Expanded audiences, expanded opportunities
My first E3 was in 2000. There I was, at the biggest video game tradeshow on the planet -- a world of wonder and expectations that would be my first peek into the future of entertainment. It was the year before the first Xbox was launched, and the point at which Microsoft was entering the game world with its own hardware. It was also the time that I began to think about the potential of video games beyond just personal entertainment.
I went to E3 seeking opportunities to meet publishers who might let me experiment with their creations and use them as a unique way to deliver a brand message. At the time, I wasn't sure how and when that would happen -- and, based on the puzzled stares that were the standard response from the people on the floor with whom I first shared this idea almost a decade ago, the notion was foreign, if not outright weird. A handful of advertisers were already experimenting with video games, but for the most part they were one-off attempts, narrowly focused on trying something "new" to get teens' attention.
Nine years later, video games and audiences have expanded dramatically, an evolutionary path driven by the desire of consumers of all ages, genders, and socioeconomic statuses to have a more participatory entertainment experience.
According to the Entertainment Software Association, 68 percent of U.S. households now play games -- in other words, more than 170 million players. Other studies show games topping the list of favorite pastimes for both the obvious and the less-than-obvious segments of the population. The average age of today's gamer in the U.S. is 35, but there really is no such thing as an age barrier anymore. There is a game and a platform for every age, gender, taste, and free time allowance.
Certain audience segments are defecting from traditional media channels, and advertisers are finding gaming to be a highly effective option -- particularly for reaching males 18-34. Always a hard-to-reach audience, this cohort has been MIA for broadcast TV. But as Nielsen tells us, they are still in front of the screen -- they've just exchanged their remotes for gamepads. So it's no surprise that many of today's game titles feature brands from categories targeting this demographic, including auto, men's toiletries, beverage, and quick-service restaurants (QSR).
However, the broadening of game content and the acceptance of gaming in the entertainment diet of all segments of society has also created interest -- and success stories -- among some unexpected brands. In this article, we'll take a look at these surprising success stories.
