One billion Halo 3 matches = 63 CENTURIES of consumer engagement. Are any ad agencies listening?

March 10, 2009 at 12:47 am Leave a comment is reporting that the one billionth match of Halo 3 was played on Saturday night. So just how much Halo 3 is that? If you added up all the time people have spent playing the game, it would come to more than 63 centuries. Yes, you read that correctly–more than 6,300 years. Yet for reasons that mystify me, most agencies continue to treat gaming as if it is some sort of fringe entertainment, and even more maddeningly, as if it is something that is only engaged in by 19-year-old dudes. 

1 billion matches. It doesn’t get much more mainstream than that. Even more importantly, the enormous popularity of gaming is a great argument for a new definition of media altogether. Media are no longer what consumers watch or read or listen to; nor are they what agency media departments buy. Media are what consumers do. They’re what consumers interact with. As advertising professionals, we have to realize that interactivity is fast becoming for than an option; it’s becoming an expectation. 

The most interesting interactive work has never been in the advertising world. It’s been in gaming, and that is not going to change in the foreseeable future. The fact is that advertising can’t possibly catch up. Its only chance is to integrate itself within the fabric of gaming. We’ve seen some of that already, of course, but nothing like what we’re going to see in coming years. The movie industry should gracefully step aside. It is a foregone conclusion that gaming will dwarf it.

See the full story on Halo 3’s one billionth match at

Entry filed under: Advertising and Marketing. Tags: , , , , .

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