Yes and no. Oh, you probably want more than a three word answer, huh? The truth is, that is the correct answer to the question. Now for the explanation...
Video games are very much like feature films, including exciting visuals and great music. Much like Hollywood has made brands a part of the filmmaking process, game manufacturers have turned to those same companies to help enhance the economic value of game releases. Is this a bad thing? Not at all! Creating a "realistic" in-game environment is a much better option than the "non-branded" products. Extending those relationships beyond the game to include co-branded advertising and promotions creates a "win, win" situation for the game developer and brand. So when are these product placements intrusive, you ask? When they detract from the actual game and become "awkward non-organic" placements. If you find yourself commenting more on the product placement (in a negative way) than the actual game nobody wins, particularly the brand who is perceived to have "paid" for this exposure.
As with Hollywood properties, brands should view product placement as a partnership with game developers. Work with the developer to make sure that at the end of the day you are comfortable with the integration and your brand enhances the game environment while exposing your product to millions of gamers!
Video games are very much like feature films, including exciting visuals and great music. Much like Hollywood has made brands a part of the filmmaking process, game manufacturers have turned to those same companies to help enhance the economic value of game releases. Is this a bad thing? Not at all! Creating a "realistic" in-game environment is a much better option than the "non-branded" products. Extending those relationships beyond the game to include co-branded advertising and promotions creates a "win, win" situation for the game developer and brand. So when are these product placements intrusive, you ask? When they detract from the actual game and become "awkward non-organic" placements. If you find yourself commenting more on the product placement (in a negative way) than the actual game nobody wins, particularly the brand who is perceived to have "paid" for this exposure.
As with Hollywood properties, brands should view product placement as a partnership with game developers. Work with the developer to make sure that at the end of the day you are comfortable with the integration and your brand enhances the game environment while exposing your product to millions of gamers!
No comments:
Post a Comment