E3 Games Show: Why Marketers Need To Get Emotional ABout Gaming

E3 Games Show: Why Marketers Need To Get Emotional ABout Gaming
SHARE
THIS



B&T has teamed up with Sydney-based agency Rinsed to provide exclusive news, analysis and innovation from the biggest gaming show on earth, E3 2013

Simon Micarone founder and managing director of Rinsed, is on the ground in LA at the event and will be reporting back the big stories for B&T this week, including exciting new opportunities for content marketers, brand managers and media owners.

After a day of keynotes the world knows what is in stall over the next 12 months for the video game world. There really wasn’t a killer blow or that knockout punch but there were certainly a few interesting themes common amongst the keynotes.

Now more than ever before developers with the help of their marketing teams are planning for social connectedness. Just a few years ago social, collaboration and interacting with people was an after thought to a gaming experience. In fact it was afterthought to a lot of live events and experiences. Now it has completely shifted.

Video games are being developed with connectedness in mind. From the outset developers are looking to bring people together, get people sharing and attempting to immerse the player in the experience.

Little Big Planet for example is a better experience when played with friends. Rather than developing a game with just one player in mind the makers have thought about how collaboration can enhance the experience. How helping one another to achieve a common goal will deliver that.

Through technology such as share factory and photo mode in second factory Sony are enabling the social sharing and have some impressive numbers to back it up. Since the launch of PS4 the share button has been pressed over 220m times.

Players are also sharing gameplay for spectator sessions and spectators can now interact live with those players. Since launch over 150m spectator sessions have been shared by players on the Sony platform. With YouTube being enabled to the share functionality one could only expect these numbers to increase significantly in the near future.

The second major theme from today was the notion of emotional control. Feeling the game and ultimately feeling the experience is at the heart of making people take action. If we can trigger an emotion then it will often prompts us to share, increasing awareness and creating desirability.

Most of EA’s titles now have character emotional control where their personalities drives behaviour. This ultimately creates a very unique character and in games like Sims those characters and their individual emotional traits can be shared.

In games like FIFA, the temperament of players and how they are emotionally affected during a match can have a dramatic effect on the outcome of the result. But the end result is simple. Make people feel the game.

Content delivery is incredibly important. Whether it is the Kinect camera or playing on remote devices like Playstation Vita developers need to continue to innovate with hardware. Although not a lot was said during the keynote Project Morpheus will feature on Sony’s stand during E3. I am really keen to understand how Virtual Reality technology is going to deliver better gaming experience.

I think it is safe to say that whether virtual or real delivering the most compelling experience is fundamental to the success of a good game or in fact a great brand or marketing experience. Adversely if you get wrong it could have an equally powerful result.

For more see ‘Is E3 set to be a ‘ho- hum’ affair?’

Please login with linkedin to comment

AME Awards Clemenger BBDO Electronic Entertainment Expo

Latest News

The Athlete’s Foot Promote The Perfect FIT With New Online Talk Show
  • Campaigns
  • Marketing

The Athlete’s Foot Promote The Perfect FIT With New Online Talk Show

The Athlete’s Foot, also known as the “Experts in Fit”, have commissioned some well-known faces to explore a range of topics all related to FIT in their new online series #FITTALK. Each season, a new host will tackle different topics ranging from finding the right shoes for your activity, enhancing your FIT with the correct […]

AKQA Is Taking Cannes In Cairns To New Heights!
  • Advertising
  • Marketing
  • Media
  • Technology

AKQA Is Taking Cannes In Cairns To New Heights!

Judging by Cannes In Cairns' impressive itinerary your brain's frontal lobes will get as good a workout as your liver.

by B&T Magazine

B&T Magazine
BBC Studios To Produce Space 22, Its First Original Format For ABC
  • Media

BBC Studios To Produce Space 22, Its First Original Format For ABC

BBC Studios will produce Space 22, its first locally created format for the ABC in Australia. Space 22 will explore the impact of art and creativity on mental health in a new six-part documentary series. The series, which is created and produced by BBC Studios’ Australian production arm, will also be available to the international […]

Sanitarium Recruit Milk + Honey United For Visually Engaging New Campaign
  • Campaigns

Sanitarium Recruit Milk + Honey United For Visually Engaging New Campaign

Sanitarium and Milk + Honey United have launched a visually striking new campaign for The Alternative Dairy Company’s range of plant-based milks The national campaign, ‘Today’s Milk’, will launch via online video, OOH and social and digital, and will focus on the company’s diverse range of soy, oat and almond milk variants. Creative executions will […]

Brisbane Creatives Call On Corporate And Commercial Leaders To Support Lifeline Giving Day
  • Campaigns

Brisbane Creatives Call On Corporate And Commercial Leaders To Support Lifeline Giving Day

A collective of Brisbane-based creatives are getting behind Lifeline Queensland’s Giving Day campaign in a bid to rally funds for their Crisis Support service. BCM Group, Israel Rivera, and Rosco Audio are calling on their networks to donate during the 12-hour digital fundraiser on Thursday the 25th of November. Managing director of BCM Group, Phil […]

Commonwealth Bank And M&C Saatchi Team Up For Empowering ‘Game Changers’ Campaign
  • Campaigns

Commonwealth Bank And M&C Saatchi Team Up For Empowering ‘Game Changers’ Campaign

Commonwealth Bank have combined their long-running support for women’s cricket, with their recent sponsorship of women’s football and The Matildas for an empowering new summer campaign. ‘The Game Changers’ aims to champion both elite and grassroots female cricketers and footballers, who through their skill and passion are moving the game forward and changing it for […]

BBC Set To Record Over Half-A-Billion Weekly Viewers in 2022
  • Media

BBC Set To Record Over Half-A-Billion Weekly Viewers in 2022

The BBC is on track to achieve a record half-a-billion global viewers by the time of its centenary celebrations in 2022. The forecast is based on the Global Audience Measure (GAM) published today, which records the total weekly number of adults accessing the BBC around the world. The GAM found the broadcaster had achieved its […]