The video game industry is one of the fastest growing sectors of the global economy and the competition is fierce with new game developers launching every year. The rise of esports has also helped to drive the sector and has drawn the attention of sponsors and investors from around the world. Video game fans can now watch the best players in the world compete at the same games they can also play. There is even a thriving esports betting industry, in which video game fans can make CSGO, Dota and
LoL bets with major sportsbooks. In such a competitive, dynamic and youthful sector, there is obviously a premium on marketing and in particular with the advertising strategies used to promote new games. This has led to many innovative and memorable video commercials for games. Here are some of the best:
Star Wars Battlefront II – 2017
This ad is a brilliantly composed television piece that illuminates the long-standing fascination many of us have with Star Wars, while also giving the concept of high school romance a new spin. Although the space saga hasn't always been effective in its attempts at self-awareness, this succeeds because it never tries to be too clever and break the theme. The rivalry of the two main characters intensifies until suddenly the viewer is thrown into the world of Battlefront. Along the way, there are a host of small details, such as the Imperial alarm sounding in the treehouse, that Star Wars fans will love.
Gears of War – 2006
This
incredible ad was a major factor in the first Gears of War becoming the fastest-selling game of 2006. For first-person shooter games, it represented a shift in strategy. The advert is set to a menacing cover of Tears for Fears' Mad World covered by Michael Andrews and Gary Jules, and shows Marcus Fenix in a sequence of dangerous situations. The song's relationship with the 2001 film Donnie Darko added an extra edge and underlined the growing maturity and self-confidence of the games sector.
Assassin’s Creed Odyssey – 2018
Although this wasn't the first video game promotion to take a lighthearted look at the collateral damage experienced by bystanders in many games, this advert for Assassin’s Creed Odyssey – the most impressive of the Assassin’s Creed games – took it to a new level. The commercial is based around interviews with non-player characters who are on the receiving end of the player’s actions and added a modern dose of humor to a franchise that is one of the most popular in the world.
Halo 3 – 2012
This advertisement for the third installment in the hugely successful Halo series is still a first-person shooter high point. The stirring sound of Chopin's Raindrop Prelude drives the action along until the point where Master Chief's recognizable green armor is illuminated. Everything boils down to a clever punchline, which Halo fans will understand, and newcomers will find intriguing.
God of War: Ascension – 2013
Another journey to Ancient Greece, the setting for a franchise noted for its movie-like elements that drew inspiration from blockbusters like Gladiator. This emotional Super Bowl commercial touches viewers' hearts as it emphasizes the emotional drive that lies behind Kratos' brutal journey. This is a video game commercial that packs a huge emotional punch, and it stands up well today.
Call of Duty: Black Ops – 2010
Video game commercials frequently try to underline the everyman nature of gaming and the idea that games give everyone the chance to be a hero, but this commercial did it better than most. It manages to bring some humor to the exhilarating action depicted and is also notable for the smooth way that the game’s graphics were integrated. This is a fitting representation of one of the gaming world’s most popular franchises and the relationship that a generation of gamers have with the game.
FIFA 18 – 2017
Along with the Madden series,
FIFA is one of the most popular sports gaming franchises in the world. In this commercial for the 2017 installment of the game, the focus is on the way that soccer fans seek to emulate their heroes. The ad focuses on a young soccer fan who pulls off a rare move that he sees while playing FIFA and becomes an internet sensation as a result. This commercial combines the online aspects of FIFA, which is itself one of the most popular esports, with the interaction between soccer fans and players that goes back many generations. -