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I'm curious about Producer or general developer perception of Marketing within the videogame industry. And if you have an opinion on their strategy and success.
There was a time when Marketing was at the forefront of game production, but this is when the market was immature. Videogames were 'new' and to some a 'passing fad'; for these reasons marketing was direct and literal in order to develop market consciousness.
However, its safe to state that product development is now the priority (a position always at the mercy of the publisher). Since this change many developers have blamed marketing when their lovingly created product fails to sell. The reasons cited are familiar – bad release timing based on quarterly goals and end of year demands, a lack of brand knowledge, misconstrued brand identity, and poor product communication because of brand issues cited. There are more but I'm trying to get to the real question.
If, in the beginning you agree that the marketing of titles was direct and literal ... has anything changed? We see award intelligible and creative campaigns for hardware, notably the Sony Playstation2, but when we look for similar campaigns for games, there are few, if any. The unfortunate results are most prolific in print campaigns.
I'm not schooled in marketing, but I can't help but think that those personnel in the position to market games lack maturity and respect for the medium to elevate videogame product marketing to a similar standard for other consumables, including the hardware its positioned on.
Is it feasible to focus individual videogame products under a publisher brand and successfully communicate, within the publishing brand, the message of any individual product; the aim being to allow any developer products to be communicated at a less than literal level and share in the publishers branding? - Think Guinness (draught in a can), LEVI Jeans (twist), Apple (i series) - I'd go so far as to say that EA appear to be doing this in part, but the marketing continues to ire on the literal side. One major problem with this idea is that there are very few publishers with a clear, consistent and interesting brand.