National Geographic Channel is giving its documentaries and other series a digital dimension with a branded game site it launched with RealNetworks.
The documentary cable network is touting, “Habitat Rescue” as the centerpiece of its new online extension, which has been in beta launch for two months.
So far, its most popular games are “Stonehenge Decoded,” which enables players to retrace the steps of the Stonehenge builders, and “Fight Science,” a martial arts game. National Geographic Channel has covered both subjects on air, which is the network’s plan for future games. “Dog Whisperer,” based on the series of the same name, challenges players to diagnose cantankerous canines.
“Habitat,” a $19.95 download, puts younger viewers in the environment of animated lions, with a mission to help them reclaim their kingdom from imminent environmental catastrophe. It was already being developed by Rebel Monkey, which used National Geographic as an information source.
Most of the games, which currently include several syndicated by other sites, are at www.natgeotv.com/games. Stonehenge is at www.stonehengedecoded.com.
The objective is to get players visiting the game site to sample shows.
“Everybody knows National Geographic, but sometimes they don’t know all the kinds of shows we have,” Brad Dancer, National Geographic Channel’s senior vice president of research and digital media, said. “The more people we can get in to check out the games, the better.”
Upcoming games–all free– will play off specific shows. “Herod’s Tomb,” an archaeological documentary slated to air in November, will have a companion game online. A second game, “Big Expedition,” will be tied to an “Expeditions Week” of documentaries in November, covering topics from the Great Pyramid to Captain Kidd.
“Our primary marketing will be against our shows,” Dancer said, who also sees the games as a way of engaging fans in other areas of its Web site.
Gamers taking on “Stonehenge Decoded” or “Fight Science” have spent an average of 15 to 17 minutes on the site.
Upcoming games will get on-air plugs during the relevant shows. So far, National Geographic Channel has built awareness through blog sites.
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