Turner Broadcasting System, Inc. is forging its way into the videogame industry with plans to offer a new broadband network this fall via personal computers. The service, called GameTap, marks the first of its kind games-on-demand services offered by a cable network.
GameTap, set to launch in October, will offer a number of games originally published as console, PC and arcade titles (think Pac Man). Turner has licensed nearly 1,000 games from 17 publishers. The network initially plans to release 300 games and then roll out five to 10 new titles and programming each week. Game specific programming will include coming attractions, interviews with game publishers and behind-the scenes snippets.
“We are creating a new window for games,” said Blake Lewin, VP-product development for Turner who invented GameTap. “We are in the business of creating branded environments where great content lives on. We’ve always been innovative. We think broadband will be dynamic for us. GameTap will lead the way.”
Starting in October, subscribers can download and install software from Gametap.com on their computers. The Web site will act as a gateway to the GameTap library. Subscribers will pay an average of $10 to $20 per month for the service. Turner will market GameTap to consumers 18 to 49. Internet materials and print and TV ads will support the launch.
Lewin helped to create the platform after learning 30% to 35% of households had broadband service and another 41% of Internet users in the U.S. play PC online games, according to IDC. With the popularity of video games rising, Lewin said he wanted to tap into a new market to capture consumers’ interests.
GameTap will give game publishers a way to extend the life of their games while providing gamers with authentic content, easy access and overall fun, Lewin said.
“There’s something for everyone,” Lewin said.
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