I recently came across this Ad Age article about how far video game marketing has come in the last 10 years. In particular, the marketing of Tiger Woods’ game from EA Sports.

As someone who worked on the EA Sports brand for 5 years including the first campaign for Tiger Woods ’99 (I wrote the spots and had the pleasure of working with a young Mr. Woods on set) it’s fascinating to look back at how simple it was then. Build buzz with the core gamer crowd. Check. Run a few print ads in the gaming pubs to ensure favorable reviews. Check. Blanket the airwaves with some slick spots. Check. Then sit back and watch sales explode like a Nike One ball off Tiger’s driver. Not that we didn’t try to push the envelope. The formula just worked too well to tinker with at that point.

Considering that video games are the ultimate in user engagement, it only makes sense that marketing them has become more of an experience as well. New gaming platforms have made it possible to play pretty much anytime, anywhere. Social media makes it easier than ever to connect and compete with other gamers. It’s the perfect storm where product, new technology and new media have advanced simultaneously, feeding each other in the process.

As marketers in all categories race to harness the power of new media and technology, EA is way ahead of the curve. Let’s hope those with less inherently engaging products and services can follow their lead.