Re: ONLINE-ADS>> What's wrong with computer games?

Mark Dolley (mark_at_zapworks.com)
Wed, 25 Feb 1998 18:22:56 -0700

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James Halprin,jamesh_at_beam.com.au wrote on 2/24/98 11:15 PM:

>My particular interest in Web Advertising relates to the use of advertising
>within computer games which I believe is for the most part, the richest and
>most untapped media of all. The Web Advertising conference in NY was
>extremely informative and covered many relevant areas although I felt that
>the area of computer games was barely touched upon. By definition, computer
>games are interactive experiences where as other media are not and this
>point seems to be overlooked and / or underplayed by many. A person gets
>heavily involved for extended periods of uninterrupted time while playing a
>computer game - that sounds like a great advertising opportunity to me!

Those who haven't already done so should check out the new Macromedia
site, ShockRave (http://www.shockrave.com). There are branded games there
for advertisers including Seven UP which illustrates this point
perfectly. And of course Levi's, with their I-Candy have been doing this
for a while.

<snip>

>So what do people think? How do media buyers (or anyone for that matter)
>currently view advertising within computer games on the Net? In particular:

The fact that DoubleClick (congrats on the IPO) may be selling
interstials and co-branded games on ShockRave should be enough to
indicate that this is an element of online advertising to be take
seriously. Drawing up standards will, however, be key.

>- Is it the lack of stats in this area that scares people off, the lack of
>proof that this is an extremely effective medium (Keith Pieper listed the
>results of the Mpath and Berkeley System's studies in his recent response to
>the subject, Why not rich media? which prompted me to make this post).

This is different to co-branded games, where branding for single or
multiple products remain on the screen throughout the game. Bezerk.com,
mplayer.com and the forthcoming won.net run interstitials, which
interrupt game play and are closer to the TV metaphor.

Mark Dolley z a p w o r k s !

vox:(+1) 415 551 1800

have you read the news? http://www.zapworks.com/pan

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