XMAS GAMES MARKETING Cracking Christmas
As publishers and retailers alike change their marketing plans to account for the Yuletide season, the rules change too. James Batchelor asks the industry about the most effective ways to promote games in this crucial season
The changing relationship between consumers and advertising requires a less direct sales message
IT’S A WELL-KNOWN fact that marketing budgets are signficantly higher in the months leading up to Christmas than at any other time of the year.
Only a few weeks ago, MCV reported that UK games firms are spending a combined total of over £181 milion on promoting their wares this Q4. But why is it necessary to invest so much at this time of year? For a start, the rivalry for consumers’ disposable income between games and all other purchaseable goods reaches its peak as December nears.
“There is so much competition at this time of year, and not only in games,” says Disney’s head of marketing Keely Brenner. “We are also sharing limited retail and media space with DVDs, toys, music, clothes and other gifting items.” GAME’s head of PR Neil Ashurst agrees: “Everyone is vying for attention, so the key is not just shouting louder but communicating smarter. You’re talking to a wider market and your marketing has to reflect that.”
32 November 12th 2010
It is crucial to remember that it is not just gamers that firms need to target. Gifters are vital at this time of year, and advertising must be adapted to those who do not understand the products. “The usual marketing rules apply but the purchaser is not necessarily the person who will play the product,” explains Sega’s marketing director Amanda Farr. “We need to not only ensure that the end consumer requests our titles, but also create awareness amongst the purchaser.”
SPREAD THE WORD
Another reason for such staggering marketing budgets is the need to invest in a wider spread of media. From the traditional print and TV advertising to new channels such as social media, there is no room for hedging your bets here. Of course, firms are still learning how to make the most of their ad spends. “This is the one time of year you
can't afford to miss out on TV as well as extensive print ads in the tabloids and selected broadsheets,”
“
Everyone is vying for attention, you’re talking to a wider market and ads have to reflect that. Neil Ashurst, GAME
£181m
Combined marketing spend of UK games firms this Christmas
Gamestation’s Talk To The Gamers campaign is a good example of creating striking imagery to stand out in consumers’ minds
www.mcvuk.com
says HMV’s games marketing planner Al Hunter. “You can't connect with a mass audience without these twin pillars. Everything else just helps.” Many argue that online has become just as important, and striking a balance between these three main avenues of marketing is more crucial than ever (see ‘We Three Kings’).
STAR POWER The rise in marketing spends can also be attributed to the correlating increase in advertising costs that
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