaming influencers who have a sizable and dedicated following. By utilizing influencer-curated content, such as reviews, gameplay videos, and endorsem*nt, gaming companies can tap into the influencers fan base, create excitement and effectively promote their games.
- User-Generated Content (UGC): UGC is an effective marketing strategy to attract new gamers while engaging with the current ones. It involves improving members achievement, sharing fan art, player videos, and many more, all in the bif to make players feel valued. User-generated content also highlights the ways and factors that could enable potential players to love the game being marketed.
- Social Media Platforms: Social media is a prominent platform for game marketing, providing developers with a direct channel to promote games to their target audience. The ability to leverage social platforms such as Telegram, Twitter, Instagram, Facebook, Twitch, TikTok, and YouTube helps developers gain access to a large community of people and is suitable for running targeted marketing campaigns. Developers can use contests, interactive content, love streams, and giveaways to create excitement around the game and build brand awareness.
- Content Marketing: Creating compelling and shareable content is a great game marketing strategy to generate interest and excitement for a game. Gaming companies and developers can highlight the game development process, feature, and provide exclusive sneak peeks by using various content formats such as infographics, blogs, podcasts, and videos. Sharing relatable and valuable content not only drives organic traffic but also contributes to building a loyal fan base.
- Search Engine Optimization (SEO): SEO plays an important role in enhancing online presence and of video games. It involves optimizing web pages, keywords, website, blog posts, and other content that are crucial to increasing game visibility. Effective and efficient SEO practice can increase engagement, raise the likelihood that new players will find the game, and draw organic traffic.
- App Store Optimization (ASO): App store optimization entails optimizing game metadata to improve visibility and ranking within app stores, such as Google Play , Apple Store, and Microsoft Store. With the vast number of games available on various app stores, standing out in search results is imperative. Game developers can optimize title, keywords, description, screenshots, app icons, as well as manage ratings and reviews to enhance discoverability.
20 Best Examples of Gaming Advertising
#1 MARIO KART 8 (2014)
Without a doubt, Mario is the most recognizable figure in video game history. The endearing Italian carpenter-turned-plumber has graced over 445.2 million game sales since his debut in 1981. Furthermore, since 1992, the Mario Kart series on its own has sold over 100 million copies. Before Nintendo’s Wii U console launched Mario Kart 8 in late May 2014, the system was having problems. Mario Kart 8’s release, however, would coincide with a spike in sales; weekly console sales in the UK alone increased by 666 percent
Nintendo launched a year-long PR campaign to promote the game, which included everything from teaser pictures and TV ads to pre-order bundles and online promos. Mario and his brother Luigi made trackside appearances as part of the promotion, which also featured a branded NASCAR ride. By the end of June 2014, two million copies of Mario Kart 8 had been sold.
#2 GRAND THEFT AUTO V (2013)
Since 1997, the Rockstar Games ultra-violent Grand Theft Auto (GTA) stores has been influencing conservatives and thrilling gamers. While the marketing highlight of GTA V was 2013, the power of marketing was discovered when Rockstar nonchalantly tweeted a linl.to an official GTA V website in October 2011. A trailer followed afterwards, leaving the gaming universe with an unrivaled anticipation.
Another trailer was released in November 2012, accompanied in December with a Game Informer cover story. In March 2013, in Manhattan, the marketing campaign kicked off with the release of related murals, viral marketing drive, exclusive pre-order packaging deals, and tactically-placed posters and billboards. It is reported that Rockstar disbursed $265 million in developing and marketing the game, and by the time it was released in September 2013, gamers were ready to receive it.
The open-world action title garnered a whopping $800 million in 24 hours and acquired about seven Guinness World Records, including swiftest entertainment property to gross $1 billion.
#3 SKYLANDERS: GIANTS (2012)
The Activision’s Skylander series inspired a unique approach to game marketing, combining the power of video games with an increasing range of cute collectible toys. Activision performed an in-game marketing strategy by collaborating with Toys for Bob to create an emotional attachment to the game. Alex Ness, the chief of staff at Toys for Bob, stated that “the emotional connection that we have to toys and the representation of our childhood, makes it seem like the perfect marketing fit.
