THQ: "Television is a big question mark" for game ads

Marketing better spent on Xbox Live and PSN, says Danny Bilson

THQ's VP of core games, Danny Bilson, has claimed that television is becoming an increasingly irrelevant medium for videogame marketing.

Speaking to the[a]listdaily, Bilson said "One of the bigger questions we have to ask ourselves is how important is television? How important is television to a core gamer on a non-television brand? So I think television has some relevance on WWE and UFC because I consider those TV brands. But our other stuff, I question it severely.

"Itís incredibly expensive, and what I can do with two million dollars, which will buy a few TV spots on a big sporting event, what I can do in outdoor, or on the web, or direct-to-consumer is way more exciting.

"You know where I want to market? I want to market on Xbox Live. I want to market on PSN... Television is a big question mark for me."

This follows EA's revelation in May that it is to tone down its TV spending, citing friend referrals as being a bigger cause of game sales. Just three months previously, EA had allegedly spent over $2 million on a 30-second superbowl ad for Dante's Inferno.

Bilson also revealed that one of THQ's current marketing strategies is to create early trailers which do not feature in-game assets, in order to not distract studios from development time on the games themselves.

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Latest comments (4)

Considering Internet provides both internet TV (without ADs), I'd say TV as a advertising model is on the down. Internet advertising is a bit more on the up (as followed through by some large publishers/developers). However, with spam blockers and ad blockers, being able to stream ADs via special net video trailers seems to be the way forward.
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Josh Freeman Studying Computer Science, University of Huddersfield7 years ago
What is increasing that I find personally very annoying is advertisements before videos on flash players, weather it be youtube or gametrailers, this is usually the only form of advertisement I am forced to wait on.
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Shaun Farol Studying Computer Information Systems, California Polytechnic State University7 years ago
I think internet targeted advertizing and in-system network advertizing are definately the way to go? Why pay millions to people who hardly care about your product when you can spend less, and reach thousands whom you might actually affect their buying decisions?
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Kevin Clark-Patterson Lecturer in Games Development, Lancaster and Morecambe College7 years ago
Advertise to gamers where they are going to see it: gaming sites, game trailers, game retailer sites and of course in games (but done so not to be in your face). Failing that there are always prom sites for those unfortunate/fortunate enough to have a partner!

[everyone needs a release!]
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