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Video games a marketing tool for younger generation
October 19, 2008
New Brunswick (Canada) Business Journal: Video games have become a successful entry point for advertisers trying to reach the younger generation, from online games to in-game advertising, which places logos throughout the playing phases of home video games.
McDonald's Corp., for example, experimented with alternative marketing with the online game The Lost Ring as a lead-up to the Beijing Olympics. Dubbed a master feat of so-called dark marketing by Brandweek, McDonald's branding presence was virtually nil; users of the game spent days uncovering its origins. By the end, 2.5 million people in more than 100 countries were playing.
Despite excitement in the industry about such innovations, it is probable that economic turmoil will slow the rollout of new advertising technologies and keep a lid on the marketing budgets of "experimental" advertising in the months, and possibly years, ahead.
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