A new report has been released on the utility of 'serious games' and in-game marketing in virtual spaces like Second Life; OTOinsights, the research arm of One to One Interactive, takes a look at the success (or lack thereof) of marketing attempts by major firms. They describe the results as 'uneven' and make some suggestions on how companies can better utilize virtual spaces to pitch their product(s):

"Serious games" refers to the use of games and game technologies for non-entertainment purposes. Traditionally, the education, health, and military sectors were the primary actors in this domain, but in the past few years, marketing has arisen as a major sub-domain of this area. Examples range from the selling of advertising inside video games to dozens of small, experimental corporate-sponsored spaces in virtual worlds such as Second Life, to the fully realized first-person shooter America's Army, developed as a recruitment tool for the U.S. Army. The results have been uneven, as most of these early efforts have had an experimental edge. This report releases findings that compare player engagement in some of Second Life's most successful user-generated areas compared with some of the more ambitious corporate-sponsored efforts in Second Life.

From Worlds In Motion:

In its study, the firm noted that overall, the top user-generated sites are more popular than the top corporate sites in Second Life. "Perhaps the explanation for this disparity is that corporate sites offer different content or experiences than user-generated sites, and builders of user-generated sites are more effective at offering the content users want. Or perhaps the corporate sites offer similar content, and the reason is that Second Life users are simply resisting corporate influence as a part of their hipster ethos."

Oh, snap. Starbucks, we don't want your kind here.

Serious Games for Marketing [One to One Interactive via Worlds In Motion]

You couldn’t go into a store and buy Call of Duty 4 without *having* to pick up Super Mario Galaxy. Can’t snag Rock Band without that Burning Crusade box. And - seriously - can you even still be called a gamer if you didn’t play at least one of the offerings from The Orange Box?

The happy shopping sprees and smiling faces at GameStop, more than likely, eventually turned into sour grimaces and furrowed brows at home. Like it or not, the gaming public is an aging public. We’ve got kids, jobs, and responsibilities. Ironically, at a time when more gamers are able to afford these games than ever before, the Western lifestyle precludes the time to play more than a handful.

So I’m willing to bet that, across the country, gamers brought home games they didn’t play. They downloaded titles they never loaded up, purchased handheld games that stayed in the packaging.

Interesting concept, and probably has a lot of truth to it for some of us — my days of blitzing through long games in a couple of marathon sessions are (for the most part) long gone, and it's hard to justify spending more money on games that are going to languish for months until I have the time to devote to them. Zenke doesn't offer a solution, other than to say 'It's OK to slow down.' And really, it is.

The Z-Axis: 'Lust for the New' [GameSetWatch]

“I love video games and actually have versions of Guitar Hero that I play on my bus and at home. To have Target, Activision and Aerosmith on my car for the New Hampshire race is pretty cool,” said Franchitti. “Who doesn’t love Aerosmith’s music? It’s perfect for getting ready for the side-by-side, non-stop action of NASCAR racing.”

In addition to the co-branded race car, Target stores will also be selling a special Wii bundle for GH: Aerosmith that includes 2 wireless controllers and a tour book for $149.99. You might as well just buy the damn game before Activision starts marketing on you. Believe me, it's extremely difficult to breathe in a full vinyl wraparound.

Target and Activision Partner with Chip Ganassi Racing to Feature Guitar Hero: Aerosmith on No. 40 Dodge
Wrapped Car Will Run in New Hampshire NASCAR Race on June 29; Target to Offer Exclusive Guitar Hero: Aerosmith Wii Bundle

CONCORD, N.C.—(BUSINESS WIRE)—Chip Ganassi Racing with Felix Sabates announced today it has partnered with Activision and its long-time sponsor Target® to feature the latest version of the Guitar Hero® series, Guitar Hero®: Aerosmith®, on Dario Franchitti’s No. 40 Dodge in the NASCAR Sprint Cup race at New Hampshire Motor Speedway (NHMS) on June 29.

Guitar Hero: Aerosmith, which will be released June 29, is the latest installment from the Activision franchise that was the top-selling video game in 2007. The game puts players in the shoes of Joe Perry (guitar), Brad Whitford (guitar) and Tom Hamilton (bass), as they rock out alongside front man Steven Tyler and drummer Joey Kramer. Gamers will experience Aerosmith’s GRAMMY® winning career, from their first gig to becoming rock royalty while jamming to the band’s top songs.

With the launch of Guitar Hero: Aerosmith, Target stores will carry an exclusive bundle for Nintendo’s Wii that includes the game, two wireless guitar controllers and a tour book. The ultimate rock experience, whether cooperatively or head-to-head, can be had right out of the box on June 29 for $149.99.

“The marriage of Nintendo Wii and Guitar Hero makes a lot of sense for the Target guest,” said Steve Eastman, Vice President, Target. “The music of Aerosmith bridges generations, just as the Wii has done. Everyone in the family can share that experience with this bundle.”

Franchitti will be making his debut in the Sprint Cup Series at New Hampshire in the fading yellow to red Target/Guitar Hero: Aerosmith Dodge. The 2007 IndyCar champion has eight starts this season in his rookie campaign in the Cup Series and currently sits 39th in the 2008 point standings.

“We’re very excited to have Guitar Hero bring together two great American traditions, rock ‘n’ roll Aerosmith style, and NASCAR racing,” said Dusty Welch, head of publishing Activision/RedOctane. “Fans at the event will get a double treat, watching their favorite drivers race and competing for a chance to face off against one of them on Guitar Hero: Aerosmith.”

