Neurogaming-What’s That Smell?
Smell-o-vision used to be the stuff of Sci-Fi visionaries but no longer. Smell-O-Vision may be here sooner than you think and its name is Neurogaming. Neurogaming is believed to be the future of gaming. However, the way I see it, neurogaming is the future of media and will be a remarkable tool for marketers. Neurosenory technology provides video gamers an added sense of being in the real world: smells and all. “The inclusion of olfactory output in a game is just one possible level of immersion that is being bandied about during discussions of the future of gaming under the umbrella term “neurogaming.” While it might not be all that appealing to be able to take a deep whiff of your character that has been running and fighting for days at a time, there are certain gameplay elements that would benefit from this technology in incredible and unique ways” (Fleming, 2013).
When I first read the article, You don’t think you want to smell your video games, but trust us – you do, by Digital Trends writer, Ryan Fleming, my thoughts immediately shifted to the idea of how great this technology would be for marketing purposes.
“We can only agree with Mr Lynch when he says we are at the dawn of the neurogaming age. Nothing proves it better than finally having a conference that offers an unprecedented glimpse into the future of games, combining emotional, cognitive, sensory and behavioral technologies to create radically new experiences for gamers. If you are interested in consumer oriented BCI technology or the future of gaming -and you don’t mind paying out $1,150 for the ticket (before March 1)-, this is definitely a must attend event for you or your company. This will be the consumer BCI industry’s own E3 show dear readers, and it will be huge!” (Kurzweil, 2013).
Imagine a home fragrance designer being able to test their products on consumers, through the use of neuro-technology. without the consumer ever leaving their house.
Or better yet, imagine a pizzeria restaurant owner with the ability to tempt consumers with the smell of freshly baked pizza while their commercial flashes across the TV screen. As it stands right now, there is a heightened sense of urgency in the production of neurosensor technology as it applies to video gaming but, as a marketing professional, the potential for its use in marketing should not be overlooked.
Reference:
Antica Farmacista. (n.d.). [Image]. Retrieved May 12, 2013 from http://www.anticafarmacista.com/fragrances
Giovani’s. (n.d.). [Image]. Retrieved May 12, 2013 from http://www.pittsburghmagazine.com/Pittsburgh-Magazine/November-2012/The-Best-Pizza-in-Pittsburgh/120925-0008-Giovannis.jpg
Kurzweil. (2013, May 1). Retrieved from NeuroGaming 2013 Conference and Expo: http://www.kurzweilai.net/neurogaming-2013-conference-and-expo
Skyrim Nexus. (n.d.) [Image]. Retrieved May 12, 2013 from: http://static.skyrim.nexusmods.com/images/1737427-1323403880.jpg
Two and a Half Cents 
May 13, 2013 at 3:04 pm
Hi Gloria,
Great post! I’m not that into gaming but I can understand how neurogaming could really enhance the gaming experience. What really interested me was your application of this concept to marketing. It would be amazing to do test marketing using this technology without consumers having to leave their own home. Also you example of a pizza company being able to tempt consumers with the scent of fresh baked pizza would be incredible. I think engagement is what makes digital and social media marketing so effective. The real-time two way communication channel between marketers and consumers is something that more traditional marketing channels do not offer. Implementing nuero-technology in the future through traditional mediums such as television could change this platform to make it as effective and engaging as digital marketing. You really have some great insight on this topic.