Social Media Bolster Big Buck Promotions Game Wardens Patrol The Streets

GLEN ELLYN, IL -- Anyone with lingering doubts about the value of social media in coin-op need only look to the Big Buck Hunter brand. Not only have social media played roles in keeping Play Mechanix's 15-year-old franchise alive through seven versions, they have also help to expand videogame's player base in significant, and surprising, directions.

The game maintains a wide following in geographic regions in which it meshes with an existing "hunting culture," as well as in big city markets far away from deer stands. By one estimate, Brooklyn counts more than a dozen Big Buck locations. That's Brooklyn, New York City, home to some of the nation's most restrictive gun laws, and ceaselessly discriminating hipsters, and where camouflage is worn as an ironic fashion statement.

Play Mechanix, which launched its annual Big Buck World Championship in 2008, has since built a strong presence on Facebook, Instagram, Tumblr and Twitter, among other social media outlets. Each year, the championship event draws increasingly larger crowds. The 7th BBWC, held Oct. 24-25 at the Pourhouse bar and restaurant in Minneapolis, drew some 700 people from across the country. | SEE STORY

Got Game (Wardens)

JESSICA PETRO,pictured here in a recent selfie, is social media manager at Play Mechanix.

The Official Game Warden Program is the newest initiative in Play Mechanix's Big Buck toolbox. Unveiled in March at the Amusement Expo in Las Vegas, the program currently boasts nine "Game Wardens" in eight key markets. Very simply, a city's warden acts as local ambassador for the coin-op videogame. Wardens come to the position as Big Buck fans; they have a history of competing in tournaments, initiating community engagement and promoting the game on social media.

For the most part, wardens act autonomously as they sign up new players for Big Buck leagues and host social events; Play Mechanix provides promotional aids, and encouragement. Each warden is responsible for creating a league in their respective cities for new and seasoned players alike, which will last approximately eight weeks. They look for opportunities to create tournaments, casual events and partnerships for Play Mechanix. These volunteers, the company noted, are unique in that they are the first street team in the market designed to not only run and organize leagues and tournaments, but also to increase the player base at a community level.

Jessica Petro, who heads up Play Mechanix's social media and public relations, admits that initial social media and Big Buck subculture began spontaneously with fans,without much help from the company, who created their own websites, Twitter feeds, and YouTube channels dedicated to the game.

"It was this rapidly growing underground culture we discovered," Petro said. "Big Buck had a cult following. There were people out there, really good at the game, and super dedicated to it."

Play Mechanix's involuntary windfall differs from other social media endeavors, such as those used by the fashion industry or Hollywood, which are carefully calculated and orchestrated to create buzz and build followings. However, once discovered, the question for the company was what to do with the Big Buck fan base. Petro explained that the strategy so far has been to nurture, rather than exploit, the loyal players.

Let Them Be Them

CALLUM FLETCHER is Play Mechanix's community manager. He spearheads the social media effort behind Big Buck Hunter.

On the frontline of the Big Buck social media effort is Play Mechanix community manager Callum Fletcher. "We knew there was a cult following for the game, and we wanted to embrace it," he said. "These are the guys and gals who are spending a lot of time playing our game. We're embracing the fact we have this great community. We're trying to give them nudges, but we want them to be them. We're empowering the players, a first for our industry."

Play Mechanix's next move is to increase involvement from equipment operators, Petro and Fletcher told Vending Times. "Operators are already working with Game Wardens," Fletcher noted. "Some operators are jumping on it very quickly. It's a consistent cushion on a slow day. We have a couple of leagues that have been picked up by the bars that run on Monday, Tuesday or Wednesday -- traditionally slow days. A lot of bars are throwing in free beverages and food, and prizes of their own."

This energy all amounts to added value for both operators and bar locations. The effort on behalf of the Big Buck brand is not the first time operators, manufacturers and locations have partnered. Pool and dart leagues are an industry staple. But this may be the first time that coin-op has jumped into a grassroots social media community to support a game. How successful Play Mechanix is in evolving with social media cosmos may have significant implications for both Big Buck and coin-op.

Play Mechanix released Big Buck Hunter in 2000. The early versions (through 2006) featured a single gun controller and allowed four players to compete round-robin style. Big Buck Hunter Pro and Big Buck Safari introduced a two-gun platform, enabling head-to-head competition. The game's first world championship tournament was held in 2008. The Big Buck Hunter World Tournament holds qualifying tournaments in August and September; winners advance to the championship match every October. | READ MORE

WHO GIVES A BUCK?Map of game locations shows Big Buck Hunter's nationwide permeation. The rootin', tootin', shootin' videogame has fans in all 50 states, thanks to a steady stream of game upgrades and grassroots social media.

Resources:

http://www.playmechanix.com
https://www.bigbuckhd.com
https://www.facebook.com/OfficialBigBuckHunter
https://twitter.com/BigBuckHunter
https://instagram.com/BigBuckHunter
http://officialbigbuckhunter.tumblr.com
https://www.youtube.com/user/BigBuckHunterPro