New Marketing Trend!

Marketing is a complex process.  Marketers must use expertise and their own personal life experiences to make assumptions as to what would sell in the marketplace.  Video Game marketing is no exception and with the constant growth of the used game market and the impact that critical reception has on buying behavior, marketers are constantly trying new methods of getting an extra purchase.  I've seen a lot of new strategies attempted and witnessed a lot of backlash from the gaming community in the past few years.  Exclusive DLC, DRM, and extra content available only to new adopters are among the first that come to mind.  However, I have noticed a new trend beginning to emerge and I hope to god that it continues.  Not only is this new trend saving me money in the long run, but it is also getting me to play games that I never would have played otherwise.  What am I talking about?

THQ was the first publisher to offer a free game by mail with the purchase of their newest "hot title".  When Darksiders released this year, I was initially going to wait for a used copy before I made my purchase but then it was revealed that early adopters would qualify to receive a free copy of "Red Faction Guerilla" by mail!  i immediately pre-ordered the game and was happy knowing that my $60 of hard earned cash would go a little bit further and I would finally be able to enjoy a game that I was meaning to play for the longest time!  When you think about it, this really is an ingenious promotion.  Let's break it down to see exactly how this benefits both parties:

1. The consumer gets 2 games for the price of 1.  Satisfying...


2. The consumer is exposed to multiple titles from a single publisher, henceforth expanding their mental catalog


3. The publisher creates brand recognition and loyalty among consumers.


4. The publisher gets to put an otherwise expired product onto more shelves, building demand for the inevitable sequel in the future


5. The retailer gets more pre-orders

As you can see, these are just a few of the ways  in which this kind of marketing is awesome.

So, now a second publisher has stepped up and created a similar deal.  One of the most loathed publishers in the industry; the company responsible for practically monopolizing the war simulation genre, dismantling one of the most respected FPS developers in biz, giving you a shitty plastic skateboard to play Tony Hawk, and publishers of Bungie's next major IP; Activision has finally done something cool....

I'll be the first to admit that Activision's upcoming FPS, "Singularity" looks a bit like a second rate shooter but the concept is interesting enough to warrant me giving the game a chance.  However, by purchasing Singularity brand new on the Xbox 360, you can receive a free copy of last year's open world gore-fest, Prototype by mail!  Sign me up!

With a deal like that, I am willing to give Singularity the benefit of the doubt and give Prototype another chance.  So if you were sitting on the fence about whether or not to give Singularity the time of day, you may want to take this into consideration.  Because trust me, receiving a free game in the mail is a fantastic feeling; I have a copy of Red Faction on my shelf that proves it.

-Nick