Game Marketing Tips, Analysis, and News

Wednesday, November 4, 2009

For Effective Advertising, "Use Quotes"

I'll use the launch of this immense RPG to make a point about good advertising. One of the things that attracts your eyes in an ad is a quote, as you can see on the front page of Steam where the Dragon Age Origins graphic includes this quote: "Dragon Age is the RPG of the decade" from PC Gamer UK. Now, this may or may not be true... but it certainly catches your eye. And it provides some verification of the game's goodness from an independent source. Whatever the truth of the claim, or what you think of the magazine, or magazine reviews in general, it's certainly true that not every game gets a quote like this. Quotes and awards should be used as extensively as possible in ads, because they attract attention and create more desire for learning more about the game and for buying it.

In the book trade, quotes are used extensively. Authors trade them with each other, there are many reviewers to quote from, and you'll see these quotes on the cover, on the back cover, inside the covers, and sometimes even whole pages are devoted to quotes. Does this liberal use of quoting diminish their effect. Yes, perhaps a bit... but the overall effect is still hugely positive even though quoting (blurbing, in book trade parlance) is far more widespread than in the gaming business.

"Quotes are a powerful advertising tool," said Steve Peterson. And feel free to quote me on that.

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