The video gaming sector is changing rapidly and so too are best practices for marketing considerations. While print was essential a decade ago and the :30 second TV spot the crown jewel of every advertising campaign, digital has taken a lead and changed everything. While spending on the web is now a given, reaching mobile devices is also increasingly important. We talked with Keith Pape, VP Social, Mobile & Emerging Media at the Ayzenberg Group about how mobile can revolutionize a marketing campaign and how Ayzenberg is creating strategy and tactics to escalate engagement with consumers.
What is it about the emergence of mobile game marketing that’s led Ayzenberg to take a fresh look at mobile gaming?
Mobile in general is becoming more and more relevant for our demographic and changing the way our audience relates to a brand message. Whether it’s an FPS, old school platformer or MMO, it’s obvious to us that gamers in the 18 to 34 year-old demographic, and even younger, aren’t sitting around in front of TVs anymore. Gamers organize their lives in a way where they make efficient marketing choices and decisions and the only way to get in front of them is to hit all of the touch-points, so being involved in mobile is crucial to ensure a brand’s message lives wherever they are.
How do you see the mobile landscape for marketing emerging and where do you see opportunities for the Ayzenberg Group?
For almost two years, we’ve been talking to gaming clients about connected digital experiences on mobile devices. Discussions about the future, as consumers shift away from broadcast TV scheduling and DVRs, make reliance on traditional screen ads less viable versus the global penetration of smartphones. Figuring out ways to connect across all three screens and beyond is the future and we have been seeking best practices for some time.
Can you talk about the advantage of paid media over platform mobile advertising and how it can help influence a major launch campaign?
Utilizing earned and paid media in concert is a key tactic to the success of all connected campaigns today. Social media originally was conceived as being reliant on a desktop has since infiltrated mobile devices along with an explosion in location based marketing. Mobile devices cover all categories in earned, owned and paid media. Paid media on a smartphone requires a holistic view; it’s about connecting consumers to new experiences not just throwing a banner in front of them like its 1997 all over again. Advertising must make the leap for consumers and be ready to embrace trends and new ways of using connected devices.
Holistic is definitely a good way to describe it.
Keith Pape
From a social media background, the key is not to think of a campaign as only about promoting direct unit sale. Smartphone consumers are smart! Their world is about sharing and influencing their friends and followers. Even if you have to eat some crow along the way, be willing to listen and they will open up to new ways of gaining acceptance and influence.
What are the discovery problems in the App store on both iOS and Android and how can an agency like the Ayzenberg Group help a great game break free from the noise and clutter?
Our learning started with the App store on iTunes. A bit of the chicken or the egg attitude exists with the mentality being, “how do I get past others and into the Top Ten so I get noticed” There are thousands of new apps being released every month, so everyone wants to stand out. Platform partnerships and being featured on Windows Mobile, Android or iOS all help, but if gamers aren’t talking about your game in the proper online ecosystem then it’s next to impossible to stand out. Serving up console quality PR and establishing an online evangelist voice outside of the virtual storefront is the first step in creating a story about a game fans can relate to and feel like they are a part of creating. A great Metacritic score is critical, but having media in place to keep a game top of mind when it launches in the store is absolutely essential to acquire and retain fans.
In mobile gaming, what defines the difference between hardcore and casual games and how does that influence potential marketing opportunities?
For a smaller game or a one-off title, games with little or no budget can give over more ownership of their brand to fans in a grassroots way to build an authentic connected experience with the game. This is how Plants vs. Zombies, Angry Birds and Tap Tap Revolution got noticed because they needed fans to do the work for them to get the word out. Now, they’re buying and selling paid media across multiple platforms and mediums, but are still very diligent and loyal to their community. Community is always first. Games like Infinity Blade or R.A.G.E. for iOS, are pushing the boundaries of console quality product and use paid media to cross over into multiple gamer segments and communities whether it’s a Facebook fan page or a large forum based site like Capcom Unity. Looking at the lessons learned about what did and didn’t work provides an overall sense of the budget size, creative scope and what’s most efficient in delivering a shareable messaging to the community.
Electronic Arts has focused a lot of attention on their mobile division.
They have made the right moves with Madden by getting the community involved and playing to the needs of their fans. They are publishing rock sold games for tablets, smartphones and social networks with games like Monopoly Millionaires and Scrabble. Android tablets are gaining a foothold in the market and EA will be considerably ahead of the pack.
How does the “freemium” model create the potential for more connected marketing experiences for games?
Even with dot coms, ad supported content far outweighs the subscription model. An initial free content model gives a gamer a fully fleshed out experience creating a “velvet rope” mindset and opens up the possibility for more incentives and ultimately revenue. It’s unclear if the limitations derive from stem from the nature of what it means to be a gamer or is platform specific, but Android has a “limited time” freemium model that is effective in converting consumers. Primarily on iOS, game developers and platforms can leverage freemium. We’ll have to see what happens with other operating systems.
Mobile is moving at lightning speed with various trends and traditional console makers are having to re-evaluate from the ground up.
Sony is setting the bar really high with the NGP and its AR capabilities look amazing. All of the hardware manufacturers will be competing to keep up. New phones are around the corner that will be creeping up to meet its capabilities awfully quick.
Talk to me about connected services and how that works for new user acquisition and retention.
The World of Warcraft Armory keeps fans engaged wherever they are across multiple devices. The more they play against others, the more they discover about their preferences. Comparing equipment and talent tree specs is great, but players want to discover how to quest better, when tournaments are happening, etc. Next generation connectivity will be about being able to invite friends to play and not be dependent on the push of a publisher and developer exclusively. If a gamer has the raw data and they can connect to others, they will be perpetually reminded of their connection to a game which is vital to keeping them engaged, connected and feeling a greater sense of ownership. The number one component to making any game a great success is having a good game! That’s what keeps us inspired on a daily basis.
Thanks, Keith.
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