Activision’s vice president of marketing, Jon Coyne, saw the potential of the collaboration and marketing idea, saying, “I think early on you can sense if something is going to resonate with kids.” Hence, the marketing initiatives for the 2012 series Skylander: Giants highlights the game’s new characters, sizes, powers and poses, toy figures, and other improvements to the original series.
The results of the game’s marketing was a hit, with over 500,000 packs moved in two weeks. Til date, Activison has stimulated the movement of over 175 million toys and grossed $2 billion with the franchise.
#4 FIFA SOCCER 13 (2012)
Having recorded over 100 million units in sales since 1993, Electronic Arts‘ FIFA series entrenched its ground as the top-selling sports franchise in gaming history. The September 2012 launch of FIFA Soccer 13 sold a record 4.5 million copies in five days, and by May 2013, it had shipped over 14.5 million units, earmarking it as the biggest-selling sports simulator of all time.
The game’s marketing ensued when billboards displayed across soccer stadiums around the U.K. to support the title release. Also, a Twitter campaign was launched and top soccer stars involved themselves in the marketing. Lionel Messi was the face of the campaign and it included a “Join the Club” TV ad, curated by Wieden+Kennedy Amsterdam as well as a hype-building soundtrack release. On YouTube, the FIFA Soccer 13’s 2012 gamescom trailer has been viewed over five million times.
#5 CALL OF DUTY: BLACK OPS II (2012)
A marketing campaign in late 2010, which included a zombie-infested viral site and a Call of Duty Chrysler Jeep, the Call of Duty: Black Ops recorded a sale of over 5.6 million units in 24 hours and grossed $1 billion in 1 1⁄2 month. On the back of this huge marketing success, Activision went on to unveil Black Ops II on TNT in the midst of the May 1, 2012 NBA playoffs. Highlighting the game’s futuristic setting, the trailer aided in steering a new Amazon pre-order record for the game’s title and has now recorded a YouTube view of over 32 million times.
Activision went on to produce three videos starring the controversial U.S. military figure Oliver North to assist in steering the futuristic setting away from the realm of sci-fi. The publisher also worked with agencies 72andSunny and AntFarm on a pair of brief teasers as well as a full-length film. Also, the campaign showcased a strong mobile element and a live-action ad, featuring Robert Downey Jr. Black Ops II earned a gross of $1 billion in 15 days, hitting the figure quicker than the 2009 Avatar blockbuster.
#6 ASSASSIN’S CREED 3 (2012)
The official announcement of Assassin’s Creed 3 came in February 2012. However, from the start, the marketing campaign was bold and engaging, serving as one of the most ambitious campaigns in Ubisoft’s history. The brain behind the marketing was to attract new fans to the action series via social media. Additionally, a brand aiming to communicate the American-Revolution-themed live-action trailer titled “Rise” was created by international agency Sid Lee and exclusively released online. This helped direct traffic to Ubisoft, attracting over two million new users to its Facebook page.
Ubisoft’s chief sales and marketing officer, Geoffrey Sardin stated that “It’s not a question of changing and shifting our way to communicate, it’s to combine all the media to reach our target.” Following the release on October 30, 2012, Assassin’s Creed 3 moved 3.5 million copies in a week, making it the best-selling and most pre-ordered Assassin’s Creed game till date. With the success attained, we can say Ubisoft got it right in terms of game marketing.
#7 CALL OF DUTY: MODERN WARFARE 3 (2011)
Activision’s crazily successful first-person shooter series has sold over 140 million units since its 2003 debut. November 10, 2009 saw the release of Call of Duty: Modern Warfare 2, the sixth and best-selling game to date. The game sold 28.5 million copies and made $1 billion thanks to a reported $200 million marketing and distribution strategy that included high-profile trailers and the addition of a Modern Warfare 2 decal to NASCAR driver Joey Logano’s stock car.
Nevertheless, 2011’s Call of Duty: Modern Warfare 3 broke the franchise record for first-day sales, taking $400 million in 24 hours across the U.S. and the U.K., thanks to a potent TV commercial campaign starring Jonah Hill and Sam Worthington. A major component of Modern Warfare 3 marketing campaign, which was developed in collaboration with the creative agency AntFarm, featured a two-day Los Angeles convention known as Call of Duty: Experience 2011. To date, Modern Warfare 3 has sold 26.5 million copies.
