In 2009, we predicted that cloud gaming would eventually reshape the gaming landscape. At the time, an early Beta version of the OnLive gaming service had just been announced. OnLive uses cloud computing to allow people to play system-intensive games on Internet terminals, older PCs, and even some smartphones. We wrote: Even if OnLive doesn’t [...]
Archive for the ‘book examples’ Category
OnLive: Console Gaming Without the Console – Coming Soon to a TV Near You
Posted in book examples, hdtv, Industry News, online distribution, video game marketing, tagged cloud computing, cloud gaming, Maximum PC, Onlive on May 3, 2011 | Leave a Comment »
LittleBigPlanet, ModNation Racers, and Sony’s “Play, Create, Share” Initiative
Posted in book examples, Innovation, little big planet, Marketing, media molecule, user generated content, video game marketing, video games, tagged littlebigplanet, modnation racers, sony on March 2, 2010 | 3 Comments »
Media Molecule’s LittleBigPlanet was released in the fall of 2008 as the first title in Sony’s “Play, Create, Share” Initiative, an initiative that places creative control in the hands of users. According to Shuhei Yoshida, Sony senior vice president of product development, LittleBigPlanet was Sony’s best-selling title in 2009, with more than three million copies [...]
“Video Game Marketing 101″: Performance vs. Usability
Posted in book examples, Innovation, Marketing, video game marketing, video games, tagged atari, complexity, jaguar on January 27, 2010 | Leave a Comment »
For non-gamers, learning to master most game controllers is, without question, a daunting task. In his new book, Ludoliteracy: Defining, Understanding, and Supporting Games Education, José Zagal observes that even experienced gamers can find it difficult to keep up with rapidly changing technology. He quotes one former gamer who says, I no longer play video [...]
Nintendo’s Award Winning Advertising Campaign Focused on the User Experience
Posted in book examples, Marketing, Multimedia Examples, tagged advertising campaign, leo burnett, nintendo on January 11, 2010 | Leave a Comment »
Most technology products focus on product features. Nintendo commercials took a different approach by focusing on users. In one television spot, titled “Wii for all,” two Japanese Nintendo representatives dressed in black suits arrived at American homes. After bowing to their hosts, they announced, “Wii would like to play” (Innovation and Marketing in the Video [...]
Atari Lynx: Why low price and high performance are not enough
Posted in book examples, Handheld, Marketing, Multimedia Examples, tagged atari, game boy, Handheld, lynx, nintendo, pricing on January 10, 2010 | Leave a Comment »
In 1991, Atari marketing manager Peter Staddon predicted that the “Game Boy will struggle along on the back of the Nintendo name until Christmas and then disappear. Once kids have seen color they’ll never go back to black and white.” At the time, Staddon’s comments seemed logical. Lynx was a far superior console to the [...]
Sony’s “Play Beyond” Advertising Campaign Focused on the PS3′s Technical Qualities
Posted in book examples, Marketing, Multimedia Examples, ps3, sony, tagged advertising campaign, play beyond on January 9, 2010 | Leave a Comment »
Traditional game advertising typically emphasized the technical qualities of a console. Television commercials displayed scenes from games that demonstrated the more advanced qualities of the system. Sony, for example, demonstrated the advanced graphical capabilities of the PlayStation 3 through a combination of game play scenes and narration (Innovation and Marketing in the Video Game Industry: [...]
Sega Game Gear Advertising Campaign Targeted Nintendo
Posted in book examples, Handheld, Innovation, Marketing, mobile games, Multimedia Examples, video games, tagged advertising campaign, game boy, game gear, nintendo, performance, sega on January 8, 2010 | Leave a Comment »
The Sega Game Gear was launched in 1991 under the same premise as the Atari Lynx, namely that color graphics would trump the Game Boy. Sega had more compelling content and fared better than other color handhelds of the time. Sega’s advertising was also more aggressive in criticizing Nintendo’s products. In the following commercial, a [...]
Nintendo’s Viral Marketing Campaign
Posted in book examples, Marketing, tagged advertising campaign, nintendo, wii on January 6, 2010 | Leave a Comment »
In Chapter 9, “The Wii Revolution,” we discuss how Nintendo used opinion leaders and hands-on demonstrations instead of traditional advertising to gain word-of-mouth support and news coverage. Instead of following a traditional print and television campaign, Nintendo initially supported the Wii with viral marketing efforts. It set up consoles in shopping malls and other venues, [...]
The Game Boy: Marketing Video Games to Adults
Posted in book examples, Handheld, Marketing, mobile games, Multimedia Examples, tagged adult gamers, game boy, nintendo, tetris on January 5, 2010 | Leave a Comment »
In Chapter 5, “The Brain Age: Handheld Consoles and their Impact on Adult Gamers,” we discuss Nintendo’s early efforts to market video games to adult non-gamers, not as gifts for their children, but for their own enjoyment. Nintendo launched its Game Boy in 1989 with a black and white screen, stereo sound and a communications [...]
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About the Authors
David Wesley is research manager at Northeastern University's College of Business Administration and a founding member of the Institute for Global Innovation Management. 
Prof. Gloria Barczak is recognized as one of the world's leading innovation management scholars. She is also a member of the Editorial Board of the Journal of Product Innovation Management, IEEE Transactions on Engineering Management, and Creativity and Innovation Management.Readers’ Corner
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