Blog Report: September 15th

In my PR course, I have the pleasure of reviewing a number of blogs and since I want to do PR for a gaming company, I chose some blogs related to the industry. Just thought, since these are already written, I might as well post them for all to see.

Blog: Official Sony U.S. Playstation Blog
Blogger: Asad Qizilbash // Marketing Manager, SCEA
Post Title: UNCHARTED 2 Officially Goes Gold, Plus Sneak-Peek Cinema Events!
Date: Friday, September 11, 2009
Link: http://blog.us.playstation.com/2009/09/uncharted-2-officially-goes-gold-plus-sneak-peek-cinema-events/

For a video game, “going gold” is as important as getting a concept together for creation. Basically the game has achieved it ‘final state’ (excluding downloadable content or updates) and is ready to be pressed to discs and ship to the consumer. Drake’s Fortune 2 is easily one of the most anticipated titles for the Playstation 3 in 2009 and to a PR representative it is one of the best things you will have to announce on a given title all year. Now with only 31 days left until launch, the marketing campaign and PR responsibilities will be in full swing, as preparations are being made for its release. There have been many trade show panels, a closed beta test (which I was a part of) and trailers helping to campaign for this game, but they have released two new campaigns in the past week. On this blog post, Sony has revealed that at a number of locations, there will be a pre-screening of some in game cinemas, free to the public, “powered by Sony Electronics 4K digital cinema technology, which provides image resolution four times greater than any high-definition consumer television out there.” A new technology, not adopted by many US theaters. Not only that, but there will be Naughty Dog (development studio) employees on site for some food/drink, multiplayer competitions and the chance to win the other campaign I was referring to; a Limited Edition copy of the game, which will not be for sale retail (unlike most “limited” editions these days). The entrance requires VIP access, which will most likely require you to register with Sony to attend. But otherwise the only cost for me or you would be a plane ticket to any of the cities below. Too bad that cost is already too high…
Chicago Area – Rosemont, IL, Muvico Theater
LA Area – Thousand Oaks, CA, Muvico Theater
Seattle Area – Bellevue, WA, Lincoln Square Theater
San Francisco – Landmark Embarcadero

Blog: Set on Stun
Blogger: JP Sherman
Post Title: 5 Keys to Successful Video Game Marketing from Ayzenberg Group’s Steve Fowler
Date: Thursday, September 10, 2009
Link: http://setonstun.com/2009/09/5-keys-to-successful-video-game-marketing/

The topic of this post was a citation/summary from an article pertaining to practices which will enhance a marketer’s ability to relate to their consumers. It was posted by Steve Fowler of the Ayzenberg Group, a Ad Agency with some well known clients like Turbine, Konami, Lucas Arts, Ubisoft and Microsoft. Steve offered the following insight:

Identifying Emerging Trends

Understand that the community in which a majority of your marketing prowess will be geared towards what many consider the ‘early adopters’’. Many of your consumers are equally if not more informed about your product than you may be, and it is important when communicating, this is recognized.

Utilizing Social Media

Know that your consumers will be receiving information from many unconventional channels, IE: blogs, twitter, Facebook or MySpace. Even word of mouth has become easier through social media. Some things to consider when using these channels include:

• Be authentic
• Be a part of the conversation
• Add value
• Crave criticism and feedback
• Be Active

Think Beyond the Click

Work with agencies under a common scope. Understand that not every ad campaign is measurable in the number of hits and there may be some times where a campaign should be allowed to fail. Also, know that the communication between an agency, yourself and the client is vital to the success of the campaign.

Activate Your TV Spots

Engage your consumers in actively becoming part of the campaign. TV is and will always be a successful medium for advertising, as long as it is used effectively. One way to do this is by referencing a continuation of the commercial after its completion by directing them to something on-line, where the consumer has a way to keep that communication channel open at their discretion.

Trailers are Important

These are the viewing panes in which you convey the games mechanics and narrative over a 60 to 90 sec interval. Things like these are extremely important in building a foundation on which the game can say “this is what I am all about”. If done correctly will peak consumer interest in the idea.

• Adding Value to the Marketing Message.
• It’s no longer true that just being talked about is successful marketing.
• Embrace the Mobile Platform

The last 3 are repetitious or added by Sherman, but the core is explored here and it seemingly points to the fact that a marketer’s greatest aspect is the passion he/she has for the product they market. People are much more informed than they were in the past and if they are lead to believe that they are somehow being manipulated, they will be turned off by anything you have to offer. It is important to leave your consumers with the feeling that they have a voice and a 2 way communication channel exists for the product that peaks their interest.