Marketing Effect 3
- Thread starter Shamus Young
- Start date
Recommended Videos
Hmm, read the article twice and I noticed a rather distinct lack of a rather important part; How the commercials SHOULD be done, since apparently they've all been done wrong. (although that might just hinge entirely on the author's perception of HIS Shepard.)
Well? How exactly should the game be marketed? I remember ME1 commercials that seemed to do next to nothing to describe the game, I remember ME2 commercials that seemed to do little to describe the game...and yet, people still buy the games...and the ME3 commercials seem to be in line with the previous advertisements and marketing drives. They fit together, although the Gamestop adds did make me roll my eyes at them.
So just what exactly should the optimal ME3 ad campaign include? What exactly would suit Mass Effect? Something conveying the scope of what's going on? I think they did that. Something conveying the dire straits that we're facing? I think they did that. Something that tells you about just what you're going to be doing in the game? I think they did that too...
So what's more suitable for presenting Mass Effect 3 to the audience?
Well? How exactly should the game be marketed? I remember ME1 commercials that seemed to do next to nothing to describe the game, I remember ME2 commercials that seemed to do little to describe the game...and yet, people still buy the games...and the ME3 commercials seem to be in line with the previous advertisements and marketing drives. They fit together, although the Gamestop adds did make me roll my eyes at them.
So just what exactly should the optimal ME3 ad campaign include? What exactly would suit Mass Effect? Something conveying the scope of what's going on? I think they did that. Something conveying the dire straits that we're facing? I think they did that. Something that tells you about just what you're going to be doing in the game? I think they did that too...
So what's more suitable for presenting Mass Effect 3 to the audience?
This is a great question, and one I've wondered about myself (particularly in reference to those who complain about the trailers not showing off any of the loot 'n' stats "RPG" aspects of the game). For those who don't like the bombastic action movie alike trailers we've generally seen so far, how would you make a compelling trailer for what you believe ME to be?FFHAuthor said:
Did you really just ask that?Shamus Young said:
About a commercial played on television?
The same television watched by people
The same people who make games like Modern Warfare break sales records?
That's why!
Marketing is a soulless creature and if EA is the king of anything it's not having a soul.
I think the general tone of the Mass Effect marketing team was "Mass Effect has a huge and loyal fanbase, we don't need to appeal to them any more."
It is completely and utterly pointless to try and criticize anything to do with Bioware in general or Mass Effect in particular on the Escapist forums. There is so much fanboy circle-jerking going on here, that if it were a real place there'd be enough spunk to fill a swimming pool.
There was never a franchise in videogame history to receive so much undeserved adulation as this one. This wouldn't be so bad, except that the fanboys cream themselves over the franchise for the very reason its so goddamned awful: its story.
After this, they will slowly collapse from a combination of the weight of their own ineptitude, and EA's propensity for closing studios.
Fucking finally. The sooner they wither and die, the sooner the human waste fanboys who worship them will stop their verbal diarrhea.
There was never a franchise in videogame history to receive so much undeserved adulation as this one. This wouldn't be so bad, except that the fanboys cream themselves over the franchise for the very reason its so goddamned awful: its story.
After this, they will slowly collapse from a combination of the weight of their own ineptitude, and EA's propensity for closing studios.
Fucking finally. The sooner they wither and die, the sooner the human waste fanboys who worship them will stop their verbal diarrhea.
Careful TROAE. If you keep playing connect the dots you may end up making a picture you don't like.The_root_of_all_evil said:
Anyway, I have me a question. Why do they want to try to market to new people with the 3rd installment of a game franchise?
I mean it's not like anyone far enough in the gaming community/industry to be at all interested in ME3 doesn't already know about it. Besides, even if you knew nothing about Mass Effect would you or anyone want to start with it's 3rd (and possibility final, but maybe not) game. Also, it's not like either of the previous games didn't do well, and I'm pretty sure anyone who would buy ME3 has already long ago decided to get it because they already played the first games. Plus, wouldn't you be a bit mad if you bought Mass Effect 3 and found out that not only did it have a good story worth seeing in completion, but it actually uses as saved game system that continues from game to game? Though you would probably still get the other games anyone if you did enjoy it enough, but that would still be a pain in the ass.
I just can't see how any of this was much more than a waste of money. Instead of marketing trailers they should focus more on demos at least after they already have done well enough will the first game to make a sequel. Think about it. Anyone who can access a game demo is already a possible customer because they own whatever system needed to play it, and has already shown that they are thinking about getting the game.
But whatever. Not like this will change. ME3 will do well, but not because of its marketing. However, all they will have to do to continue without changing is say, "Well hey, we marketed the game like we always do and it still did well."
EA has done some very bad things when it comes to marketing, but your ranting is mostly misplaced this time. All the rage at something meant to be humorous. Garrus was amusing and the voice over was fun. As for the "LOL Hey Gunz" style marketing, I don't see what the problem is there either. Apparently they developed a whole game mode to appeal to that kind of play.
I can understand some of your issues with all of the DLC, that complaint at least has substance. But it's not irrational at the sales level either. If they can move more products out the door by providing additional content hooks to different outlets then it means that launch day shortages are less likely and there will be no artificial reduction in sales. So yeah, to get Mass Effect we have to put up with some fragmentation in the form of perks and add-ons.
