Targeted Email – The Win-win Gadget for Gamers and Producers

Unprecedented growth of video game industry in U.S has spawned advertising spending well over $300 million in 2007 and is projected to $650 million in 2012. For video game marketers, online marketing is coming as the key differentiator for companies wanting to communicate quickly and effectively to prospects.

Thriving online medium offers plethora of channels like email, banners, PPC and more are to bring out the boom of video games to the gamers. As more gamers go online, video game marketers are doubling-up their conversion rate through online solicitations.

With more growth and revenue in the offering, game marketers are reaching to a whole new audience from PC to console, casual, mobile, multiplayer, online and independent gamers.

Survey with nearly 800 self-identified gamers in late December 2007 by EmailAppenders on what they most wanted to hear from email communications:

What gamers like about email communication from game marketers and how good are the game producers doing with digital medium - Key Findings

• More than 60% of gamers agreed that email communications provide valid information about new games and agreed that email communication about games, makes them likely to purchase it
  
  
• Gamers look for emails about upcoming gaming events around their locality
  
  
• Majority of gamers who buy from superstores, agree that relevant email communication make them react favorably for game purchases
  
  
• Email communication offering beta-test a game gives a great opportunity to gamers to play the game before its release, and generate feedback and possible bug issues
  
  
• Major stores like Best Buy, Circuit City, and Radio Shack are using personalized emails to generate store traffic and repeat business
  
  
• Email alerts on new game release dates, information and cheat codes etc. are sought after by the gaming community.
  
  
• New game development news, reviews, FAQs to gamers, keep them updated and interested in the upcoming game releases
  
  
• Consumers feel most of the game companies do the best at email communications. From the consumer survey, Electronic Arts rank first with consumers for sending relevant and timely email messages.
  

Lesson learned

So, this survey gives some guideposts on how best game marketers are leveraging on email communication to propel game console sales and repeat business. The statistics also throws light on how email send to the correct demographic audience tagged with attractive offers, new game information, freebies, does build the interest and add to the purchase decision.

If you wish to develop an email communication system, we are eager to help you.