Ooh. 2 page ads

Never thought the day would come

from JoeUser Forums

We've signed on to do a series of 2 page game magazines in Computer Gaming World and Computer Games Magazine. 

But the question is, do ads drive sales? How many people learn about games from game magazines? It's not an easy question to answer because as active as these forums and such are, they represent only the slightest fraction of the people who play games. 

If I were to take a poll here on where people learned about Galactic Civilizations II, I bet places like Penny-Arcade, Gamespot, Usenet, from a friend (who heard it from some on-line source) would come up.

Which brings us back to game magazine advertising and what affect it has on real world sales.  Two page spread ads in game mags aren't cheap as you can imagine.  But let's say you're convinced that they're potentially worth the cost.

The next question is, what kind of ad should it be?  If you're reading this and have access to a game magazine, go grab it.  I'll wait...

(scratches)

(scratches)

(looks around)

(scratches)

(I could do this for awhile, I'll be right back)

(scratches)

Ah, good. So you found your CGW, CGM, PC Gamer, or other favorite magazine.  Look at the ads. Do they catch your eye? I'm an engineer. I don't care about the beauty of an ad. I only care whether it causes the person to subsequently buy the game.  What ads in the game magazines do you think are effective? Not which ones look neat. Which ones actually might have made you go out and buy the game?

Personally, my eyes are trained to avoid ads. If something looks like an ad, I go right by it.  That means if I see artwork that isn't from a game, or a logo that I know isn't part of editorial, I instantly go by the ad.

The best ad I ever saw was the 2-page ad for Total Annihilation. In the spread it was all in-game action. Like a 2 page mega screenshot of a huge battle with minimal fluff.  The game sold itself and the ad let the game do the selling.

For our 2 page spread of Galactic Civilizations II, we're doing something similar for our first crack at it.  It will, in essence, look a lot like what Galactic Civilizations II does on a wide-screen monitor at super-high resolution. Only the bottom corners will explain the points of the game and where to get it.  We figure, players either want this stuff or they don't.  When it's done, we'll put up a screenshot of the ad.

 

61,161 views 44 replies
Reply #1 from GalCiv2 Forums Top
I've got the same attitude towards ads as you, Brad. And in fact I have a huge distrust against magazines, be it printed or online. When deciding wether to buy a game or not, I always look what people write in forums. Best way, in my experience, to find out what a game really is like.
But when I look at ads now and then - everything that conatins to much buzzwords and only screenshots from cutscenes makes a bad impression. Showing what the actual GAME looks like is the right way to go, in my opinion.
Reply #2 from GalCiv2 Forums Top
Personally I don't buy any gaming magazines so I can't really help. Sorry. I can defintiely see the logic in your idea though - showing people what the game is like rather than telling them seems like an excellent idea.
Star Control: Origins
Reply #3 from GalCiv2 Forums Top
I am not sure on how to advise you here but the adds i like are the ones that show me the features of the game. You guys did really well with that one with the ship and its features.

Also, i would make sure that you put the ship design feature on the top of that list.

One of my employees, on a weekend , turned and asked me what the rest of the game was like because after 8 hours he had not made it past the ship designer yet.
Reply #4 from GalCiv2 Forums Top
Personally I don't buy any gaming magazines so I can't really help. Sorry. I can definitely see the logic in your idea though - showing people what the game is like rather than telling them seems like an excellent idea.
Reply #5 from GalCiv2 Forums Top
I saw an ad on pennyarcade, followed it and found an awesome game...
...don't buy magazines because they never seem to really give honest information (or at least not from my perspective values)

However, your approach is solid.
Every ad can say,
"design the look of your ships from over xxx different visually stunning pieces!"
"customize your fleet from an assortment of researched weapons, defenses and specialized components!"

But I take that slosh with a grain of salt...
However...
...if I see a two page ad, with a picture of a plain hull dotted with hard points,
then that hull with added components, then another with weapons, lights and "flare"
...oh my...
...and if I THEN see a pic of that slick customized ship on screen, on the map, next to a star base, with the enemy in range...

my imagination runs wild... and wishes it was playing the game right now.

What I'm trying to say is that even with a grain of salt, YOUR approach is hard to walk away from negatively.
Kinda hard to post in-game photos of the AI ruining your best laid plans by being "smart"

