Tuesday, April 15, 2008

AD TECH DETOUR

So, I am interrupting the gaming week festivities on OLDMTA to report on the coolest thing I had never heard of before that I saw at AdTech.

It's Linkstorm, a DHTML banner platform that delivers menus that give users a way to drill down to get exactly what they want from an advertiser. Imagine a PC banner. Roll over and DHTML offers a menu of choice like choose by price, choose by speed, etc. Roll over price and you see 6 PCs at various pricepoints. This is all on the content page you were visiting. When you finally click, you are redirected to a page specifically about the PC you were most interested in. It gets the consumer what they want without making them find their way via site nav. And more importantly for DR purposes, gets you several clicks closer to the buy button.

It's simple. It's not some 4 billion data point data base that tracks my blood corpuscle count and the way it reflects my desire to buy Roma versus beefsteak tomatoes.

But I really liked it. I like simple best. http://www.linkstorms.com/ NOTE THE S AT THE END.


Monday, April 14, 2008

GAME MARKETING WEEK - LEADING GAME GENRES

Today I will be reviewing the leading genres in core gaming.

CORE GAME GENRES

Action/Adventure games: In this type of game, the player is usually on some sort of quest, and along the way is provided with a variety of challenges – puzzles, hunts, collecting stuff, and of course bloody combat. The advantage of this genre is that there are a variety of types of challenges.

Adventure games: Here the player is on a quest and the focus is on puzzles and clues, with little or no shoot em up combat. The Zork games really popularized this version, even though they were text only – no graphics. Later they did introduce graphical titles games, and then went graphical.

Fighter games: A fighting game traditionally has meant a one on one deathmatch, viewed from the third person perspective. You see the fight from the side and control your fighter remotely.
New Fighters are changing the rules however, the upcoming Streetfighter IV, for example, appears to offer first and third person perspectives, meaning you can shift from the third person view to seeing as if you were your fighter.

It also appears to be a multiplayer fighter, a sort of mayhem mode of play.

First Person Shooter (FPS): First person refers to the visual perspective of the game. First person means that the game displays as if you are the fighter and you see from the fighter’s eyes. You’ve probably heard of Halo, the signature title of the XBOX franchise. Halo is a first person shooter.

Mech or Mecha games: This is a subgenre of Vehicle Combat games. Mechs are often gigantic robots that typically walk and run around wreaking havoc 24/7. Multiplayer mech games are hugely popular with a certain set of gamers. There are mech toys, mech movies, mech clothes, mech conventions, slash (user created) mech fiction, and it goes on from there.

Real Time Strategy: In this sort of game, the player typically has a task to perform – for example beating a competing army – and must gather resources, build up forces, create cities or bases, research new technologies, and of course beat that competing army. These take place in the present, past, and future. The real time part refers to the aspect that the players are making their decisions while game play is taking place.

There is also a genre of games called turn-based strategy, in which each player plans his actions and then the consequences play out after.

Role Playing Games: Think Dungeons and Dragons, and you have a general feel for this genre. Somewhat more unisex that shooters and fighters, these games are based around “character development.” Character development refers to the idea that experience and the completions of tasks and quests add abilities and strengths to your character. Perhaps a quest will result in your getting a new weapon, or battlefield experience will make you a better fighter. By acquiring these traits and objects, your character will be a better competitor in the game.

RPGs are much much MUCH more fun as multiplayer games. A big component of the game experience is social – banding together into guilds, communicating with one another, collaborating on quests. Many of the MMOGs are RPGs. World of WarCraft has registered 9 Million players for its stylized medieval experience.

In my opinion, the association of this genre with Dungeons and Dragons has held this genre back, but recently the success of MMOGs seems to have broken that artificial impediment to growth.

Sims games: The Sims franchise has imitators, but so dominates this type of game that I am going to use the brand name as the category name. In Sims games, the player essentially creates a surrogate life for herself – you create a character and then go through life acquiring skills, having babies, etc. They are like RPGs in concept but are more accessible because of the contemporary settings and less Dungeons and Dragons feel.

