Andrew Machado’s Blog

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Archive for category Video Games

When buying a Video Game for $60 isn’t enough

Jun 23

Posted by Andrew Machado in Video Games

Namco today officially announced the launch of Tekken 6 on all major video game platforms.  As a PlayStation 3 owner I’ve grown accustomed to paying $59.99 for Video Games and justify it by saying I’ll play this for a long time it is well worth the money.  However, in a bad economy you start making sacrifices like renting games instead of buying or just waiting until they go on Amazon Gold Box.

Even the sales of Video Games were down in May to a level not seen since August 2007.  So to my surprise today a majority of sites have started covering the launch of Namco’s Tekken 6 Special Edition bundle.  For $150 hard earned dollars you get the Tekken 6 video game, a wireless joystick and a few extra goodies.

Seriously in this economy you are launching a collectors edition that is officially the most expensive Video Game launched since the Neo Geo?  I understand the video game manufactures trying to squeeze some extra money out of the die hard players during this down turn, but this bundle to me is simply shocking.  For $150 I can get a nice iPod for my visits to the gym, register my car for another year or I can play Tekken 6 with my wireless joystick.

Do yourself a favor and pay $59.99 for the regular edition of the game.

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Sony is all about the games and that is the wrong strategy

Jun 2

Posted by Andrew Machado in Video Games

Sony has had an incredible track record since their debut of the PlayStation back in 1995.  They have sold well over 150 million consoles by continually securing great exclusives for their systems and pairing that with ingenious marketing.  After today at their E3 conference Sony continued with that strategy showing God of War 3, a new Gran Turismo, a 256 person multi-player online game but one thing was missing….any sign of embracing the growing social platforms.  No mention of Facebook.  No mention of Twitter.  These products are touched by millions of people a day, but Sony refuses to embrace them.  Microsoft and Nintendo made announcements related to both products already.

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Consumers are showing that it is imperative that their electronic devices integrate with their life in every way possible.  Our phones get our email, allow us to browse the web and update our Twitter.  The Nintendo Wii has caused a mass hysteria with people young and old with its interactive remote and simple games.  Microsoft in addition to its wealth of games has embraced the idea of allowing users to stream NetFlix movies and this fall send messages on Facebook and update their Twitter status….all from the console.  Sony meanwhile continues to pound away with the games, a proprietary movie system that does not allow unlimited streaming or integrate with Netflix, no Facebook support or Twitter.  These brands are cool, kids and adults know them and Sony just continues to believe they know best.

Obviously they don’t.  Sales figures for April were even worse for Sony showing the PS2 still outselling the PS3 and Sony and Nintendo outselling it by nearly 50% and 200% respectively.  This situation is only going to get worse for Sony as the price of their console doesn’t become the only issue this fall.


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THQ, Best Buy and the UFC come up with one heck of a multi channel marketing campaign

May 31

Posted by Andrew Machado in Brand Advertising, Video Games

In case you hadn’t seen the TV Commercial for the new UFC Undisputed 2009 Video Game with the LL Cool J “It’s Time for War” song in the background the UFC and THQ launched their new video game projected to sell 2 million units over the next 9 months.  Now the game is shockingly good according to metacritic garning an 85, but whats really surprising is all the clever marketing that THQ, Best Buy and the UFC have done for this title.

1.  Site takeovers on IGN and ESPN advertising the game showing in game video as well as banners and 300 x 250 ads.

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2.  Best Buy decided to give everyone a free UFC DVD and $10 Best Buy gift card simply for buying the game!  That is a $25 dollar value for a $60 game and it is something that ensures the person will return to Best Buy to buy something else and it ensures that the UFC gets more of their brand out there.  However Best Buy wasn’t done there as a special bonus the first printing of the game included $10 off your next UFC Pay Per View purchase.

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Talk about genius.  Most likely the person buying the game has seen a UFC Pay Per View before, but now they have even more incentive to purchase one in the future being that they will save $10 on the usual $44.95 event.

3.  Leveraging an active internet connection on the game consoles to promote the next UFC Pay Per View!  Thats right as you are playing the game and watching replays of fights, the game leverages your internet connection to download artwork to promote the next pay per view coming up by the UFC!  They place small advertisements in the corners of the screen during replays and place graphics on the fight mat while you are playing.  Below are screenshots advertising UFC 99 Franklin versus Henderson.

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This to a true multi-channel ad campaign and should not be over looked by other brands especially those looking to target the valuable 18 to 34 year old male.

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