E3: Clever marketing starts early says Warner Bros

E3: Clever marketing starts early says Warner Bros

B&T has teamed up with Sydney-based agency Rinsed to provide exclusive news, analysis and video from the biggest gaming show on earth, E3 2013.  Simon Micarone, founder and MD of Rinsed, is on the ground in LA at the event a reporting back the big stories for B&T, including exciting new opportunities for content marketers, brand managers and media owners.

It was clear after spending time at the Warner Bros stand at E3 that the brand invests a lot in the narrative of game play. I caught up with Nick Wong, marketing manager at Warner Interactive, to ask him that exact question.

He suggested that a strong narrative drives deeper engagement in game play and gets gamers invested not only in the characters but also in the journey.

It’s interesting to think that games follow a similar production path to that of a big budget movie. In fact, in a lot of instances, the budgets and the production timelines are bigger than that of traditional movies.

With long-lead development, companies like Warner are using a variety of tactics to drive awareness and buzz around a title as early as possible. One such example was with its title Injustice, a game based on the fictional universe of DC Comics. Prior to the console title being released, Warner went to market with a variation of the game on IOS.

When asked whether there are opportunities to integrate brands across movies and games, Wong said: “It has to make sense – we wouldn’t want to place a can of soft drink in Batman’s hands. Instead we would partner with a company that could provide the latest technology and gadgetry for Batman to use”.

Opportunities like these don’t happen overnight. Good marketers are proactive, have strong relationships and a good understanding of partner products. This way the best synergy can be found that will compliment and have mutual benefits for both brands.

Simon Micarone is founder and MD of Sydney-based experiential, PR, and social media agency, Rinsed. 

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