Old Philips Factory

If there is one thing that seems to piss off hardcore gamers, it’s advertising in their beloved games.  Gearbox Software president Randy Pitchford has actually had to defend himself publicly on the Gearbox website after Gearbox gamers showered him with wrath following his decision to partner with Double Fusion to integrate advertising into Gearbox games.  Saying that Gearbox hates “exploitive advertising that doesn’t offer value to the gamer”, Pitchford says that in-game advertising actually brings authenticity, better games through increased budgets, and out-of-game promotion that increases the user base for online gaming.  In the end, in-game advertising is good for gamers.  What a spin doctor!

In-Game Philips Ad

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Page From The Manga Bible

It’s important to have a working knowledge of how ideas are conveyed or spread in the new media world.  It’s central to viral videos and marketing and business evangelize.  One challenge among marketers and evangelists is spreading an old idea in a new way.  I’ve always found one of the best examples of innovations in evangelism that can be related to the business world is Christian faith.  How do you take ideas that are 2 milleniums old and relate them to the widely secular 21st century in a way that’s relevant but not too far beyond the actual meaning of those original ideas?  Targeting the Bible to niche markets has been one way that Christian marketers have spread the word more effectively and made a profit at the same time in recent years.  But Nigerian Ajinbayo Akinsiku takes innovations in Biblical display a few steps further with the “The Manga Bible: From Genesis to Revelation.”  Jesus Christ is portrayed as “a samurai stranger who’s come to town, in silhouette”, “a hard guy, seeking revolution and revolt, a tough guy”, through an extremely popular medium among younger people called manga.  Manga is the Japanese form of a graphic novel.  By focusing on scenes in the Bible that are more action-oriented, The Manga Bible aims to beginning Christians that need cultural relevance of an ancient message conveyed in a contemporary format.

“For the unchurched, the book is to show that this thing, the Bible, is still relevant,” he said, “because it talks about what human beings do when they encounter God”, says Akinsiku.  Ultimately, I feel this will be a successful project and will offer entrepreneurs some valuable lessons for marketing new media businesses:

Lesson 1: The medium is not always the message but understanding how to choose the correct medium to properly convey a chosen message is critical in marketing any idea.

Lesson 2: Even ideas that are deemed irrelevant can be made relevant by choosing a proper medium to convey the idea.

Lesson 3: Images are important to conveying an idea.  After all, a picture is worth a thousand words.

Lesson 4: Make your idea “dangerous”, even “dark”.  No one cares about an idea that is meek and mild-mannered, so to speak.

Lesson 5: Tailor the medium to your market.

Lesson 6: Language and tone are important in properly conveying written messages.

Lesson 7: When introducing a new idea, it must be made relevant to contemporary success to ensure maximum stickiness.