V-Lodge Method is an approach to product placement and advertising in video games running on any platform; an approach distinguished by fusing entertainment and promotional messaging, by interweaving gameplay and real world in such a fashion as to be accepted unquestionably by the entertainment consumers. What you are about to read is an introduction to and an overview of V-Lodge Method, by no means complete. The article contains a classification of in-game advertising, product placement, and merchandising principles filtered through V-Lodge
Method.
Today’s game-based marketing is limited to primitive advergames, random customer engagements inevitable due to carpet-bombing billboard techniques, and barely legal mining of users’ behavioral data. As one would expect, users’ indignation against these techniques, their
opinions and their freedom of choice are ignored by the companies “doing business” in the area.
We believe that for game-based marketing to become a mainstream tool for product marketers, game developers, and publishers, it must evolve to complement and enrich gameplay through accurate contextual integration – instead of irritating players.
The point and the goal of V-Lodge Method are to counter the foul play by monopolies with talent and cooperation of developers and marketers.
Read more in this article on V-Lodge (PDF, public access)
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Method.
Today’s game-based marketing is limited to primitive advergames, random customer engagements inevitable due to carpet-bombing billboard techniques, and barely legal mining of users’ behavioral data. As one would expect, users’ indignation against these techniques, their
opinions and their freedom of choice are ignored by the companies “doing business” in the area.
We believe that for game-based marketing to become a mainstream tool for product marketers, game developers, and publishers, it must evolve to complement and enrich gameplay through accurate contextual integration – instead of irritating players.
The point and the goal of V-Lodge Method are to counter the foul play by monopolies with talent and cooperation of developers and marketers.
Read more in this article on V-Lodge (PDF, public access)
IGA Worldwide, Acclaim Games, Double Fusion, Valve, and American Academy of Pediatrics, US Assemblywoman Lori Saldaña, Lexus, Nissan, Audi, Second Life, Test Drive Unlimited, BuzzCity, Greystripe, American Advertising Federation, Circuit City, WindTangent, Bunnyfoot, IBM, Sears Holdings, OGPlanet, Albatross18, Orange and Wanadoo, ShoZu Inc, Nintendo, Run Athletics, Mario Bros, Burger King, and many other scary words-- what do they all have in common? They have shown V-related activity in the last thirty days or so, so you can find them in our first news roundup.
The last thirty days saw a good measure of news and events related to in-game advertising and product placement. Here are the briefs for the most noteworthy ones.
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The last thirty days saw a good measure of news and events related to in-game advertising and product placement. Here are the briefs for the most noteworthy ones.
There are several ways to classify the marriages of ads and games, and we have an article coming up dedicated to the topic. But today we'll dissect another pet: the philosophy of marriages. Why is it relevant to in-game ads? Let's find out.
buy cheap softwarecheap softwareoem softwarecheap adobe acrobat18/12: Electronic Ads... uhm, Arts!
Electronic Arts, a leading publisher of games that we sometimes love and sometimes hate, is spicing "Need for Speed Carbon" and "Battlefield 2142" with dynamic ads.
buy cheap softwarecheap softwareoem softwarecheap adobe acrobat18/12: Advertising in Middle-earth
Immersing into realities different from our own is sometimes called escapism because, in part, we do it to escape the stresses and disappointments of everyday life.
We do it with books, movies, and, of course, computer games. These worlds are attractive not only because of the cultural magic they carry along: there are set rules and guidelines that you can follow to reach certain satisfying goals. This is especially obvious with games where the rules are mostly simple, work as expected and are designed to please the consumer (pixel hunting isn’t a rule, so we won’t get into it here.)
buy cheap softwarecheap softwareoem softwarecheap adobe acrobatWe do it with books, movies, and, of course, computer games. These worlds are attractive not only because of the cultural magic they carry along: there are set rules and guidelines that you can follow to reach certain satisfying goals. This is especially obvious with games where the rules are mostly simple, work as expected and are designed to please the consumer (pixel hunting isn’t a rule, so we won’t get into it here.)
18/12: Deep Immersion
"Consume this," television ads seem to be saying, "or else!" No matter how many Cannes Lions they get, these flicks all have a feel of push-down-their-throats attitude.
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The rapid decline of traditional online advertising circa 2000 and after that year only has technical and very limited relation to the failed economy of dotcoms. Online advertising has been declining because the Internet users were getting more educated and annoyed. Finally, the ubiquitous banners got banished by ad blindness to the realm of extremely low click-through rates.
A new form of advertising came in the place of plain banners – contextual advertising. Tying products and services to context in which these products and services have the highest probability of being purchased isn't really new, so bringing the technique onto the Internet's playground was only natural. The most successful example of implementing contextual advertising, in terms of profits made, is Google with its AdSense and AdWords.
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A new form of advertising came in the place of plain banners – contextual advertising. Tying products and services to context in which these products and services have the highest probability of being purchased isn't really new, so bringing the technique onto the Internet's playground was only natural. The most successful example of implementing contextual advertising, in terms of profits made, is Google with its AdSense and AdWords.