The Guitar Hero consumer bus will be parked in the display area behind the main grandstands at NHMS all weekend for fans to take a sneak peak at the game and try their hands as a guitarist from Aerosmith. Franchitti and Target driver Reed Sorenson will make an appearance at the bus on Sunday to showcase their talents on the guitar before strapping into their Dodges for the 301-lap race.

“I love video games and actually have versions of Guitar Hero that I play on my bus and at home. To have Target, Activision and Aerosmith on my car for the New Hampshire race is pretty cool,” said Franchitti. “Who doesn’t love Aerosmith’s music? It’s perfect for getting ready for the side-by-side, non-stop action of NASCAR racing.”

Librarian Lauren says she does resemble Wii Fit Girl Lauren, enough that an employer who Googles her might have second thoughts about her temperament for a serious job. "If someone has my business card, and doesn't know what I look like, and they Google me, it looks like it's me, and that's my whole career down the tubes," she said.

She says she contacted Web sites writing about the Wii Fit Girl craze and asked them to remove her name, which is kind of problematic as "Lauren Bernat" is in fact the name of the 25-year-old marketer whose ass starred in the original video. So there's little that Librarian Lauren can do. Except, of course, challenge Marketer Lauren to a Wii Fit Off. And I'm sure that's all part of the plan here, too.

For the record, GTA: DUI hammered Wii Fit Girl for top viral video on G4's "Around the Net" on May 28. And even though I appeared shirtless in it, so far no one named Owen Good has been subjected to any online harassment. Including me.

Dammit.

"I'm NOT the Wii Fit Girl" [Crave]

At a Euro press event earlier this week a Nintendo PR person, flustered by a question about storage space on the Wii, starting talking about "how “geeks and otaku” were the only people who would want this issue addressed."

If true, Jaffe says, it's a sign of either Nintendo's unbridled arrogance or the cluelessness of a single PR person.

YOU SHIT ON MY HOUSE!!! YOU SHIT ON MY HOUSE!!! [David Jaffe]

The Daily Mail reports that the this video, entitled "Why every guy should buy their girlfriend Wii Fit", has been watched more than 2 million times. They also say that despite the fact that the couple who star in it are both in marketing, it's not a viral ad.

Gaming company Nintendo has also denied it is behind the video.

A Nintendo spokesman said: "This has and is absolutely 100 per cent nothing to do with Nintendo.

"Nintendo did not create it and were not aware of it until it was brought it to our attention."

Lauren Bernat, 25, claims she was secretly filmed by her boyfriend, Giovanny Gutierrez, 30, and that she was initially angry when she found out he had posted it. Now, the article claims, she's enjoying her 15 minutes of internet fame.... rather her ass's 15 minutes of internet fame.

Personally, I don't completely buy it. Take this quote from the boyfriend for instance:

"If she had known she was being filmed she would have changed her outfit to something cuter - perhaps let her hair down, taken her glasses off, etc."

Right, because ponytails and secretary glasses are total turnoffs.

Girl in Wii fit YouTube clip gets TWO MILLION admirers [Daily Mail]

Emily Short has a thought provoking post over on her blog regarding interactive fiction for the "hard-casual" crowd. Can the modern crop of interactive fiction appeal to that segment of the market that isn't the traditional IF crowd, nor the "match three" type of casual player, nor the hardcore audience? Sounds sort of like a contradiction of terms, since IF is pretty niche to begin with, but she lays out her reasoning really well. On why the hard casual market:

In the original context, this referred to the idea of a game made to AAA production values, but paced for a busier lifestyle. In practice, what I’m seeing is something less dramatic: increased attention to ambitious indie games that are promoted on some casual game review sites but that go beyond the average/obvious.

This is a gaming audience ideal for IF to target. (This is not to say that IF shouldn’t also target readers, students, and other niches that we’ve sometimes identified. But in the gaming landscape, I think there’s more of an identifiable market than there has been for a long time.)

Yes? No? Maybe? There's a lot of creative IF floating around right now, and I think if it wound up at the right places (like JayIsGames as she mentioned), it could open up a whole new audience. The question is - do the creators want that bigger audience?

IF for the hard-casual gamer? [Emily Short]

“NBA 2K is where it’s AT! End of story,” said Garnett, who is currently playing in the NBA Finals against the Los Angeles Lakers. “It’s the game I play, the game my friends play, and the game anyone in the league serious about videogames plays. NBA 2K is the real deal, and until 2K Sports find a way to plant an elbow in your chest, it’s the closest thing to actually being there on the court. I can’t tell you how pumped I am to be on the cover of NBA 2K9 – it’s a real honor. Now watch out! Because this fall 2K Sports and I are going to deliver the best basketball video game out there, period.“

OKAY! I get it. If I play any basketball game besides NBA 2K9 I am a total pussy.

Man, he's got some powerful advertising mojo right there. That's some old-school sports game hype. Hit the jump for the full press release, which Garnett completely carries...much like the Celtics.

2K Sports Announces Superstar Kevin Garnett of the Boston Celtics as Cover Athlete for NBA® 2K9

The most popular and top-rated basketball game seven years in a row* gets even better this year

New York, NY – June 6, 2008 – 2K Sports, the sports publishing label of Take-Two Interactive Software, Inc. (NASDAQ: TTWO), today announced that 11-time NBA All-Star and 2008 Defensive Player of the Year Kevin Garnett of the Boston Celtics will be featured as the cover athlete and spokesman for this year’s most highly anticipated basketball video game, NBA 2K9. After leading the Boston Celtics to the greatest single-season turnaround in NBA franchise history, Garnett will lend his unmatched passion and on-court intensity to provide dedicated fans with the most fun and riveting basketball simulation experience available.

