The holiday season is not just a time for joy and festivities but also a prime marketing opportunity for various industries, video games included. For decades, the approach to advertising games and consoles over Christmas has shifted, reflecting both the evolution of the industry and changes in popular culture.
Starting off in the 1970s, Atari paved the way for mainstream gaming with its coin-operated arcades and the home console Atari VCS/2600 – a device that brought the arcade experience into living rooms across the globe. During these formative years of the gaming industry, Atari wasn't alone; other platforms like Intellivision and Colecovision made appearances, although their impact was abbreviated by the video game market crash in North America. The scene was quiet until the Nintendo Entertainment System (NES) revived the console market in the mid-1980s. During this lull, home computers such as the Commodore C64 became the festive gadgets of choice.
The '80s were also characterized by aggressive and competitive advertising, especially around Christmas. Atari endorsed its E.T. game – infamous for its role in the industry crash – as a holiday special, while rival Mattel, despite potential legal threats from Atari, hired Henry Thomas, the star of E.T. the movie, to promote Intellivision. Meanwhile, Nintendo burst onto the scene with the NES packaged in bundles like the "Nintendo Action Set" and captured imaginations worldwide.
However, the 1990s ushered in an era that solidified video gaming as a major entertainment force. The great console war between Sega's Mega Drive/Genesis and Nintendo's Super Nintendo Entertainment System (SNES) dominated, with the legendary battle coming to an end as Sega transitioned out of the hardware market. Notably, during the '90s, Sony's PlayStation emerged as a formidable player, bringing a more mature and 'edgy' vibe to video game advertising.
The festive ads of the '90s had a memorable boldness, and Sega was at the forefront with their catchy and cheeky jingles and slogans, along with their unique portrayal of Santa. Not to be outdone, Nintendo characterized the season with an N64 commercial that epitomized the mood and humor of the decade. Sony's PlayStation, with its message "Do not underestimate the power of PlayStation," underscored the increasingly competitive nature of the industry at the time.
The dawn of the 2000s saw the PlayStation 2 take the lead, but competition remained fierce with the entrance of new consoles like Nintendo's GameCube and Microsoft's Xbox. Advertising strategies continued to evolve, and the holiday season remained pivotal for sales. Nintendo's Wii, later in the decade, became a household name, and the festive ads commonly featured families enjoying Wii Sports as a unifying and interactive party game.
As the 2010s rolled in, online platforms began playing a more significant role in the marketing and advertising of video games. Companies like Nintendo utilized YouTube for their adverts, promoting consoles such as the DSi, 3DS, and the less successful Wii U. The Switch, released in 2017, hailed a return to form for Nintendo and solidified its position as a holiday favorite.
Each era of Christmas advertising has had its charm and appeal. From the jolly, simplistic commercials of the 1970s to the slick, digitally-optimized ads of the 2010s, video game advertising during the festive season reflects more than just business strategy – it captures the spirit and trends of the times, making those old commercials a nostalgic and cherished record of gaming history.
The commercials may change, but the anticipation and excitement for gaming during the holiday season persist. And that's precisely what these Christmas video game commercials have done over the years: capture the collective enthusiasm for a hobby that continues to bring joy to people of all ages, especially during the time of year when we value joy the most. Whether humorous, heartwarming, or outright bizarre, these ads have become a part of our cultural tapestry, reminding us of the thrill of receiving a new game or console under the Christmas tree.
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