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Forums - Gaming Discussion - Why third-parties doesn't do ads for their Wii exclusive titles?

vaio on 25 February 2010

They dont do ads for the Wii games because even they are embaressed for the shitty quality they put on that system



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jammy2211 on 25 February 2010
WilliamWatts said:
Maybe they just don't wanna risk more on the advertising budget than the game itself? A decent campaign is probably $20-25M and for a DX9 console game spending that much is pretty common but the games also cost that much to make, however if the game costs $10M you're increasing your exposure by about 200% if you include packaging and distribution.

The biggest problem for the Wii and the biggest advantage for the Xbox 360 especially out of the DX9 systems is that advertising on Live is cheap and effective. It can be targetted to the audience and im sure they have all kinds of data on your favourite games/types of games you play so they can say target someone who has played say Oblivion but not Fallout 3 with an advertisement. This is the biggest flaw with the online service on the Wii. They simply don't have the connected numbers.

Pretty much this. Also factor in the fact that a $60 RRP game makes ~$10 more then a $50 at full price for the publisher (or $30 compared to $20) so with a 50% higher profit margin per copy sold it makes more sense to 'up' the marketing in order to sell through more. That's they're justification for spending huge amounts of money on the marketing anyway, makes sense really :/.

 I still think competiting with Nintendo is part of it too though, Nintendo's marketing budget must be out of this world. I can understand no one wanting to spend big bucks trying to compete with Nintendo on that front.



jarrod on 25 February 2010
jammy2211 said:

 I still think competiting with Nintendo is part of it too though, Nintendo's marketing budget must be out of this world. I can understand no one wanting to spend big bucks trying to compete with Nintendo on that front.

I hear this reasoning repeated a lot, and honestly, I just don't think it's sound.  Wiis are ubiquitous enough, and multiconsole households so common, that publishers are in a very real sense "competing with Nintendo" no matter what platform they publish on.



jammy2211 on 25 February 2010
jarrod said:
jammy2211 said:

 I still think competiting with Nintendo is part of it too though, Nintendo's marketing budget must be out of this world. I can understand no one wanting to spend big bucks trying to compete with Nintendo on that front.

I hear this reasoning repeated a lot, and honestly, I just don't think it's sound.  Wiis are ubiquitous enough, and multiconsole households so common, that publishers are in a very real sense "competing with Nintendo" no matter what platform they publish on.

Got any stats / figures on that?

 I really doubt there is many Wii / HD console cross ownership.



Kasz216 on 25 February 2010
megaman79 said:
HD games cost more so they need to spend more advertising them.

That's pretty much it.  For the "risk/reward" of marketing I believe generally a percentage is set based off the games budget.

 



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Kasz216 on 25 February 2010
jammy2211 said:
jarrod said:
jammy2211 said:

 I still think competiting with Nintendo is part of it too though, Nintendo's marketing budget must be out of this world. I can understand no one wanting to spend big bucks trying to compete with Nintendo on that front.

I hear this reasoning repeated a lot, and honestly, I just don't think it's sound.  Wiis are ubiquitous enough, and multiconsole households so common, that publishers are in a very real sense "competing with Nintendo" no matter what platform they publish on.

Got any stats / figures on that?

 I really doubt there is many Wii / HD console cross ownership.

You'd be wrong on that... this generation has been the highest ever for cross console ownership... and when you consider how similar the PS3 and 360 are....

 

NPD provided these stats

According to the reports, among Wii owners in the United States (who represent 32 percent of all gamers), 14 percent also own a PlayStation 3, and 26 percent own an Xbox 360. Among PlayStation 3 owners (who currently represent 10 percent of all gamers), 42 percent own a Wii and 34 percent own an Xbox 360. However, among Xbox 360 owners (20 percent of all gamers), 42 percent own a Wii, but only 18 percent own a PlayStation 3.

 

42% of both PS3 and 360 owners own Wiis.  (In the US.)



WilliamWatts on 25 February 2010
jammy2211 said:
WilliamWatts said:
Maybe they just don't wanna risk more on the advertising budget than the game itself? A decent campaign is probably $20-25M and for a DX9 console game spending that much is pretty common but the games also cost that much to make, however if the game costs $10M you're increasing your exposure by about 200% if you include packaging and distribution.

The biggest problem for the Wii and the biggest advantage for the Xbox 360 especially out of the DX9 systems is that advertising on Live is cheap and effective. It can be targetted to the audience and im sure they have all kinds of data on your favourite games/types of games you play so they can say target someone who has played say Oblivion but not Fallout 3 with an advertisement. This is the biggest flaw with the online service on the Wii. They simply don't have the connected numbers.

Pretty much this. Also factor in the fact that a $60 RRP game makes ~$10 more then a $50 at full price for the publisher (or $30 compared to $20) so with a 50% higher profit margin per copy sold it makes more sense to 'up' the marketing in order to sell through more. That's they're justification for spending huge amounts of money on the marketing anyway, makes sense really :/.

 I still think competiting with Nintendo is part of it too though, Nintendo's marketing budget must be out of this world. I can understand no one wanting to spend big bucks trying to compete with Nintendo on that front.

Actually I think the major concern is that the average sale price for Wii software is something like $35. Thats why Microsoft can harp on about having the highest revenue share for third parties. Once you take bill of materials/Nintendos/Retailer/Distribution costs out of the $33 you aren't left with much, so I suspect the justification for no advertising comes from that too.



psrock on 25 February 2010

Funny thing the ones I have seen the most Ads for such as Madworld and NMH haven't done that much better than less advertised ones.



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Kasz216 on 25 February 2010
psrock said:
Funny thing the ones I have seen the most Ads for such as Madworld and NMH haven't done that much better than less advertised ones.

That's because for most people advertising isn't really that important.  It's word of mouth and playing games at your friends houses.

It's why splitscreen co-op is so important yet oddly often ignored lately.

I don't think many games do need huge advertising outside of giant blockbusters... or games that are attempting to be.

Which, the Wii hasn't really had any.



jarrod on 26 February 2010
WilliamWatts said:
jammy2211 said:
WilliamWatts said:
Maybe they just don't wanna risk more on the advertising budget than the game itself? A decent campaign is probably $20-25M and for a DX9 console game spending that much is pretty common but the games also cost that much to make, however if the game costs $10M you're increasing your exposure by about 200% if you include packaging and distribution.

The biggest problem for the Wii and the biggest advantage for the Xbox 360 especially out of the DX9 systems is that advertising on Live is cheap and effective. It can be targetted to the audience and im sure they have all kinds of data on your favourite games/types of games you play so they can say target someone who has played say Oblivion but not Fallout 3 with an advertisement. This is the biggest flaw with the online service on the Wii. They simply don't have the connected numbers.

Pretty much this. Also factor in the fact that a $60 RRP game makes ~$10 more then a $50 at full price for the publisher (or $30 compared to $20) so with a 50% higher profit margin per copy sold it makes more sense to 'up' the marketing in order to sell through more. That's they're justification for spending huge amounts of money on the marketing anyway, makes sense really :/.

 I still think competiting with Nintendo is part of it too though, Nintendo's marketing budget must be out of this world. I can understand no one wanting to spend big bucks trying to compete with Nintendo on that front.

Actually I think the major concern is that the average sale price for Wii software is something like $35. Thats why Microsoft can harp on about having the highest revenue share for third parties. Once you take bill of materials/Nintendos/Retailer/Distribution costs out of the $33 you aren't left with much, so I suspect the justification for no advertising comes from that too.

If we're talking ASP's, it's certainly not $60 per game on 360 either...