“NBA 2K is where it’s AT! End of story,” said Garnett, who is currently playing in the NBA Finals against the Los Angeles Lakers. “It’s the game I play, the game my friends play, and the game anyone in the league serious about videogames plays. NBA 2K is the real deal, and until 2K Sports find a way to plant an elbow in your chest, it’s the closest thing to actually being there on the court. I can’t tell you how pumped I am to be on the cover of NBA 2K9 – it’s a real honor. Now watch out! Because this fall 2K Sports and I are going to deliver the best basketball video game out there, period.“

Garnett was drafted out of high school in 1995 from Farragut Academy (IL) and has redefined the forward position as one of the most talented and versatile players in NBA history. Known to fans by nicknames such as “The Kid”, “The Big Ticket”, or “KG”, Garnett is the only player in NBA history to average at least 20 points, ten rebounds, and five assists per game for six consecutive seasons. He has also been voted MVP (2003-04); named to 11 All-Star teams, nine All-NBA Teams and nine NBA All-Defensive Teams; and, this past season, named NBA Defensive Player of the Year.

“Kevin Garnett is one of the most popular and skilled players in the NBA today, and he represents everything we love about basketball. He’s a charismatic leader who is truly passionate about the game, and plays his heart out every time he steps on the court,” said Christoph Hartmann, president of 2K. “With KG’s ongoing support and invaluable input during the development process of NBA 2K9, dedicated 2K Sports fans will be treated to a host of exciting new gameplay features and upgrades this year for an even deeper and more realistic basketball experience than ever before.”

Developed by 2K Sports’ Visual Concepts studio, NBA 2K9 is not yet rated by the ESRB and will be available this fall for Xbox 360® video game and entertainment system from Microsoft, PLAYSTATION®3 computer entertainment system, and PlayStation®2 computer entertainment system. For more information, please visit www.2ksports.com.

As seem in the video walkthrough we posted earlier this month, the Nintendo Channel is a place to download videos, get recommendations, and check out upcoming products from Nintendo and friends. Basically a very convenient way for you to be marketed at without having to get off the couch and type in a web address.

The Nintendo channel also includes the DS download service, though you have to agree to send your console usage data to Nintendo in exchange. No big deal though. It'll just make the marketing a bit more focused, that's all.

Wii's Nintendo Channel set to launch [GamesIndustry.biz]

And it's quite possible that this is viral marketing for the upcoming title (out in June), if not the movie (this week). They roll this sucker in San Francisco, and LucasArts is around the block in the Presidio. Five million Legos is not something you buy or assemble that quick — if it is a solid 5 mil Legos. I don't really see them flaking off as it tumbles, so it may be a bunch of big pieces- parts made by Lego and assembled by this team. Also, it's S.F. in the middle of the day, no moving cars in the shot, very few parked, so they probably got a filming permit. And the big flatbed truck too ... good bet this is marketing.

But it's clever, and I admire any creative impulse that gets you to roll a Lego boulder down a big hill into a parked van. Plus it has a guy dressed as Sallah, and fezzes are awesome. But if this was Boston, they'd all be arrested for terrorism.

LEGO Boulder [YouTube, thanks cashius22]

The full ad, hosted at the link below (alternately viewable in big, uncensored size right here) is definitely not safe for work unless your employer is cool with you checking out expertly groomed pubic hair and Photoshopped schlongs. You've been warned!

Sony PlayStation 3: Thumb [Ads of the World via Gawker]

Argh! Not accurate enough, for our tastes! Fortunately, we'll be able to more obsessively split hairs on the matter later this week, when NPD data is revealed, but for now we have some expertly sculpted spin to enjoy!

First up, the clear winner, Microsoft's Aaron Greenberg. He says, in part, "These sales results add GTA IV to a long list of franchises that have switched over from Playstation to find a new home on Xbox 360 similar to what happened last year with titles like Madden and Guitar Hero." Greenberg, who seems pleased, tells Level Up that it's a trend he expects to continue.

Peter Dille, senior VP of marketing at Sony Computer Entertainment, responds in kind. "If I had an installed base advantage of 3-1," he says "I wouldn't be crowing too much about a 60-40 sales advantage." Touche! Dille says that 60-40 split isn't such a big deal. Actually, it's a testament to PlayStation brand loyalty, Peter says, in a roundabout way! Regardless of the hard numbers, Dille manages to seem pleased too.

Mr. Croal breaks it down further, with some pre-April console install base numbers, for those interested. We expect better sales insight due Thursday, at which point there will be much slap fighting done across message boards and commenting threads. Don't miss it!

Scoop: GameStop Reveals That When It Comes to Grand Theft Auto IV, Xbox 360 Has a 2-1 Advantage Over Playstation 3 In First Week Sales [Level Up]

"Since gamers are one of our most supportive groups, we have been looking for ways to return the favor," said Gary Osifchin, Stride North American Marketing Director. "And what better way is there to get gamers' backs than by helping them rescue their cherished videogames from the clutches of Uwe Boll?"

