Three Melons' Blog

9 things that will define 2009

Recently we came across this very interesting video: Leo Burnett Group Predictions 2009, Future Trends in Marketing.

Some of the 9 trends predicted include Hyper Reality, The Trust Economy and Eco Austerity. But trend number 7 is the one that really caught our attention: Generation Game.

The idea behind it is that as gaming becomes massive and economic conditions push us homewards, everyone will become a part of generation game and gaming will continue to push things even further beyond our comprehension.

Check out the video and see the things that will define 2009.

Are you part of generation game already?

Prediction: UK Online Ads Pass TV In 2009

It's evolution baby!!

Link: Prediction: UK Online Ads Pass TV In 2009 - Silicon Alley Insider.

And another prize for Finger Training

The game we created for Movistar for their MSN Mobile service was awarded another prize in the Ojo de Iberoamérica event. We won another bronze in the Advergames category.

We are definitely happy about the recognition and it's another incentive to keep on creating fun games.

Canada rocks

Great news for the world's Internet marketing: 2006 Canadian Online Advertising Tops $1 Billion Dollars.

Everybody is predicting for 2007...

...so let's do our part for the videogames + marketing field.

For the first part, all the vibe around games and marketing that buzzed in 2006 has made marketing managers realize that they should consider videogames as a part of their mix. The challenge this year will be to create robust campaigns and entertaining games, less copycats, instead of doing mini-tests to see what happens. The first results are already there.

Regarding types of games, I foresee more creativity as marketing managers will aim to have something exclusive with deeper brand integrations and not just modifications to established games. Multiplayer games will also start to be common due to the rise in broadband connectivity and the upgrades in Flash 9.

The main question will come in the 3D arena, were legacy Shockwave was the incumbent and new technologies are arising. In addition, Burger Kings experience will encourage other risk taking marketers to take their first baby steps in the console space.

All this being said, the most important part will be to align the marketing and game development processes. Marketing managers will need to plan ahead with more anticipation to allow for game developers to come up with better products, and on the other side, game developers will need to invest in tools to speed up development without losing quality. This will be the main challenge to allow more ad dollars into the custom game creation scene. If not, the in-game option will take over since it's faster and "cheaper" to implement...

That's my humble opinion. Have a different perspective? Comments are welcomed!

PS: And let's hope a new Katamari Damacy for next generation consoles comes to the market...

Promogames, more on videogames for marketing

Our friend Ian Bogost came up with an remarkable article after all the XBOX/Burger King game phenomenon. Interesting to read since it provides some perspective and also some game history lessons. For free! :)

Digg and Guy

Most people in Latin America don't use Digg.com. Most people in Latin America don't know Guy Kawasaki.

Sooooooooo... here's something good for you: a blogpost from Guy commenting about the basics on Digg.com.

IAB pushing for Interactive Advertising

As a part of its efforts to make Interactive Advertising grow, the IAB USA launched a new campaign called Media More Engaging that aims to generate more interest and knowledge regarding the "new medium".

The whole campaign is based on three principles:

• Reach the right audience - "Only Interactive Advertising lets you target and create a dialogue with the AUDIENCE that matters to your brand."
• Creating a great experience - "Interactive Advertising enables you to create a dialog with your customers and lets them EXPERIENCE your brand the way THEY want to."
• Measure your effectiveness- "Interactive Advertising leads all other media in its ability to measure the effectiveness and ROI of your marketing dollars. You can accurately and reliably track customer actions and reactions to your advertising messaging and once a campaign is completed measure the effectiveness of the results."

Dialogue is definitely the key word for the first to principles. Advertising is not about majestic announcements to "the target audience". People don't care anymore. They want to engage with brands that know how to bond with them and provide something interesting to spend their time and money.

So, first create great products and services (can't make magic with Interactive Advertising), but THEN create something appealing for people to really want to "be your friend". Please don't just toss your TV ads online, make people say WOW!

More on BK Games

Burger King's bet to create three Advergames for the XBOX 360 is definitely interesting due to the novelty and risk.

But will it be a successful marketing move? I think that it will because they are embracing community, generating an engaging experience and measuring a lot. The key: connected videogames and a Website were you can check out who is playing and become a King's friend. Fun, giggly, silly, probably very effective, we'll see...

Advergames & Non-Profits

Today I was talking with my friend Vero Monti from Asociación Argentina de Médicos por el Medio Ambiente, a non for profit organization that coordinates effots towards the preservation of the environment.

She told me about some of their initiatives and naturally I thought: this could be promoted using games!!!

Anyway, the fact is that there is no way they can gather enough funds to finance any of these projects. So here comes my proposal: if any Earth-loving company or individual is willing to co-invest in a campaign to encourage and push forward AAMMA's initiatives, Three Melons will work to make the project happen with investment from our side. If you're interested please contact us at wantgames (at) threemelons.com. (at = @)