A while ago, we had a short news post on V-Lodge. Now, we come back with a link to a document they released as an introduction to their method.
Selected quotes:
- Fair Exchange. Advertising affects your players. When you think it tells them that
certain things exist, it may be telling them what choices to make. To an extent, you will be
responsible for the choices when you integrate marketing into your game. But at the same time, most game developers and publishers care deeply about the experiences that players hav with their games, so they make every effort to deliver fun, satisfying gameplay. This is a balance of financial considerations and pride the developers take in building cool games. We trust that common sense will prevail and the players won’t get hurt. - Matching the in-game situations (also known as plot integration) is the base of V-Lodge Method: it works better than anything and serves to fuel all other delivery methods. In-context pitches add to the world’s credibility, while out-of-context pitches detract from it.
- Context. A virtual world specifically built to host ads. In contrast with subtext that
allows delivery of pitches at the right times in the right places, context achieves a programmed impression through continuous and voluntary immersion into a subject. A well-executed context does not let the players discover the artificial nature of programming; all in-game solutions look natural and are perceived as desirable. Contexts associate player’s successes and the pleasure of immersion with advertised products. The most common examples of creating context are advergames and infomercials sponsored or co-branded by serious companies.
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