Launching Set On Stun: A Mission Statement & Introduction

So, here it is. My latest project.

I’d like to introduce you to Set On Stun. It’s a somewhat geeky name for a geeky concept. On the surface, it’s not an intuitive concept, but it’s a fun and interesting space to explore.

The Core Problem:
Interactive marketing, is simply utilizing online channels, in the same way print, radio and TV have been (and still are in a consistently diminishing capacity) used. However, online channels of marketing allow for greater flexibility in targeting, more specific targeting, greater reporting and ultimately higher returns for investment with greater reporting.

While there’s no inherent problem with that, I’ve noticed that in one particular vertical – a vertical filled with technical geniuses and early adopters – they’ve relied on what are the standard marketing triggers. The video gaming vertical, with some bright exceptions, from the small developer to the publisher of AAA game titles rely on a fairly predictable set of marketing triggers.

There’s an inherent disconnect between the gaming developers and producers and the way their games are marketed. Video game marketing relies on the PR push, tapping relationships to gain a more prominent position in the enthusiast press, strategic media blitzes both on and offline and the roll-out of previews, videos, screenshots and demos.

In short, other than the actual creative that’s developed. There’s very little variety in the way games are marketed. As mentioned before, there are some bright exceptions to the rule and I plan on highlighting those in detail in future posts.

Some of the questions I hope to explore are:

• What new ways can video game marketers attract and engage their audiences?
• Is there a demonstrable homogeny in the marketing of video games?
• Do publishers and developers do themselves a disservice when they outsource their marketing to agencies?
• Do gamers really want a new way of marketing to be brought to them?
• How can channels, rarely used by the gaming media, be beneficial to video game marketing?
• How can video game marketers capture the inherent enthusiasm and excitement of upcoming launches to promote a game?
• Why does it seem that the ways games have been/ are marketed to gamers seem like they just dont “get it”.  
• More on the eternal debate about how blatant sexuality in video game marketing can potentially sell more units, but at what cost?

These are just some of the questions I’ve asked myself and other gamers and video game marketers over the past few years.  

This is where my blog, Set On Stun, is set to explore.  I’m not sure where it will take me, if anywhere, but I’m excited to see where it will end up.  While I plan on doing thoughtful and analytical articles, some of which I plan to set up as .pdf downloads, I also want to have fun doing this.   I haven’t decided whether or not to monetize this particular blog, but I guess we’ll see where this project will lead to.

In the meantime, please add my blog to any of your RSS readers, follow me on Twitter and feel free to leave me a comment.

Thank you.

-JP Sherman

Launching Set On Stun: A Mission Statement & Introduction