Is It Really Necessary To Market The Hell Out Of Dark Souls II?
I'm going from the video game culture perspective here, so bear with me-
According to OXM UK, Namco Bandai PR director Lee Kirton says they'll be treating the upcoming Dark Souls II as a "massive AAA game." Basically, he said that while Demon's Souls and Dark Souls were "very focused, small-scale," the sequel will be marketed as something much bigger. He also added:
"We're going to go guns-blazing with it, and hope to God that it works. We're going after people who love and adore Dark Souls, while hopefully widening the net a little. I'm not saying that every Skyrim player's going to be jumping on Dark Souls, but it would be nice if some of them did. It's a different game, sure."
Kirton specifically cited fans of The Elder Scrolls franchise as targets, which makes sense. But I have to wonder...is spending the extra dollars on marketing for Dark Souls II really necessary? Look, this is the epitome of a hardcore title, right? Only the hardcore will be interested; the casuals run screaming in the other direction. Now, as far as I can tell, marketing has very little effect on the hardcore because they always remain up-to-date and educated on everything, and they usually know precisely what they want. In short, they know games and the industry.
The hardcore fans of the first two titles in this series don't need a thousand ads to convince them to buy Dark Souls II. They've already made that decision. And you're not going to budge the casual gamers, unless you trick 'em with a few slick TV ads that make the game look like something it's not. The Elder Scrolls followers? Hardcore. They likely know all about Demon's Souls and Dark Souls; even if they haven't played them, they're probably aware, and they're also aware of DSII. They'll look into it with or without ads, I believe. I'm almost certain they will.
Dark Souls sold 2.3 million copies worldwide. I just don't see the sequel selling much more than that, even with this "massive" campaign. Ads really have little effect on the ardent, the avid, the die-hard. They already know what's what; they've probably already read dozens of articles and seen dozens of trailers and gameplay footage before ever laying eyes on that ad. And they're the only ones who will be interested in DSII. I'm just saying.
Related Game(s): Dark Souls II
5/15/2013 11:35:13 AM Ben Dutka