Christmas Fun with Game Marketing

A Tale of Two Strategies

from JoeUser Forums
It's always fun to see what kind of campaign different companies come up with to promote their wares. This year, we have the stark advertising contrast in the console newcomers: Nintendo vs. Sony.

On the TV commercial side, Sony has a solitary demonic baby shed a tear of joy at the sight of their product, while Nintendo has two friendly Japanese business men taking their product from door to door.

Sony: Link
Nintendo: Link

As for their internet presence, the difference between the two companies is similarly stark in contrast. On the Sony side, you have viral marketing in full swing with a rapping 'consumer' singing about how great his PSP is. As for Nintendo, they again took a more innocent (and universally appealing) route of making a 25 level Snowman Side scroller, where the levels get unlocked as the month rolls on.

Sony: Link
Nintendo: Link

I know which ones I prefer...what about you guys? What marketing tactics do you find more engaging?Link
27,229 views 12 replies
Reply #1 from JoeUser Forums Top
I don't use any Nintendo products (my wife does though) but I think they are far and away better at marketing than Sony is. Frankly Sony has done everything short of shooting their customers on sight during this botched PS3 launch. I wanted the PS3 to be the biggest thing since sliced bread but it has disappointed me so far.
Reply #2 from GalCiv2 Forums Top
I think I can answer that question with another question. Why is Sony spending so much money on commercials for a product they don't have to sell (PS3)?
Offworld Trading Company
Reply #3 from GalCiv2 Forums Top

I've actually seen several 'holiday gift guides' come to our door that exclude the PS3 in their video games section (knoing full well that they won't have enough to meet any additional demand). I feel bad for friends that want the system, but I persionally have no desire for one...even if they were available. I'm quite happy with my Xbox360 and Wii, thank you very much

Reply #4 from JoeUser Forums Top
The PS3 hype has really only helped it's competitors this year. If your kids wants a PS3 but you can't buy one due to lack of stock, many parents end up buying a 360, Wii, or DS instead.
Reply #5 from GalCiv2 Forums Top
I prefer the Nintendo style, when I see things like the "rapping consumer" I get to thinking, "if that is the type of person who loves (insert product), I don't think I want it." Now in the Nintendo ads, they also show people playing and enjoying the game, but it is clearly an advertisment. There is no illusion that it is "real", so I don't think "that is the type of person who buys this product, do I want to be inthat group".

That being said, were I to buy a console this season, I would go with an X-Box. More games, proven track record (I got burned on the Saturn, so I want a system that is established".

For a funny insight into Sony's marketing check out the latest Maddox (kids, ask your parents before viewing). WWW Link
Reply #6 from GalCiv2 Forums Top
feud: rofl... that has got to be the most torqued off customer i have ever seen...

and i too prefer nintendo's marketing scheme, the demonic baby, not cool, sony cuasing my rubiks cube to explode, also not cool, i do not WANT a multi-colored room... I want a Wii
Reply #7 from GalCiv2 Forums Top
Also check out Penny Arcade's tirade about Sony's viral marketing for the PSP. They pissed off a LOT of potential consumers. I find it hilarious. WWW Link
Reply #8 from GalCiv2 Forums Top
I'm definately staying away from Sony this year. I'll stick with Nintendo. I've been playing Nintendo games since the NES days, and Nintendo hasn't done a whole lot to disapoint people during that time frame.
Reply #9 from GalCiv2 Forums Top

Wow...I just read through some of the posts on the AllIWantIsAPSP.com site...people are REALLY PISSED.   

Yeah, I think Tycho hit it on the head. Viral marketing only works when it's accepted and built upon by the community that the marketing is trying to reach. ILOVEBEES almost became an extention of Halo 2. The message wasn't "Go buy Halo 2." the message was "Here's some of the backstory from Halo2, make of it what you will." and it friggin' took off.

As long as your underlying message is innocent, you have nothing to fear from this form of marketing. As soon as you start hiding commercials under the cover of 'consumer opinion', that's where you get into trouble.

Reply #10 from JoeUser Forums Top
And now Sony appologizes for their sneaky-ness. How funny
Reply #11 from JoeUser Forums Top
Maybe Sony is actually trying to drive demand down to compensate for the lack of supply?
Reply #12 from JoeUser Forums Top
I have to agree with Boogiebac and Fued.

I think where Sony has proven their mistake is by listening solely to "research" execs who told them that their main target group was financially stable 28 - 38 year old males, who have the disposable income to purchase an entertainment system. This completely ignores parents, people who have less disposable income and those who would purchase a Nintendo solely because it's Nintendo. And they're taking into consideration that most people who purchase one system or the other will probably purchase both systems in the long run. That's why their marketing strategy has been a lot more what they perceive to be edgy and adult. Nintendo, from the start.. when they first unveiled the Wii at E3, said it was only for gaming. Nothing more, no built in perks, no confusion as to what the machine would do. Their marketing strategy also reflects this, and I think that appeals to a LOT of people.

I have a stereo system. I have an entertainment system. Therefore the perks are not there for me from Sony.
Feud said:
I got burned on the Saturn


Hey.. when I was pregnant back in 1996, a friend loaned us a Saturn. I still wish I had that thing. I had more fun with MYST, Virtua Fighter, Panzar Dragoon and Daytona with that little Saturn than any of the other systems we've gotten. Plus, I really liked the CD graphics when it played music.