Marketing Games For Health

Wii Fit opening new doors for Games for Health

Wii Fit opening new doors for health conscious consumers

Interesting article over at RWJF by Nedra Weinreich discussing the merits and challenges of marketing health-focused video games, and what we have learned over the past couple of years.

From the article:

The way health games should be framed depends on to whom you are talking. For health professionals and funders, positive research results are the key. Focus on the games as an intervention that has demonstrated success (and work hard to accumulate the hard evidence to back up your claims). Parents and teachers will respond best to an emphasis on learning and skills building that will serve to help the kids stay healthy as they navigate through life. For kids? It’s got to be all about fun. If it’s not fun, the game needs at least to be interesting enough to capture their attention.

But what makes this new wave of health games, including recent pushes by EA and Ubisoft, any different from the Dance Dance Revolution fad that tried to sweep gym classes across the country just a couple of years ago?  Nedra says it best:

And game producers will be concerned with one thing: are games for health marketable The Wii and Wii Fit have been game-changers (pardon the pun) in their popularity and may open up many more doors in this direction.

Nintendo has definitely busted the door wide open and, instead of going for the kids alone, they’ve made undoubted strides in marketing to the real core consumer in this area – and those are the consumers who will get more penetration in places like those school gyms.

What do you think?  Is this just another fad, or will we see some real, consistent adoption in the coming years.

[Full article at RWJF Blogs] {link no longer active}

Comic-Con 2009 Preview

San Diego Comic Con kicks off July 23

San Diego Comic Con kicks off July 23

Video games have had an increasing presence at the ever-growing San Diego Comic-Con, and 2009 is no different, with several high profile publishers and developers showing their wares to thousands of fans in this three-day event.  A couple of things to keep an eye on:

Pushing Original IP

Video games will continue its push of original IP with the masses, knowing that one great hit (Assassin’s Creed) can make up for a few sales misses (Mirror’s Edge).

Games like Dante’s Inferno (God of War clone) and Brutal Legend (a genuinely funny game by influential developer Tim Schafer) are natural fits for the Comic-Con audience, and you can expect massive crowds around these two new IPs that are scheduled for 2009 release.

Sexy librarian/sex godess Bayonetta is also garnering some pre-show buzz.  Her sultry look combined with the warm place Sega has in many geek hearts (myself included) should make this an easy win.

Hollywood Dominates… Again

Hollywood has seen massive benefit from getting close with comic book fans, and the dividends have paid off with last summer’s huge Iron Man and The Dark Knight box office takes (let’s not talk about Watchmen, okay?).

This year is even more exciting as James Cameron has promised to show the first scenes from Avatar, a movie that has tremendous buzz as much for its 12 years in production as its potential to break new ground in the 3D arena.

And where there is a blockbuster, there is an average video game waiting to take advantage.  Look for Avatar: The Video Game and G.I. Joe to occupy a few minutes time on the show floor.

We’re Jealous

If you’re attending the show, it doesn’t have to be just about watching movie clips, playing video games and, oh yeah, reading comic books.

Publishers have a few choice happenings to indulge your geek appetite, from limited edition lithograph giveways (EA booth, any day, from 11 a.m. to noon) to game-related panels (try the Assassin’s Creed II Hollywood panel on Thursday, 1:45 p.m., Room 6A).

While you do that, don’t mind us – we’ll be ogling the real-life Bayonetta Thursday and Friday and Sega’s booth.  Game of the show!

[More on Comic-Con 2009 Video Game Preview at GameDaily] {link no longer active}

AFK: Weezer In 8-Bit

Pterodactyl Squad pays 8-bit homage to Weezer

Pterodactyl Squad pays 8-bit homage to Weezer

Our AFK breaks will be where we show something that’s inspiring, exciting, intriguing, or just plain cool, and hopefully you’ll pass it along to your colleagues.

If you’re into music, chances are you know Weezer and you’ve heard some of their hits, including “Buddy Holly” and “El Scorcho.”

Some intrepid musicians decided to pay tribute to the Los Angeles-based band by taking some of those hits and crafting them into clever 8-bit versions, giving them a chance at some free publicity while reminding us of some of the band’s catchy tunes.

Our favorite has to be the Castlevania-inspired Island In The Sun remix.

May not make it into your playlists, but it’s worth a listen just to appreciate how whole mediums can mashup.

[Download the album from Pterodactyl Squad]

Perception Is Everything

Reprinted with permission from IndustryGamers {link no longer active}

I recently had a father-son moment that strikes me as particularly relevant to this month’s column. It probably won’ t shock you to know that the apple hasn’t fallen too far from the tree; my son is a gamer. He devours content and as I believe I’ve alluded to in a previous story is entirely platform agnostic, as appears typical of his generation. He is also a bookworm, which means that if a gaming device of some sort isn’t immediately available or he has expended his daily allotment of screen time, his go-to is usually a hearty book. (On a side note, I’m exceedingly proud that his next read is Game Over: Press Start to Continue.)

