PRICE Marketing designed for the
interactive generation Outside the Box
INSIDE THIS ISSUE: Intro  Guest Column  Ask The Expert  The Top 20 Videogames
Joe Cerbo
June, 2005
Have You Recovered Yet?
E3 -- what a show!

Upon returning home from E3, a friend who isn't in the business asked me to describe the show to him  what was there  what did I see? I thought for a minute, and then said, "I'm not sure!"

There was too much to see, too many flashing video screens, too many people, too much loud music, Gary Colman (you remember him  "Whatchu talkin' about, Willis?"), and too many booth babes. Wait, I take that last one back  one can never have too many booth babes.

After the first day of the show, I went back to my hotel room and seriously considered having ball bearings implanted in my neck so my head could spin a complete 360º to enable me to see more the next day.

Even with the crowds and the overwhelmingness (is that a word?) of it all, I still had a great time and did some good business. It was nice to meet up with people who we work with on a daily basis but rarely get the opportunity to see face-to-face.

I, along with my trusty co-worker and party-going sidekick, Jennifer Deauville, went to the JAMDAT Mobile party at a very cool warehouse in downtown LA. Always the class act, JAMDAT threw a great party! We chatted it up and sipped cocktails with JAMDAT's Hutch Morton, Andy Hodgson, and Julie Morales, while scantily clad woman danced enthusiastically on wooden crates in the center of the dance floor.

The following night, I went to the Sony party were I ran into my friends at RipeTV, Capcom, Namco, Sorrent, Sega, and Konami. I'm still trying to figure out who the big musical act was; nobody seemed to know before, during, or after the show. I heard something about little people dressed up in KISS costumes, but never did a pint-sized Gene Simmons cross my path.

In this month's "Outside The Box" e-newsletter, I'm happy to say that our lineup of guest contributors is top notch. My new friend, fellow New Jersey native, and CEO of GameDAILY, Mark Friedler, writes about how the video games market is exploding onto the mainstream entertainment scene. And Patrick Bradley, president of Hollywood-based RipeTV, provides us with great alternative promotional suggestions for the ever-increasingly competitive video game market.

Make sure you read their articles; they're good stuff!

If you have any content suggestions for our upcoming issues or if you would like to be considered to be one of our "Guest Columnists" or "Experts," please drop me a line; I'd love to hear from you.

As always, I hope you enjoy this month's issue of "Outside the Box."

Until next time 

Joe Cerbo
President
PRICE

P.S. If anyone knows who the big musical act was at the Sony party, please tell  I'd love to know!

Jane doe
What Online Ads Can Learn from Gaming
-- By Mark Friedler, CEO, GameDAILY
LA's biggest convention of the year isn't the film industry's -- it's the video game industry's! And marketers have something to learn.

The week of May 16th, the LA Convention Center was taken over by the video games business when the Electronic Entertainment Expo (E3) came to town. And there was a lot that online advertisers could have learned there to make their messages more compelling.

The video games market is exploding onto the mainstream entertainment scene. It's invading buses, trains, and airplanes, and it's on PSPs and cell phones, and is dominating male living rooms across America. So what do we know about guys who like games? They like action and challenges, and they look to be invited to search for more about a product or service. Broadband penetration among many game sites exceeds 90%, and these young guys are waiting to be entertained. The bar is much higher on game sites than on almost any other legitimate genre on the Web.

The hottest area of new broadband advertising is streaming video. Many agencies are now doing upfront buys for video streams like their TV counterparts. Good inventory is hard to come by and prices are high. Video is hot now, and many sites are running pre-roll ads in front of streamed content. This is a compelling experience for broadband users that has high brand impact around high demand content.

Game sites such as IGN have video features in a members-only subscriber area. Gamespot also has a subscriber-only video area and a free video channel. Unfortunately, its player allows both the content and the video ad to play at the same time which, in my case, played the music of a Vonage ad while I was trying to watch the Forza Motorsports video preview. GameDAILY launched its own video channel recently with a play list of rotating trailers and content with ads interspersed after each pair of content pieces.

Looking at ads that run on video game sites such as GameDAILY, Gamespot, and IGN, we see that most of the ads are highly interactive with a lot of Flash, video, and all the rich media formats.

Three specific ads are worth mentioning:

Click here for complete article.

Ask The Expert
Send your marketing-related questions to our experts.

Q: As the battle for market share in the video games industry gets more and more competitive, what promotional alternatives do you see coming down the pike that are untapped and unique?

A: Patrick Bradley, president of Hollywood-based RipeTV, a "creator of entertainment on-demand destinations," responds: "One of the really cool alternative ways to promote games is to utilize any of the ancillary video assets marketers may own. These might include making of the game videos or FMV (full-motion video) clips from the game, plus any trailers they might have created for TV or theater use.

"The latest use for these videos is to put them on the games official Web site for download to mobile screens, like Sonys PlayStation Portable (PSP). There are a few Web sites that are doing that already. And, in fact, our company, RipeTV, is working with some progressive game marketers who want to deliver a compelling, targeted message in a style that seems credible to a truly fickle group, the 18-34 young male.

