NONE: Re: ONLINE-ADS>> What's wrong with compute games?
Re: ONLINE-ADS>> What's wrong with compute games?
James Halprin (jamesh_at_beam.com.au)
Wed, 4 Mar 1998 18:03:21 +1000
Bob Rosen wrote:
>Still, I think we have to be really careful not to cross the line to the
>point where we detract from the quality of a paying customer's experience.
>There are many ways to integrate a brand into the players' overall
>experience without crossing that line. In fact, sponsors can often enhance
>the experience. It just takes a bit of creativity.
Well the post concerning computer games I made about a week ago seems to
have sparked off quite a lot of interest which is great to see. And it
would seem that most people are in agreement with the main issue I raised.
That is, that there is a very real benefit to everyone if advertising is
incorporated into computer games, IF AND ONLY IF, it is done appropriately.
So why am I interested in this particular area? Well, I am the Producer of
Conglomerate, a free internet game that is soon to be released. Although
this may seem like a plug, I do think that the way in which we have
incorporated the advertising into the game will be of interest to many of
you. Please let me explain.
To the best of my knowledge, currently there seems to be 4 main ways of
incorporating advertising into games (I'm ignoring the standard banners,
emails and so forth that accompany the game web sites, promotions etc).
These include:
1 - Placing banners in or sponsoring game lobbies (the lobby is where people
meet, decide to have a game together and launch their game from).
2 - Placing banners within games. There are 2 instances where I have seen
this occur. The first is Java or shockwave based games. These are normally
fairly primitive games (relative to retail quality games) but have the
advantage that they are small in size and can be played within your browser
provided you have the necessary plug-in. The Riddler game site which can be
found at www.riddler.com is a good example of a site which uses these type
of games. The second is within classic style games, such as backgammon or
checkers, that are offered by Mplayer. In both these instances, the banners
are placed at the top of the screen and their content is not related to the
game that is being played (however, I'm sure they're appropriately
targeted).
3 - Theming questions that appear in quiz style games. 'You don't Know Jack
the Netshow' is a good example of this.
4 - Using interstitials within the game. This is the most sophisticated
integration to date and the Bezerk games (www.bezerk.com) use this model
well. Although by definition, interstitials breakup the continuity of the
experience, if done right, this can be a very powerful advertising tool.
But I haven't seen any games as yet that have effectively incorporated the
advertising content into the game itself. As a result, I am very interested
in seeing what people think of the Conglomerate concept. The hallmark
features of Conglomerate that separate it from the current game
implementations include:
1 - Unique concept and implementation.
2 - Original gameplay that appeals to a wide audience.
3 - Retail quality development philosophy.
4 - Completely free to users to both download and play.
5 - Integration of advertising into the very nature of the game.
6 - Chat built in to facilitate communication at all times.
I believe that these major elements will guarantee a win-win scenario for
all stakeholders involved in the process (customer, ad sponsor, development
studio). Please check out: http://www.beam.com.au/games/conglomerate2.html
for a brief description of the game and a screenshot that will demonstrate
the ad integration (please note the company billboards and banner).
All comments are welcome.
---------------------------------------------------------
James Halprin Voice: 61-3-9866-8300 Ex:244
Producer Fax: 61-3-9866-8674
Beam International Limited Email: jamesh_at_beam.com.au
Level 11, 14 Queens Rd
Melbourne
Vic 3004, Australia http://www.beam.com.au
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