Neko
Supreme Overlord
Jul 8, 2004, 2:41 PM
Post #1 of 1
(1040 views)
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Enpocket, the leading provider of mobile marketing solutions, has launched a new and innovative channel to allow advertisers to connect with today's mobile consumer. By integrating advertising inventory into the fabric of mobile phone games, Enpocket and its partner MauiGames are providing a powerful advertising vehicle that combines the personal, intimate nature of the mobile phone with the dynamism, movement and colour of video games.
Research from the University of Wisconsin indicates that brand placement and advertising within such games is highly effective - achieving recall scores of 30% in the short term, and 15% after 5 months.
"Embedded advertising leverages the power of interactive immersion--the intense engagement that occurs when players play video games; therefore video games with embedded advertising represent an important new advertising medium," said Dr. Michelle Nelson, Assistant Professor, School of Journalism & Mass Communication, University of Wisconsin-Madison, and author of "Exploring Consumer Response to Advergaming', published in Online Consumer Psychology (Lawrence Erlbaum Publishers) Fall 2003. "Our studies have also found that players welcome ads in certain types of games because the ads provide greater realism," added Nelson.
Enpocket has partnered with MauiGames, the leading mobile games developer to offer patent pending 'advergaming' services to its clients. The games offer a range of static and dynamic advertising opportunities from sponsorships and banners, as seen in real sporting stadiums, to in-game immersions. Ad placements can be targeted by time, geography and demographic variables.
"We are delighted to be working with Enpocket - they have pioneered mobile advertising globally over the last 3 years and have the broadest client base to bring to this new, exciting mobile gaming medium," commented David Fradin, president, MauiGames.
"Advertising within mobile games allows our clients to pinpoint their target audience by placing the brand within a relevant game, consequently deepening their relationships with customers. With research showing that consumers are very receptive to advertising within games, MauiGames and Enpocket's technology is helping marketers make their brands an integral part of the gaming experience," added Jonathon Linner, CEO, Enpocket.
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