But good show! Looking forward to the screenie when you're done!
Reply #6 from GalCiv2 Forums Top
When flipping through a gaming mag, I like to be made to laugh. That may jut be me, but I appreciate a sense of humor.
Reply #7 from GalCiv2 Forums Top
If you're really going to be asking users to design ads for you, why not just hold a contest where the best ad design gets published?
Reply #8 from GalCiv2 Forums Top
I subscribed to CGW for about a year and I found that articles about a game (like a Tom Vs. Bruce) were more effective than ads. The review itself was a huge selling point though.
Reply #9 from Stardock Forums Top
Well, CGM is the best PC magazine there is IMO.  And I trust their reviews, though I do not always agree with them.  Though I haven't been able to buy a magazine of theirs for close to 2 years now, I was looking at the ads.  From my experience/taste the ads work better when the art is in game art, not from cutscenes or irrelevant, but from actual gameplay.  Also, I dislike, not sure how to call them, words that are "cool/hip/whatever they are called now" or even l33t.  No, I do not dislike them, I freaking hate them.  I want details as to what type is the game, screenshots are nice, when they are not very small.   I too remember the TA ads, also for some reason teh Korsun Pocket ads.   Here is a simple idea for an ad.  Have a guy/emperor sitting on a throne, while he is surrounded by screenshots or in game art with lines or bubbles explaining what the game is about.  Have one of the robots-advisors in the back "talking" to the emperor.
Reply #10 from GalCiv2 Forums Top
Game Visuals definitely help screenshots of action, various features.. but also text describing the features. I'd pay particular note of the ship design feature as well as the custom race feature as they are two of the most excellant customisable additions.
Reply #11 from GalCiv2 Forums Top
Personally ads don't work for me. I almost never buy a game based on an ad. I buy games either from word of mouth or based on published reviews.

I would say because of that if you were going to have an ad one of the most important things to include in the ad would be your review scores/awards. A bunch of great review scores or quotes would make me more inclined to read those reviews and consider buying the game.
Reply #12 from GalCiv2 Forums Top

If you're really going to be asking users to design ads for you, why not just hold a contest where the best ad design gets published?

While that's a good idea, that's not what we're doing actually. I'm actually saying what we're doing with our ad as is.  But a good idea for future ads.

Reply #13 from GalCiv2 Forums Top
I agree with polysyllabist suggestions on the ad, show someone making a ship in ship design, then show a screen shot of that ship in a fleet approaching another fleet and then show a screenshot of the battle, from different camera angles .... with lots of text and stuff .... sweeeeet ...

I don't usually buy comp mags anymore but I always flick through them in magazine shops. The only ad that I remember catching my attention was an add for a MMORPG - and that was only because of the words FREE on it. So maybe you guys can emphasise the FREE updates and no copy protection? Oh and definitely mention the fact it plays on Laptops with no disc required ... that was the major selling point for me in the end.
Reply #14 from GalCiv2 Forums Top
Back when I read game magazines, ads had to have pictures of the game. If it did not have pictures of the game itself, I would never think much about getting it. If it had pictures of sometihng that looked like it would be fun/interesting to do, I would want to try it out. (This was back in the Nintendo days, so I would go out and rent it.)

Anyway, I would put pics of a fleet battle (Make sure you use GOOD looking ships though), Pics of the ship design screen (Again with a GOOD looking ship), and a good pic of the game map zoomed in. (With good looking ships/fleets and a lot of things going on such as visible trade routes and visible autopilot lines, and preferably a ship battle with one ship/fleet blowing up...)

I am also an engineer, but that is how I would set up the ad, because that is how it would appeal to me.
Reply #15 from GalCiv2 Forums Top
I own a small ad agency and have had some experience in software marketing for client/server professional aps. I used to prepare software sales for large shows and advertised in some major trade magazines. My consumer experience is not in software though I do know the theory (MBA etc, I have too much education LOL).

My thoughts is that for a large 1 page or 2 page spread, you need to have major screenshots showing the most dramatic elements that make the game unique in the ways that appeal to the type of player you want to sell to . For the turn based strategy gamer, it might be game scope, replayability and ease of user interface . eg., screen shots of the tech tree, zoomed out strategic map, player setup screen, battle screens, colony management screen, line graphs, ship design screen.

This is a high involvement purchase, and a strategy gamer might be willing to spend a lot of his time with the game, and a dedicated strategy gamer would not mind reading a lot of features. Offer a specific benefit buying it now( quick action) (get something free until date xxx). Don't go for a ad with a simple large theme image, go for a cluttered looking ad with multiple specific screen shots and lists of features.... Look at the civ 4 ads and. Put in a list of awards and summary of reviews along with a very prominent mention of the galciv2 website.

An artsy good looking ad with be hardly looked at, a cluttered ad with a lot of information , that is professionally laid out and presented yet artfully done will be stopped at and read. Your goal is to get the occassional gamer to the website where you can let him see the reviews and your screenshots, or the compulsive gamer to remember you the next time he is near a rack full of sofware
Kosty
Reply #16 from GalCiv2 Forums Top
First time I heard of GalCiv2 was the add in PC Gamer the month before release. Anyways, for some reason I decided to look up the website, found the forums, saw devs posting and bought the game shortly after.

My advice:

Push the AI. It is unique for each Civ. and critically acclaimed, etc.
Push customization options.
Push Ship Builder.
Screenshots. No art concept type stuff.
Reply #17 from GalCiv2 Forums Top
My advice:

Push the AI. It is unique for each Civ. and critically acclaimed, etc.
Push customization options.
Push Ship Builder.
Screenshots. No art concept type stuff.


Agreed, definitely no art concept. Stick with a couple of very nice screenshots with features and awards smaller.
Reply #18 from GalCiv2 Forums Top
I dont read the mags so I would be hard pressed to help.

But I will give it a shot anyway..........lol

I think your right, most people skip the ad's. But lets say I do see an ad I think looks good.

