Regional Advertising in Video Games!
By Matthew Arnold
The bulk of video games are made in the US,Europe or the Far East. These games are then distributed around the world. This makes it incredibly difficult to utilize in-game advertising, unless you are a global giant such as McDonald's.
How can marketers in other countries such as South Africa find a way to use this media form? Let's look at the DVD industry. When you buy/rent a DVD movie and insert it into your DVD player you often have the option of choosing your country. This allows for different content (adverts, warnings etc...) for each country. Effectively this is regional advertising.
This should be done in gaming as well. When you pop in your brand new XBOX 360 game and choose South Africa as your country then you should see adverts for local brands. With the use of XBOX LIVE the XBOX 360 console could even detect your country automatically for you. This allows marketers to customize content specifically for the region it will be watched/played in. Utilizing this method means that the production process does'nt need to be altered. Manufactures would not have to produce different discs for different areas rather just burn all the ads on and allow users to choose their region. This can even work for local regions such as different provinces, states or even major cities.
I don't think that the DVD market has fully exploited this opportunity either. This would be a great way to customize content for local markets and reach new audiences.
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