#8 THE ELDER SCROLLS V: SKYRIM (2011)
An original marketing ploy was employed by Bethesda Softworks for The Elder Scrolls V: Skyrim, a fantasy role-playing game that has become enormously successful. The publisher gave away free Bethesda games for life in February 2011 to fans who named their babies after the game’s protagonist, Dovahkiin, then delivered babies on November 11, 2011. Surprisingly (or maybe not) American Megan and Eric Kellermeyer seized the opportunity and reaped the reward.
In the real world, the marketing team for Skyrim tried to make the franchise more approachable by focusing the game on non-fantasy fans. The goal of global agency AKQA was to communicate with the modern cinematic atmosphere and the gritty core of Skyrim. Fans were left itching for more Skyrim because there were so few videos produced in the year after the game’s release. By late January 2014, The Elder Scrolls V had sold over 20 million copies thanks to the meticulously planned marketing effort.
#9 BATMAN: ARKHAM CITY (2011)
With the October 2011 release of Batman: Arkham City, Warner Bros. Interactive Entertainment set even greater marketing goals in the wake of the 2009 action blockbuster Batman: Arkham Asylum. The goal, according to Russell Arons, senior vice president of international marketing for the corporation, was “to make it a top-selling game, not just a top-selling superhero game.” In order to do this, the publisher highlighted features that would appeal to fans of first-person shooters and general action games like Call of Duty.
The marketing firm Trailer Park proposed the stark black and white aesthetics, drawing inspiration from famous photos of Steve Jobs and James Dean. Blood was also added to the image to make Batman seem more relatable. Viral videos were produced along with stunts performed by performers dressed in costumes. The campaign’s development took almost a year, and its approximate budget was $10 million. Furthermore, by early February 2012, the title—one of the fastest-selling ever—had sold over six million copies.
#10 DEAD ISLAND (2011)
First-person zombie survival RPG game Dead Island introduced the world to a somber, intensely felt 2011 viral teaser. Created by the Scottish studio Axis Animation, the incredible short film has received over 13.4 million views on YouTube. “It may be the best video game trailer I’ve ever seen,” gushed a Wired reporter after it won a gold award at the 2011 Cannes Lions International Festival of Creativity.
The gameplay trailers for “Part 1: Tragedy Hits Paradise” and “Part 2: Dead Island Begins” were ultimately released by publisher Deep Silver in May and June 2011, respectively, following several delays since the game’s first announcement on August 8, 2007. Along with working with GamesRadar’s Talkradar to sponsor a four-episode comedy series set on Dead Island, the business also collaborated with Bantam Books on a novel set on the island. Since its September 2011 premiere, Dead Island has sold more than five million units.
#11 GRAN TURISMO 5 (2010)
Since its release in 1997, Gran Turismo, a racing series exclusive to PlayStation and developed by Polyphony Digital, has sold over 70 million copies worldwide. Fans of Gran Turismo started counting down the days until the first PS3 installment, Gran Turismo 5, was released when it was revealed in 2006. Finally, a date for launch was chosen for November 24, 2010. A version of the Mercedes SLS AMG was made available for enthusiasts to test drive in-game in July 2010 at Mercedes-Benz World in the United Kingdom. Some gamers even got the chance to drive the actual vehicle.
The “We Love Cars” campaign debuted in Japan in September 2010, and Sony also hosted an event in Times Square with a branded Honda CR-Z. The marketing campaign also involved partnerships with Schick, Tissot, and Subway. Additionally, it included a Google Street View advertisem*nt, a motor show promotion in Oslo, and a supercar display in Paris that was branded after a video game. Gran Turismo 5 had sold over 10.6 million copies by March 2013.
