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01 mars 2005
Annonsera i alternativa verkligheter
I den föreläsning om framtidens annonsmarknader som jag höll häromdagen spekulerade jag i hur annonsering i spel kommer att utvecklas. I dag har The New York Times en intressant artikel i ämnet. Artikeln handlar inte i första hand om MMORPG (Massive Multiplayer Online Roleplaying Games (puh...)) utan om ett av de senaste fenomenen i spelvärlden - Alternative Reality Gaming (ARG). Senaste, och senaste förresten: spelen är ur ett perspektiv bara multikanalrollspel, men de har lagt sig så nära verkligheten det går - i den anda som råder i filmer som The Game. Och dessa spel kan också - i sin helhet eller i delar - användas för annonsering och PR. NY Times skriver om det senaste spelet, Perplex City:
It is the latest well-funded entry in a young medium called "alternate-reality gaming"--an obsession-inspiring genre that blends real-life treasure hunting, interactive storytelling, video games and online community and may, incidentally, be one of the most powerful guerrilla marketing mechanisms ever invented. These games are intensely complicated series of puzzles involving coded Web sites, real-world clues like the newspaper advertisements, phone calls in the middle of the night from game characters and more. That blend of real-world activities and a dramatic storyline has proven irresistible to many. "It's a very addictive form of entertainment," said Steve Peters, a Las Vegas musician who is one of the founders of the Alternate Reality Gaming Network, a set of Web sites devoted to the topic. "People stay up all night; it really is very immersive." It's exactly that dedication that has made alternate-reality games powerful marketing mechanisms.
Dessutom har de flesta inget emot annonseringen så länge den ökar realismen i spelet.
Ytterst kanske detta är ett tecken på att vi upplever verkligheten som litet för trist, och att vi försöker återförtrolla den med ny mening: ju närmare verkligheten spelet ligger, desto närmare verklig mening kommer vi. Den urgamla metaforen om livet som spel återkommer, men nu inte som en uppgiven förbannelse, utan som en febrig önskan...
mars 1, 2005 in Framtiden | Permalink
