For a guy who generally gets annihilated playing the first level (please add a level zero, you folks at Bungee) I know a lot about loyalty in the video game industry. That’s because I have two boys, age 12 and 9, and they know all about gaming. That industry is the bomb when it comes to employing dialogue marketing and understanding how information equals equity. The way they trickle information and create huge demand for new products should be textbook material for other industries. Kids will dive onto the web just to hear the next “voice” announcement for a new game. If it’s Samuel L. Jackson, the site might get a million hits in 24 hours. Just think about what a retailer has to do to create that much buzz.
What I find interesting is that the average video game marketer is not steeped in loyalty techniques. They just know how to slowly disseminate huge value to gamers via a relationship chain that seems unique to the industry. If the rest of us just had a product that millions will try sight unseen…
