Column originally featured on MediaPost
Last week, columnist Shankar Gupta noted the loading time debacle with “Wipeout HD”‘s in-game ads. The story is a frightening one for marketers unfamiliar with the gaming space. What was essentially a 10-second mistake resulted in the early termination of a campaign and loads of upset customers. Is the gaming space really so unpredictable and volatile?
Yes and no. Gamers can be a surly sort, quick to band together for a common cause against a shared enemy. But it’s really not that difficult to know how to avoid conflict. A key concept here is one that really should prevail for all media channels: The best advertising is perceived by a consumer as content. The “rocket science” for gaming ads involves maximizing ROI, targeting the buy, and leveraging the in-game elements into a larger integrated campaign. Avoiding a riot shouldn’t be rocket science, and here are a few tips to help avoid such a scenario. Read More.