It’s a chance to live a life you’ve dreamed about, and millions of people who don’t play other core game genres happily become Sims every night. Each succession of the Sims series creates more visual realism and adds lifestyle, career, and other options.

Second Life is the massively multiplayer “sim” game – not connected to EA’s Sims franchise but with similar objectives and game play. Second Life has the added reality of people being able to make real world money – selling land, graphics, and the like.

Management Simulator games: In this genre, the player assumes the role of COO of something – a city, a zoo, a theme park, etc. and tries to create wealth and happiness by planning and executing people pleasing environments. Sim City is one the lead titles here, as are Zoo Tycoon and Roller Coaster Tycoon.

Simulators: The player in a simulator is essential put behind the wheel and must perform a real world task. Flight simulators are probably the best known segment. In a flight simulator, the better you fly, the better your play.

They also offer third person outside the cockpit views. In addition to flight simulators, there are also car racing simulators, space travel simulators, and a couple of others.

Sports games: Sports games traditionally put the player in the role of a coach or team owner, and they develop and execute strategy against an AI or real person player. More recently, some titles give the player the option of a first person view of a team player. Madden Football is the big daddy of the genre in the US. FIFA Soccer is the colossus overseas.

Tomorrow I'll be talking about the leading genres in noncore or casual gaming.

Thanks for reading and don't forget to write.

Sunday, April 13, 2008

IN GAME MARKETING WEEK PART 1

It's in-game marketing week at OLDMTA, and all week long I will be posting sections of an upcoming white paper I have been working on for some time on the subject of in-game marketing.

This week of posts is designed to provide the marketing generalist with the basics of the gaming industry and how to leverage game marketing tools to improve marketing effectiveness. It is not designed for a gaming expert but rather for the person who is curious about the space but not well versed in it.

It covers:

• Game terminology
• Core game genres
• Casual game genres
• Statistics on who games
• Marketing issues to consider
• Game marketing options
• Game marketing providers
• Other ways to leverage the appeal of gaming

After reading this week of posts, the user will be equipped with the knowledge to take a strategic approach to exploring the potential for In0game marketing opportunities for their brands.



INTRODUCTION

While not yet a large sector of digital advertising, the growth rates for spending on in-game advertising are tremendous. Partly this is a result of the changing realities of use and viewership of other media. That is, marketers are reacting to declines in TV usage among certain demos as game time increases.

But there are other factors as well. Games are the quintessential “lean-forward” medium – users are absolutely paying attention when they game, and advertisers work to capitalize on this opportunity to reach and connect to engaged minds.

GAME GLOSSARY

There are thousands of gaming terms from developer words like polygons to trash talk slang, which is akin to SMS slang.

Cinematics: Many games show mini movies at startup between levels of a game to help immerse the player in the game experience and to give the player something to look at while the level loads.

Console: There are a variety of machine types that play games. Those classic arcade machines, PCs, Macs, and Consoles, a term which refers to machines created especially for gaming. Examples are XBOX 360, PlayStation 3, and the Nintendo Wii.

Controller: This is the device on a console or PC game that lets the player direct their character or vehicle in a game. Used to be called a joystick.

Core Games: this refers to what most people think of when you hear the term “video games” – complex, graphically intense multilevel gaming experiences. They differ from Noncore games, which is a term that refers to generally less deep or graphically intense games like Bejeweled that are played in shorter periods of time. A trivia game is Noncore. A game where the emphasis is on blood and guts is a Core game.

E3: The Electronic Entertainment Expo was the major annual trade show of the core gaming industry. Most of the game developers and platforms display their upcoming goods. Recent E3s have become more intimate, less of a spectacle. This may be because the one upsmanship of past E3s raised the cost to participate to prohibitive levels. It’s hard to justify spending tens of millions for a booth.

Frame Rate: Similar to when the term is used in a movie, frame rate refers to the speed at which the action in a game is rendered on a screen.

Handheld Games: Another gaming format, handheld games are played on portable devices like the PSP and the Nintendo DS. These devices also have the ability to play music and movies, store photos, and the like.



Joystick: See Controller.

Levels: Many games offer multiple “levels” of play that get more challenging as the game progresses and the player gets better at playing. The first level of a game is going to be much easier than the thirtieth.

