I am currently revamping the presentation to a) go quicker, b) highlight what we can do specifically for the customer, and c) hone the presentation to directly relate to the product.  For example, we had included almost every project we have worked on in the presentation.  You can imagine Scholastic’s suprise when some of our more bloody, riske titles appeared.  Not only were we providing too much information, but our bloody Caligula game was almost a turn-0ff to the Scholastic image.  (Thankfully, Viva Caligula was followed by some SpongeBob games so we didn’t look like complete maniacs.)  It was clearly something that they were not interested in.

How does this effect GDC presentations?  Well, now I am creating several types of presentations, one that is kid-friendly, one that is liscenced material friendly, one that is adult friendly, etc.  While this does create more work, I think that we will have a much more effective presentation for our one-on-one meetings with prospective clients.

They go into some detail about the process of negotiating deals with agencies and brands and the possible issues that may arise along the way. The authors talk about the viewpoint from the game developer and the advertiser and this gives a clearer picture for both parties.

Parts about measuring goals and how to structure a deal so that both parties have a fair deal were enlightening. It is true that unlike tradional advertising–TV, radio, magazine, etc, it is hard to tell how much a game will sell beforehand. Sequels make estimating the number easier but, it is no where near as predictable as TV ratings or magazine circulations.

Massive, Inc., recently issued a press release on a recent Nielsen study. This study revealed that 70% of gamers agreed with the statement that the dynamic in-game advertising made the game appear more realistic, and thereby was effective in promoting brand recognition for advertisers and their target audiences. The study also reported that 82% of gamers surveyed said games were just as enjoyable with in-game advertising.

The market for in-game advertising should expand and grow with the expansion of interactive marketing utilizing social media and new technologies. The effectiveness of tradional marketing has been declining for years as people get their news and entertainment from new channels–mainly the internet. It is also no longer a smart strategy to scream at your audience but, to surround your audience in their environment and be useful.