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Ooh. 2 page ads

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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.

 

61,169 views 44 replies
Reply #26 from GalCiv2 Forums Top
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


Yeah, that sounds like me... That was the kind of ad that would snare me before I had kids and became consistantly broke.
Reply #27 from GalCiv2 Forums Top
I only look at ads if there's a picture of a pretty girl on it or it has actual in game screenshots. Maybe get Cari to do a bikini layout holding a collector's edition box .
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Reply #28 from GalCiv2 Forums Top
I'm assuming the screenshot you'll be showing is one of the combat. If I may be so bold, I'd suggest something to include along the left frame of the ad:

You see, humor was one of the biggest selling points for me in this game. It's quirky in a way, but there are some downright hilarious lines. Perhaps having some portraits for some of the different species giving their own unique commentary. For instance, draw a fine line to the ships for the civilization that is losing the battle you're showing and having it saying the "We understand how you may misinterpret our all-out assault on your starbases as a sign of aggression, but were really interested in peace ..." line, and perhaps the other species involved giving some other appropriate comment.

Just so long as its kept in the margins, it shouldn't detract from the beauty of the shots (there to catch the eyes of the reader) and could add a bit more of the flavor of the game for the interested reader (hence assigning it to the left frame, because it wouldn't be an image seen by someone just flipping through the ads - they'll primarily see what's on the right side).
Reply #29 from Stardock Forums Top
2 things.  First, to clarify what I said earlier.  Seeing an ad will NOT make me buy a game, what it will do is make me want to learn more about it if the game is unknown to me, or remind me that the game is on sale, there are so many games out there that sometimes you just forget about the title you wanted to buy when you see another title.    Second, I am not in favour of humour to promote 4x strategy games (or most strategy games).  Case in point Spaceward ho!  Reviews and ads were promoting it as a space strategy game with a lot of humour, that ruined it for me and I never got the game.  I don't want to play a 4X game to laugh, I can watch a comedy or play one of the old adventure games for that, I am interested in a 4X game because it will allow me to conquer, expand, and be in control of an empire/kingdom/whatever, not for the chuckles.  Perhaps that is just me though.    EDIT: How on earth do you create paragraphs? Enter key doesn't work.
Reply #30 from GalCiv2 Forums Top
I feel the same as you about ads. And I'm pretty sure everyone does. You should just show what the game is like and then see if they like it. Ads that show pictures of the game that look like scenes from a movie seem like the people behind the game are ashame of it and want to make it look like what it's not.

The ad should be one HUGE 2page screenshot of the game with maybe some legend (similar to the first GalCiv 2 ad) with this website's adress under the screen and the awards the game received as well (and maybe some quick quotes).

EDIT: Maybe you should also find a way to show the same honesty and devotion in your ad that you do with the community.
Reply #31 from GalCiv2 Forums Top
Thoughts, some cheesy, some not.

If you're a person who buys a gaming magazine, you've probably already heard of this game. If you're going to spend money on a mag most likely you have already been on gaming websites (free!) and most have had some kind of writeup. So you're trying to get people who have already seen it but haven't yet bought it to lay down hard earned cash for it. Play up:

DEMO --- most reviews were out before this was ready

Custom ship design --- brings out the inner geek in all of us (maybe even feature a few custom designed ships from players?)

Snippets comparing it to other popular games --- draw them in by association

Naked alien chicks --- sex sells. even alien sex. espcially alien sex depending on the crowd.
Reply #32 from Stardock Forums Top
Ads don't affect me directly. A clickable link or an ad printing the link to the
demo, however, at least makes me give it a try. I've only heard of GalCiv from two
sources: A smelly OS/2 fan (he bathes nowadays, so it's OK) and a game-related forum
that Brad also wastes some time on. I might stop filtering out magazine ads on the
third time I read a magazine, but since I buy very few, that means the game has had
a few patches by the time I notice it

But a demo is definitely most important. If you want the 2-page ad noticed, the
humour point mentioned by others applies. Two pages of action, a couple of boxes
with diplomacy screenshots, and a cornerbox with links, perhaps mentioning the TGN
pricing if you can fit it in.
Reply #33 from GalCiv2 Forums Top
"""""If you're a person who buys a gaming magazine, you've probably already heard of this game. If you're going to spend money on a mag most likely you have already been on gaming websites (free!) and most have had some kind of writeup. So you're trying to get people who have already seen it but haven't yet bought it to lay down hard earned cash for it. Play up:

DEMO --- most reviews were out before this was ready
""""




Agree completely make prominent FREE DEMO at GalCiv2.com

I couldn't initially find the game locally. wanted the CD, so I downloaded and started playing. I realized it was then the game I dreamed Galciv could be, and I went on a mad search to get the CD locally. (BTW Circuit City had it, WalMArt,Sams Club, EB Games, Gamestop all sold out!)

