EA: It's Time To Start Looking At Games As "Mass Media"
When we say "mass media," what pops into your head? Video games? As far as EA boss John Riccitiello is concerned, it should.
In speaking at the Ad Age Digital Conference in New York, Riccitiello says, as a marketer, he realizes his target audience has "migrated to gaming." EA predicts there will be 3 billion gamers globally by 2012, which is double the current number and a far cry from the estimated 200 million in 2000. The difference with gaming as the "new mass media" is that it keeps a consumer's attention longer. As Riccitiello said- "People don't really do anything else when they're playing games...multitasking is almost nonexistent while gaming." And in terms of hours spent, US consumers spend an estimated 15 million hours per week gaming...and that's a lot of video interaction. It all started a decade ago when the industry "turned from a niche into something short of a mass market."
With the ongoing rise in gaming and gamers and the advent of smartphones, video games have become a normal part of a person's life. And the numbers will just keep getting bigger; EA reveals they're planning a $100 million-plus campaign for Battlefield 3, which should release this November. They'll need every dime of that campaign, though, as it's likely they'll compete with the new Call of Duty that month...
4/6/2011 8:48:28 PM Ben Dutka