IGN’s new software and services will enable developers and publishers to manage their online game content throughout the game lifecycle, as well as execute in-game advertising campaigns. Advertiserswill be able to develop cross media programs that include in-game and online ads and promotions as part of IGN Entertainment’s overall media offering.
“Our In-Game technology is already proven in over 300 games, and includes online matchmaking, chat, CD key verification, unified registration, and statistics and tracking,” said Mark Stieglitz, general manager, publisher services, IGN Entertainment. “We are extending our current platform and solution set to enable game publishers to manage the space within their games dynamically, for In-Game marketing, advertising or for other purposes based on their unique needs.”
The new In-Game Marketing Technology and Service will extend IGN’s media and technology platforms, allowing publishers to enhance the gameplay experience by continually updating their games with new levels, patches, alternative player skins, weapons, buildings, maps, and even soundtracks. These same tools can be used to advertise the next version of a game by dropping in trailers and assets as they become available, as well as offering special in-game promotions.
In addition, IGN’s technology will enable publishers to add incremental revenue to their games by selling in-game advertising themselves, or by having IGN leverage its advertising infrastructure and experience to manage and sell in-game advertising programs on their behalf. The technology also will track impressions, time spent viewing items and type of each interaction, so that advertisers can watch the return on their investment, make smarter buys and design more effective campaigns.
IGN Entertainment’s In-Game tools and services build on its proven GameSpy backend infrastructure, service teams, data centers and core technologies. Rich dynamic marketing technology is currently available for the PC and PS2; versions for next generation platforms will be also developed.
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