Why are advertising campaigns for video games moving away from traditional platforms?

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Advertising campaigns for video games have gradually started to move away from the everyday routine of a couple of posters and TV advertisements because of the way the audience consume the media texts. The ways in which new platforms have changed the adverts are shown and consumed by the audiences can include; the transformation of consoles and how they have drastically changed the way other platforms advertise and how this industry repeatedly pushes the boundary as well as more active audience consumption. Some of the first example of these transformations of the traditional platform was [1]Lost Planet 2’s advertising campaign which featured beta key codes for the game inside a block of ice randomly placed around a variety of cities outside lifestyle shops. This gives the audience a sense of accomplishment almost an emotional bond with the audience with them having to “break the ice” to acquire the game. This further links the audiences experience in cross – platform advertising as the campaign itself made an unprecedented viral spread, with people talking about it on blogs and many YouTube videos being published with people breaking the blocks to get to the code/game inside. This digital water cooler affect that helped the game gain 146% increase in their sales, this proves that the digital water cooler affect is stronger that most believe. Advertising on different digital platforms took a major turn when StarCraft pondered the question how do we advertise in such a hermetic world as the world of computer players. StarCraft implemented and advert into the game, an actual map featuring the landscape showing the words “ESL.TV” which is a professional gaming organisation trying to get the attention of gamers that think they are goo... ... middle of paper ... ...ment that in each of the players streaming sessions or any other broadcast they would promote the Your Door to Me vines. Which featured people creating a paper car and making a vine out of them, a vine is a small video made up of short clips. Shortly after this Samsung followed suit and purchase two entire teams with the team names being Samsung Ozone and Samsung Blue, previously MVP Ozone and MVP Blue, the reasoning behind both companies purchase into the gaming world was that they had eventually realised that the gaming industry is the easiest and most efficient way to advertise with millions of games and streams being shown and played every day showing us that the world of advertising has kept up with the technology of today and the advancements that can allow it to forever be more progressive and personal too the user rather than just an old conventional advert.

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