The Makers of Stride, The Ridiculously Long Lasting Gum(R), Offer A Total of One Million Packs of Gum to Signers of the Anti-Uwe Boll Petition*

PARSIPPANY, N.J., May 7 /PRNewswire/ — In an effort to protect the childhood dreams of millions of video gamers everywhere, the makers of Stride gum announced today that they are launching a special campaign supporting the efforts of StopUweBoll.org in their attempt to convince famed film director Uwe Boll to stop making video game-based films.

For years, Boll has piqued the ire of the gaming community by adapting many of their favorite games into universally panned films (http://www.rottentomatoes.com/celebrity/uwe_boll/). On April 4, 2008, Boll remarked to legendary horror site FearNet that he'd consider acquiescing to his critics and abandoning making films in this genre if an online petition reached one million signatures. As of press time, the petition is just about 234,000 names, which is why Stride has decided to jump in.

"Since gamers are one of our most supportive groups, we have been looking for ways to return the favor," said Gary Osifchin, Stride North American Marketing Director. "And what better way is there to get gamers' backs than by helping them rescue their cherished videogames from the clutches of Uwe Boll?"

In an effort to help boost signings, the makers of Stride have put out a special bounty. If the petition reaches the required 1 million signatures by May 14 at 5pm EDT, each signer will receive a digital coupon* for a pack of gum, downloadable on May 23, 2008, a day that could really use some long-lasting refreshment, particularly as it will see the debut of his latest videogame-based film.

"Look, it's nothing personal against the guy. Maybe his non videogame-based films are unbelievable! But we have seen such intense passion for this cause that we couldn't help but get involved," said Osifchin. "Let the signing continue."

* Stride will provide a downloadable coupon (good for one pack of gum) to each petition signer that will be downloadable on May 23, 2008, if the target of one million signatures is reached between May 7 and 14, 2008. Additional details will be forthcoming.

[CEO Shi Yuzhu] chose the second- and third-tier cities as the battlefield. "Most gaming firms focus on major cities, but in fact second- and third-tier cities are a gold mine," he says. "If you want to post posters in the Internet cafes in big cities, you will be charged (by the owners). But in smaller cities, it can be free and you receive a warm welcome from the owners."

In large cities consumers tend to play more games at home, while Internet cafes are the preferred sites for most in smaller cities and rural areas.

Shi now has a 2,500-strong marketing team, which regularly checks whether ZT Online's posters are posted on the walls of the Internet cafes across the country and sell prepaid cards to players to enable them to gain points required to play games. That is quite different from other companies' practices of promoting games mainly in cyberspace.

And how is Giant Interactive trying to attract more women to their stable of games?

He is also hiring a number of attractive female players to play in Internet cafes. "We are giving them virtual golden coins worth 6,000 yuan per year, which are equal to 500 yuan in the real world, to encourage them to play and stay in the games," he says.

His ultimate goal is to make the game more fun and lure more male players, especially first time gamers.

"In fact in China's cyberspace many male players are very willing to pay the bills for their female counterparts", he says.

It's an interesting look at a very interesting company. Time will tell if Giant can keep this momentum going.

Breaking the rules [China Daily via PlayNoEvil]

Reuters reports that this weekend the fitness-meets-game Wii title will dominate the Walmart.com homepage and include a link to pre-order the game in time for it's May 19 launch. People who pre-order by May 11 will get a $10 online gift card for use on the site down the line.

"Initial response is extremely strong, and we're feeling really good about Nintendo Wii Fit dominating the home page," said Kelly Thompson, Walmart.com's chief merchant, of early shopper demand for the game. "... We really like the angle of marketing it to Mom."

Nintendo of America marketing maven Cammie Dunaway goes on to say that the upcoming game will be marketed not just to women, but to men as well.

Walmart.com using Wii Fit to boost Mom's Day sales [Reuters]

Oh we're just teasing, AP. We realize there's a difference between marketing to gamers who identify with things like Mountain Dew and Burger King cross promotion and those who have the hots for GTA. We just think it's amusing that Rockstar's marketing, a slow drip of hype served via carefully edited and timed trailers, as well as "viral" tricks like "Wanted" posters could ever be considered "keeping quiet"—because the silence is deafening.

'Grand Theft Auto' Promo Campaign Kept Quiet [FOX News]

We just hope no one is confused by the product imagery, mistaking the Wii Fit balance board for a prosthetic limb attachment on which you're supposed to balance your disembodied leg. Marketing isn't easy, folks!

Nintendo Hopes Its 'Wii Fit' Works Out [Wall Street Journal]

The Atari opportunity is the best opportunity that exists in the industry today to redefine, re-focus and re-energize an incredible brand, an incredible group of people towards that networked future. Um, and to do it in a fun way.

This is Vikki Blows who knows exactly where to hold her arms when appearing in tasteful publicity materials. Along with her compatriot, Sam Cooke, she will be on hand to help complete a giant interactive crossword, pose for photos, and sign autographs at the event.
And this is, of course, Sam Cooke, who still technically has a verb as her last name, but it could also be a noun, so that's okay.

Now mind you, being a Page 3 Girl for The Sun is an honor in London, right up there with the American honor of winding up on Jerry Springer. I just worry that in all of this hubbub, someone is going to miss out on one damn fine Nintendo DS crossword puzzle action. Hell, a good percentage of you forgot there was a game involved until I mentioned it just then. I mean, I'd be lying if I said I didn't see the appeal of beautiful, half-naked women, but I generally associate them with marketing sports cars, or alcohol, or magazines with even more of them inside.

Still, one hell of a fun way to re-energize your brand.

