Transformers New Promotion: It's More Than Meets The Eye

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Author: Ben Karl
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The new Transformers promotional site gives interesting insight into the future of advergaming. It's scarier than talking robots.

Kotaku has word that tonight is the night that Transformers: The online game is unleashed upon the web. The online multiplayer take on the forthcoming movie (due to be released on July 4th) is both an entertaining way to experience the Transformers universe and a promotional tool to get fans and non-fans more excited for the film. Using video games for advertising is an emerging trend that has been employed to promote several products including Nine Inch Nails' new album "Year Zero". Many of us might remember the site Ilovebees.com that led visitors on an online, virtual wild-goose-chase that ended-somewhat disappointingly- in an advertisement for Halo 2.

Games like ilovebees.com and transformersgame.com are not exactly similar. The transformer game is a straightforward online video game adapted to the transformer universe while ilovebees is known as an "alternate reality game." Companies such as 42 Entertainment are employed to make deceivingly engaging alternate reality games for the promotion of a product or service. Their strategy is to immerse the consumer in a product by engaging them in a game that takes place in their everyday lives, hence the term 'alternate reality.'

Transformersgame.com is a brick in the wall of adver-games that are no doubt hurdling down the pike. The combination of predatorial advertising, an internet-friendly IP, and addictively engaging video games seems like a match made in heaven for marketers. However, considering the increasing desire for creative, ground-breaking and beautifully insightful games such as Shadow of the Colossus; in-game advertising definitely seems like a step in the wrong direction for the industry. Let's hope that some developers take a stand, otherwise I fear a terrible fate playing 'Sneak King' in the bowels of gaming hell.

Hey, thanks: Kotaku

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