Poll Results: Advertising Not Effective Enticement?
Interesting, interesting! The current (and now ending) poll here at Play-Girlz.com asked you:
“What makes you most want to buy a new release?”
While the turnout at the polls was rather abysmal, it’s intriguing to note that not a single respondent selected television and radio ads as the hype builder and driving force behind their video game purchasing. Perhaps not surprising, given that advertisement can exert its strongest effect without a conscious acknowledgment on the part of the viewer. Or, equally as likely, advertising plays a supportive roll to other factors and helps to maintain and grow excitement about a game release throughout the long, drawn-out development process.
Just what other factors? Brand recognition seemed to be important, with 36% of respondents saying that they would buy a new release “If it’s the next game in a franchise I really enjoy”. Great news for companies who pump out sequel after sequel. Despite the grumping of critics who clamour for diversity and innovation, it looks like a good chunk of us are just looking to remain connected to our favourite characters and story lines.
Another 36% pointed out the importance of genre, stating that they would buy a game if it fit into the style of gaming that they most enjoy. Fair enough! And I dare say these people aren’t alone. A lot of us have our favourite genres, whether they be guilty pleasures (FIFA) or full out obsessions (WWI shooters), and gaming style can definitely trigger an initial interest in the title, then it’s up to the ad execs and developers to live up to your expectations.
A further 4/24 buy based on pretty things, saying that awesome looking trailers and screenshots were enough to sway your opinion of a game into the “must buy” category. The same number were influenced by stellar reviews in gaming media and the opinions of trusted video game journalists.
Image adapted from Call of Duty 4 logo, courtesy of Activision European Publishing
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