Frequent oversights in the advertising strategy of many video games.
In the dynamic world of video game production, marketing plays a crucial role in capturing the attention of players and fostering long-lasting loyalty. This is achieved by tapping into the four core human drives that influence purchasing decisions: the drive to acquire, learn, bond, and defend.
Video games offer unique spaces, tools, and challenges for learning and improvement. However, the key to success lies in creating a compelling world, telling meaningful stories, and building characters that players care about. Before delving into the drives within the game, it's essential to make the game world appealing.
Marketing can build out the personalities and backstories of game characters to create a deeper connection with the audience. Every marketing asset is a chance to expand the game's universe, so it's crucial to use them wisely. For instance, Dead Island 2's marketing included a 15-minute short story that embodied the zombie apocalypse in LA, appealing to the genre's target audience.
Most video games tap into all four drives as part of the experience. The drive to defend is often seen in games where players are tasked with protecting bases, teams, or top scores. Boom Beach's character animations helped build a stronger attachment to the game and satisfaction as players witness them live out their role.
Effective marketing in video games shows players their potential transformation by illustrating personality, choices, and evolving gameplay experiences. This immersive approach involves several key strategies.
Firstly, marketers showcase character personality through interaction. Instead of just showing what a player character can do, they highlight how the character behaves and interacts with the game environment. For example, footage of a character carefully examining objects conveys cautiousness and thoughtfulness, while reckless driving scenes suggest a wild, unrestrained personality.
Secondly, modern games use AI to adapt to player behavior dynamically, altering enemy tactics, NPC interactions, and story outcomes. This adaptive gameplay demonstrates a player's agency and growth, showing who they can become through their decisions.
Thirdly, marketers align their strategies with the story players tell themselves about their identity within the game. By understanding the deep psychological motivations and personality traits of their audience, they craft experiences and messaging that resonate emotionally.
Lastly, gameplay ads are tailored to express not just abilities but the experience and personality of playing the game. This means showing moments where players express traits like bravery, strategy, or creativity through interaction—helping prospective players see who they can become by playing, rather than just being told what they can do.
The Goat Simulator series used an unconventional naming strategy to represent its subversive and irreverent nature through its advertising. Advertisements should expand the world and extend the experience, connecting with an audience by relating to their feelings of identity.
In conclusion, video game marketing should focus on offering an experience beyond gameplay, showing players who they can become by demonstrating their evolving identity and agency within the game world. This approach engages players on an emotional level and fosters a stronger connection to the game and character identities.
- Video game marketing can extend the game experience by building out the personalities and backstories of game characters, mimicking the Dead Island 2's approach with a 15-minute short story.
- Effective game marketing tactics align with the story players tell themselves about their identity within the game, demonstrating an understanding of their deep psychological motivations and personality traits, as illustrated in the Goat Simulator series' unique naming strategy.
- Marketers in the gaming industry should create gameplay ads that express not just abilities but the experience and personality of playing the game, as this helps prospective players visualize their potential transformation.