"A second way to promote games in an underutilized way is to launch viral campaigns aimed at guys who are always talking up the newest titles and who like to share files with each other. Marketers can feed that sort of thing, releasing information about or exclusive clips from not-yet-released games. The trick is to seed this correctly, by giving the information or clips to the core group youre looking to reach and create an interest there so they can pass them on to their friends. If youre doing an underground campaign, you can release the information on an unofficial basis, giving it to dozens of guys who have cred in the marketplace. Its then important to track that information to see who is viewing it, and there are several technical ways to do that."

NPD
Group
The Top 20 Videogames: April 2005
An Analyst's Thoughts On How Creative Marketing Led To Their Success

Billy Pidgeon, founder and senior analyst with Manhattan-based Go Play Research, weighs in exclusively for "Outside The Box" readers on some of the marketing strategies that shot "Doom 3" right to the top of NPD's Top 20 Videogame List in April, the first month of release of the Xbox version of Activision's first-person shooter. At the same time, Take 2 Interactive/Rockstar's "Midnight Club 3: DUB" jumped onto store shelves at #2, and Sony's "God Of War" climbed from #6 at its March release to #3.

Co-branded and cross-marketed with youth-oriented automotive lifestyles magazine "DUB," Rockstar's "Midnight Club 3: DUB" grabbed two spots in the Top Five -- for both the PlayStation 2 and Xbox versions. Cooperative marketing with "DUB" using integrated popular music, vehicles, accessories, and clothing, combined with Rockstar's customary aggressive outdoor campaigns, turned up the volume on the newest chapter of the strong "Midnight Club" franchise.

Meanwhile, Activision's "Doom 3" for Xbox took the #1 title spot, coming off a successful launch on the PC backed up with enthusiastic reviews. A dark and edgy, first-person-perspective, live-action TV spot with quick, shocking cuts to gameplay in a contemporary horror film-style stoked gamers' interest in the highly anticipated title. Limited edition packages teased collectors and upped the average price point to $54.

SCEA's TV and print ads reflected the dark look of the mythical world of the #3 title (up from #6 last month), "God Of War," using gameplay footage and screen shots to good advantage. Demo disks and POP ads at retail, a unique product Web site, and an animated "machinima" piece featuring footage of the game's hero, humorously edited by Flash shop heavy.com, added momentum to sales of "God Of War."


TOP 20 VIDEO GAME TITLES
RANKED BY TOTAL U.S. UNITS
April, 2005

Last Month Rank Title Platform Publisher Release Date ARP
** 1 DOOM 3* XBX ACTIVISION APR '05 $54
** 2 MIDNIGHT CLUB 3: DUB PS2 TAKE 2 INTERACTIVE APR '05 $50
6 3 GOD OF WAR PS2 SONY MAR '05 $50
12 4 TOM CLANCY'S SPLINTER CELL: CHAOS THEORY XBX UBISOFT MAR '05 $49
** 5 MIDNIGHT CLUB 3: DUB XBX TAKE 2 INTERACTIVE APR '05 $50
2 6 MVP BASEBALL 2005 PS2 ELECTRONIC ARTS FEB '05 $30
** 7 LEGO STAR WARS PS2 EIDOS INTERACTIVE MAR '05 $40
** 8 JADE EMPIRE* XBX MICROSOFT APR '05 $50
** 9 WWE WRESTLEMANIA 21 XBX THQ APR '05 $50
** 10 STAR WARS LEGO XBX EIDOS INTERACTIVE APR '05 $40
1 11 GRAN TURISMO 4 PS2 SONY FEB '05 $50
8 12 MAJOR LEAGUE BASEBALL 2K5 PS2 TAKE 2 INTERACTIVE FEB '05 $19
15 13 NEED FOR SPEED: UNDERGROUND RIVALS PSP ELECTRONIC ARTS MAR '05 $50
** 14 LEGO STAR WARS GBA EIDOS INTERACTIVE MAR '05 $29
14 15 TWISTED METAL: HEAD ON PSP SONY MAR '05 $40
16 16 MX VS ATV UNLEASHED PS2 THQ MAR '05 $40
19 17 UNTOLD LEGENDS: BROTHERHOOD OF THE BLADE PSP SONY ONLINE ENT. MAR '05 $40
** 18 MARIO PARTY ADVANCE GBA NINTENDO OF AMERICA MAR '05 $31
** 19 TOM CLANCY'S SPLINTER CELL: CHAOS THEORY PS2 UBISOFT MAR '05 $48
10 20 MVP BASEBALL 2005 XBX ELECTRONIC ARTS FEB '05 $30
* Includes Limited & Collector's Editions
** Not in Top 20 in previous month

Source: The NPD Group / NPD Funworld / Point-of-Sale
David Riley 516-625-2277




This e-newsletter is powered by OpenMoves. For more information about OpenMoves, click here.