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BizReport : Advertising : April 14, 2008
XFire, Exent launch in-game ad promotion
A new promotion in the gaming world could have even more consumers logging on to play games - which could lead to more ad impressions served up in-game. MTV's Xfire and Exent have partnered for the in-game ad promotion which sends players on a kind of treasure hunt.
The promotion is on PC-version of the game "Call of Duty 2". Secret codes have been embedded inside maps' textures without changing the actual source code of the game itself. That way all players can participate in the event. Exent is using AdMuse technology to place the codes. AdMuse allows marketers to insert new graphic, audio or video objects into online games even after the games have been installed on consumer's machines.
“Advertising sponsored video game events are a very powerful way to reach young, coveted demographics. However, development costs are high and there is no guarantee that the end product is something people will want to play,” said Zvi Levgoren, CEO, Exent Technologies. “With AdMuse, there is no need for game developer involvement, and one can create such promotions to existing, active install bases, rather than bet on the attractiveness of a new advergame.”
Gamers have to play through the first five missions of the game, finding the secret codes along the way. Once the codes have been found, the user contacts XFire with the codes for a chance to win copies of "Call of Duty 4", PC version.
Tags: in-game advertising, online gaming
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