By Rumbi Pfende: Head of Advertising Europe - GameHouse

Print advertising has long been considered the ‘go-to’ option in advertising circles. Many planners regard mainstream newspapers and magazines as the classic, obvious choice for a highly visible and effective campaign. However, with the seismic shift in the media landscape, how effective is Print in 2013? Research conducted by NewZoo would seem to confirm that newspapers and magazines no longer possess the ‘stranglehold’ they once had. The survey revealed that almost one third of the UK population (31%) spend less than 1 hour a week reading print, while 14% admit to not reading any newspapers or magazines at all. That’s nearly half the UK population - spending less than an hour a week consuming print (NewZoo, 2012) – a staggering statistic, by anyone’s standards.

One of Gaming’s fundamental points of differentiation when compared to Print is the social aspect that is engrained into the casual gaming psyche. Many games are fully integrated into existing social media networks such as Facebook, Twitter and Google +. This integration and the fundamentally social function of Casual Gaming, introduces a highly compelling element of competition and interaction with fellow gamers, encouraging long dwell times, and good click-through rates. In addition, a well designed game will keep a player ‘hooked’ as they buy into the reward structure - when finishing a level for example.

Whilst Print is still a very popular advertising option, and will no doubt continue to be so, with the introduction of multi-platform digital editions, the popularity of Gaming should not be ignored. Gaming not only offers a more engaging experience, it allows planners the opportunity to reach a much broader audience , especially those who find print less appealing, (with 33.6 million active gamers in the UK alone - NewZoo, 2012 ). In gender terms, the research reported an almost 50/50 split, while the proportion of gamers was divided evenly across all age ranges. It is also worth noting that a single game can span international borders with little or no modification, so an appropriately constructed key message can “go global” very quickly and with minimal effort – a feat Print would find much harder to achieve.

There will always be a place for Print as far as advertising is concerned, and it certainly deserves its place within mainstream media. However, Gaming represents a more modern, targeted and dynamic approach to advertising - it allows today’s marketeer to reach out to a much broader target audience with greater precision than its more traditional competitors. Gaming’s enormous year-on-year growth is set to continue and there are a plethora of marketing and advertising solutions available. With that in mind, surely Gaming should now be considered a viable and credible option within the media landscape.

See our previous articles comparing Gaming to TV and Radio below:



Published on: 2:49PM on 15th March 2013