News

Automakers realize selling potential of gaming

February 16, 2004

DETROIT, Mich. -- Gamers are changing the face of vehicle showrooms, automotive design studios, auto shows and commercials. They even are beginning to influence what ends up in American dealerships.

Automakers are scrambling to get a foothold in this non-traditional market, which generated $10.3 billion in revenues in 2002, according to an article in the Detroit News. Sales of video games are expected to mushroom to $29 billion by 2005, according to Cambridge, Mass.-based Forrester Research, Inc.

Video games and gamers have even spawned a unique form of marketing called "advergaming."

"Advergaming is taking games, something that people do for recreation, and inserting a message," said Julie Roehm, director of marketing communications for DaimlerChrysler AG's Chrysler Group, in the article. "It's important we go to all the places our consumers are."

Chrysler is considering setting up gaming kiosks in dealerships to pound home its product message and entertain young people, something Japanese manufacturers are already doing on their home turf.

At the Geneva auto show in Switzerland next month, Sony will set up a display among the Fords, Fiats and Ferraris to unveil new technology for the Gran Turismo 4 game that will debut in the fall. At April's New York auto show, Sony will unveil a custom driving-simulator, its own version of a concept car, complete with flat screens, a race chair, steering wheel and brakes.