Massive Multiplayer Online Gaming: Often referred to as MMOG, this refers to large numbers of people playing a game over the Internet. Everquest is a MMOG, and so is Warcraft. Another MMOG increasing in popularity is Eve.

Multiplayer: Refers to a gaming mode in which multiple people play the same game simultaneously. Some may be friends; some, enemies. Multiplayers can be played over an office LAN or over the Internet. Most core gamers prefer multiplayer gaming because of the variability of play and the community/communication/competitive aspects of playing with one another.

Persistent Universe: This refers to a game experience in which what happened yesterday affects the environment and game play today, and what happens today will affect characters and play tomorrow. Particularly relevant for online role playing games, the idea is that if for example your castle is leveled by a competitor, it won’t magically reappear tomorrow. Go to the location tomorrow and you will see the rubble and carnage created today. This enables a game to host characters that change and grow over time to reflect past experiences and accomplishments.

Polygons: This refers to the pieces of game art that are displayed in a game. An object is made of a number of polygons. For illustration, consider the following “person I have created with 6 polygons:




As you can see, six polygons can make an approximation of a person, but hundreds of smaller ones could create far more realistic characters. The ability of a computer or console to render lots of polygons more or less instantly is what contributes to greater visual realism in a game. Game companies often employ blue screen filming of actual people to use as models for polygon characters. Imagine how many polygons are needed to create this realistic a football player in Madden Football 2007:



Shrink Wrap Product: This refers to games that are sold on CDs, in boxes, with shrink wrap around them. These are distinct from downloaded games. For obvious reasons, there can be a lot more “to” a game where the user gets a CD to load instead of requesting a download. But increasing Internet speeds are making very complex and graphically intense games easier to deliver online.

Single Player: Refers to a game playing mode in which a single gamer plays against the computer’s artificial intelligence (AI).

XBOX Live: This is a multiplayer gaming service for Microsoft’s XBOX and XBOX 360 Consoles. The idea is that individual players can compete against one another – all you need is the service and a desire to play. In addition to letting you play over the Internet, the system also offers tools so you can trash talk with gamers you have never met – in Nevada, Norway, or Namibia. XBOX Live also offers a marketplace to acquire, buy, and sell game and other content, as well as buy online versions of older arcade games.

I suggest you go here for a complete list of terms, and use it as a sort of dictionary.com for the industry. http://www.whattheyplay.com/features/30/

TOMORROW: GAME GENRES - CORE AND CASUAL

Wednesday, April 9, 2008

Detroit Iron

If I am not mistaken, Carol Brady and Darren Stevens are cheating on Mike and Samantha, and being lectured to by beatnik Dobie Gillis aka Gilligan



Rule number one. Make it pink



Hmm. Drive a fighter jet for 1960



Arguably Mercury's only excellent ad campaign. Too bad they didn't pay Bette.



No word on whether the horse needed a polyethylene gas tank shield like the car did.

Free Advice to Ad Networks and Other Media Properties

At Catalyst we help position and market a lot of media properties, cultivating share of mind among planners and buyers. We also buy a lot of trade and emerging media. As I review hundreds of decks for each side of our business, I am struck by how many media properties do so little to differentiate themselves, and then bitch privately about the low rates that clients demand.

Its a plainly bizarre phenomenon given that the people who they are trying to attract -- buyers -- work for companies that differentiate and market for a living.The funny thing is, many of the badly marketed media vehicles probably have something to say that differentiates them. But who knows what it is? If you can't tell people why you are different and better, you cannot reasonably expect a planner that works on eight accounts to find it for you.

Instead, they want a deal. Which is what people want from commodity providers. But not, in fact from differentiated goods. marketing 101.

So I offer the following to help media properties to think about what they say and can say:

1. Say something. You exist for a reason. Your visitors pick you for a reason. Tell us what it is. It's not too weird to talk about. It'll matter to us.

2. Don't try to fake us out with ersatz data. Your media traffic figures need to come from a reputable impartial source. And BTW, focus groups are not valuable except as color for quantitative research.

