WildTangent Puts Ads in Games, Jeep Signs On
Online game publisher WildTangent has signed on as the latest company to integrate ads into its gaming network. The effort is part of a new partnership with 24/7 Real Media.
Under the agreement, the Redmond, WA-based publisher will implement 24/7 Real Media’s Open AdStream ad management technology into games, which inserts in-game ads and tracks the number and duration of impression each ad generates. The technology can change or rotate ads to keep them fresh.
“This is giving [brands] access to eyeballs they are having trouble reaching in other media,” said Bill Clifford, director of strategy sales and marketing for WildTangent. “There’s a lot of value for advertisers having their product…in the game. People interact with a brand. It’s fun and it’s expected.”
Snowboard Super Jam will be the first game to feature 24/7 Real Media’s ad technology. The game, which will be released in June, will prominently feature product placement of the Jeep and Oakley brands, Clifford said. For example, brands will be placed on in-game billboards and game characters will be equipped with Oakley goggles.
“In-game advertising and product placements have become a powerful vehicle for marketers trying to reach the growing casual gaming segment of the market, one of the most appealing demographics for marketers today,” said Robert Tas, VP-technology and media at 24/7 Real Media, in a statement. “Our Open AdStream technology will help WildTangent increase the revenue generated by its downloadable games, and deliver relevant results to its marketing partners, while enhancing the realism of its games.”
The WildTangent network is made up of game portals, broadband providers, and PC manufacturers. The publisher lets gamers sample a number of online games for free, then offers consumers the chance to buy a full downloadable version for $19.99. The company reported more than 150 million game plays in 2004.
Women over the age of 35 account for the No. 1 buyers of downloadable games, Clifford said. While downloadable games are still popular among men 18-34 and teens, those groups generally won’t spend the money to buy the games, he said.
Last week, Massive, Inc., a video ad game network in New York, announced a dozen brands signed with the company for in-gaming advertising, including Coca-Cola and Honda (PROMO Xtra, April 13). The technology lets the company download ads to PC games after a consumer loads the game onto the computer. As with WildTangent’s ads, Massive, Inc.’s ads can also be changed when the gamer uses the Internet.
Gaming information network IGN Entertainment is also making an entrance into in-game advertising. The Brisbane, CA-based company has new software that lets developers and publishers managing online ads themselves.
