SMG Press Release: Starcom Launches "Play" - Leverages Videogames as a Marketing Channel
Big media agency, Starcom Mediavest (SMG), has launched a new division called Play which will specialize in helping SMG clients master the $10 billion consumer gaming market. The unit claims to be the first of its kind to focus specifically on leveraging videogames and the gaming industry as consumer contact channels. That's SMG language for media outlets.
Play will be led by marketing specialists and long-time gaming enthusiasts, Tim Harris and PJ MacGregor.
It nice to see the big boys get into the advergaming business. At a minimum, it will at least make these emerging advertising channels more visible to large consumer packaged goods clients driving much needed ad dollars into these developing channels of communication.
Click More for press release.
Starcom MediaVest Group Launches Playó
The First Company of its Kind in the Gaming Space
New SMG Division Leads Clientsí Ventures into
$10 billion Consumer Gaming Market
CHICAGO, June 9, 2003 ñ Starcom MediaVest Group today announced the launch of Play, a new customer contact division that specializes in helping clients master the $10 billion consumer gaming market. Play marks the industryís first and only marketing services company specifically focused on leveraging videogames and the gaming industry as consumer contact channels.
ìIn recent years, gaming has pervaded popular culture, the mass media and millions of households all over the world, becoming a powerful mainstream entertainment medium in the process,î said Jack Klues, chief executive officer of Starcom MediaVest Group. ìThe gaming industryís financial influence is irrefutable. Larger than the motion picture box office in terms of revenue, and growing at three times the pace, gaming is a path to more than 145 million rapt customers of all ages.î
Play will be led by marketing specialists and long-time gaming enthusiasts, Tim Harris and PJ MacGregor, who bring a unique combination of SMGís consumer contact expertise and 30 years of gaming experience to the division. Utilizing a 5-step engagement approach, they are equipped to leverage consumer insights and accountability standards to reach the well-defined gaming target with expertly tailored brand communications.
ìWe plan to innovate and advocate the effectiveness of the videogame industry as a viable, measurable communications medium,î said Harris, vice president and director of Play. ìAs marketing practitioners and gamers, weíre excited to capitalize on videogame contents and formats to convey our clientsí branding messages to a massive and influential consumer audience.î
To put gaming into perspective, Harris reported that according to the Interactive Digital Software Association, 60 percent of all Americans play games. He and MacGregor are also quick to point out that 221 million computer and video games were sold in America in 2002óalmost two per household.
Play comprises a team of ten marketing professionals who will operate out of offices in Chicago and Los Angeles.
ìPlay understands the breadth and capabilities of gaming and is already well connected with major players in gaming publishing, development and distribution,î said MacGregor, vice president and Play director. ìThere are multiple points of entry into the gaming market, and our proprietary idea-to-retail development process enables us to identify the right entry point for every client we serve, maximizing their investments and minimizing efforts with low return.î
About Starcom MediaVest Group
Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group (www.smvgroup.com) encompasses an integrated network of highly specialized consumer contact companies. SMG's global organization includes strategic marketing communication architects who are highly specialized in media management, response media, internet and digital communications, as well as multicultural, entertainment, sports sponsorship and event marketing and media. With nearly 3,500 employees in 89 markets worldwide, SMG delivers brand-building results for many of the world's leading companies.
###
