\n
Video-game adaptations continue to look like a cheat code for high streaming viewership.<\/p>\n
Amazon Prime Video\u2019s adaptation of the video-game series Fallout, released on April 10, quickly became the streamer\u2019s second-most-watched title of all time, clocking over 65 million viewers in its first 16 days, according to the company.<\/p>\n
The post-apocalyptic series, which has already been greenlit for a second season, is the latest example in the streaming world of a successful video-game adaptation. Last year, HBO original series The Last of Us<\/em> quickly became one of the platform\u2019s most-watched shows, while Netflix\u2019s The Witcher<\/em>\u2014based on a series of fantasy novels by Andrzej Sapkowski which were first adapted into a video-game series\u2014was Netflix\u2019s most-watched original Season 1 release when it first debuted in late 2019.<\/p>\nFor Prime Video, the series was the highest-profile release yet on its ad-supported tier, which rolled out widely to US Prime Video users in January, and there was plenty of marketing might to support the series. Amazon leaned heavily on experiential activations aimed at the gaming community, and were able to reel in not just viewers, but also advertisers interested in jumping in on the action.<\/p>\n
\u201cThis was a pretty robust marketing campaign where we used a lot of different levers to both connect with fans who are familiar with the game, either gamers who played the game or gamers in general who may not have played Fallout<\/em>, but were familiar with the IP,\u201d Jared Goldsmith, head of series marketing at Amazon MGM Studios, told Marketing Brew.<\/p>\nWhen crafting marketing around Fallout<\/em>, Goldsmith says his team focused on trying to translate to consumers the same feeling as playing the games in the franchise\u2014and watching the show itself.<\/p>\n\u201cIt\u2019s just so welcoming\u2014it\u2019s humorous and dark and twisted and adventurous in all the best ways, and that\u2019s what we leaned into in the marketing campaign,\u201d he told us.<\/p>\n
A core part of Amazon\u2019s marketing strategy for Fallout<\/em> was through activations in gaming spaces around the world, he said. That included debuting snippets of the show at Gamescom in Cologne, Germany, in August 2023, followed by an activation based on the underground vaults that feature in the series, at CCXP in S\u00e3o Paulo, Brazil late last year. More recently, Fallout<\/em> came to SXSW in March, with an experiential activation built around the show\u2019s wasteland.<\/p>\nAdditionally, the marketing team worked directly with creators in the gaming space. including on Amazon-owned Twitch, where various gamers co-streamed their real-time reactions to watching the series. They also partnered with Fallout game-maker Bethesda and Microsoft, offering Prime subscribers the ability to get a copy of the game Fallout 76<\/em> for free through Prime Gaming for Xbox and PC, Goldsmith said.<\/p>\n\n
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There was also branded merchandise to help support the series, including apparel and branded cans of AriZona energy drinks, among other products, according to Jamie Kampel, head of consumer products licensing at Amazon MGM Studios.<\/p>\n
And, of course, social media was another part of the strategy, Goldsmith said, especially since Amazon dropped all episodes of the show at once.<\/p>\n
\u201cFrom a marketing standpoint, it\u2019s our job to continue to drive that conversation, sustain that conversation, and introduce new audiences who may be taking more of a wait-and-see approach or may be a little less familiar,\u201d Goldsmith told us. \u201c[We\u2019re] really trying to build up that FOMO feeling.\u201d<\/p>\n
For brands, being attached to screen adaptations of video games can be an attractive option, Carly Costantino, SVP of media and Northeast lead at Publicis\u2019s Razorfish, told us. One big reason: they often come with a built-in fan base, which can help bolster initial buzz and viewership, she said.<\/p>\n
And video-game adaptations can potentially help brands target certain demographics, specifically younger men, Dave Morgan, founder and executive chairman of TV advertising platform Simulmedia, told Marketing Brew. Those viewers have traditionally been more challenging to target in entertainment programming.<\/p>\n
\u201cYou can find some of them in sports, but it\u2019s harder to find them in entertainment programming,\u201d he told Marketing Brew.\u201cThat\u2019s one of the areas where the crossover with games brings opportunities.\u201d<\/p>\n
But sustained excitement around a show is often only as good as the show itself, and \u201cat the end of the day, it\u2019s the quality of the show that pays off,\u201d Costantino said. \u201cIf it\u2019s a hit, you get a lot of success as a brand being affiliated. \u201dThat\u2019s a chance that advertisers who may opt to show up as early partners of a show may want to take, she said.<\/p>\n
\u201cThere\u2019s a lot of unknowns being first, but you could ride the wave of success and it could be an incredible payoff,\u201d she said. \u201cIf it kind of falls flat, it\u2019s a large investment that may not pay off.\u201d For advertisers who are more risk-averse, though, \u201cTiming is definitely something to consider,\u201d she added. \u201cComing in when it\u2019s a little bit more established might [be of] benefit. It might not be so risky, because you know what the outcome will be.\u201d<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Video-game adaptations continue to look like a cheat code for high streaming viewership. Amazon Prime Video\u2019s adaptation of the video-game series Fallout, released on April 10, quickly became the streamer\u2019s second-most-watched title of all time, clocking over 65 million viewers in its first 16 days, according to the company. The post-apocalyptic series, which has already […]<\/p>\n","protected":false},"author":1,"featured_media":21160,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21159","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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