Meet Your Favourite Page 3 Models With The Sun Crossword Challenge!!

Attention London commuters! Atari are proud to announce that they will be showcasing the upcoming Nintendo DS puzzler The Sun Crossword Challenge from 8am on 18th April at Victoria Station.

Join in the fun with Page 3 stunners Vikki Blows and Sam Cooke and help complete Atari's giant interactive crossword. The Sun Crossword Challenge will also be playable at the event and will be on sale the same day.

Atari and The Sun will be there from 8am so make sure you drop by, get involved and have your photo taken with Sam and Vikki - perfect for making your workmates envious when you get back to the office!

The Sun Crossword Challenge operates like a traditional crossword puzzle but with a twist. Like the daily crossword in The Sun newspaper, each puzzle will have two sets of clues - coffee time with quick clues and cryptic with longer, more brain teasing clues. The game has more than 1000 crossword challenges to test the player's mind.

Using the intuitive game play of the Nintendo DS stylus, the player writes their answers straight onto crossword through handwriting character recognition. If the player gets really stuck, help is at hand with optional hints!

The Sun Crossword Challenge will be released on 18th April.

"The marketing statement was really based around Master Chief. We did some research, and found out that people thought of Master Chief the same way they think of Robocop and the Terminator, a killing machine... we had to humanize him to reach a broader audience."

Analysis: Microsoft On The Secrets Of Marketing Halo 3 [Gamasutra]

I can't friggin wait to lay about in my house wearing nothing more than a pair of LittleBigPlanet whitey-tighties under my silk God of War smoking jacket while I sip cognac and pass judgment on the gaming world.

IV Gear already has their list of games up, but no product pics yet.

So excited. List of companies and silly quotes on the jump.

SONY COMPUTER ENTERTAINMENT AMERICA LAUNCHES NEW LICENSED APPAREL PROGRAM
Companies Work Together to Showcase Top PlayStation® franchise titles

Sony Computer Entertainment America Inc. (SCEA) today announces four new industry leaders in apparel and accessory licenses for the PlayStation® brand and various game franchises, including God of War®, Ratchet & Clank®, Resistance Fall of Man®, Heavenly Sword™ and Little Big Planet™. IV Gear Inc. will develop an extensive line of t-shirts, headwear and other apparel for the specialty and mid-tier market. Fortune Fashions will also focus on the mid-tier market as well as mass retail channels for t-shirts and hoodies. Bioworld will produce headwear, bags and accessories. MJC will round out the program with boys and young men's boxers and loungewear.

"PlayStation is an extremely strong and well-known brand" said Shelly Gayner, Director of Licensing, SCEA. "We feel that this is a great opportunity for us to satiate our core fans and extend and capitalize on PlayStation name recognition by creating a new line of apparel in connection with the PlayStation brands and our top franchise titles."

John Leonhardt, President of Dimensional Branding Group, who is leading the DBG PlayStation licensing team, adds, "With the addition of this diverse roster of creative and passionate apparel partners this marks the initiation of PlayStation as one of the most innovative and cutting edge licensing programs."

It seems to me that hardcore gamers are well aware of the futility of the games that they play. But they want the game's design to continuously distract them from this fact. It is the purest form of escapism: a game that absorbs you completely and doesn't allow your brain any time to reflect on what you're doing. Eurogamer literally complains about the fact that the designers of Endless Ocean are too gentle in this respect.

But what if you like being treated gently? What if you don't hate your life and you don't want to be knocked unconscious by your entertainment? What if you just want to relax in front of the television set, doing not much of anything, spending some time with your family, experiencing a story or looking at pretty moving pictures?

Does a game review prevent someone from enjoying a game? Does the fact that the New York Times film critics routinely pan huge summer blockbusters stop hordes of the movie going public from enjoying them? If you want to sit around with your family watching pretty pictures flit across the screen, there was this amazing technology of moving pictures invented in the 19th century. If you want to gently shake your Wiimote around while watching movie pictures, play Endless Ocean and ignore what Eurogamer has to say. I, too, enjoy a relaxing gaming experience - Harvest Moon is one of my beloved games for just chilling out - but to whine about the review structure for being focused on things like game play and design mechanics seems a little silly.

Clearly not all games are going to appeal to all people, and not all forms of the gaming press is going to be appropriate for everyone's needs; but there are plenty of sites catering to the more casual market, and even reviews of other types of media in more generalist publications tends to be more 'hardcore' than what the average audience member is after (how many panned-by-the-critics movies have gone on to be giant blockbusters? The answer: a lot).

Hardcore reviews of softcore games [Tale of Tales]

They were a boring part of our lives we were forced to accept as a boring part of our technological infrastructure, only a few pixels away from concrete or plumbing. Then, of all things, Microsoft turned its hat backwards and tried to sit at the cool table. They released the Xbox.

And they lost $4 billion.

But all was not a wash. While some would say Xbox (original) lost money, others realized that Microsoft really just invested the funds. And from this investment, they'd gained a non-Winblows identity in the marketplace, along with a powerful icon that was nearly as synonymous to the Xbox console as Mario was to Nintendo or Sonic to Sega: Master Chief.

Fast forward to 2007. The Xbox 360 is beating the golden boy PlayStation 3. And Halo 3 is the top selling game—on any platform—all year in the US.

