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The Engagement Game

by Martin Lindstrom  |  
May 20, 2008

If I were to glance through your media plan, I'm sure I'd discover it contained all the usual, well-known media options. The TV and radio ads, the print ads and the outdoor advertising. We've all been going with these options for years, decades in fact.

We've always known we wouldn't be fired for nominating them. Just like an IT guy wouldn't be fired for installing an IBM solution.

But this security is fast disappearing. One day soon, you will be fired for your adherence to these options.

The computer gaming market's revenue is many times greater, and more rapidly growing, than that of the global movie industry. In 2004, Nielsen was already predicting that, by now, the movie industry would be just one-third the size of the computer gaming industry. So where is Hollywood's marketing power drifting? Online.

Are you ready for the brand building potential inherent in this scenario?

It's fascinating to reflect on the fact that almost every medium has a price which, at a click, you can Google and find out about within seconds. These are fixed and well-known prices, except in once case: the computer gaming channel.

What's the price of placing a commercial message in a computer game? I'm sure you haven't got a clue. Is it $1 per user? A million up front? One cent per second? Who knows? No fixed model exists. No media agency has, yet, really specialized in booking space in computer games.

This is new territory for brand-builders. And new territory often means new prices. New low prices.

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Martin Lindstrom ( is the author of Brand Child, BRAND sense, and Buyology (October 2008).

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  • by Demetrius Brown Mon Jun 2, 2008 via web

    I agree with this article 100% and I also believe that TV and Radio can compete if they stay focus and also get creative. The gaming industry kelp its focus on the people who are playing the games and while TV, radio, and the music industry focused on the hype of the on line market place. If these three mediums focus on their listeners , viewers, and build an action plan for growth which includes offline and online I believe they can be back on top again. These three medium took their audience for granted.

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