The Advertising Efforts and Goals of "Vanguard: Saga of Heroes"

[Arctic_Slicer]

Brad recently posted an essay about the advertising efforts and and future goals for "Vanguard: Saga of Heroes". He also talks in depth about the deal with SoE and explains his disapointment with the advertising efforts, or lack there of, by Microsoft. Anyway I think it's a worth while read so I thought I should highlight it here.

Originally Posted by Aradune Mithara

Just look at the last year or so -- mainstream and more conventional marketing efforts should have already begun. Ads for Vanguard should already have been appearing in the various gaming pubs. Online advertisement on the big game sites also should already be in place. Look at how long before release other MMOGs are advertised in this manner -- look at the efforts to get the word out about WoW, Guildwars, D&D Online, and even smaller games. Unfortunately, however, this hasn't been the case for Vanguard – these efforts have been sorely lacking. Like I said, it has gotten better since January or so -- we have received some previews and even got our first cover. What we have achieved, however, has largely been due to Sigil's effort, and to get it done we had to allocate resources at times that could/should have really been working on the game instead. And that's just not right – we shouldn’t be in a position where we have to choose from the valuable in-house resources we have and feel we need to sacrifice in one area (say development) in order to market the game. We need a co-publisher who understands that MMOGs need to be pushed early on, that ads need to be placed a good year before release, etc. And now we have one.

You can read the full post Here.

[Aredhel]

It's really sad that so many people don't understand marketing and immediately jump to conclusions. Having had an advertising business, it's driven me a bit nuts seeing the lack of media hype that should have been occuring via MicroSoft. They have a huge marketing dept, but it lacks any knowledge in how to do effective marketing for a game as complex, in-depth and well-received by major players in the game industry. Basically, it's stupidity!

Everyone thinks the game is in trouble....it's the lack of media that is causing that. Sigil is a game company that was partnered with one of the biggest software companies in the world, but the only they they can really do is sell boxes...not themselves! Basically, it's suicide to partner with a company that lacks the motivation to sell their product, and that's what seems to have been happening.

Personally, this fills in a lot of blanks that I might have had remaining. SoE publishes for a lot of folks...they don't get into their creative side. Just publish/market, and they DO know how to do that! They ought to stick to that and get out of the other stuff!

[Greymain]

Agreed. I have been baffled at the lack of exposure.. absolutly no mention of Vanguard in any UK publication I have read this year!!

[Pirotess]

Im happy to see Brad being a little more vocal about the state of Vanguard media coverage. Some of you might recall the disappointment from the fanbase with the 2005 Vanguard coverage at E3. I personally had to agree it seemed pretty lackluster. It seems like we might have had a similar problem this year if it werent for the SOE deal. At least they got some good booth facetime both in the SOE booth and their own booth. That right there made an improvement over last years E3 by leaps and bounds.

To be honest I hope SOE really steps up the blitz. Right now there arent enough people who know about Vanguard. I want to see more magazine ads, gaming covers and hell TV commercials. I cant tell you how many times I've see Oblivions TV ads on Spike and I think Comedy central. Thats what Vanguard needs, broad exposure right here right now.

[Greymain]

Mind you a really good movie would help a lot... Seems to be a bit of a blind spot on that subject.

[Arctic_Slicer]

Well considering it's only been about two weeks before they announced their partnership with SoE I would say that SoE is doing a fine job so far. Either way it is still a bit early to judge SoE yet.

[Archaic]

I would love to see a video to keep me hooked. Knowing SWG they will have an awesome movie soon for us, not that the graphics will look anything like the actual game play.

I really enjoyed the video's from E3. Those were the most entertaining video's I have seen in a while.

[Aredhel]

Hopefully, we'll be able to bring you more, as well! I'm looking forward to more publicity, believe me! It will open up a lot of possibilities.