Boosting the brand in the game
Added value. WildTangent has rolled out an ad tool, Brandboost, which allows advertisers to relate to gamers as they play. With Brandboost deployed, users can choose not to pay for a title and to engage instead with a brand. WildTangent serves a logo and leaderboard ad from the sponsor, plus a 30-second video, played while the game is loading.
The outfit has inked deals with the likes of Sony Online Entertainment and Outspark, plus is looking for distribution on Facebook and MySpace.
“Research clearly indicates that consumers are most receptive to advertising when brands are adding value to their entertainment experience,” says WildTangent. “The more value they get in exchange for their attention, the more receptive they are to the advertising.”
