Video Games are not about making friends, they are all about WINNING

Just saw this TV-ad for new racing game “Blur” and it made me realise how few ads for video games are actually anything more than a glossy gameplay trailer.

This ad on the other hand seems to stem from genuine consumer insight and introduces a post-modern approach to game advertising.

They demonstrate an insight that there are plenty of grown up gamers out there who don’t want to be treated like children, but who do want their gameplay to be a whole heap of fun. This ad basically says – “here’s a game that you won’t look like a kid for playing, but will allow you to indulge your inner boy with big boy’s toys.” This is the kind of game that Dad will buy for his kid, but take great pleasure in beating him at it.

The line “Shut it Pinky” is so unexpected and funny and flies in the face of conventional wisdom that gaming these days is all about socialising and watering each other’s crops. Racing (and gaming) is not about making friends, it is about WINNING. The benefits of meeting people online that you can play against is not to increase your social circle, but to find NEW PEOPLE TO BEAT!

For a long time, videogames have emulated movie release in their approach to media and advertising. The central strand of any campaign for a big budget title will be a 30″ TV trailer which is a combination of in-game action and pre-rendered cut scenes designed to give a feel of the action/story. This campaign has basically shown up all that advertising for the unimaginative crap that it is.

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