So how did Microsoft, after failure on original Xbox, take Halo 3 and their Xbox 360 to levels beyond any game launch before it? We talked to Microsoft's hired hands, the Xbox marketing gurus at global marketing firm Wunderman to explain how it happened. Chris Loll with the firm's UK branch did his best to politely answer our questions without upsetting Microsoft or getting fired. We hope.

  •     •     •     •     •     •     •     •     •     •     •     •     •     •     •     •     •    

Do you remember the ads? They included Halo 3 wallpapers, mobile websites, sweepstakes, scavenger hunts, countdown clocks, and specialized RSS feeds. And this stuff occurred before Game Fuel was a twinkle in fanboy eyes.

This first phase of Halo 3 marketing was for the hardcore fans, the people who had been "anticipating Halo 3 since they finished Halo 2," Loll explains. What Wunderman attempted was to bridge this playtime gap between sequels, feeding fans as much content as they could through a smaller scale viral approach. And during this phase, Wunderman worked closely with Bungie to make sure that they had the right media assets to offer fans.

"All of these things were part of a plan to make sure that we were giving the customer what they were looking for without actually giving them the game experience," explains Loll.

Then came the second (and final) stage of advertising. For this, we jump ahead to early September 2007, just a few weeks before launch.

"Halo 3 was about finish the fight. So for a lot of people, if they hadn't started the fight, that might not have resonated as much."

And it was this group—one that didn't necessarily know the fight even existed—that Wunderman needed to excite if Halo 3 were to become "an entertainment phenomenon," as it was so often described to me. So Wunderman leveraged strategic partners, companies that could team with Microsoft and share the Halo branding for mutual benefit.

"I think that it is subtle, we're not trying to tell the history of the conversation on the back of a Burger King cup, but we are trying to generate that level of awareness and build a curiosity of this phenomenon that is happening around them..."

This was the mass-market strategy that we've all seen and often joked about, formerly reserved for the likes of the film industry. It included television ads, Burger King containers, NASCAR sponsorship and even a custom line of Mt. Dew.

So I had to ask, how did Mt. Dew Game Fuel come about? It was pretty simple, really. Wunderman and Microsoft pitched Pepsi (the soft drink company is already friends with Wunderman). Pepsi pitched them Game Fuel. And the rest was history. But didn't anyone else want in on the Halo fun?

"There were some [products] that will obviously go unmentioned but were not the right fit and wouldn't have been right for our target."

We can only imagine Master Chief on a carton of Tampax. And then we wonder what the hardcore fans would think of such a thing.

"With the core audience, a lot of the marketing blitz...wasn't targeted at those guys. It makes them feel more part of the broader community, but it was really focused on a much larger audience that hasn't been engaged to the level that they have since the original."

Because these two audiences have different understandings of Halo 3 and the Xbox 360 brands, Wunderman must also present that Halo/Xbox relationship differently.

"We're looking to align the appropriate balance of Xbox and Halo based upon who we're actually talking to...It was definitely a strategic consideration as we were developing all of the marketing materials for the Halo 3 campaign - as sort of the balance and the weighting of the brand's imagery and the connection between the Halo 3 identity, Master Chief and the Xbox brand," Loll explains.

"For people who are less familiar with the Halo brand, the Xbox brand may in turn be a more important part of that communication...for someone who has been immersed...making the association between the two is less relevant because they've grown up with it or sort of evolved with it."

  •     •     •     •     •     •     •     •     •     •     •     •     •     •     •     •     •    

And there's silence. "Hmmm," Loll eventually responds.

"When a franchise like Halo 3 doesn't have a clear visual for the next 'Halo 4 edition'...we're looking to see how we can make sure they're getting the most out of Halo 3...there's a lot of facets to the game that makes almost never ending for the different customers."

Or so they hope.

"So obviously Halo Wars is an important part of the broader franchise and we'll start spending more time to thinking about the right connection and the way that they do work together, but at this point I don't think I've got that silver bullet answer for you."

The GTA IV poster also features an e-mail address and web site for the Liberty City Police Department. While the site isn't currently up, the e-mail auto responder is. The response is after the jump.

Keepin' it classy, as expected, Rockstar.

Thanks for the photo, Chris!

Please, no Wii Date Rape jokes in the comments. It's beneath you.

Ghost Squad: neue Printanzeige [WiiGamer via UK:R]

What future slimlining of our current-generation consoles will signify, only time will tell. But paying attention to the changing shape of a game system provides consumers with a wealth of body language and an inside glance at the intentions and deliberations of the big companies. Slimlining is corporate psychology laid out on the consumer couch, cryptically conveying a truth the company fears to speak out loud. So keep an eye peeled for warning signs before parting with your hard-earned cash.

It's a quick read, a trip down memory lane, and worth a look.

Slimlining [the Escapist]

According to a press release we were handed, Nintendo VP George Harrison said "Donkey Kong has always been a force to be reckoned with. The new Donkey Kong truck lets us show off his rowdy behavior to his fans, whether they have been playing his games for decades or just discovered them." Somehow, I just can't picture him saying this. It seems forced.

Monster Jam Online

To wit, the NBA Live 08 Gil II Zero, Gilbert Arenas' signature shoe in an EA Sports-appropriate colorway. That the cover star of this years hoops effort already has his own shoe design is simply serendipity. Looks like only one retailer is offering them, for around $130 US, so unless you consider these "straight fire", move along.

Adidas Team Signature Arenas EA Sports [ via HypeBeast]

The stats that help advertisers make their decisions—and scale pay rates—will be handled by the Nielsen Games group, well known for their ratings tracking services. Ominously, Nielsen was quoted as saying, "Currently we can tell you who is playing their PlayStation 3 and other consoles, when they're playing them and what they're playing. We can't get inside the game, at least not yet." Time to check that PlayStation Network user agreement more closely...

