iMedia Panel: Marketing to Gamers

by Brian Reich | 29 Mar 2006, 2:00am

Mike Denzler, the  Media Director for  Freestyle Interactive delivered a case study entitled: “A Whole New Ball Game: Marketing to Gamers.”   Here are my notes:

Publisher Challenges: Slowed console growth & market maturation (there are 100 million vidoe game consoles in the market, but only 1% are next generation consoles, connected to the internet or similar).   Transition ‘fitness’ year and economic impact.

Marketer Challenges: Everybody’s targeting the game audience - they are highly desirable.   But, the gamer audience is very hard to reach - they don’t respond to traditional advertising.

Leveraging Opportunities: Broadband proliferation, community & communication, on demand and user control.

The gamer media habits align perfectly with  marketers goal of leveraging emerging media (early adopters, difficult to reach in other channels).   Video, mobile, and community provide vehicles to keep in front of games.   The key is the creative.

TAGS : Conferences/Events Event Coverage Games Marketing Technology