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BizReport : Advertising archives : February 24, 2010

WildTangent's BrandBoost exchanges virtual goods for viewing ads

Brand marketers are now able to tap into audiences of virtual worlds, massively multiplayer online games and social media games thanks to a new platform launched this week by game-based ad company, WildTangent.

by Helen Leggatt

WildTangent has been in the gaming ad marketing for over a decade. Until now, the company had provided incentivized ads where users watch videos or otherwise interact with a brand (surveys, sign-ups) in return for limited access to a paid console or downloadable game.

The growth of online and social gaming has driven WildTangent to develop another platform that enables brand marketers to target players of MMOGs such as WarCraft and social games such as Farmville and Mafia Wars.

Called "BrandBoost" the platform is essentially "ads in exchange for games/goods". The benefit for gamers is a reward that will enhance their game play - such as power boosts or additional weaponry - or free access to items that they would usually need to purchase.

"BrandBoost enables brands to address the enormous scale of social gaming and virtual worlds with engagement based advertising that is non-intrusive and delivers tangible value to gamers," said Madden.

"We've created a paradigm in which gamers are seeking out ads because they know that their experience will be enhanced with access to content that is typically behind a paywall."

Tags: gamers, in-game ads, online advertising, online games, social games

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