Where Video Games Are: In the Living Room Why Electronic Arts and Activision Now Target the Whole Family Beth Becker, Hang Tran & Jade Webster

Years ago video games targeted basement dwellers, 16 year old boys who got their information from magazine reviews. Today video games are discovered by 5 and 6 year old kids or moms who point out new games in the women’s journal magazine. Video-game market spending is growing, as other companies targeting kids marketing is decreasing. History:

Nintendo, the maker of the ultimate family gaming machine: the Wii, use the rating “E” for “Everyone”“E” for “Everyone” In 2008 $41 million was spent on advertising the Wii hardware and games Top 4 Games of 2008 according to NDP: “Wii Play,” “Mario Kart,” “Wii Fit,” and “Super Smash Brothers Brawl”

Originally video games were fixated on males years old Now with the Wii and casual games sites exploding, publishers are designing and developing family friendly games for 7 to 70 year olds.family friendly It would make sense to look into additional marketing and sales channels. Michael Cai- interpret VP research claims:

CEO John Riccitiello states: “ We plan to match quality with strong marketing- particularly with our top 10 titles- operationally we expect to improve the way we go to market with our titles- starting earlier to create buzz and demand.”

Increase ad spending to reach kids: In Kid Programing EA spent (in 2008) 6.3 million in Nickelodeon 1.5 million in Cartoon Network Activision spent (in 2008) 4.4 in Nickelodeon 1.5 in Cartoon Network Game Makers boost spending:

David Cole of DFC Intelligence says… The people who grew up playing video games are becoming parents and have a much better realization of the value games can provide. “A lot more experimentation with marketing going forward, the companies that are innovative with finding cost- effective ways to advertise to consumers could be much more successful then the rest of the pack.” “Marketing, advertising and distributing could become more important than ever.”

Nick Wii Fit Family Challenge commercial: yXo yXo Family playing Wii: SbIE2mA SbIE2mA d=134569