As Downloadable Content (DLC) for video games becomes more popular and robust, customizable DLC has begun to really help brands differentiate platforms and distribution channels.
Publishers have long been using DLC to extend the cycle of their products, and create additional revenue streams, (such as purchasable song downloads for Guitar Hero or Rock Band games). But recently DLC has created opportunities in other sides of the gaming business, like platforms and retailers.
For example, the recently released Warner Bros. "Batman: Arkham Asylum" is a widely distributed title for both PS3 and Xbox 360, however only the PS3 version allows gamers to play as The Joker. But it doesn't stop at simply character exclusivity. GTA IV players on XBOX 360 can download DLC that is practically a whole new game called "The Ballad of Gay Tony", which Rockstar is not making available for PS3.
Such DLC customization has recently moved from simple platform competition to retail distribution differentiation. Buying "Shaun White Snowboarding" from Target will get you a unique course called "Target Mountain"; GameStop delivers a whole new Palazzo Medici level for the highly-anticipated upcoming release "Assasin's Creed 2".
As Josh Lovison noted today in a MediaPost commentary, two very interesting issues that surface here are: 1) the ability to shift purchase behavior through DLC offerings; and 2) creating a motivated, highly-targeted, opt-in audience of consumers eager to open themselves to ad targeting in exchange for the value-add of DLC.
Ad integration in gaming has recently come under fire because of it's perceived intrusiveness into the gaming experience. But smart, relevant ads and brand communications can enhance the gaming experience, as has been shown by EA in almost all of their sports series, (Madden NFL, NBA Live, Nascar, etc.). Granted, the audience for the sports games are used to sponsorship in telecasts, and therefore its existence in games actually adds realism. Factor in the opt-in nature of DLC, and you have another powerful brand marketing tool that creates access to a highly-coveted and targeted demographic.
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This post, your video ... sure reminds me of History Day L.A. We would have been champions if it was called FUTURE Day L.A.! Highly Gifted kids - Too smart for their own good.