I have hit the mid-point of my internship experience as a brand marketer at THQ. It has been an enjoyable and great learning experience. Unforeseen circumstances required me to take over the Ratatouille video games. In addition to handling the domestic marketing side of the titles, I coordinate and support the our marketing teams around the world, and manage the Disney/Pixar relationship.
While there are many cool aspects of marketing video games such as you need to research competitive titles, there are challenges that one wouldn't think would be a problem. For example, one task that is a bit of a bane of a video game marketer and can drain countless numbers of hours are screen shots. First, it is difficult to find that perfect action shot that communicates the fun of a title. Video games are dynamic and interactive by nature. Therefore, finding a static shot that doesn't sell a game short can be challenging. Second, aside from Xbox360, the major video game consoles require special equipment (that often isn't readily available) to take screen shots. That means that you will have limited time to find that perfect shot and often you like to be able to quickly take new shots after reviewing the last batch. Lastly, if your title is a licensed property, the licensor will want to approve every screen shot. So even if you work to find what you feel is that perfect shot, it may be not approved.
Another pain in the video game marketer butt is dealing with ESRB rating. ESRB is the ratings board that decides if your title deserves an "E for everyone" or "Teen" rating. Before it goes on sale, every video game must be rated by the ESRB. ESRB rating requires a detailed application that outlines every occurrence of questionable content (I am not going to list everything, but it is a long list). From what I have been told that generally the game developer completes the application, but at THQ it is the responsibility of the video game marketer. Aside from not being fun to complete, the marketer is usually preparing the application based on an uncompleted test build (it is supposed to be the final build, but timing often does not make this practical) and the game design document (which often has differences from the final product). As this does not give us a complete view of the game (the developer definitely knows every aspect of the game), it raises the chance of errors in the application. The ESRB does not like errors in the application, but they do like issuing fines. Anyways, I think you can get the drift on how pleasurable this is for a video game marketer.
So, there you go. Not everything is fun and games for a video game marketer.
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