He’s at that age where kids become judgmental, a fault that unfortunately stays with most of us for the rest of our lives. But we’ve done our best to raise him to accept people on the merits of their actions. The conversation went something like:

“Hey, Dad. Mom said you wanted to talk with me? ”

“Yeah. Why was it that you decided to say nothing when that defenseman from the other team keep taunting you today at lacrosse?”

(Shrugs his shoulders and appears ambivalent.)

“Didn’t it bother you that, when you didn’t smack-talk back, the other two defensemen joined in?”

“Nah.”

“Why not?!”

“You’ve always told me that the only opinion that matters about who I am is my own,” he says confidently.

Taken aback, and trying not to show my inner glee, I said, “That’s true. But what other people think does impact your life. If you choose to ignore a bully, that’s still a conscious choice you’re making. And by doing so, you’re choosing a strategy, a tact.”

(He looks at me confused. Probably thinking something like: de-nerd-ify that a bit for me, please.)

“Look, I m not advocating that you check (lacrosse term for physically hit with your body or the stick) him or anything. In fact, I care more about you thinking that other people’s perception doesn’t mean anything, when in fact it does. ”

He’s now really confused and I’m probably keeping him from leveling up or crushing his sister, hopefully the former.

“OK. Let s look at it objectively: first, one defenseman did a bit of smack-talking and poke checked you. As an attackman, that’s pretty normal.” He nods along. “When you didn’t react this time, it gave the other defensemen permission to join in, thinking that you were going to permit it.” He keeps nodding. “And your teammates were looking to you for direction to see how they should react like if they should jump in if you were upset. But because you didn’t react defensively, they assumed that you were OK and said and did nothing.” His eyes widen a bit.

“Knowing who you are and being confident in yourself is truly important, but what you say and don’t say and what you do or don’t do informs how people will treat you. You’re making decisions by your action, or in this case inaction, that empowers other people and gives them an impression of you that’s probably not accurate.”

Eyes wide and nodding affirmative, he’s getting it, so I continue, “What you did was the right thing, initially. But when it continues and the few instances add up to reinforce an opinion or impression, you need to own that at least partly yourself, because you are making a conscious choice. The next time something like that happens, on the field or off, feel free to stand up for yourself. Your teammates have your back. You’re all in the same boat. And you can still be confident in knowing who you are.” And he got it.

I have to admit that it was touch and go there for a while, but it’s an important lesson. Negative stereotypes are perpetuated by inaction to counter them. And oftentimes, the folks that propagate those defamatory impressions don’t realize that they’re doing as much harm as they do. That doesn’t mean however, that those on the receiving end are off the hook or doomed to martyrdom. They have a voice. And they can choose to take a stand. By doing nothing they have also made a choice; they have chosen to permit it, and as such are at least as guilty as the offenders.

Combating the negative stereotypes {link no longer active} the gaming industry and gamers themselves face is becoming a daunting task. We’ve allowed people to equate gaming with everything from laziness to isolationism and antisocial behavior, when so clearly it’s the opposite. Because we ve permitted everyone from anti-games advocates {link no longer active} (disbarred attorneys included) to the President {link no longer active} of the United States of America to perpetuate those fallacies and said and done nothing, we need to take ownership of at least part of that blame; until and unless we speak up and do something about it. It’s time.

[Article and discussion at IndustryGamers] {link no longer active}

Bow Down To Pocket God

Pocket God looks to share some iPhone knowledge

Pocket God looks to share some iPhone knowledge

The idea is simple: you are God, the iPhone is your window into your world, and you can do with it what you wish. Help the little caveman-like creatures or feed them to the sharks, make it a cool and starry night or a tumultuous storm, it’s all up to you.

It’s cute and engaging.

And it’s 99 cents.

And it has free updates that come out every couple of weeks.

While we know these elements should combine to a perfect storm of success in Apple’s ever-crowded app world, we couldn’t confirm that until a recent VerticalWire discussion with Bolt Creative.

The team at Bolt Creative even provided a chart showing how spikes in sales corresponded to their free updates, which are delivered to new and existing users on an episodic basis.

From VerticalWire:

“The iPhone’s low barrier to entry is great for small teams and small budgets, but its explosive popularity also translates into a daunting level of competition that can be hard to confront,” said Dave Castelnuovo of Bolt Creative. “We’ve found success by creating an engaged and enthusiastic community, and releasing an onslaught of free updates. We thought it was important to share what we’ve learned.”

Learn more about their success at VerticalWire {link no longer active}, and download the game today by clicking over to iTunes {link no longer active}.