Reply #34 from JoeUser Forums Top
I am very interested in seeing the ad.
Reply #35 from JoeUser Forums Top
Personally I don't buy based on ads, and like you Brad I skip by them more often than not. However there are times I will stop and read one. Usually though its a game I have already heard advanced information about and was already interested in. Magazines these days don't hold as much value as they used to when it comes to games because of the internet. Personally I feel the ad money would be better spent elsewhere.
I think the style of the ads though has to vary based on the type of game being advertised. Some ads tell too little about the title, and some are just too busy. Some waste time showing shots of cut scenes, who cares about those, I want to see game action. Ads need to grab your attention quickly, and if there is too much going on it won't work. You could have a 1/4 page ad or a 2 page spread if it doesn't get you to stop for a moment, you are going to go right by it.
Reply #36 from GalCiv2 Forums Top
I would advertise in non-gaming magazines. I'm guessing most game magazine readers have already heard of Gal Civ 2 by now. Magazine ratings, online reviews, and forums are what they are going to be basing their buying decisions on now. I'd look to advertising in Sci-Fi magazines, and websites. GC2 is a good laptop game, maybe advertise in laptop magazine, and websites. Now that the game and demo have been out awhile, getting to people who haven't heard of the game yet and getting them to try the demo should be the goal of any future advertising.
Reply #37 from GalCiv2 Forums Top
Looking for an add, give me a call, I will send you my picture with a caution "Crazy Cuban Computer Addict Beaten By Angry Wife" it will sell a lot of games I bet you.
Reply #38 from GalCiv2 Forums Top
I tend to skip ads in mags. I heard about the game while browsing the latest reviews on the Eurogamer website at lunchbreak. Checked out the review, went to Gamespy to see how their review compared, then ordered The Game online convinced.
While waiting for it to arrive I lurked around these forums which turned out to be a big mistake because after hearing about (and then seeing) the possibilities for the ship designer I couldnt f'n wait for the blasted game to arrive in the post so I could try the ship designer for myself!

So on the off chance I wouldnt skip past the ad mumbling something about "blimin' ads", I think your idea for a widespread is good but if it included the a screengrab with a "blank hull" and then the "resulting, awesome, custom designed ship", and I mean something breathtakingly awesome looking, then it might be enough to make me say "hmmm, what was that there...?" after the usual mumbling. The rest would be up to the content.
Reply #39 from JoeUser Forums Top
Although I am not a gamer, (my kid is) from my business perspective, advertising products that are sold to consumers has little to do with directly driving revenue streams.

Even though people today are being bombarded with advertising, every which way, seldom do people buy based on advertising content, they just take notice of the content verses other ads if designed appropriately.

As you know, advertising is overhead variable on the P&L and considered supportive to other more direct sales or business development efforts creating an overall marketing campaign. Gamers are no different then those interested in buying music, hand soap, bicycle components or golf equipment, and so on. Everybody reads special interest trade magazines, as does my adolescent gamer son.

Many months ago I was looking through a golf magazine and noticed an advertisement for SkyCaddy GPS. The idea sounded intriguing so I contacted our CC GM and advised him to investigate further. Four months later, they sold 60 units at $250 each through our Pro Shop along with an equal number of required annual internet subscriptions, and their still selling at our club.

The advertisement was placed one month, I viewed it a month later, five months later the partnership was struck, and over the next two-three months their revenue stream spiked; without that advertisement, that deal wouldn’t have occurred. To add, almost eight months passed blurring the justification line between advertising expense and actual revenue stream increases.
Reply #40 from GalCiv2 Forums Top
Posters.

I tend to avoid ads too, but the first thing I look for when I get a new game mag in the mail (this is why I remain subscribed to Nintendo Power) is the foldout poster, if it has one.

I have lifetime subscriptions to GamePro and CGM (thank you GameSpy, lawl) and renew my subscriptions to GameInformer and NP every year mainly for the posters. Rarely will I ever actually read anything in them.

(EDIT: If this ends up becoming a lot of posts, it's cuz I kept getting timeout errors and shift-reloading the thread didn't yield any new posts.)
Reply #42 from GalCiv2 Forums Top
Ilearned of Gal Civ 2 from Gamespy. I've been burned by fancy ads before and so I don't buy gaming mags anymore. If I want info about a game, I look on online.
Reply #43 from GalCiv2 Forums Top
I first heard of Galactic Civilizations when it was an OS/2 Warp game. I thought, cool but
I don't run that. Recently (in the last couple of months) Penny Arcade reminded me of GalCiv,
said it was on an OS I run, and gave it a positive review. On the strength of wanting it for
fifteen years, I finally bought it. The first ad doesn't necessarily sell the game, but
neither does the last ad. I had been sold on GalCiv for a long time.

Reply #44 from GalCiv2 Forums Top
This is obviously a late post . . . but:

I think the best ad you could do would be to do a small gameplay example, if you could fit that on 2 pages. Honestly, I bought GalCivII before I ever came to this website -- but if I had read those stories beforehand, I would've been even more resolved to buy it.