PlayStation's Game Plan: Scale Ad Rates for Videos [AdWeek via Game|Life]

An animated version of a 7-Eleven store and an employee will appear in the popular MapleStory MMOG. This type of integration is cutting-edge, according to Nexon. It brings relevant content to consumers and provides 7-Eleven with a new way to use virtual worlds to expand its marketing.

7-Eleven® Brings Nexon America Game Cards To Teen, 'Tween Customers

Real Card Buys Kids Virtual Shopping Experience

DALLAS — November 29, 2007 - While most big news in the videogame industry revolves around the midnight launch of a hot, new game or the latest, greatest console to hit store shelves, 7-Eleven, Inc. is promoting a new videogame initiative that is less about hardware and software than it is about going on a virtual shopping spree.

One of the biggest global gaming phenomenons is the "Massively Multiplayer Online Game" (MMOG), a computer game that is capable of supporting hundreds or thousands of players simultaneously. The games are played on the Internet and feature at least one virtual world. MMOGs can enable players to cooperate and compete with each other, as well as interact meaningfully with people around the world. While many of these games are free to play, gamers can spend money to create the coolest avatar, a graphic or visual online identity.

7-Eleven® stores and their 24-hour operation make it more convenient for the millions of MMOG fans to personalize their play with certain online games by offering the Nexon Game Card at its U.S. stores.

7-Eleven has an agreement with Nexon America Inc., the U.S. division of Asia's leading online games company, Nexon Group, to be the first convenience retailer in the United States to sell these cards. Gamers can use the prepaid cards to redeem virtual in-game items and accessories within the MapleStory, Audition and upcoming KartRider games produced by Nexon. The prepaid game cards available in 7-Eleven stores are sold in $10 and $25 denominations.

"We have a great assortment of prepaid cards and now we have one especially for 'tweens and teens who are the biggest fans of these online games," said Brad Haga, 7-Eleven senior product director for business development and services. "They're perfect for young people on a budget and should appeal to the Slurpee®-beverage crowd."

7-Eleven and Nexon worked with InComm, a technology firm that develops, markets and distributes stored-value gift and prepaid products, to add the Nexon gift cards to 7-Eleven's extensive services category. An animated version of a 7-Eleven store and an employee will appear in the popular MapleStory MMOG. This type of integration is cutting-edge, according to Nexon. It brings relevant content to consumers and provides 7-Eleven with a new way to use virtual worlds to expand its marketing.

"Offering these exclusive game cards is an important first for a convenience chain and massively multiplayer online (MMO) publisher," said John H. Chi, president and CEO of Nexon America Inc. "By partnering with 7-Eleven, we're able to reach a much broader audience than ever before. Many of Nexon's customers are teenagers without access to credit cards. Now they will have a more convenient option to getting the cards."

The Nexon Game Card can be used within any of Nexon's games, which are free to download at http://www.nexon.net. Players use an innovative cash shop system (called microtransactions), that provides the option to individualize Audition and MapleStory characters and create unique identities. These features are purely optional, and players can try out items in virtual dressing rooms before making a purchase. Items range from hip haircuts and stylish clothes in Audition to vibrant, colorful outfits and fire-breathing pets in MapleStory.

"7-Eleven is eager to offer more products and services for tweens and teens who have fun personalizing elements of these online games and interacting with other players around the world," said Haga. "The Nexoncards are a perfect fit for our prepaid product selection."

As the pioneer of the microtransaction, or Item-Selling business model, Nexon has sold millions of virtual items worldwide through MapleStory and other hit titles like KartRider and BnB: Crazy Arcade. In February 2007, Nexon America reported that North American players spent $1.6 million on 600,000 virtual products within MapleStory alone.

Domino's Pizza Delivers Twelve Days of Xbox Prizes

ANN ARBOR, Mich., Nov. 29 /PRNewswire-FirstCall/ — Domino's Pizza (NYSE:DPZ) and Xbox(R) are teaming up this holiday season to deliver the "XII Days of Xbox." Every day, beginning Dec. 1 through Dec. 12, customers who place their order online at www.dominos.com will instantly receive Xbox prizes, and some entrants will win Xbox 360(R) consoles.

Every order placed online during the "XII Days of Xbox" will receive a gift with purchase -a 48-hour trial of Xbox LIVE(R) Gold, Xbox's premier online multiplayer gaming and entertainment service that lets players connect their gaming consoles to the Internet and play games online. Best of all, every day during the "XII Days of Xbox," 10 lucky customers will win an Xbox 360 gaming console and a Project Gotham Racing(R) 4 video game.

"We're giving our customers some of the hottest gifts this season along with a hot, delicious meal when they place their order online," said Ken Calwell, Domino's Pizza chief marketing officer. "We're delivering the convenience of online ordering and pairing it with the excitement of instantly getting great prizes from Xbox."

Customers can order online Dec. 1 through Dec. 12 for more chances to play. Once an order is placed, a pop-up window will appear to confirm the order and announce instantly what prize will be received and if the customer has won the Xbox 360 console and Project Gotham Racing 4 video game. Prizes will be shipped within two days of winning to arrive in time for the holidays. Customers can visit www.dominos.com for automatic entry into the "XII Days of Xbox and for the official "XII Days of Xbox" contest rules. No purchase necessary to enter or win. Void where prohibited. Must be at least 13 years of age to enter. Contest ends Dec. 12, 2007.