I can understand some of your issues with all of the DLC, that complaint at least has substance. But it's not irrational at the sales level either. If they can move more products out the door by providing additional content hooks to different outlets then it means that launch day shortages are less likely and there will be no artificial reduction in sales. So yeah, to get Mass Effect we have to put up with some fragmentation in the form of perks and add-ons.
Of course, the BEST marketing tool to encourage consistent ME players to get the game would perhaps be groundbreaking and origional and not do much to encourage new buyers (it would probably discourage them to be honest...). But make it a custom commercial. Have the 'commercial' be a download on XBox Marketplace or the Playstation store, or online, have it load your save data and look at the game you played and have it do a recap/narration of your Shepard and your games, who lived, who died, what your decisions were, what those decisions might mean in your Mass Effect 3 game.StriderShinryu said:
It would be an awesome commercial for Mass Effect, it would embody everything that matters in the game to you, it would give you a real connection and incentive to get Mass Effect 3, but the problem is that it wouldn't bring in new players to the game, it would cement in players who would have pretty much bought the game anyway. That would be the 'best' commercial to show you what Mass Effect is and what Mass Effect 3 will be, but it's the worst commercial to actually make people who haven't played a Mass Effect game want to play it. Most newbies would hear about the commercial and try to see it, but find out that they can't because they didn't play Mass Effect 1&2. Honestly, I'm replaying ME2 for tomorrow, and there are moments where things feel slightly like a chore, I can easily imagine a new player thinking;
"I need to play two other games before I can even watch the commercial? Fuck that, they just want me to spend 180 bucks for all three."
So the ultimate Mass Effect 3 commercial that embodies the most integral aspect of the game fails entirely in the core role of advertising, to encourage and entice people who aren't familiar with the game to become interested in it.
That's exactly it. It's not too hard to come up with some way to appeal to the already converted, from kindling an emotional response as in your example to a cut and dried menu slidehow for those who "need more RP!" The problem is, as you point out, those approaches wouldn't actually work as marketing tools. They would, in many sesnes, simply be selling the product to those who are already heavily on the "buy it" side even if they aren't totally sold yet. The purpose of advertising, however, is to expand your market beyond it's already existing niche.FFHAuthor said:
Personally, I think the best way for ME3 to be marketed is to do exactly what they are doing. Show the characters and story as it exists in ME3, but include the previous two games in the package for no extra charge. Make it clear via the ads and packaging that when you buy ME3 you're not only getting ME3 but also the entire epic action adventure RPG saga. Heck, you can already get both ME1 and 2 for maybe $10 a piece as is and I doubt many new copies are still being sold anwyay so it's not like there would be a significant loss compared to the number of new fans that would be brought in.
The ads for this game have been particularly terrible. Having played and enjoyed the first two, I know better, but if I were going on the ads alone, I would be assuming this is just another game like Resistance or whatnot. In other words, I would have no desire to buy the game. As it is, they are doing their damn best to convince me not to buy it.
"This game is horribly marketed, terribly 'Balkanized' and being dumbed down to make a buck....
...I'm buying it anyway."
That was about the time I lost interest in what you're saying. If you're not willing to bite the proverbial bullet and not buy a game who's marketing/design/business practices offend you, then you're part of the problem, not the solution.
I don't have a problem with people who like a game and want to buy it. I don't have a problem with people who don't like a game/company and refuse to buy it/from them.
But I am sick to death of people who ***** about games and companies on the internet and still keep giving them money. It is just pointless and no one in the companies care. In fact, they probably like it because it gives them more press, and as the saying goes, there is no such thing as bad press.
...I'm buying it anyway."
That was about the time I lost interest in what you're saying. If you're not willing to bite the proverbial bullet and not buy a game who's marketing/design/business practices offend you, then you're part of the problem, not the solution.
I don't have a problem with people who like a game and want to buy it. I don't have a problem with people who don't like a game/company and refuse to buy it/from them.
But I am sick to death of people who ***** about games and companies on the internet and still keep giving them money. It is just pointless and no one in the companies care. In fact, they probably like it because it gives them more press, and as the saying goes, there is no such thing as bad press.
This is mostly an EA thing if you ask me. EA's marketing department almost always has a couple of ideas that are just stupid and out of touch with what they're trying to sell.
Coudn't agree more. I have stayed as far away from ME3 advertising as possible not because I think there's going to be any spoilers per say but because of how nauseautingly bad it all is for many of the reasons you just stated.
I have to agree with you its pretty sad indeed that the people who made the game barely care about it's lore. But it doesn't entirely shock me. EA has been destroying everything it touches for years. As for the marketting people, all they do these days is lie. Blatently, without fear of punishment. So there is never much point in listening to them.
Is that what we call complaining about things nowadays- skewering? I saw gripes, I saw complaints, I saw a few laughably inaccurate statements about Bioware supposedly not taking the heat Valve took, and I saw a few bits of moaning about how many years constitutes the near future.Shamus Young said:
... but skewering? No, sir, you did not provide me with anything close to that.
"Sure, if I pre-order at Gamestop I get gun A and if I pre-order through Origin directly I get gun B, but so what? I haven't played the game yet. I don't know which one is better or more fun to use."
And that's the way Marketing likes you. Ignorant of the realities and confused by the choices, so when they run their spreadsheets, they can put your choice in any category that makes them look good.
And that's the way Marketing likes you. Ignorant of the realities and confused by the choices, so when they run their spreadsheets, they can put your choice in any category that makes them look good.