Game designers think much differently than advertisers

Understanding the game designer’s point of view and how they build games is important because it gives us a better understanding as advertisers when choosing how to advertise in video games.

Four years ago in an Adage.com article, game developer Kevin Slavin (former ad agency executive) was interviewed. His main argument was how static in-game ads are the least effective way to engage video-game players.

Having an ad on a billboard in a game significantly falls short in effectiveness when compared to the impact of an ad on a billboard in real life. “The model of simply transferring conventional media forms into games is probably not the way we want to go,” says Kevin Slavin. Advertisers are concerned with how to engage their audience but simply placing an ad in an engaging video game does not make the ad effective.

The fundamental difference, according to Slavin, is that games accrue value over time, unlike ad campaigns.

A key point to take note: while advertisers create “objects,” what game designers think about is living systems when they create games. “Game designers make systems, not objects...built around human behavior...unlike other interactive experiences...games are actually modeled in part, around the furthest edges of human experience because part of what you’re doing in a game is trying to find the boundaries of it...” says Slavin.

Putting ad dollars into video games can be a great investment if done right. “The real opportunities for brands is to find ways to communicate what they’re doing through the game itself...in a game, you are doing something...games are engagement, that’s what they are built on,” says Slavin. And he could not have said it any better. For a brand, one way of advertising in a game may be more effective than another and can be completely different than another brand’s way.

Levins, H. (2009, September 30). Game designer who doubts value of in-game advertising. Retrieved from http://adage.com/article/about-digital/game-designer-doubts-game-advertising/139334/

Ambient advertising: how long before it becomes clutter?

Advertisers are always looking for new ways to get and keep your attention. They are pushed to go past limits to always come up with creative, “never done before” ways to break through the clutter. Ambient advertising is one of those ways. By placing unusual ads in places where you would not normally find an ad, it captures our attention and makes us think about the product/message and/or its environment, in a different way.

There are no boundaries when it comes to ambient advertising and we all have our own ideas as to what is considered tasteful. It is important to do your research on your target audience and their culture to best reach them. What can be humorous in one culture, can be offensive in another. But not only do you need to research to best reach your target, but you also need to take into account who else among the audience will be exposed to your message.

We need to be aware of all the different types of people that will be exposed to your message, including children.

A couple years back, Amnesty International pulled a stunt which involved putting a woman in a transparent suitcase which ended up attracting PR attention. This stunt marked the 60^th Anniversary of Human Rights and it aimed in producing awareness of illegal human trafficking being amongst us. Stunts like these get your attention and make you want to find out more of what is happening. While attracting thousands of eyes and success, this suitcase campaign overlooks the fact that not just adults are at the baggage claims at the airports. There may be families with little children who see this stunt and it is not something that they should be seeing at such a young age.

 Video from: http://www.youtube.com/watch?v=he_psMwSjcw

One thing that may be of concern is the future of ambient advertising. For now it seems to break out easily from the clutter to stand out, but if we saw it everywhere, wouldn’t we consider it part of the clutter?