I think we can all readily admit that packaging for gaming is currently mid shark jump. The second night vision goggles became an option for something that comes with a game was the second Limited/Collector’s edition game packaging got a little too over-the-top. However, the guys behind the afforementioned Call of Duty: Modern Warfare 2 packaging don’t see it that way.
In an interview, Justin Carroll, partner and creative director of Hamagami/Carroll (they make packaging for games), laid out his reasoning for why AAA games can never really go too far with their packaging. “I guess (elaborate packaging) does start an arms race but still, if it’s an authentic experience it adds value … with the killer AAA titles it will always make sense. Look at Infinity Ward’s “unboxing” video for Call of Duty Modern Warfare 2: Prestige Edition on YouTube (we did the packaging). Over three million views to date. Obviously someone thinks that over-the-top package offers something valuable.”
We gamers put value in it. Sounds fair to me, but I warn you that when the next Call of Duty lands with an actual tank bundled in it don’t come crying to me about how your 8-year-old neighbor blew up your house and ran over your dog.
Carroll also makes a few other interesting notes in the interview, including his love of the Mario Kart Wii box, which he says “hits on so many levels.” It’s an interesting read on a subject not often covered, but of ever growing importance in game marketing.
Interview: What’s In A Box? Game Packaging Unpacked [GameSetWatch]
