Wednesday, December 24, 2008

Queen Headed in the Direction of the King


Our good friend The New York Times ran a piece today on DQ Tycoon, a Dairy Queen video game along the lines of Diner Dash. The full download version of the game costs - get this - $19.99.

The article begins by claiming, "Video games usually put players in a sexy role they will never actually have a shot at: a “High School Musical” dancer, a guitar hero or an auto thief." You got me, New York Times! I play video games so I can feel sexy. And what better way to do that than to run a Dairy Queen?

Chief brand officer of Dairy Queen International Michael Keller admits that the target audience is kids and women. "We’re trying to figure out a way they can spend more time away from us in the stores" - which is Keller's poorly phrased way of saying he wants the Queen to be present in all aspects of a child's day, not just sugar-induced frenzies. Jill Anderson, senior marketing manager for DQ, said of the female demographic, "My understanding is, it’s a lot of these stay-at-home moms who, when they put their kids down for a nap, like to go play. We were kind of hypothesizing that if at one point they had worked, they were looking for that stimulus.”

So what you're telling me is that stay-at-home moms want to play DQ Tycoon because they miss working? And that they'll pay twenty bucks for the opportunity? That's some set of balls you got there, Dairy Queen.

Maybe I'm missing something, but this is much harder to believe than the idea that the Burger King is some kind of burger-serving peeping tom or a pocketbike enthusiast.