August 29, 2007
Wii Will Rock You
The first video game console system to truly encourage consumers to get up off the couch has led to a phenomenon where people are coming together in groups to party and play.
“In the past, video gaming tended to be less mainstream, especially among adults. Today more games are rated ‘E’ for everyone and more parents are inclined to play these types of video games with their children. The Wii, in particular, is great for parties because of the level of activity and the multiplayer format — it’s fun to play and fun for others to watch,” Lariayn Payne, VP-marketing and public relations at Evite, told AdAge.com.
Nintendo, for its part, is looking to encourage the practice of social gaming and has partnered with retirement communities, a cruise line and others.
Beth Llewelyn, senior director-corporate communications at Nintendo, said, “The opportunities are almost unlimited in tapping into new ideas or working with new partners,” she said. “We’re talking to a lot of people we haven’t before — from media outlets to partners to consumers. It’s really broadened our base.”
David Riley, an analyst with NPD group whom AdAge.com described as an “avid gamer,” said, “In terms of marketing, there’s a lot of opportunity just waiting to be hatched, especially on the local level.”
Not surprisingly, Wii console sales and games built for the system have been hot sellers. According to NPD’s numbers, seven of the top 10 best-selling titles were Wii games.
Discussion Questions: Where do you see opportunities for retailers to profit from social gaming activities? Do you see social gaming as a fad or the beginning of a trend?
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This is a trend, not a fad.
Boomers and matures are a big opportunity market segment if the manufacturers work WITH them to get content and the user interface working well – think font size and controllers geared to less nimble fingers. Working the “community” aspect from a marketing standpoint could be huge, especially to activity directors in retirement centers, but success will depend on the product being re-engineered to the audience.
The home run would be an internet-based Wii shopping game that could be used as a gift wish list for birthdays, holidays, and other special occasions. If the game was truly compelling, not just a one-time novelty, the retailer would get great publicity and return customers.
This is an interesting question – if putting precious resources into this trend has value against other more pressing challenges. My gut is that, for certain segments that shop in certain verticals (CE obviously), being creative about tapping into this passion in-game, online and in-store makes sense. Creating measurable profit? It might be more rooted in brand allegiance and word of mouth. Sounds like a great challenge for the emerging media agencies to get creative around for their retail clients.
The Wii is the first system that adults who didn’t grow up with A-B-X-Y controllers can begin to relate to. I personally know families who get together to play Wii games, unlike the older gaming systems. I personally believe it’s a paradigm shift, and innovative organizations (both game producers and retailers) will be able to take advantage of that shift.
My mid-20s, much-beloved, princess-of-the-globe daughter loves Wii social gaming, and here’s why: It gives her and her friends (and even her dog) much-needed physical activity. To them, it’s like a hyperkinetic, competitive, exercise machine. Only much more fun. (The dog, Kaia, gets lathered up chasing the participants around. Lots of dogslobber. Steam-the-carpet dogslobber. You have been warned.)
Besides dogslobber prevention opportunities for retailers to profit from social gaming activities, I see a combination of Wii, Karaoke, and Twister. Fully-clothed, though, as long as my princess-of-the-globe is participating. Other nervous fathers should be consulted on this subject.
The family/friends who play together, stay together. Perhaps an opportunity for fun activities (activity being the operative word) might reduce time spent sitting around and snacking, hence addressing the obesity epidemic as well as (re)building the kind of socialising and networking that many people think society is now lacking. I can see masses of opportunity for cross-generational games and getting anti-social teenagers off the streets and into a place where they can have some safe fun.
I haven’t seen any of these games yet myself but would hope that none of them involve violence and killing off the opposition. Presumably not, if more adults are finding them a good way of spending their time. Hopefully someone will enlighten me.
Social Gaming is a Trend. Finally, we have the evolution of the family board game. The impulse for socializing and togetherness is here to stay. Fun is here to stay. So – what’s not to love?
In fact the technology lends itself to brand partnerships with retailers (for public space, party hosting and clean-up) as well as with CPG (theme-based or commemorative products). Wii!!!
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This is a trend, not a fad.
Boomers and matures are a big opportunity market segment if the manufacturers work WITH them to get content and the user interface working well – think font size and controllers geared to less nimble fingers. Working the “community” aspect from a marketing standpoint could be huge, especially to activity directors in retirement centers, but success will depend on the product being re-engineered to the audience.
The home run would be an internet-based Wii shopping game that could be used as a gift wish list for birthdays, holidays, and other special occasions. If the game was truly compelling, not just a one-time novelty, the retailer would get great publicity and return customers.
This is an interesting question – if putting precious resources into this trend has value against other more pressing challenges. My gut is that, for certain segments that shop in certain verticals (CE obviously), being creative about tapping into this passion in-game, online and in-store makes sense. Creating measurable profit? It might be more rooted in brand allegiance and word of mouth. Sounds like a great challenge for the emerging media agencies to get creative around for their retail clients.
The Wii is the first system that adults who didn’t grow up with A-B-X-Y controllers can begin to relate to. I personally know families who get together to play Wii games, unlike the older gaming systems. I personally believe it’s a paradigm shift, and innovative organizations (both game producers and retailers) will be able to take advantage of that shift.
My mid-20s, much-beloved, princess-of-the-globe daughter loves Wii social gaming, and here’s why: It gives her and her friends (and even her dog) much-needed physical activity. To them, it’s like a hyperkinetic, competitive, exercise machine. Only much more fun. (The dog, Kaia, gets lathered up chasing the participants around. Lots of dogslobber. Steam-the-carpet dogslobber. You have been warned.)
Besides dogslobber prevention opportunities for retailers to profit from social gaming activities, I see a combination of Wii, Karaoke, and Twister. Fully-clothed, though, as long as my princess-of-the-globe is participating. Other nervous fathers should be consulted on this subject.
The family/friends who play together, stay together. Perhaps an opportunity for fun activities (activity being the operative word) might reduce time spent sitting around and snacking, hence addressing the obesity epidemic as well as (re)building the kind of socialising and networking that many people think society is now lacking. I can see masses of opportunity for cross-generational games and getting anti-social teenagers off the streets and into a place where they can have some safe fun.
I haven’t seen any of these games yet myself but would hope that none of them involve violence and killing off the opposition. Presumably not, if more adults are finding them a good way of spending their time. Hopefully someone will enlighten me.
Social Gaming is a Trend. Finally, we have the evolution of the family board game. The impulse for socializing and togetherness is here to stay. Fun is here to stay. So – what’s not to love?
In fact the technology lends itself to brand partnerships with retailers (for public space, party hosting and clean-up) as well as with CPG (theme-based or commemorative products). Wii!!!