First thing I do is pop on the internet and read review sites and forums to see what the real deal is.
Reply #19 from GalCiv2 Forums Top
Well, I actually have a gaming mag delivered, and I think you're on the right track: Gameplay screens work a LOT better than concept art/pizzaz. And while I'll readily admit I gloss over most advertisements, they are far from useless. I'll pay more attention to good ones. If I've heard of a game before, but don't know much about it, the ad will get two free seconds of my time. Furthermore, any advertisement contributes to gaining mindshare. If I've heard a friend mention a game, and/or seen a review, the advertisement is one more way to push your game into my head. It can be just enough to convince me that game is worth buying, or make me remember it when I'm perusing Best Buy.

As far as the actual content, you obviously have to flaunt your strengths. You know what they are, I won't waste space listing them. But I do recomend you leverage your positive reviews in this area. Any company can write a bullet list of features, and any decent consumer gives that sort of thing zero weight. But you have the envious ability to let reviewers do the talking for you. And not in some generic two word quote, either. You can use sentence long quotes declaring your ship building system as the best thing since sliced bread. This shows both what makes your game appealing, as well as the fact that people actually find it appealing. In a way that doesn't seem like marketing BS.


--LordPixie
Reply #20 from GalCiv2 Forums Top
Well after thinking on it some more, I've thought of a few other things:

It is probably too late now, but rereading your post reminded me of your previous comments about gaming distribution. The more outlets with your game, the more copies you sell. I'd think the same applies to marketing, the more outlets you advertise in the more customers you reach. I'd think that a 2-page add in 2 magazines would not bring in as many sales as a 1-page add in 3-4 magazines. Just a thought. Also, are you doing alot of banner adds on sites like Gamespot, IGN, Gamespy, etc? Try to get your demo out on CD, like in PC Gamer or something, not just Gamespot. Not sure how practical these suggestions are though.

One more thing for the 2-page add; Brand Recognition. Make sure the GalCiv2 title in the add closely matches the one on the box. More likely to have someone recognize your title as they walk through the aisle in Wal Mart or Best Buy. Wouldn't hurt to even put a small 3D reproduction of the actual retail box on the add since it will be large enough.

More free advertising from controversy doesn't hurt either although that is a 2-way street.
Reply #21 from GalCiv2 Forums Top
I found this game based on an ad for Gal Civ I. about six months before the game came out.
Reply #22 from GalCiv2 Forums Top
I'm in Beijing and I found out about the game by reading the gamespot review. I base my purchases solely on that site (due to lack of time), so I'd say advertising is important for people actively seeking for a good game to purchase, be it ads or reviews. Now that GC2 has collected a healthy number of reviews and awards, just be sure to include them all, for anyone who doesn't trust ads it would be hard to doubt when there are so many good reviews on the game coming from diffierent magazines/web sites.

By the way, now that GC2 is a best seller and all, I think you guys should hire some really professional designers. The game's art is not bad for a 4X game (known for bad graphics), but it pales comparing to other titles. For example the ad banner I saw on gamespot show a standard colonizer on a mostly empty black space and with a rather plain looking GC2 title art. I wouldn't be interested if I'm not a 4x fan. I think by this time around, most hardcore strategy gamers probably have bought or heard of the game, you now need to focus on casual gamers and people who have not experienced 4X games, so graphics would be important.

I suggest hiring a good renderer and render a high-poly space battle scene between the various aces, with a drmatic view (rather than a colony ship flying out of the box). The purpose of this picture is just to stop the readers' eyes on the page and get them to read what you have to say about the game.
Reply #23 from GalCiv2 Forums Top
The best ad I ever saw was the 2-page ad for Total Annihilation. In the spread it was all in-game action. Like a 2 page mega screenshot of a huge battle with minimal fluff. The game sold itself and the ad let the game do the selling.

For our 2 page spread of Galactic Civilizations II, we're doing something similar for our first crack at it.


That's going to be a hell of alot harder with a turn based game than with an RTS. The action going on, on screen in an RTS of that nature is far flashier than what goes on in most turn based games, particularly in this one which features no tactical combat (note: that's not a gripe).

Good luck with that...
Reply #24 from JoeUser Forums Top
once bitten, twice shy. Probably 50 times bitten, actually. I consider maganize ads about as reliable as box art. You aren't going to see the game, warts and all, when they spend that much money marketing their product. The best you get is a postage sized square in one corner showing "actual gameplay"... and even then it often "varies".

My decision making is based on reviews, third party screenshots, and the support forusms of the developer themselves. Maybe, just maybe ads make me head in that direction to look into a game, but beyond that they have no impact whatsoever. Worse, if it ends up that the ads were misleading, I am far less apt to look into the franchise in future releases.
Reply #25 from GalCiv2 Forums Top
For me you only have a fraction of a sec to get me to look at the actual ad. It needs to jump out and say somehow this game is the type of game I like (or alternatly pretty scantly clad females seem to also grab my eye.) Once you have my eye I want to know what type of game it is quick . (Kind of like box info.)

Still I tend to buy from reviews and word of mouth.