Gaming console adverts are losing their edginess

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 19, 2020, 3:20 PM GMT+0

While the gaming industry was known for ground-breaking adverts, recent campaigns have been bland.

Though both Sony PlayStation and Microsoft Xbox used CGI to create big spectacles focusing on escapism, both campaigns failed to cover new ground. Renowned gaming writer and consultant Alex Wiltshire said both the campaigns were accurate, but “not very exciting” and “bland.”

In most cases, a hardware upgrade in the gaming console acts as a significant creative inspiration and selling point. But, with technology no longer evolving as rapidly as before and the gaming consoles remaining mostly static the brand adverts are less exciting. 

Though there are other selling points like the subscription model and reduced loading time this time, they hardly make pivots for great ads. The problem is further compounded by the fact that the gamer demographic has grown from a younger audience to encompassing five-to-fifty-year-olds. 

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