Tag Archives: killzone 2

New Killzone 2 Interactive Ad: Game Advertising Perfected?

Hey, it’s been a bit of a rough PR week for Sony. We all know by now that the PS2 is the target of a long-rumored price break originally thought to be intended for the PS3. While a $99 PS2 would have been awesome back in 2002, it’s fairly easy to say that Sony has some work to do in convincing the gaming public that PS3 is a great platform for… wait for it… wait for it… gaming.

Today, Sony takes an excellent step in the right direction.  Releasing over the PSN network today,  Behind the Bullet is a free download which essentially turns a 30-second commercial into a three minute interactive experience.  The Bullet Journey ad, featured for a while now on U.S. television, follows the path of a bullet during a battle between the ISA and Helghast (yes, I am a huge Killzone 2 fan, so it may get a little nerdy soon).  The ad, a joint project between Guerrilla Games and Deutsch,  is impressive not only in how it manages to display the scope and drama of a battle in Killzone 2, but also for the fact that it uses the Killzone 2 in-game engine entirely.  No CGI folks, so we don’t have to rehash any E3 arguments.  Let’s not go there.

Now players get to take control of the advertisement through the download on PSN.  Viewers of the ad will be able to manipulate the camera to follow the bullet.  In addition, the interactive ad will feature highlighted scenes and commentary from the director and visual artitsts involved on the project.  Breaking through the clutter of traditional advertising, Behind the Bullet lets users become part of the ad.  This creates a whole new level of immersion, and in a day and age where user-generated content is all the rage, Behind the Bullet lets the viewer become the director.  This form of interactive advertising promotes a level of user engagement that fits very well with the gaming audience it intends to reach.

Are there any flaws to this approach in advertising?  Well for one thing,  this ad is more targeted for those who already own a PS3.  After all, you need to have access to the PSN in order to view it.  This may not sell consoles immediately, but it should help promote Killzone 2 and extend its user base.  This in turn should help boost the positive word-of-mouth marketing already going for Killzone 2.  And since Killzone 2 is a PS3 exclusive, ultimately Sony has to hope Killzone 2 is the “killer app” that will push PS3 off shelves.  In a market crowded with excellent games and under tight economic constraints, games no longer have to launch as system-sellers.  The “Halo effect” perhaps is a phenomenon that died last generation.  Now, more planned-out, longer campaigns, such as the launch of the Behind the Bullet over a month after the release of the game, can be more effective in promoting and selling games and consoles.

I could easily see sports video games taking a similar approach in interactive advertising in the future.  Who wouldn’t love to follow the pigskin as in lands in the hands of a receiver for a Superbowl-winning touchdown grab?  In any event, I’m excited to download this today and try it out for myself.  Killzone 2 has been just as compelling to play as any sports game this generation, and my hunt to secure a 1:1 K:D ratio (uber-nerdiness time) is all but .02 away from success (for those not so good at math, it is at .98 right now).  I don’t need to be sold on Killzone 2 and PS3, but many in the gaming world still do.  Sure the PS3 is not $99, but Sony is trying new things with advertising, something that anyone in this industry can respect and in my opinion, emulate in the future.

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Updates, Shout Outs…

So I have not posted in a while, but fear not! I intend to upgrade the site ASAP and post every day (if I can tear myself away from twitter and the recent releases of Killzone 2 and Halo Wars).

First off, I’d like to give a shout out to Rachel Steinberg, a colleague of mine who has an awesome unemployment blog that inspires me to re-haul this entire site. She won’t be unemployed for long, so before it’s too late, go and check out her blog at http://recentlylaidoff.com/.

I’d also like to give “mad props” to Capcom for hosting a blood drive in LA to promote the imminent launch of Resident Evil 5. Finding ways to give back to the community during the promotion of a game is something that every developer/marketer needs to look into doing. This promotion ties in perfectly to RE5 and really provides a great service to the LA area. Best of luck to Capcom! Check out the link at Planet Xbox 360: RE5 Blood Drive.

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So Many Games, So Much Time…

On my days off from interning, I have a lot of spare time to game (We game in my office as well, so who am I kidding.) This is a good thing, because I can’t think of another time where there have many so many new releases worth playing. Usually, I buy one game, and pump 50 or so hours into it without touching anything else (Call of Duty 4 basically remained in my system without being ejected for 6 months). I’ll take the occasional break for a session of Madden or Fifa, but I like to really get into one game at a time.

Not the case recently. I guess starting in the Fall of ’08, I have found it impossible to limit my playing time to 1 game. Perhaps we are in the midst of a renaissance in gaming. Perhaps I need to get a job even faster now so I can afford all this gaming goodness. In any event, here are some games I have been playing and ones I look forward to (but my wallet doesn’t):

Currently in My Systems:

NBA 2K9 – I’ll always have a soft spot for NBA video games (I used to intern at the NBA), but being able to upload a replay of my Kobe buzzer-beater the other day as well as some intense matches in my office make this a great play right now.

Fifa 09 – Every year I am more impressed with the Fifa series. I will be playing a lot more of this now since I got my copy for 360, but more for the fact that Champions League has resumed.. Go Man U!

Call of Duty: World at War – After I held out of this title because I didn’t like the decision to move back to WWII, I’ve caved in and ordered it. There are simply too many friends on Live who are playing and enjoying it to ignore it any longer.

Street Fighter IV – I have yet to receive my copy (thanks Gamefly), but I am eagerly looking forward to taking it back to my childhood with some Ryu vs. Ken action.

What I am Anticipating:

MLB 09: The Show – Loved last year’s edition. I would buy it simply for the roster update, but the trash talk feature has me very excited for this year’s edition.

Halo Wars – Not a RTS fan, but loved the demo. Seems Like the multiplayer could be a lot of fun.

KILLZONE 2 – Oh how I have waited for you… No explanation necessary.

Honorable Mentions:
LittleBigPlanet – I come back to this title here and there just to see how the community levels have improved. Need more incentive to keep playing though.

Socom: Confrontation – Please fix this game. I love playing with my clan, but hate the lag.

Well, that’s all for now. Big thanks to the N4G Community for approving my news story about the site and driving a lot of traffic to it yesterday.

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Updates and thanks…

Hey  and thanks to all those who are joining me on my job hunt.  I’ve updated the blog with a section containing some of my creative work from my portfolio.  

I’m also abusing the hell out of my Twitter account (which is scary since I only really started using it yesterday).  It really is a great way to communicate and network with a lot of different people. 

On the gaming front, I played a few games of NBA 2K9 today.  I am finally getting better at it, after actually reading the manual and learning some of the off the ball controls.  Hopefully I can get the Knicks to the championship before Lebron arrives in 2010.  (Shout out to Nate Robinson on winning the Dunk Contest!  Nate, you give all 5 foot-something ballers like myself hope.)

Finally, if you do add me on Xbox Live, you might notice that my Gamerscore is a pathetic “15”.  I had to create a new profile on XBox Live when I bought my new Xbox 360 (old one died- sold it- it’s a long story).  In time, I will get it to a respectable level (probably as soon as Madden 10 comes out, as I have been playing 09 on PS3 before I re-bought 360).  Killzone 2 looks to probably take a good chunk of 360 time away from me as well.

Thanks again for following and as always, look forward to hearing back from you!

-Andy

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