Since the video game advances technology in terms of realism, performances and behaviors of sportmen, cars, and other simulator (war, plane etc...) get us involved in the game. And now, this realism is used for advertisement. In fact, car manufacturers tend to be adepts of this realism.
They use it as a new way of promoting their cars, and for each car represented on the game, companies earn £1 per games sold. It is more profitable, because before, they had to pay movie makers to use their car. It is still the case, but by using video games, they get the opportunity to earn money and to interact with the customer, the player.
Indeed, games programmers take each models they want to introduce in their game, and use a special programme called Computer Aided Design to reproduce the vehicle as if it was real. Then, they use microphones for the sound of the motor, and enter in the programme every performances of the car like speed... This is interesting to say that the player can "try" in a way certain model of cars, which he cannot drive in real life. That's way game programmes ask marks like Lamborghini, Dogde, or other top level manufacturers to put their cars in a game, because the player/the customer is more likely to drive high-ranked vehicles rather than the every day car. This is an other intersting point. In fact, the player can try the car, as if he was in real life, and that makes a great advantage to the manufacturers. In fact, the player can make a feed back, and the manufacturers can take it into acount, and then add something more to their products. And even if the players can't buy the car, by word of mouth, the game will be sold, and the car makers will always get a turnover on the video game industry.
This article is interesting in the way of new technology used by advertisement. And we are wondering, how far will it go ?
Nowadays, a brad new technology has been invented by French, which consists to reproduce the product in 3D on a screen, but the customer can interact whit it, just as if it was in front of him. Maybe, in future times, we will be overwhelmed by advertisement, screens, and 3D effects...
lundi 13 octobre 2008
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An interesting article, well explained, though lacking an in-depth analysis.
Your resumé para missed out one of the most important points of the article: "Not only have the car makers waived [ont renoncé] their demand for a fee, but they have also offered players a glimpse of what cars could look like well before they officially launch." I would have liked you to mention that the game discussed in this article was NOT required to pay royalties to the car makers. AND, more importantly, that the car makers had, for the first time, provided information on their future models for the game.
You might then have linked back to both these points in your analysis. First, royalties through video games are a new way for car makers to create revenue. Why then would they accept to waive royalties? What do car makers get out of this arrangement with big game makers? Perhaps, as you suggest, this is a case of advertising through word-of-mouth, the type of advertising so valued by businesses who use Facebook for example. The car makers may also be using games though as a way of receiving feedback on their models prior to the official launch. It may be a means of carrying out (free) social research, vital to the development of new models. ("The companies are even exploring the possibility of incorporating gamers’ feedback into real-life designs.")
Second, think back to the idea of socialisation that you discussed in 2nde. Toys are one of the principal tools of socialisation of children. In the article, it is suggested that video games are the modern-day toy par excellence. How are brand names becoming a part of early socialisation?
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