Computer and Video Games (CVG) is a video games website published by Future Publishing. Originally published in November 1981 in a magazine format, CVG was one of the first publications to capitalise on the growing trend for home computers and arcade games. Today, it has evolved into a key gaming website and is recognised as a leading provider of games news, HD video and screens. It is the world’s oldest games media brand.
CVG website has traditionally focused on encouraging user opinion and community interaction. Visitors are encouraged to get actively involved with the articles by commenting regularly and exchanging opinions. However, due to an increased spend by the competition and a general increase in competitor websites, this position and perception has been eroded.
As a result, the site is losing traffic to competing sites. CVG challenged TheAgency’s to reverse this process and re-affirm CVG’s brand and position as the first choice site for gaming news, debate, comment and HD videos.
To gain an understanding of CVG’s users feelings, TheAgency spoke extensively with the site’s regular visitors. It quickly became clear that the audience was predominantly male and dedicated and passionate early adopters.
It also came as no surprise that the site’s regular visitors are gaming fanatics who want to be both informed and inform others. But they are also cynical about the gaming industry, and how it operates. Many visitors felt that rather than encouraging, the industry is actually corrupting their passion for gaming.
In summary, the key audience are intelligent, tech savvy and hungry for information. And when offered the opportunity, are very willing to express their opinions and views. The place that gives them the most information, is the place they’ll head to first.
Dealing with highly sceptical audience meant that it was important to be direct and clear. One singular message broadcast clearly and confidently. The team developed a simple and compelling campaign, designed to work through press and online display advertising.
Making no false claims, the visual content is confident and designed to strike a chord with CVG’s male audience. This allows the message to be delivered quickly and credibly. The campaign used different consoles and gaming platforms that CVG are involved in, playing on their unique position as a non-console specific gaming site.
The overarching creative proposition ‘Gaming news to get your teeth into’ was used as the site’s main headline, as well as an editorial hook, to help push awareness of CVG further. The campaign ran across all Future’s gaming titles along with T3, Metal Hammer and Total Film.
Following the advertising campaign, coupled with an editorial refocus, according to figures from Google Analytics, CVG’s monthly unique user number has soared to an impressive 2,265,823– a 68% increase year-on-year to March 2010, with its UK unique user base leaping by 26% to 639,424 in the same period.
Mark Cantwell, Associate Publisher for Future’s CVG and GamesRadar Networks, said: “We will continue our significant investment into 2011, and the brand campaign helps drive committed gamers to CVG. It is clear that gamers love what CVG stands for and are really spreading the word. These enthusiasts are helping to deliver our best figures yet and we thank them for their vote of confidence and continued support”.
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