"We regret that these images slipped through the proper EA approval process," said a spokesperson for the publisher, speaking to GamesIndustry.biz. "They were not appropriate for our brand. The original site has been taken down this morning."

EA regrets Need for Speed porn promotion [GamesIndustry.biz]

It should go without saying that this is 100% not safe for work. Observe scientifically only when off the clock, as some folks just aren't ready for something this progressive.

Need For Speed ProStreet (NSFW) [Page 3 via Polygamia]

Stewart's certainly got the nerd cred to pitch video games, that's for sure. His roles in Dune, Star Trek: The Next Generation and X-Men have earned him legions of fans who also like staring at screens indoors. We can only hope he's been tapped to pitch the just-announced Sight Training: Enjoy Exercising and Relaxing Your Eyes. An hilarious send up in which he's tortured for days and asked how many lights he sees behind his Cardassian tormentor practically writes itself.

Nintendo UK: We are inclusive, not exclusive [Gamespot]

The folks at IGA mention predictions of a 33% increase in the number of in-game ads over the next year. I found it notable that in a recent review of Guitar Hero III at Gamespot, one of the "cons" listed was a "heavy dose" of ads.

A press release loaded with dull business talk guaranteed to put you to sleep is after this. Skip to the comments, you'll be much happier.

IGA Worldwide and NBC Universal Enter Strategic Relationship

Tuesday 30th October/...IGA Worldwide, Inc., the largest independent in-game advertising network, and NBC Universal Digital Media today announced they have entered into a multi-faceted agreement. Through this new relationship, the NBC Universal Digital Media Advertising Sales team will now have the opportunity to sell a portion of IGA's premium in-game advertising inventory, as well as create customized packages for marketing clients on the IGA network.

"We couldn't be more proud to partner with NBC Universal Digital Media, the leading advertising sales force in the industry, to offer strategic, innovative placements for both their current and future clients, said Justin Townsend, CEO, IGA Worldwide. "The partnership is validation that in-game advertising is an important part of the media mix for advertisers of all sizes as well as the publishers in our network."

"We are focused on creating multi-platform solutions for our marketing clients, ensuring they achieve their campaign goals and connect with engaged consumers wherever they are spending their time," said Nick Johnson, Vice President, NBC Universal Digital Media Advertising Sales. "The virtual world and gaming space is one of the fastest growing mediums around. Working with IGA, the global independent leader in in-game advertising solutions, we will now, in addition to TV, web and Mobile, be able to offer marketers a whole new opportunity to reach a highly engaged and ever-growing audience."

With in-game advertising spending expected to grow 33% a year over the next five years and faster than online advertising , IGA Worldwide is at the forefront of this new strategic advertising medium, offering a unique 360 degree advertising solution that helps brands to understand and exploit the rich and diverse opportunities available now and in the future. Through its proprietary ad serving network Radial™, IGA enables advertisers to target millions of engaged consumers across a wide range of platforms and genres while they play.

In July, GE/NBC Universal's Peacock Equity Fund participated in IGA's $25 million Series B investment round, for which JMP Securities was the consulting investment bank.

In July 2007, China Youth Travel Service Co., Ltd and Sohu jointly released a travel package based on the plots of a popular internet game: the Semi-Gods and the Semi-devils (天龙八部，Tianlong Babu). The game was adapted from a well-known martial arts novel by a Hong Kong novelist Jin Yong. In 2002 Taiwan-based Soft-world turned it into a RPG internet game and received enormous success on mainland China. The new travel package covered plot-related legendary places such as Hainan Island, Sichuan, Nanshao etc. and included real-world games similar to the internet games. The "Tianlong" fans, most of whom are in their twenties can also get VIP cards to play with the internet games after they go back home.

I wonder if this is the sort of thing that will ever make the jump outside of Asia. And what form would it take? And would Western gamers pony up for the chance to travel around with a horde of fellow gamers, taking in the sites.

Trend: Chinese Virtual Games Go Real [CScout]

The latest issue of Brandweek names Nintendo's Reggie Fils-Aime the Grand Marketer of the Year, saying that the man behind Nintendo of America preached the gospel of gaming and converted moms and the elderly into Wii addicts.

The spread inside the magazine lays out in more detail why Fils-Aime got the top pick, but mostly it's all the stuff we already know: He's flamboyant, loves to smack talk and is riding the success of what Brandweek calls bottled lightning. The piece also includes quotes from both Kotaku and Joystiq as well as some Chuck Norris-esque quotes about the marketeer.

Now, what about that whole logistics problem Nintendo is having with getting their consoles onto shelves, when is that going to be solved?

Interpersonal deception is traditionally discussed in the context of a physical world, where there exist moral standards that have been developed over a long time to constrain individuals' behavior. For example, everyone is expected to tell the truth. In a virtual world, such a standard may not exist — or the routine of practice could be different.

For example, in some online games, it is acceptable for a player to win or to gain advantages by deception, which does not violate our moral standards. Second Life is similar to traditional 3D multi-player role-playing games in many ways, but they also differ in two important aspects. First, Second Life allows residents to create their own social world collectively. Second, it encourages residents to trade their creations and skills for real-world money.

It's something I hadn't really considered before: how do you get a handle on your target audience when you're dealing with fantasy environments?

Who Do You Trust? [Behavioral Insider via Worlds In Motion]