RSS feed Get our RSS feed

News by Topic

BizReport : Trends & Ideas archives : November 30, 2006

Yahoo Building A Universe?

Yahoo! is building a new kind of online social environment. The company is leveraging properties like Flickr and in an effort to build “passion brands” to build more revenue.

by Kristina Knight

The so-called “brand universes” are areas on Yahoo! networks dedicated to fans. Games, movies, books and other products are free game on the networks. If that sounds a little bit like MySpace or YouTube, it is. But, there is one exception: the Yahoo! “universes” aren’t asking for ad revenue to build the sites. Instead, they are targeting brands people are passionate about and are building from there. The first to roll out is, a site dedicated to Nintendo’s new Wii gaming system.

According to Vince Broady, head of entertainment, games and youth for Yahoo said (via AdWeek), “It doesn’t replicate the fan sites. It augments them.”

The sites are designed to appeal to the 13-34 demographic by tapping into portals like Flickr and

What do marketers stand to gain from such sites? A continual evolution of their product. Dedicated sites such as these, can keep the buzz over a movie going between the theatrical run and the DVD release or can keep gamers interested in further evolutions of their favorite games.

Tags: 13-34 age group, brand management, branding, flickr, Yahoo

Subscribe to BizReport

  • If they are targeting the younger demographic, this could be a really good move for them, as all the studies are showing that MySpace and YouTube are increasingly catering to an older user.

    It would be interesting to see Yahoo! come and pull the rug out from under Google in this one; as far as the younger user goes.



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.