12/02: V-Lodge Method: An Introduction
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)
