From Popcorn to Pixels

The history of video game adaptations of movies

From its inception in 1958 when a physicist created an iteration of "Pong" he called “Tennis For Two” video games have grown to become one of the major forms of entertainment worldwide. Today, with gaming only becoming more and more popular and even being recognised as a sport, video games have become an ingrained part of modern culture.

Brands have developed various ways to monetise different aspects of gaming, leading to the rise of video game marketing. In this article, we will be taking you on a journey, showcasing the rise and fall of movie promotions in video games.

Gameplay of Tennis for Two

But what exactly do we mean by movie promotion in video games? This broad term can refer to various ways movies can be promoted in video games, from easter eggs or references to collaborations and crossovers or games that tie into a movie. For this article, we will focus on the latter two: movie tie-in games and collaborations.

The Early Days

In the early days of video games, companies saw them as an opportunity to market their movies since they were relatively cheap to make. This led to games like "Pepsi Man," featuring the iconic blue and silver-clad character running in various areas, collecting Pepsi cans, and dodging various obstacles.

"Death Race 2000" was arguably the first movie tie-in game, released as an arcade machine that had players control a car to run over people, which would award them points. Despite the game's controversy due to its “violence” companies continued to use video games as a marketing platform.

The massive popularity of the movie "E.T" led to a game based on the movie, which turned out to be one of the worst movie tie-in games ever made. Due to its rushed development, poor graphics, confusing gameplay mechanics, and general lack of fun, the game received criticism. Millions of unsold copies of the game were returned to Atari, leading to a significant financial loss. It was rumoured that the unsold copies of the game were dumped in a landfill until 2014 when the buried games were discovered in New Mexico, garnering significant media attention and further cementing the game's status as a notorious failure in the video game industry's history.

Despite this rocky start, movie tie-in games like "Batman" for the NES and other platforms, based on Tim Burton's film, were well-regarded for their faithful adaptation of the movie's plot and characters alongside their challenging gameplay. However, it wasn't until 1997 that games based on movies started to shine, marking the Golden Age of movie games.

The Golden Age

Do you remember the Golden Age of movie games? It was a time when gaming became an integral part of many people's childhoods, and it was largely due to the success of movie tie-in games. These games were based on popular movies and often defined the era with their quality and ability to capture the magic of the films they were based on.

It all started with GoldenEye 007 in 1997. While not strictly a movie tie-in game, this classic game was based on the James Bond film of the same name and is widely regarded as one of the pioneers of first-person shooters. It was incredibly fun to play, especially with friends on the couch.

Throughout the 2000s, we saw a plethora of movie tie-in games, but what really made this era shine were the games that perfectly captured the essence of the fantastic movies they were based on. Take, for example, Sam Raimi's Spider-Man trilogy, with the second game, Spider-Man 2, often cited as one of the best movie-tie in games of all time. It boasted a unique web-swinging mechanic, challenging but enjoyable gameplay, and a vast open-world that felt alive and immersive.

Other movie series that saw successful video game adaptations included Cars, King Kong, The Godfather, Harry Potter, Lord of The Rings, and more. In fact, most of these games were considered successful alongside their movie counterparts.

It's also worth noting that many of these movie-based video games were adapted from some of the highest-grossing movies of all time.

The Modern Era

In the current era, brand promotion in video games has taken a new direction. While movie tie-ins were once the norm, they have now been replaced with a more streamlined approach to promotion. One of the methods used for brand promotion is the creation of in-game cosmetics that the player's character can wear.

However, it's not just about creating a skin that a player can wear. Brands are increasingly creating events that are only available for a limited time, essentially turning themselves into ambassadors for the game. Fortnite has become a prime example of how video games can be used as a marketing platform for brands and movies alike. The game has collaborated with a multitude of big-name brands and franchises, such as Marvel, DC Comics, Star Wars, and even celebrities like Travis Scott, Marshmello, The Rock and Neymar.

These collaborations have taken many forms, from in-game cosmetics and skins based on the brand's intellectual property, to limited-time game modes and events. For instance, Fortnite's collaboration with Marvel resulted in a limited-time game mode where players could play as their favorite Marvel characters and battle it out on a Marvel-themed map. This event also introduced special in-game items, such as Thor's Mjolnir Hammer, to the game. Other Marvel-themed items from past events include Spider-Man gloves, which allowed you to swing around the map, and even the Infinity Gauntlet, which would turn your character into Thanos.

Similarly, Fortnite's collaboration with Star Wars resulted in an in-game event where players could attend a virtual screening of Star Wars: The Rise of Skywalker. During the event, players could watch an exclusive clip from the movie and even purchase Star Wars-themed cosmetics, such as lightsabers and character skins. Similar things happened during the most recent collaboration, in celebration of Star-Wars day (May the 4th)

But Fortnite is not the only game that has embraced brand promotion as a way to engage with players. Other games, such as Rocket League, have also implemented in-game events and cosmetics based on popular movies and franchises. For example, Rocket League's collaboration with the Fast & Furious franchise introduced in-game vehicles inspired by the movies, allowing players to drive iconic cars like Dom Toretto's Dodge Charger and Brian O'Conner's Nissan Skyline. The rise of Metaverses has also created a new platform for brands to promote themselves. Games like Roblox, which has over 66.1 million daily active users, has seen brands like Gucci and Louis Vuitton create in-game items to promote their products.

Video games have evolved from simply being a medium to promote movies through tie-in games to being a platform where brands and movies can create engaging experiences and interact with players on a more personal level. With the advent of the Metaverse and the rise of games like Fortnite and Roblox, the possibilities for brand and movie promotion within video games are endless.

The Future of brand promotion in video games

The future of brand promotion in video games is a topic that continues to pique the interest of both marketing teams and gamers alike. The video game industry has come a long way since the early days of movie tie-ins and traditional advertising. As technology continues to advance and new platforms arise, the possibilities for creative and immersive marketing experiences within games are endless.

One trend that is becoming increasingly popular is the use of video games as a marketing platform, not just for movies, but for brands in general. In-game ads, sponsorships, and product placements are becoming more common in games, especially in free-to-play titles. As we've seen with games like Fortnite and Rocket League, the possibilities for brand promotion within the gaming space are immense.

The rise of Metaverse games like Roblox opens up even more opportunities for brands to connect with consumers. These games offer a unique platform for creating immersive brand experiences, and we're likely to see more brands exploring this avenue in the coming years.

The future of brand promotion in video games is likely to be heavily influenced by advancements in technology such as virtual and augmented reality. As these technologies become more accessible, we can expect to see more brands experimenting with creating immersive experiences that blur the line between reality and the virtual world.

As the gaming industry continues to evolve, we can look forward to experiencing innovative and immersive experiences that will take us on journeys beyond our wildest imagination. These experiences will blur the line between reality and the virtual world, making us feel as though we are part of the game, fully immersed in the brand's universe. But taking a step back - what would your favourite video game look like, adapted into the big screen…? That’s a topic for another article/conversation.

One thing is for sure. Advancements in technology such as virtual and augmented reality will make these experiences even more accessible and realistic, opening up a whole new world of possibilities.