Video Game Marketing, Essay Example

The industry dealing with video games is also referred to as interactive entertainment and deals with developing, distribution, sales as well as marketing of the Video Games. The first Video Games to appear in the market were merely marketed through the word of mouth promotion style, the use of television channels and magazines articles. The current Video Games are marketed through many forms of marketing techniques that range from the billboards, advertisements in magazine blitz, the standard television to extremely unique modes of reality games as well as popular culture. About 58 % of the total American populations are engaged in playing the Video Games thus making this industry a substantially massive business (Mark, 2008). Apart from the kids who are conventionally associated with such games, even adults actively play the game making the average age of the gamers to be 30 years (Mark, 2008). The contemporary marketing techniques are therefore a significant contributor in changing the market demographics in the thriving industry.

Online marketing has been in constant use in marketing the Video Game in a similar way to the movie marketing. The gamers are made aware of the existing game and the reason for their excitement with the game. Online marketing is a very effective means in marketing the Video Game because of its effectiveness in creating awareness among most people in the target market Jason, W., (2004). Majority of the people are constantly hooked to the internet and are therefore able to access any message concerning the promotions in Video Games. The ever changing social, government and other factors have significant influences on how businesses need to adapt to these changing forces (Zackariasson & Wilson, 2012). The increase in the number of people playing the video games is evident across diverse media platforms including tablets, Smart Phones as well the social media sites

In considering the marketing mix the marketer looks at the product, the Video Game in this case, the price that the customer should pay for the Video Game, the most appropriate place for distribution of the Video Game and potential promotions that will lead to attraction of the right class of the clients for the Video Game.

What is the use of the Video Game to the customer? What are the most important features that the client is looking for in the Video Game? What is the size and color of the Video Game? How is the Video Game different from any other that the competitor may offer? (Shimizu, 2014)

What is the value of the Video Game available for sale? What is the prize sensitivity to the client; does the price of the Video Game come with a discount? How does the price compare with that of a potential competitor? (Shimizu, 2014).

Where can the client go to look for the Video Game? What kinds of stores generally distribute the Video Game? What is the simplest access to the distribution channel? What is the difference with the competitor? (Shimizu, 2014).

Promotion

What is the best means of sending the marketing message to the potential clients? What is the best time to send the promotion messages? What means do the competitors use in advertisement? (Shimizu, 2014).

A careful consideration of the four elements of the marketing mix is a determinant of successful marketing in video games.

References

Jason, W., (2004). The cyberspace handbook. Routledge.

Mark, J. P. W., (2008). The video game explosion: a history from PONG to Playstation and beyond. ABC- CLIO.

Shimizu, K., (2014). “Advertising Theory and Strategies,”(Japanese) 18^th Ed, Souseisha Book Company.

Zackariasson, P. & Wilson, T.L. eds. (2012). The Video Game Industry: Formation, Present State, andFuture. New York: Routledge.