The PR on this game has been extraordinary.

It was only whilst walking past the billboard that I wondered about the game’s advertising strategy. What is the big idea behind it? Does it, in fact, need one when it’s clearly going to sell (and has sold) millions?

It made me ask around and do a quick survey on what makes people want to buy the game and here is a selection of the comments I received back:

* because i love CoD

* I bought it to be a social animal as my friends list are all on it and I missed the boat on MW1

* I’ll almost certainly get it at the weekend when I know I’ll have the time to play it properly.

* nope can’t say I’ve heard of it.  seen the tv ads for some war games but couldn’t name them – look cool though.

* yes, it was in the free paper I read on the train the other day

Those comments come from a range of people (all men, incidentally) who are a mixed bunch of gamers, ex-gamers, very casual gamers and non-gamers. Not surprisingly the gamers had all heard of MW2 and all expressed a desire to own it. Some were keen to get it as quickly as possible (some had bought it on pre-order) and others, whilst keen, were happy to hold off the purchase until it suited them.

The casual and ex-gamers had registered the fuss and, at best, acknowledged its good looks. They were’t moved to buy it especially if that meant having to buy the console to go with it. For them, this wasn’t the game that would drag them into the joys of modern gaming.

So that made me even more curious. The game is fabulous. It’s selling by the bucketload. It’s being launched into a climate where interest in modern warfare is high and it has a budget behind it that brings video game marketing in line with film marketing.

That’s when I began to look at the advertising in a little more detail and found very little in the way of sophisticated communication or strategy. I felt the PR and so had my core sampling of casual gamers but the advertising was something else altogether.

It was, at best, a clear example of support strategy. It’s role, as far as I can tell, is to remind us that the game is out there and that it is big enough to warrant an outdoor spend. On TV the visuals are stunning – to the gamer who, as we know from my detailed research (ahem) were sold early on by the strength of the brand and the advance word generated by PR.

Activision won’t be grumbling over the sales of course. It made over $300 million in 24 hours (take THAT film industry) – who would grumble with that?

But I’m drawn back to the advertising because it could have done more. Actually, it could have done something. It talks to the initiated leaving the unintiated to stare at the image of a soldier. This could be for any war game. The cover art is lovely – moody and violent and beautifully realised by the design agency (or perhaps by Infinity Ward themselves).

But packaging is not advertising and this could have been a marvellous opportunity. There is no big idea, no added value to the advertising. Essentially it is a picture and a logo and why pay an agency for that?

And then all this leaves me wondering about something. If another publisher had pushed out a cheaper, similarly packaged game at the same time how would it have fared? Would it have benefitted from Modern Warfare’s generic advertising strategy?

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