3. Tell us what you do that's different. Yes, people want to know that you do IAB ad sizes. But WHAT ELSE do you do. If you don't tell us, all the World will ever buy from you is those commodity units.

4. Remember that buyers are people. People stressed out by deadlines and the need to keep up with the relentless change in the digosphere. Entertain them. Or tell them something interesting. Get noticed.

5. Pay someone to make your story look nice. Using Microsoft Powerpoint template backgrounds built into Office are NOT a way to stand out.

6. Deliver your message consistently. This is the only way you are going to get critical mass of mind share.

7. Train your reps. People want to do a good job. They really do. But without training, you are sentencing them to a job in which they row a boat around waiting for fish to jump into it.

8. Excite your reps. People want to be a part of something great. If they think that you are the 33rd largest ad network offering primarily IAB ads, it's hard to imagine them walking into a room with passion and walking out with an order.

9. Serve. That so many media properties offer lousy customer service in an environment with thousands of competitors is absurd. No matter how big your traffic, no matter how valuable your audience, make sure you meet the reasonable needs of your customers. Because the day may come -- scratch that, will come -- when you are out of the catbird seat, and those buyers you have been treating like crap have alternatives. They say elephants never forget. Well, pachyderms ain't got nuthin on a buyer who has been burned.

10. Have some empathy. Think about the challenges of your customers' days. Respect their time. There is a rep I have known for years who has been trying to sell me something for years. The product isn't right for my clients, and the rep isn't right for anyone rational to deal with. But she is relentless. She's gone around me to my boss, my boss's boss. So much so that they tell me to just call her and get her off their backs. And I do. And tell her to stop calling all of us. Forever. No needs were met by this tenacity. I know that sales people have to push, but trying to sell shoes to a legless person just isn't gonna happen, no matter how many calls you place.

That's enough for a start. Do these and your sales will spike.

Thanks for reading, and don't forget to write.

Tuesday, April 8, 2008

Hamm Fisted

B2B People Are People Too!

As one main focus of the Catalyst business is helping B2B companies focus their marketing efforts, I've been looking at a lot of business to business marketing lately.

And the most striking conclusion that I can make is that far too many companies and agencies seem to forget that the decision makers for B2B are people, just like the people buying iPODs. In fact, the same people buying iPODs.

Why is this relevant? Well, a huge percentage of companies use a hamfisted approach to the challenge. Way way way too much primary red and blue striped banners and the sort of stock photos that show a man or woman outside a glittering black building staring off into the distance while talking on a Razr.

The sale itself, far more often than not, is about attributes rather than benefits.

To be sure, attributes probably play a larger role in a B2B sale. But any solution -- product, service, or combo -- needs a benefit to make it valuable. Peace of mind is a good place to start. Recognition for the decision maker is another. There are lots, and these are a critical part of a sale to any person, whether they are buying banks of blade servers or a cupboard full of cake mix.

And creatively, we need to remember that B2B marketing is only dull if we make it that way. An engaging video, a game, or a clever line in a banner can make all the difference in being noticed and remembered.

Thanks for reading, and don't forget to write.

Monday, April 7, 2008

Recommended Site

I wanted to introduce you to a web site that I find invaluable in keeping track of what's generating buzz online. Viralvideochart.com tracks the popularity of videos based upon both the number of views a video is geenrating as well as how many bloggers are embedding it in their pages.

One of the most interesting pages of the site for marketers is the one that tracks the the popularity of brand related videos. On any given day you can find out what are the top vids for the past 7 days, 30 days, or 365 days -- which is a pleasant mix of options that assesses both what is flaming hot and what is having greater impact over the long haul.

The range of videos is also fascinating. Number one at the moment over the past seven days is a demo of how to use Google Docs offline. Others are commercials and user generated content that relates to brands.

Stop by and see what brand messages are resonating. As well as what has replaced the skateboarding french bulldog in the hearts of vid junkies online.

Thanks for reading, and don't forget to write.

Sunday, April 6, 2008

Nothing Cuter Than An Irish Smart Alecky Kid

This has nothing to do with Internet marketing. I guess I can call it an example of UGC and leave it at tha'.