#12 GOD OF WAR III (2010)
Since its PlayStation 2 release in 2005, Sony’s popular mythological action series God of War has sold over 21 million copies. It should come as no surprise that Sony pushed everything into promoting God of War III in 2010. Some of the more daring strategies used were the following: Sony putting on a “Last Titan Standing” event in collaboration with Spike’s GameTrailers TV, developer SCE Santa Monica Studios inviting players to submit “Ultimate God of War fan” videos, and a downloadable content (DLC) partnership with 7-Eleven featuring God of War III Slurpees being sold in specially designed cups.
God of War III artwork covered NASCAR driver Joey Logano’s race vehicle in March 2010. The same year, the gaming website Machinima released “Art of the Game,” a series of behind-the-scenes movies aimed at creating interest for the game. Together with DLC extra editions and pre-orders, the campaign also featured action figurines. After being released on March 16, 2010, God of War III had sold around 5.2 million copies by June 2012.
#13 ANGRY BIRDS (2009)
Angry Birds was released on the iOS App Store in December 2009 by the Finnish company Rovio. The game had been downloaded a billion times by May of 2012. Niklas Hed, a co-founder of Rovio said, “The world opened up for me with the iPhone. You had one contact plus global distribution.” Early in 2009, Niklas and Mikael Hed conducted market research and started searching for a straightforward, recognizable, and global concept
Following the success of their creation on App Store charts in Finland and Greece, Rovio and Chillingo collaborated to bring Angry Birds to Apple, where it was featured as the “game of the week” on the App Store for the United Kingdom. In a cunning move, Rovio released a trailer on YouTube to correspond with the plug. Having been seen over 100 million times, the trailer was among the first for a mobile game. Board games, plush toys, branded spin-offs, theme park events, and much more are all part of the Angry Birds empire today.
#14 GRAND THEFT AUTO IV (2008)
A sleek, eye-catching marketing campaign had fans salivating in anticipation of the seventh generation release of Rockstar Games‘ groundbreaking Grand Theft Auto series, which marked a turning point for the brand. Peter Moore of Microsoft initially announced GTA IV at E3. Moore, who previously had a tattoo of the Halo 2 announcement, lifted up his shirt to reveal a stylized version of the GTA IV image that was inked on his left arm. Following the November 28, 2007, release of GTA IV’s famous cover art. 13 teaser trailers were released between February and April 2008.
Between March 2007 and late March 2008, four movie-style trailers were released; the first virtually immediately caused the servers of the host website to overload due to the volume of traffic. Press access was gradually granted in other places, and viral guerilla posters, graffiti, murals, and billboards appeared everywhere from Milan to New York. After being released on April 29, 2008, GTA IV sold six million copies in a week.
#15 METAL GEAR SOLID 4: GUNS OF THE PATRIOTS (2008)
In order to promote the sixth Metal Gear Solid game directed by Hideo Kojima, Konami adopted an I, Robot strategy. The game features prominent product placements for Triumph Motorcycles, Apple, Sony Ericsson, and Regain Energy Drink. A teaser trailer featuring protagonist Old Snake dressed as Assassin’s Creed hero Altaïr was published before the game’s June 12, 2008 release. Later, it was confirmed that the outfit would be an unlocked bonus feature.
In June 2008, Konami embarked on a “Metal Gear Solid 4 World Tour” to promote the release. A series of promotional events were held in conjunction with the tour, such as signings, special appearances, a live broadcast, and a midnight launch party held in Hollywood. Metal Gear Solid 4: Guns of the Patriots is the best-selling Sony exclusive game made by a third party, having sold close to six million copies worldwide to date.
#16 HALO 3 (2007)
When it came to marketing Halo 3, the 2007 Xbox 360 exclusive, Microsoft went all out. The interplanetary first-person shooter became a record-breaking behemoth, selling 14.5 million copies. A theatrical trailer for the game debuted at the E3 gaming expo in May 2006, kicking off a $40 million marketing campaign for the game. Produced by international advertising agency McCann-Erickson, a second trailer was unveiled on December 4, 2006, and by the time the film debuted in September of the same year, it had received over 11 million views.
In collaboration with Weta Workshop and Bungie, District 9 director Neill Blomkamp also produced teasers for the campaign. Microsoft launched their renowned $10 million “Believe” campaign in September 2007; it included a website, a diorama, and a series of videos. In addition, Halo 3 featured over 10,000 launch parties worldwide, an alternate reality game, and advertising collaborations with Burger King and PepsiCo.
