'Fallout 3' springs for a full-page 'NYT' ad

It's a clear sign of the continuing evolution of video games when hot titles splurge on big mainstream media ads. The most shocking example we've seen recently has been Tuesday's Election Day New York Times, where Fallout 3 was featured in a full-color, full-page ad (see below), taking up the coveted back cover spot of the paper's "A" section.

That's especially surprising, as Fallout isn't a particularly mainstream brand, along the lines of the Halo or the Rock Band franchises, but a fairly serious RPG that requires a multi-hour investment of time to get into, and offers little in the way of immediate gratification (not that we're not enjoying the game, having just passed the 39-hour mark).

The ad plays up a string of recent "perfect" review scores (a contentious topic we discuss on the latest episode of the Digital City podcast), but we doubt that more than a small slice of the paper's daily readers would be in the right demographic group for a full-page video game ad, especially one that quotes the Official Xbox Magazine or GameSpy.

Are newspaper ads a smart investment for games? What game do you think will be the next to buy a full page in the New York Times?

[zgreenwell]

There is likely a bigger cross-over than most people would realize. Fallout 3 being a PC title, as well as console, could mean there are lots of avid NYT readers who aren't big on reading all the latest game news online, but would be willing and able to play it. I don't think it is worth it, for the ad, but I didn't do the marketing research. If nothing else that ad sure does look nice.

[FunButGunshy]

"Gee, all these crazy games; I never know what to buy the kids for the holidays. Wait, look at this huge add! Reviews say "10"! And the game runs on all platforms! I'll just buy a bunch of these for ChrismaKwanzaKa!
Thank you, Fallout 3! advertising unit - here, take my money!"

[spoJohnny]

Excellent point FunButGunshy! I'm the tech-guy and gaming in my family, and I always get asked the adults in the family which games they should get for the kids. I get asked all times of the year, but extra right before the holidays. Seems like a good market ploy to me; not all non-techie grandparents, aunts, uncles, etc have a family member to ask advice of.