A panel of gaming and marketing experts discusses video game integration and advergaming.

Julie Shumaker, national director of sales, video game advertising, EA, moderated this Q&A, which included Gordon Paddison, EVP, integrated marketing, New Line Cinema; Claire Lipnicki Ekizian, account director, MarketSource IMS; and Gerard LaFond, partner, strategy, Persuasive Games.

Julie Schumaker broached the gaming topic with the question, "How does an everyday brand make entertainment out of games?"

Gerard LaFond responded that not all companies/brands are appropriate for advergaming. "But, we have created games for medical malpractice offices," he noted.

Gordon Paddison added, "We did an advergame in 18 days for 'Running Scared.' Every level of the game is preceded by a film clip. This was for the 17+ demographic-- due to content. The game was extremely well-trafficked. At the same time, extreme engagement doesn't guarantee you a return. It's hard to address any advertising opportunity without quoting metrics. But all we need is people to sample; we're looking for awareness."

Schumaker then redirected the conversation, "The publisher is always hearing we want more, we want engagement. So going forward, Claire, how are you dealing with this, within the constraints of the publisher/billboard?"

Claire Lipnicki Ekizian responded, "Last year we ran a cheat code on the website only, which players could use in the game."

Schumaker asked the panel how they create viral marketing for an advergaming campaign.
 
LaFond took the lead with the comment that it has to be part of an integrated campaign. He specified, "If the game isn't good, controversial, funny or irreverent, it will languish. There are integrated email efforts, partnerships with portals, Yahoo! etc. We give away advergames."

Paddison noted, "There are a lot of grassroots and other initiatives. But a lot of times, the issue is how to get on the packaging, how to get on the DVD. Well, the game is supposed to sell the DVD-- the relationship can't be reversed."

Schumaker then asked Claire how she gets the product in to be a part of the story.
 
Ekizian clarified, "By getting the brand to understand that they want to be a part of the process. And then also by pushing the publisher to understand that there are goals to be achieved."

Paddison added, from the perspective of the entertainment property, "that I have approached large gaming companies about integrating movies into games. And it doesn't work out if there are no metrics to justify a six-figure package. I'm launching a new brand every day. So trying to find developers who are gamers, edgy, crazy guys-- they develop something, and you go for it."

Schumaker clarified, "So it's the buzz… behind 'Running Scared'…"

Paddison replied, "The most important thing is to understand these aren't consumers, they're malcontents. A Red Bull makes sense for these people, contextually. If you can segment and only speak to your audience, you can be much more effective."

Schumaker asked Paddison, "But if you are marketing a product to its natural audience, then isn't this a waste?"
 
Paddison noted that there are many energy drinks out there. It's an issue of distinguishing the brand from the competition.

Ekizian, added, "We wanted to be able to say we were the first motor oil brand in a racing game."

LaFond then précised that, "If you're doing a game project, you need to be dealing with gamers. Often you're selling to an agency or brand manager who may not be a gamer. So we actually give the contact a Nintendo and give them a week. So that they understand."

Paddison asked LaFond, "Has anyone ever tested advergaming with a focus group?"

"In Ithaca, a woman tested advergames on a focus group. And a majority of the audience hated the advergames. But some of the games were really successful," answered LaFond.

Schumaker then finished up the discussion, asking, "Ok, give me an example of a bad advergame and an example of bad in-game advertising."

LaFond replied with the example of the WD-40 website. "There's a spray can of WD-40, and it's just silly. The potential for a backlash… or for a really bad advergame… And as far as in-game advertising, as a gamer, I'm very hesitant, very skeptical…," he explained.

Paddison responded, "I agree with you 100 percent, except any game that mirrors the real world, if you could stream live games, that's the reality that fans live with everyday. That's the normal experience, the everyday, real-world experience."

Ekizian weighed in, "That's where the brands need help, developing the natural, organic advertising campaign."

Paddison answered, "Right, as an agency, you have to chaperone that relationship. Like if you're selling donuts, the only option you have is a cop game, that's really your only choice."

LaFond made an important point, noting that you can have a game strategy for your brand that doesn't fit the 18-34 year old model. "The gamer is not always who you think it is," he stressed.

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