Market Focus: Video Gamers
Original video game developer Robotube designs games for the Internet and mobile electronics, and is changing the way mobile games are delivered. Typically, games on mobile phones are provided by the wireless company, but Robotube creates and delivers games to phones and PDAs. On its Web site, the game developer builds games to attract traffic and then runs promotions for third-party vendors, such as New England Brewing Co. It also creates games to drive traffic to other Web sites, such as Getty Images. For example, Robotube leveraged Getty’s image database to create PictoMatch, a game that can be played on mobile phones to promote Getty Images’ new mobile accessibility.
Robotube also is beginning a new opt-in registered gamers-only playroom on its Web site to build both an e-mail and mobile phone database. “We are trying to collect information to get to know more about our traffic through the registration process. We are reaching out to an audience who already wants to have a relationship with us. It is important to know where the gamer is from, gender and age. It helps develop games so you’re not designing in a vacuum,” explains Robotube Creative Director Jason Cirillo.
Armed with this data, Robotube plans to promote mobile games and be able to deliver third-party marketing efforts to members via its game room and mobile phones.
In-game advertising, says Eva Woo, vice president of marketing for San Francisco-based in-game advertising company Adscape Media, is seen by advertisers as an excellent way to reach the elusive, male 18 to 34 market. Adscape Media offers a proprietary technology called Real World/Virtual World Gateway (RVG), which tracks special tricks or in-game accomplishments and then sends the gamer an e-mail or cell phone text message with a reward or promotion. “We are seeing mass marketing—to build brand awareness—by serving dynamic ads into a game and some very unique approaches for direct marketing and multichannel marketing through the use of our RVG technology,” adds Woo.