The rise of pre-order marketing gifts

== What do you think of the gifts you get for pre-ordering a game? ==

I refer to the pre-order marketing gifts as those small trinkets you get at your local game store for pre-ordering a game in advance of its release.

I, for one, like to pre-order the games I am anticipating. I even enjoy getting a trinket to take home after pre-ordering. Its a very small way to "wet my appetite" before the game is released.

For example, I just pre-ordered Fallout 3 and was handed a familiar plastic DVD case wrapped in a replica of the actual game case art for Fallout 3. In it was a "poster" folded down to the size of an overgrown business card and a CD of 5 soundtracks from the game in a well-designed sleeve.



== Am I a nat? ==

Why do I want a folded piece of paper called a "poster" that I am not going to put on my wall?

Gamers are "on-line" creatures. I'm not sure what the market research consultants told the major publishers marketing departments about me as a gamer, but I can tell you that it was wrong. I don't respond to a folded poster in a DVD case that looks similar to the real game. What I will respond to is noticing that my antipicated game developer is doing something unique with that same marketing budget that allows me to interact with the game before it is released.

Printing 500,000 of those "posters" probably cost the marketing department $10,000; not counting the cost of distribution. Why not use that same $10,000 to fund a small student project that has a game development/design program to make a small Xbox Arcade / Playstation Network game. For example, I love what Lionhead studios did with the Fable II Xbox Arcade game it released.

Besides, with the country going "green", is printing 500,000 copies of poster that no on will do anything with really the best thing to do?



== The effect of poor implementation of a good idea ==

Instead of me writing a SoapBox article here on GameSpot hating on the pre-oder marketing trinket I get, wouldn't the marketing departments rather I write a "positive" Soapbox?

Yes, of course, but here I am responding to a pre-order marketing gift that I consider an insult. I found myself telling my wife, "I just spent $70 on a game that contributes to a gigantic development and marketing budget for a game and I'm given a folded piece of paper and a CD."

Look, I'm not hating on the idea of pre-order marketing gifts. I am hating on the implementation of that idea.



== Commendation to the marketing departments ==

To the marketing departments at the major game publishers, you are to be commended for pointing out the size of our industry to those who are unaware of how unique our industry is. You are to be commended for making an argument for an ever-growing marketing budget and making events like PAX, E3, comic Con, etc. the spectacles that they are. The "buzz" you create on- and off-line has become quite something to watch that, I believe, make most gamers proud.



== Challenge to the marketing detpartments ==

I commend the marketing departments for utilizing that sizable marketing budget that most games are getting now and are using the budget to create an interesting dynamic in the industry. Gamers will now expect something in return for pre-ordering a game.

So be careful what you wish for...

The interesting dynamic the marketing departments are creating is the expectation gamers will have from now on that they get something in return for pre-ordering a game. Well done.

The challenge, therefore, is to meet that expectation. Meet it head on. You have a good idea, gamers now expect to get something in return, now ask yourselves, "do we really want to hand out posters?"



== Problems without Solutions ==

I have never been one for pointing out a problem and not providing solutions. Therefore, I'll restate the problem, then provide some solution.

Problem: the idea of pre-order marketing gifts is a good one, but it is not well implemented.

Possible Solutions:

1. See the note above about funding a schools game development program to make an on-line, pre-release Xbox Arcade or Playstation Network game similar to what Fable II did.

2. Re-invent the game website. It has become incredibly mundane. A few screenshots, all the logos of the participating companies and one, maybe two, trailers and wallpapers. Come on! Gamers are on-line creatures (as stated above). Use your marketing budget to hire the local creative agency down the street that can take an idea like Killzone 2 and do some amazing stuff on a website.

3. Partner with the action figure manufacturers like NECA that create the Gears of War line of action figures and make them available as the pre-order marketing gift. Let me ask you, "have you seen the inside of a development studio? Have you seen the mountain of action figures that adorn the computer monitors of the world's best designers and developers?" Capitalize on that and make the action figures more readily available.

Observing the changes of a gamers' tastes

My tastes began, as most gamers my age did, enjoying the 2D nature of the Mario and Donkey Kong series.

Then, I used to enjoy the "scare" of Doom. I remember playing in my high school computer lab on the edge of my seat waiting to be scared by what was waiting around the corner.

Then, I used to enjoy the "gore" of Mortal Kombat. The "Finish Him" was always a welcome sound to my ears because it meant that what was to come would surey make both feet leave the ground.

Then, I enjoyed the "team slayer" nature of Halo and how it brought friends together for Halo night. That night is still regularly occuring.

Then, I enjoyed the "open world" of Crackdown and GTAIV. It finally scratched the itch to want to go inside that random building, or drive the car where I wanted to go, or just to play a game when I didn't have a script to follow.

Then, I was attracted to (and never actually satisfied) with the "casual gamer" appeal of the Nintendo Wii. I liked the idea of getting off the couch to swing a golf club or drive a kart. The desire to want to act out the game was teased, but never gratified.

Then, I enjoyed the "tactical" nature of Rainbow Six: Vegas, Call of Duty 4. This one, I'll admit, is still a lasting taste of mine. I will say that some games get it right for me, some do not.

To my surprise, I seem to find myself leaning more towards the "fantasty" nature of Assassin's Creed, Fable II, or the "cartoon" feel of Penny Arcade Adventures: On the Rain-Slick Precipice of Darkness. Furthermore, I find myself avoiding the same "scare" and "gore" mentioned above of Silent Hill, or Dead Space.


A few observations:

1. I'm not afraid to admit I have been very, very fortunate to have had almost every major console since the NES: NES, SNES, GameBoy, N64, Genesis, Xbox, Playstation 2, Nintendo DS, PSP, Xbox 360, Nintendo Wii, Playstation 3. It is that fortune that has enabled me to experience so many different games. This is not to boast, it is to point out that (1.) our industry has come a long way in a short amount of time, (2.) what a wide array of "tastes" have been served, and (3.) our industry has some very high barriers to entry for those who are less fortunate (note: someone should write a soapbox about that fact).

2. There is, of course, the always dependable experience of Rock Band and Guitar Hero, which I will just simply put in a class all to itself that is always enjoyed.

3. I never felt the calling to get into Madden. Not to say I haven't tried. Heck, I've even been to one of the regional tournaments at a local mall just to watch the hype and excitement that exists in the Madden universe. I applaud it, I'm just not part of it.

4. Some tastes have lasted, some have not.

5. I have left out PC all together. While observation #1 above is true, I've not been fortunate enough to get the truly high-end gaming PC. Its a barrier that has been too high for me.

New additions to the collection

Update

I've been playing the Halo Legendary Weekend.

Click here for details.

Also, I just started noticing my stats on bungie.net - link

Another thing - I just started posting blog posts on gamespot.com - link