Few video games are anticipated as much every year as the gigantically popular Madden NFL series. In August, EA sports teamed up with Chevrolet to provide gamers with a preview of Madden NFL 12 and to promote the Chevy Cruze. The playable demo began with users logging into either the PlayStation Network or Xbox LIVE. The user was then either able to play the demo directly or view videos sponsored by the Chevy Cruze. These videos included behind-the-scenes footage, celebrity interviews, developer interviews, instructional videos and interactive content. A video also showed a previous Madden video game champion driving in a Chevy Cruze to meet Super Bowl champion Reggie Bush to discuss real football and the NFL Madden franchise.
Brand Integration in Anticipated New Video Game Releases
Brand integration in video games has made incredible strides in recent years. High-profile marketing campaigns like that undertaken by Chevrolet and EA sports are becoming the norm. In previous years, marketers thought that gamers would dislike advertising in games; however, smarter use of in-game advertising has provided a great tool for marketing campaigns in the video game industry (along with access to its billions in revenue). An article in the trade publisher iMedia Communications, Inc. suggests the following when creating in-game advertising:
- The brand should enhance the game. If the brand gives gamers a better experience, such as providing benefits in-game or further immerses the user into the game, then gamers have shown no aversion to advertising in-game and will readily interact with the brand marketing.
- The content should be a natural fit to the game. It isn't just marketing in video games - it's also what video game is the right fit for the brand. Promoting a car in a racing game makes sense, but it doesn't make sense to market to young children in a violent fighting game.
- The brand should customize the gaming experience. By providing quests, additional in-game perks or even instructional videos as in the Chevy Cruze promotion, brand marketers are much more likely to get consumer involvement in the brand.
Interested in Video Game Advertising?
If you are looking to expand your brand into video games, contact a knowledgeable entertainment lawyer familiar with structuring brand integration and product placement marketing campaigns.
