Some BioShock 2 Marketing

This interview with Bioshock marketers provides some insight into approaching marketing a sequel to a very successful title. Part of the difficulty they faced was that some of their market were already familiar with the first game, but they also wanted to reach beyond them to new customers. Adding to the difficulty is that it's a difficult sort of game to describe.

They worked with the developers to produce videos and other information that helped explain what the game is, while staying within the fictional context. Videos are a great way to transmit a lot of information in a readily digestible form, and with Youtube and Vimeo and other places, it no longer costs an arm and a leg to get videos in front of consumers.

The key then becomes informing your potential audience of the video, and getting them to watch. A compelling enough video generates its own viral momentum, but you still have to kickstart it with your social media efforts. You can get your friends to watch, but the video has to be interesting enough that they get all of their friends to watch it, too, and then pass it along.

Of course, the underlying assumption here is that you have a game that can create an interesting video, and is worthy of the time and effort. Try to verify that assumption before you put a lot of time and money into making your video.