Marketing and Video Games

As huge as a market that video games are and how massive the industry is with video game companies and their large numbers of employees, the main concern of any company selling a product or service is promoting a product or service to the customer in hopes of creating a recognized brand and increasing the company revenue. The Entertainment Software Association’s (ESA) press release on annual sales showed that the U.S. computer and video game industry alone generated $30.4 billion in revenue in 2016, including revenue from all hardware, software, peripherals, and in-game purchases showing the success the industry has had.

Even before then, 2015 was a year of expected sales reaching about $46.5 billion, with the developers Bungie and their game Destiny debuting that year with record breaking sales of $500 million within the first 24 hours. So why is it that the video game industry is able to develop products, market them, and make such amazing quantities of revenue over the tenure of a game`s lifespan?

We can refer back to 2011 and a game called “Dead Space 2”, where Electronic Arts (EA) promoted the game in a very interesting way in comparison to the predecessor. Their campaign “Your Mom Hates Dead Space 2”, was an impressive form of, marketing with recording the reactions and such of groups of mothers who tried the game out pre-release and experience the gore and horror of the game. Where a month after release, the game’s sales figures were at about two-to-one compared to that of their first Dead Space game. A campaign like this shows exactly how they focused on their target market by promoting a game in a way that is appealing to a certain audience because of negative reactions to the game from a specific, older demographic.

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