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NONE: Re: ONLINE-ADS>> What's wrong with compute games?
Re: ONLINE-ADS>> What's wrong with compute games?
Bob Rosen (kqrbob_at_mindspring.com)
Thu, 26 Feb 1998 10:50:52 -0500 (EST)
I absolutely agree with James Halprin that product placement in a computer
game can be very powerful. Imagine a Nike scoreboard in a computer
basketball game, seen every time someone scores. You could build impressions
awfully fast. And the great thing about online games is they can be, as
James wrote, "retrofitted." True, it's more difficult and expensive that
way, but the advertiser can buy into a game that has established itself as a
"hit" - eliminating the huge risk advertisers take when they buy placements
in movies or games in the development stage.
I'm less convinced about "rich" media. Contrary to what James wrote, only
parts of Mpath's Mplayer are free. They, and most other online gaming
services (including the Engage Games Network which I rep -
http://www.gamesonline.com), depend as heavily on a revenue stream from the
gamers as from advertisers. Wouldn't you resent it if you were paying to
play and had to wait for a huge file to load before you could begin? Or if
you had to view an interstitial before progressing to the next level of a
game? I for one would have no problem recalling the ad, but the message I'd
come away with is, "gotta remember not to buy THAT product."
There are so many effective ways to brand a product on a gaming site that I
just don't see the point of risking alienating your audience. Sponsor a
leader board, or a "training camp", or a tournament. Place your product
within a game's content. Give away some product as prizes. Have the site
develop a little RPG around your product. In those and other ways you can
integrate your product into the player's experience in a totally positive
manner.
Bob Rosen, President
KQ&R, Inc.
850 7th Avenue
New York, NY 10019
Phone: (212) 399-9500
Fax: (212) 265-0986
Email: kqrbob_at_mindspring.com
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