If you didn’t pick it up from the headline I’ll be clear, this is a totally personal opinion and not an unbiased look on how gaming marketing should be done and which is more successful.
We all know that Battlefield 4 and Call of Duty: Ghosts are being released this year, with both titles expecting to sell millions. We also know that CoD will sell more units – so we can still say that Battlefield is the underdog; so I find it very interesting to see how they are both marketing their games.
Obviously both have gone the standard route of skinning sites, adding banners and the rest of the usual online and print media options. However after that they both seem to go different ways.
As you’ve noticed on this site, we’ve posted a ton of Battlefield 4 videos recently and while I have not been impressed with the quality of the footage they have been the subject of a lot of online conversations and fans and haters alike have been analysing all the details and talking about them. So much so, that Battlefield 4 has now become the 4th most searched game that brings readers to the site. A month ago it was equal to Call of Duty: Ghosts but Activision has decided to tightly control all the news and footage that is being allowed onto the Internet.
But it’s not only the control that I dislike – but the fact that they have now made a deal with IGN so that they will be the preferred media partner to reveal the Ghosts multiplayer footage and options to the public on the 14th of August. Now I know there are a ton of other media houses who are going to be present* but the idea that IGN gets this exclusive leaves a bad taste in my mouth.
Everyone loves to hate on Call of Duty, Activision and EA but in this regard it looks like EA is being the better company for their fans. I despise canned marketing where the media is expected to be thankful for getting early access to something, but where opinions are tightly controlled.
My advice to all the gaming companies out there: try interact with your fans openly and allow the coverage to grow organically. The only company that really does the controlled marketing perfectly is Rockstar and they do it well because they ensure conversations continue by dropping small news pieces all the time to keep people interested.
This total black-out on Call of Duty: Ghosts isn’t fun, doesn’t ratchet up the tension and I don’t like it. And I’m actually excited about the game so I can’t imagine how I’d feel if I was one of the Call of Duty haters.
*In the interest of disclosure, we were invited to the event in America next week but unfortunately due to our Gamescom schedule and budget we simply couldn’t make it.
Last Updated: August 8, 2013
TiMsTeR1033
August 8, 2013 at 12:40
……
Admiral Chief Zombie Slayer
August 8, 2013 at 12:49
Hehehe
Slade Boender
August 8, 2013 at 14:02
(^^,) what can I say, haters gonna hate
Marc O Polo
August 8, 2013 at 17:02
…
Pieter Kruger
August 8, 2013 at 12:48
Sony is doing exactly the same. Not a peep since E3?! Microsoft and Xbox One is all everybody is talking about (being good or bad) it’s still free publicity!
Gustav Willem Diedericks
August 8, 2013 at 13:08
What Hammerstein said, plus M$ is putting out fires after being beard-slapped by Sony
https://dl.dropboxusercontent.com/u/94593477/beardslap.gif
Spathi
August 8, 2013 at 13:11
There is a huge difference between controlling your PR and giving certain sites exclusive news.
Admiral Chief Zombie Slayer
August 8, 2013 at 12:49
Its the fish I tell ya, its the fish!
HvR
August 8, 2013 at 12:59
So the CoD marketing is going to the dogs.
Kromas
August 8, 2013 at 13:23
EA has great PR. Their customer service sucks, their app (that is still in beta for some reason even though you are forced to use it) sucks and their games generally sorta suck when we are not watching them like a hawke (get it :P). But their PR is great.
Trevor Davies
August 8, 2013 at 13:25
It’s the one dungeon they get right 😉
Kromas
August 8, 2013 at 13:32
Hahahaha …. PR the hell out of one house then copy/paste the same house over and over and over in blue red and green 😛
Tbone187
August 8, 2013 at 13:46
Agreed, that is a bit dodge….
But what’s repercussions: worst case scenario is those early/blind buyers get duped with a below par game…I’m not too worried bout them in any case…
From a company’s point of view, they’re actually better off. Keep the suspense and hopefully not wind up in a spot like Battlefield’s terrible video showcase…
simeon tuoyo
August 8, 2013 at 14:12
Hey Lazygamer, if CallofDuty put a deal on your table, won’t you accept?
http://latesttoptechnews.blogspot.com/2013/08/danger-google-chrome-security-flaw.html
JHN
August 8, 2013 at 15:51
That site is horrible dude
Natty Dave
August 8, 2013 at 22:38
sounds like your just mad because ign has exclusive rights to information and you don’t, but in the real world, that is how marketing works, a company will pay for exclusive marketing rights to something they feel is going to draw a lot of traffic their way, and in turn they say nothing but good things about the product; does pepsi really need to have Beyonce selling their soda as if we don’t already know that it taste like wet cardboard? or like we honestly believe that you can drink soda and have a body like hers?
The gaming industry has grown a lot over the years, and it’s starting to get a little more media attention beyond blaming mortal kombat for violent teenagers getting into fights, ign is a gaming new site and their reviews make an impact in some form, I have never picked up a game and saw a lazy gamer game review quote, but I can pick up at least 2 or 3 that have one from ign. maybe more the problem is worrying to much about who gets first hand information that your only waiting on to bitch about on the internet
Natty Dave
August 8, 2013 at 22:38
sounds like your just mad because ign has exclusive rights to information and you don’t, but in the real world, that is how marketing works, a company will pay for exclusive marketing rights to something they feel is going to draw a lot of traffic their way, and in turn they say nothing but good things about the product; does pepsi really need to have Beyonce selling their soda as if we don’t already know that it taste like wet cardboard? or like we honestly believe that you can drink soda and have a body like hers?
The gaming industry has grown a lot over the years, and it’s starting to get a little more media attention beyond blaming mortal kombat for violent teenagers getting into fights, ign is a gaming new site and their reviews make an impact in some form, I have never picked up a game and saw a lazy gamer game review quote, but I can pick up at least 2 or 3 that have one from ign. maybe more the problem is worrying to much about who gets first hand information that your only waiting on to bitch about on the internet
j t b
August 9, 2013 at 00:48
Very well presented opinion, can’t argue much with that. It’s the same way that Activision control the DLC to Microsoft first, it’s all about making more money by selling media rights and not caring about how the end user is usually worse off.
Daniel
August 9, 2013 at 04:15
The hate and jealousy of ign is real
Bengt Erik Saether
August 11, 2013 at 12:13
Gavin – I think you are spot on.
We see two very different PR tactics.
EA/Dice: Bring a lot of information to the people – in many channels.
Activision/Infinity Ward – Hold back. Focus on a few channels and major events.
The interesting part (for me at least) will be to see what tactic pays off in the long run.
When it comes to creating buzz prior to launch, it seems that EA and Dice are clearly ahead in the race. This comparison from Google confirms what you write: http://bit.ly/14jTLWx
Could this perhaps change when Activision and IW reveals the multiplayer in a few days?