#17 WII SPORTS (2006)
Wii Sports, the 2006 Nintendo Wii launch title, carried a lot of weight as the firm reached out to a new demographic that included soccer moms and grandparents. Wii Sports was selected because of its broad appeal, and Nintendo replaced Super Mario series characters with adorable, modifiable Miis avatars based on early player feedback. Wii Sports: Tennis was unveiled at E3 2006 along with a playable demo.
Concurrently, numerous promotional initiatives emphasized the game’s user-friendliness and communal attraction. Trailers highlighted the physical element of Wii gameplay while showcasing seniors, families, and friends enjoying a good time together. The campaign, which came at a cost of over $200 million, featured music tours, TV commercials, in-store displays, demo kiosks, and public events. To date, Wii Sports has sold 82.54 million copies.
#18 THE SIMS 2 (2004)
Nobody knows more than Electronic Arts on how successful the life-simulation franchise, The Sims has become. There have been several commercial opportunities utilized in marketing this game, ranging from deluxe and special edition DVDs to expansion and branded content bundles. The marketing strategy for The Sims 2 started focusing on a new group of consumers when it arrived in September 2004: ladies between the ages of 13 and 34.
The digital marketing firm Freestyle Interactive targeted these potential players within their own online community, drawing in 1.5 million members through Yahoo! Messenger alone. By giving retailers the opportunity to display their actual products in the virtual marketplace of the game, the campaign also attracted retail companies, which ultimately resulted in branded expansions like IKEA Home Stuff and H&M Fashion Stuff. To date, 20 million copies of The Sims 2 have been sold.
#19 FINAL FANTASY VII (1997)
Encompassing three CDs and abundant with breathtaking cutscenes, the role-playing epic Final Fantasy VII when released in 1997, was unlike any previous game. In addition, it sold 2.3 million copies in just three days after it debuted in Japan. With a $100 million marketing budget, Sony was eager to capitalize as the Square (now Square Enix) blockbuster was moving west.
Sony launched a three-month publicity offensive that included a 60-second theatrical trailer, brief TV ads, and a saturating print-based ad campaign covering gaming magazines as well as prestigious publications like Playboy and Rolling Stone. At the time, the internet was still in its infancy, so there was no YouTube or Twitter to fall back on. Sony also struck a promotional agreement with Pepsi and catered to comic book aficionados. With more than 10 million copies sold, Final Fantasy VII is the most well-liked title in the series.
#20 TETRIS (1989)
Tetris, the well-known tile-matching puzzle game created by Russian game designer Alexey Pajitnov, may have launched on PCs in 1984, but it wasn’t until 1988 that it truly began to dominate the globe. Upon discovering Tetris at the ’88 Consumer Electronics Show in Las Vegas, Henk Rogers, a Dutch publisher, quickly traveled to Moscow to obtain the rights to Pajitnov’s masterpiece. Nintendo was given exclusive rights to the Tetris console version by a court order, and because the global video game company was about to launch the Game Boy handheld system in 1989, Rogers had an idea.
He said to Nintendo of America CEO, Minoru Arakawa, “If you want little boys to buy your machine, include Mario, but if you want everyone to buy your machine, include Tetris.” As they say, the rest is history. Tetris has sold an estimated 143 million copies, making it the best-selling video game ever.
Conclusion
While there is no holy grail to the best marketing strategy gaming companies and developers can employ, successful marketing approach as indicated in the examples outlined in the article has shown that in-game collaboration, influencer marketing, brands participation, video marketing, tours, and other marketing tools are key factors to consider when developing a gaming advertising campaign.
With the increasing population of gamers in the world, the ability to appeal to a target audience, spike their interest, and take them on your game developing journey can be what sets your marketing apart. While there are various ways a developer can increase engagement with new and old members, the assistance of a professional and experienced gaming marketer shouldn’t be downplayed.
Sit down to take a detailed look at the gaming field, the demographic you intend to cover, who the best audience your game appeals to, use the mastery of a specialist to identify the best way to market your gaming product.
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