Advertising Strategy

As we were playing around with ideas for the name for our console, Alex came up with Gamer Core which we really liked. This was because we were playing around with the concept of "core". By going up big competitors such as PlayStation and Xbox, we need to come up with a new concept as well as a new marketing strategy.

So the "core" idea was that we try to make a central media and entertainment centre. For all ages, we are considering both the casual gamer as well as the solid hardcore gamer. Having this in mind this is what we really want to put across when advertising.

Our main advertising campaign would be a television advert. This would be a cool after effects style animation and we would try to get the point across of the "Core" concept to the audience. This is so that they can understand what kind of console and product we have.

Another way we would launch the product would be to add deals for a limited time. For example, but launching exclusive new games that would only ever be released on our console. An example would be Halo on the Xbox. We would also sell bundles for a limited time offer. The main idea would be to push sales as much as possible, so that we get as many people playing the Game Core as possible.

Another way that we could advertise it would be to relate it to an event. Use the event to boost it's popularity. So by somehow tying in the Olympics would be a primary campaign. By releasing a sports game we could use the Olympics to advertise it. This way we would boost the awareness of the console. Also being advertised along side Coca Cola and other big names will boost our popularity.

Another way of advertising our console would be in shops like Game and Game station. In their windows on posters and on banners. Also by offering exclusive deals to shops for example, offering game our exclusive bundle deals in exchange for more advertising space would be one way of getting more advertising space.

Researching Brands (Xbox 360)

Logo



The Xbox logo is an iconic image specifically to the Xbox 360 console. The way that the logo doesn't even need text to allow you to know what the logo is for is a key marketing strategy. One way to create a successful logo is to make sure that the target audience instantly know that it is advertising the brand. In this case, the Xbox.

The design is simple and effective. The tag line for Xbox is "Jump in". The idea for this logo I think is that the dull and normal looking sphere has more inside. So it's like the Xbox is allowing you in. Also the fact that the gate way into the Xbox world is in fact an "x" shape. This gives the audience a visual connotations so that you can instantly related the logo with the brand.


Target Audience

The game's industry is one of the biggest insustries in the world. The reason fo rthis is because the range of people that can use and play games conole is extraordinary. For example, the way that some games are advertised can appeal to different age ranges. Therefore someone who is younger would prefer kids games rather than the hardcore shooters. However on the other end of the scale games can be played by anyone any age, there is something for everyone, giving you the biggest market to sell to. Games start to get played at the age of 3 and people have been know to play games with their grandchildren at ages of 50+.

Having said this knowing our target audience is key, for example. Do we want to make our console a family interactive game, like the Nintendo wii, or do we want to make it like the xbox and ps3, intended for the more serious gamer.


Marketing Strategy

There are 2 main points to the Xbox marketing strategy.

-Robust adaptive strategy implementation
-creating competitive advantage

The robust adaptive strategy basically means that Microsoft are constantly trying to improve the Xbox to meet the needs of it's users. for example, by increasing the GUI and making the main home section of the Xbox more accessible. One of the ways that they have done this is to now include apps. These apps consist of things like, Youtube, Netflix and Sky.

The competitive advantage means that Microsoft quickly figured out what makes the gaming industry so popular. And this was having a competitive system. The best selling game of all time, Call of Duty Modern Warfare revolutionised the way that people play online games. This games was easy to grasp and simple to play. This inspired other games such as Battlefield 3 which is one of the most top rated multiplayer shooters of today. Using this to their advantage, Xbox incorporate a system that means that you can play with your friends but at the same time, be playing against them by trying to beat highscores ect. This means that the natural competitive edge in gamers has been intensified and Xbox are not exploiting it, but just using it to their advantage.


Where they advertise

Being a games console, the main way that they get advertised is through other games. For example, at the end of a game advert, their is usually a little snippet that Xbox provides showing you their console. These adverts are usually on television. Other than the main ones, internet, Billboards ect. A good way that Xbox can advertise themselves is by getting exclusive rights to games. For example, when the first original Xbox was released they got a games design company to make a game that could only be made for Xbox. This game was Halo and is now a huge franchise. One more way that they advertise is offering exclusive deals to gamers. For example, when you pre ordered Battlefield 3 on Xbox you were able to  get the new map packs for free when they became available. This is a good way to make sure that people buy the game on your console rather than others that you can play the same game on.

Additional Information