Just because you’re targeting gamers, it doesn’t mean that you have to create your own game (as we described in Fish where the fish are ) to reach them. You can just partner with a game software company to create an add-on to an existing game.
Just ask Nissan. Forza Motorsport 2, the next generation of a popular auto racing game, comes out this summer for Microsoft’s Xbox 360. While the game features a number of different cars to race, participants in a Nissan promotion will receive an extra car in their garage, a souped-up Nissan Sentra SE – R. By partnering with a game developer, such as ID or Electronic Arts (or many others), you can insert your brand right into the gamer world.
Given the number of games and gaming consoles, your ability to interact with gamers is really only limited by your imagination. Have you thought about opportunities to partner with existing game titles to make game related marketing more affordable?