Sega Goes Viral to Take on Madden 2004

Electronic Gaming Business, Jan 14, 2004

Regardless, Montague think that games marketing and advertising needs to get out of its pedestrian methods and engage audiences in campaigns like these that are as imaginative as the games themselves. The campaign actually worked on gamers the same way that games themselves entrance players, by inviting interaction.

"A lot of creativity goes into the games, but not a lot of creativity is going into the marketing," Montague says. "Throw screenshots on a page and write some copy with attitude - that seems to be the formula. Marketers who show a willingness to break the form will do well so long as they find something authentic to talk about."

Contacts: Ty Montague, ty.montague@wk.com ; Todd Waterbury, todd.waterbury@wk.com

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