This Ouya Ad Is A Nightmare
Seriously, WTF did I just watch? There are edgy ads and then there’s this… crap. The Ouya, an Android-based console the size of a Rubik’s cube, made big waves initially but has since died down a bit in the wake of less than glowing reviews for the upcoming console. If anything it was regarded as a little less than mediocre, hardly worth tearing you away from your PS3 or Xbox 360 or Wii U if you’re a bit odd.
It turns out Ouya can’t even market their console properly. Watch the ad and if you aren’t disgusted enough to be writhing on the floor then keep reading to see how the it is justified.
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Scott Steinberg, head of video game consulting firm TechSavvy, offers some straightforward advice to Ouya. “Ouya’s best strategy at this point is to acknowledge, explain, address and apologize for the issue. As a company, it needs to acknowledge that there’s a disconnect, explain how the issue occurred, address viewers’ concerns, and apologize for the mistake,” said Steinberg.
Another marketing executive who’s been in the game industry for many years wonders about the way the ad is targeted. “This doesn’t appear to be part of a market research test. The ad is pretty much done, other than perhaps an end slate and call to action. BUY NOW!,” said the exec, who wished not to be named. “It completely misses the consumer benefit part of the proposition and relies solely on gamers’ ‘disgust’ over bad and remade games that aren’t different from their predecessors. Everyone is talking about a bad ad and there’s nothing in it that sets Ouya apart from the competition. They’re using words like amateur, crass, gross, disgusting…nothing that you’d want your brand associated with. They could have talked about their $99 price point, their Android operating system, their FREE games that will never burn your wallet, their appeal to the common man…anything.”
From a PR standpoint, Ouya’s ad may not be all bad news. “Anytime people are talking about you, people are talking about you. So that’s good, right?” said a veteran PR executive who has dealt with a wide range of games with a variety of publishers. “Particularly when everyone is mostly talking about your two competitors (to be kind), who are about to outspend in marketing the entire net worth of your company by a factor of 10X.”
Who is this ad aimed at? That’s my first question because as a gamer and someone who initially took an interest in the Ouya that ad quite definitely put me off the console entirely. Also, how is this not different from their competitors? Which game has an ad featuring a man who whacks himself over the head with his own spine? I’m pretty sure there’s an insinuation that you’re a spineless wimp drowning in your own vomit if you pay $60 for CoD year upon year. That is not how you entice people to buy your console!