A Wider Net

As you probably know, given the hefty promotion, Burger King is offering XBOX videogames right now for $3.99 with any value meal purchase. The games work on XBOX or XBOX 360. The question is, why XBOX? Part of the reason may be McDonalds existing relationship with Nintendo - sure. But there’s probably a good reason why XBOX and not PC or PlayStation.

So far, Microsoft has sold something like 30 million XBOX’s, including 10 million XBOX 360’s. The number of Playstations sold is just a little higher at around 110 million. The number of PC’s is in the stratosphere. Why, then, did they choose to partner with XBOX for advergaming, when either PC or PS2 provided such a larger pond in which to fish? One major reason is that the XBOX audience is far more likely to respond. They know they’re going to get phenomenal response rate from XBOX users – multiple visits from a huge percentage of that demographic (even though the games are mediocre - $4 is a steal, and XBOX 360 users are starving for budget games to feed their habits).

One of the reasons XBOX 360 owners will flock to Burger King is the wise inclusion of two critical elements to the games: Gamerscore Achievements and XBOX Live Leaderboards. Typically gamers must buy more expensive games and beat them to gradually up their gamerscore - sort of gamer bragging rights. The higher the score, the better the gamer (or at least, the most committed). The quest for gamerscore is addicting and it’s one of the key differentiators XBOX has over its competition. By adding XBOX Live functionality and leaderboards at bkgamer.com, they’ve fueled competition - a key catalyst for viral game sales.

Both brands are the edgy players in their space. This is a good example of fine targeting. Ideally they will achieve phenomenal response rates and, given the higher-end demographics of XBOX 360 users, decent counter sales from those partaking. Also, XBOX gets a boost because people who don’t have them now wish they did, because there are these viral-cool games being offered for cheap and they feel left out.

By the way, if the thrill of playing games featuring the creepy yet all-American Burger King himself appeals to you more than the food, you can always partake in another all-American pastime - overpaying for things on eBay. All three games, retail price: $4 each, can be had for the low shipped-to-your-basement price of $26. I suppose that’s cheaper than three value meals, several hours on a stairmaster, and a few rushed trips to the bathroom.