NONE: Re: ONLINE-ADS>> What's wrong with Computer Games?
Re: ONLINE-ADS>> What's wrong with Computer Games?
Greg Diaz (gdiaz_at_imaginemedia.com)
Wed, 25 Feb 1998 15:07:02 -0800
James Halprin's posting about the value for advertisers to consider 'beyond
the banner' solutions in computer games has special relevance to me because
I sell online advertising on the largest network of gaming web sites,
Imagine Games Network (http://www.imaginegames.com)
The feedback I've heard from games software publishers to embede messages
'during' game play has been lack luster for the simple reason they don't
want to encroach on the player's interest for a particular game by
bombarding them with advertisements that ask they stop their playing and
chose another game.
It seems to me at the moment the real opportunity will come from games
hardware companies looking to brand their products. Let me explain. Many of
the online games found on services such as Mpath, TEN, HEAT.net, Gamestorm,
etc are action/adventure/simulation games that are best enjoyed by using
joysticks. From the standpoint of a hardware company, these type of gamers
are a perfect match for their joystick products. Rather than just sponsor
these service's game lobbies or chat rooms, they want their
brand/logo/message to be seen 'during' actual game play sessions.
Placement and exclusivity of an advertiser's message 'during' game play
must still be determined on a case-by-case basis since each service uses a
different interface and follows their own advertising guidelines. Unlike
the ubiquitous 468x60 banner,there is no standard ad unit being used for
placement 'during' online gaming.
While I cannot mention the details of a deal I have pending, I will say
that it involves working closely with an advertiser and a popular online
game site to customize the navigational tool bar seen 100% 'during' actual
game play. This tool bar will incorporate my advertiser's brand/logo
without sacrificing the gameplay experience. It makes a lot more sense if a
hardware company can highlight their joystick's
features/awards/testimonials relevant to the genre of the game being played
than a software publisher asking the online gamer to end their session,
exit the service, download their demo and play alone!
Again, while I can't disclose the details of the costs involved, I will say
that the money involved far exceeds a traditional banner buy. The
advertiser understands that this form of advertising should not be judged
on click-thrus but rather by branding. As I've explained before, they
should not understand a page impression as 30, 45 or 60 seconds but rather
as a 'game impression' that can last sometimes as much as 40 minutes!
Multiply this by 100,000 + gamers playing 3-4 times a month and you'll
probably agree that this new forum for advertising offers tremendous
opportunities.
Who knows, maybe online gaming sites will sell advertising by coining a new
unit, the 'game impression,' in the near future.
------------------------------------------------
Greg Diaz Imagine Games Network |
Regional Sales Manager 150 North Hill Drive |
Brisbane, CA, 94005 |
(em) greg_at_imaginegames.com |
(ph) 415/468-4684 x147 |
(fx) 415/468-4686 |
-------------------http://www.imaginegames.com |
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