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Thread: Jagex spends £500k on advertising

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    Default Jagex spends £500k on advertising

    Jagex has spent half a million pounds ($806,000 USD) On trying to get hobbit fans to join and play runescape, and ads on tv channels through January.
    http://www.mcvuk.com/news/read/runes...-blitz/0108648
    Jagex have splash out half a million pounds on a Runescape TV and cinema marketing campaign.

    The 12 year-old free-to-play game has undergone some big changes this year, and can be seen before The Hobbit in UK and Australian cinemas. Publisher Jagex has also booked spots on TV and via digital channels in a campaign that runs until January 6th.

    It follows a similar TV campaign for Wargaming's free-to-play title World of Tanks. These digital specialists have been investing in above-the-line activity in a bid to widen the reach of its free titles.

    "The synergy between Runescape and The Hobbit is clear, that is a captive audience that really resonates to what we have," Runescape brand director Simon Etchells told MCV.

    "But we are combining that with a heavyweight TV campaign in the UK, and we've also got a big digital campaign as well, including Search and Facebook advertising. And we are also working with Wikia on relevant and applicable content.

    "It's an important time of year for us. It is a seasonal high, when people are spending time at home with their family, and spending more time with Runescape."

    The TV campaign takes in programming on E4, Dave, Sky, FX, Disney XD, and it follows the firm's first ever marketing campaign in the summer, which also included advertising in UK schools. Etchells says that 2013 will feature even more marketing activity in what he claims will be a 'red letter year' for the RPG.

    "We've made some significant changes to the game recently, and we'd like to see lapsed fans come back and see how the game is developing," he said.

    "But I do think there is a new, younger audience that can enjoy Runescape. And a lot of our marketing is toward the younger audience there.

    "We are highly evolving the game graphically and technically in the New Year. And we have already increased the quality and quantity of content we are putting into the game. You have seen some significant changes in the last year, the evolution of the combat has redefined the game itself. The overall game experience is more refined and more engaging.

    "I really see 2013 as a real red letter year for Runescape, there will be some real significant content and technology and you'll see our marketing go on another step. Runescape is very unique, it is a game that has been around for so long, but it has an incredible player base. Jagex was there first and it is still there. We have contenders, but we are really proud of what Runescape is and where it is going to go.

    The Runescape and World of Tanks campaigns highlight how far free-to-play has come in the last 12 months. It also flies in the face of some of its rivals tactics, such as Hawken, that have promised 'not to spend a penny' on advertising, and instead focusing on social and community work.

    "We are very confident in the title and we have the power in the company to do this above-the-line activity," explained Etchells. "Runescape is a mass appeal product so we are going to mass appeal media. But that's not to say we aren't investing in social and community work. We have an incredibly large community team here that work diligently with our massive audience. It is just another string to our bow."

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    Well there goes the development budget,

    probably get them 5 new players if their lucky


    Programming is like trying keep a wall of shifting sand up, you fix one thing but somewhere else starts crumbling

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    The TV campaign takes in programming on E4, Dave, Sky, FX, Disney XD, and it follows the firm's first ever marketing campaign in the summer, which also included advertising in UK schools.
    Advertising in UK schools o_O

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    LOL Runescape ads on TV.
    Check out my scripts:
    FrostChopper

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    Holy moly!
    That's a huge amount for them to be splashing around!

    Wonder if it will pay off or be one of those sunken costs that are never returned.
    Thanks Jakee

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    My what an investment. For their sakes I hope it does pay off... Although I'd rather have that money go into new programers & designers with new ideas and content to bring forth.

    Current projects:
    [ AeroGuardians (GotR minigame), Motherlode Miner, Blast furnace ]

    "I won't fall in your gravity. Open your eyes,
    you're the Earth and I'm the sky..."


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    When it comes to MMOs, I feel like word-of-mouth is far better advertising than any TV or movie preview spot. Those 500k pounds ($800k USD!) would have been much better spent improving the game.
    Long ago, the '90s Nicktoons lived together in harmony. Then, everything changed when the century turned. Only Avatar, the best of the 2000's Nicktoons, could save them. But when the channel needed it most, the show finished. Four years passed and Mike and Bryan created the new Avatar: Legend of Korra. And although the show itself is great, it has a long way to go before it can live up to The Last Airbender. But I believe Korra can save Nickelodeon.

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    Having Runescape ads in Australia now <3 At least they're expanding!

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    Quote Originally Posted by Tlachtli View Post
    When it comes to MMOs, I feel like word-of-mouth is far better advertising than any TV or movie preview spot. Those 500k pounds ($800k USD!) would have been much better spent improving the game.
    Yeah, I started playing because my friends played and recommended it to me.

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    How did you guys know there is a MMO called runescape?
    being told by a friend, or seeing an ad on some website, or what?

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    Quote Originally Posted by Jakee View Post
    Found out from Miniclip, since RS was ranked 1 on their best games.
    That was about 7 years ago.
    I remember playing rs on miniclips. Those were the good days for me.

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    Quote Originally Posted by [PRO]metheus View Post
    I remember playing rs on miniclips. Those were the good days for me.
    I remember trying to sign up when I was like 5 and thinking WTF is an email?

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    Quote Originally Posted by DannyRS View Post
    Well there goes the development budget,

    probably get them 5 new players if their lucky
    more like -1 me

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    They either have a tonne of cash to splash or are just plain stupid, let me drive down to Cambridge and give them a slap for doing the wrong sort of marketing

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    Quote Originally Posted by Mr[S] View Post
    They either have a tonne of cash to splash or are just plain stupid, let me drive down to Cambridge and give them a slap for doing the wrong sort of marketing
    While you're there you should put a Simba sticker on the door

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