February 9, 2007 1:03 PM PST
Can Google score with in-game ads?
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"It's not clear," said Jonathan Epstein, chief executive of Double Fusion, a competitor to AdScape, IGA and Massive. "It doesn't mean it can't get there, but when you look at how markets evolve it's always the specialists that drive innovation and focus in the market."
Eva Woo, vice president of marketing at AdScape, said her company has a technology that allows advertisers to interact with consumers without interrupting the game, something that could appeal to Google. If a gamer opts in, AdScape's Real World Virtual World Gateway will deliver messages via SMS or e-mail from the advertiser, Woo said.
When the game detects that a player has reached a certain level in the game or that a player is having problems getting beyond an obstacle in the game, for example, the advertiser could offer hints, rewards or coupons. "We've been developing this (advertising) technology for five years," she said. "We have one patent issued and 15 patents pending."
A risk for Google, of course, is getting shut out of Microsoft's growing Xbox market, and the question remains whether gamers will rebel against publishers who allow advertisers into their gaming worlds.
"Male gamers playing core games don't mind ads if they help make the gaming experience more realistic rather than disrupting their gaming activity," Cai said.
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