image from GeekCatnip

Last fall, Project Natal rocked the tech and gaming communities as the most truly interactive gaming platform to date. With face recognition and individualized responses, it blurred the line between single and co-op game play with its sophisticated AI. But gamers know that this combination game play is nothing new; services like Xbox Live the PlayStation Network and massively multiplayer online games like World of Warcraft and Final Fantasy XI bring other players into games remotely and allow a player to communicate with them in real time. Often years ahead of tech trends and with a finger on the pulse of consumer behavior, the gaming industry has also come to act as a trailblazer for marketers looking to make a splash in non-traditional media.

In-game advertising began decades ago, beginning with static ads, typically in the form of a billboard or poster. As the relationship between the gaming industry and advertisers grew, so did the ways the ads were incorporated. With everything from dynamic ads that require the players to interact with them to being able to buy specific items in the game like a Lamborghini in a racing game or an AK-47 in a shooter, in-game advertising has grown into a sophisticated relationship. In 2008, even then-presidential candidate Barack Obama saw the opportunities gaming provided and became the first of his peers to buy in-game advertising.

But in-game placements aren’t the only option for marketers looking to partner with the gaming industry. Most of the major manufacturers have created extensive communities and platforms around their consoles and games. For example, the PlayStation Network acts not only as the hub for online multiplayer gaming but also as a media distributor, with everything from game demos to movie trailers available to the more than 40 million worldwide subscribers. Gaming social networks like Pwned, PlayStation Home, and GamerDNA offer widgets, layouts, and other personalizing elements that advertisers, on the whole, have yet to leverage. Services like Xbox Live have created relationships with other media distributors such as Netflix and last.FM to diversify their offerings and incentivize the different levels of membership.

Just as marketers have looked to social networks to reach organized communities, the gaming industry offers any number of doors to marketers who are looking for alternative platforms. Because of the strong community interaction, games can fill the role of high-conviction media programs and directly reach self-organized cohorts. If console gaming is too big of a step or commitment for your brand, consider more sponsorship-based opportunities with games like Farmville, which offers credits to players that sign up for notifications from marketers or become a fan of brands on Facebook.

No matter how you get your foot in the door, marketers that align with the gaming industry will have a front row seat to the next iteration of tech innovation and social media; get there now, and enjoy riding the wave into the next phase of creative media partnerships.

Claire Grinton is a brand strategist and writer based in San Francisco. Find more from Claire or contact her at claire[dot]grinton[at]gmail.

Tags: Advertising, Gaming, Marketing, Social Media