Obama is now targeting the young male audience (ages 18-34) from inside video games. In game advertising (IGA) or “advergaming” has been around for while. This is the first time a candidate has used video games to promote a campaign. Microsoft and Interpret LLC, a new media research firm, released a study that in game ads had a positive impact on the gaming experience. Since the XBox 360 is connected to the internet - ads can be updated and shown for specific periods of time. Check out the MSNBC article.
Game advertising definitely sounds exciting to marketers. The more interesting thing is that the it seems like that those players don’t hate this kind of ads on the games. It’s a new platform and arena for marketers and those companies who want to attract those young audiences. I really look forward to seeing more studies under this topic.
This is a good strategy for pull advertisement as long as it’s not negative advertisement…
While I don’t play any of the games that the Obama ads appear in (nine different Electronic Arts games), I know why gamers don’t hate them.
Video games are on the trajectory to mimic real life. When gamers see ads they see in real life in their video games, it only serves to make the gaming experience that much more real. When companies start posting ads on loading screens, or start running 728×90 footer ads on the menus, I think you would see an uproar.
This was a smart move by Obama’s campaign. Gamers are no longer children… most are old enough to vote.