NONE: Re: ONLINE-ADS>> 3D Gamers=Target Market?
Re: ONLINE-ADS>> 3D Gamers=Target Market?
Murray Robinson (murray_at_m3.com.au)
Wed, 8 Apr 1998 10:17:21 +1000
Greg Quiroga said
> What interests me most about this release, however, is the
> potential to target the online gaming community as a market
> would you --as an advertiser-- pay to have your logo as the
> main logo used in the background throughout the game?
I've been wondering for some time how advertisers could best get their
message across in interactive forums such as MUDS, MOO's, Chat rooms and
on-line games.
I think their is great under utilised potential here because of the high
involvement of the participant with the activity. But it would have to be
done carefully. We know for instance that their is a low click through rate
for banner ads sitting above chat screens.
I think that the answer is to make the ad a part of the interactive
environments world. For example sponsors could buy the right to brand the
beer served in virtual bars and get a brief ad text with it.
Player> Enter Bar
Game> You enter the Pilsener bar where you see x, y, z. There is a neon ad
flashing Pilsener, Pilsener over the bar.
IE Player> Bartender give me a beer.
Game response> The bartender hands you an icy cold Pilsener which tingles
delightfully as it rolls down your throat. Mm those full flavoured hops are
so refreshing.
As you can see you can do this with text based activities but VRML adds an
extra visual dimension to it.
Other opportunities would be virtual billboards in the background, areas
named after sponsors, short online games involving the sponsors products,
bots that chat with you about a product etc.
I would be very interested to know if any of the chat, MUD's, MOO's or other
games are doing or considering this sort of immersive advertising.
Murray Robinson
Managing Director
M3 Multimedia Marketing
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