BandwidthCamp

Last year I mentioned Sony’s in-game ad unit (here and here) and how this is an interesting move and competes with Microsofts’ Massive, Google’s AdScape.

Sony’s open platform is a clear departure from how things are done on Microsoft’s Xbox, whose exclusive model means all dynamic in-game ads must be brokered through Massive, a company the software giant acquired in May 2006. That acquisition essentially closed off the opportunity for other in-game ad brokers to sell inventory in games that run on its Xbox and Xbox 360 consoles — and it elevated the bet they are placing on Sony.

I can see how Sony’s plan could complicate things but at the same time I think it’ll all work itself out in the long run. I know if I want first party action I talk with Sony. Otherwise I talk with the publisher who may or may not tell me to talk with their in-game rep. One thing I could see happening is publishers got their own in-game ad team… especial if Sony’s system is going stay this open. You’ll always have to buy through Massive for Microsoft, but not with Sony. Sony also signed that deal last year with Nielsen to help measure in-game advertising as well as hiring Darlene Kindler, who was most recently was at AdScape, to head up their in-game ad team. Sony is making a gamble but I think it will edge out Microsoft in the end. Plus I always love cheering for the “underdog”.

[Via AdAge]

Electronic Arts has some fun spoofing the eHarmony.com campaign in a collection of new spots promoting its Burnout Paradise driving game. See a bunch of the ads here, in which couples laugh about how they found compatibility largely through “T-boning” and “rear ending” each other (in the game).

[Via AdFreak]

Last week at Consumer Electronics Association (CES) Reactrix Systems launched a Wii like gaming system for interactive advertising. My first gut reaction after seeing the press release was that this would be great for advergames.

The Reactrix technology is called WaveScape, and it was demonstrated on Samsung’s large-format 570DX display at the International Consumer Electronics Show (CES) in Las Vegas last week. Above the display was a sensor that kept track of a person’s hand and body movements so they could interact with an on-screen game. The sensor can cover five meters.

This sounds an awful lot like the Wii. The only difference is that they are going after the corporate market, for now.

Despite the technology’s almost universal appeal, Reactrix has no plans to launch a version for consumers.

“We wish we did, because we want to get this to as many people as possible, but rest assured we will get there.

“Our first application is going to be advertising and interactive signage,” said Matt Bell, who is chief scientist at Reactrix and developed the system. “Our first roll-out of these displays will be in the second half of this year in 150 Hilton hotels. They’ll be a mixture of fun, interactive games and information about hotel services.”

I think the system is a great idea and pretty smart to go after the corporate market. The only problem is that they have keep the costs of the system down otherwise the corporate market will just go out and buy a Nintendo Wii. It has more brand appeal and everyone knows what a Nintendo Wii is after being the hottest sought after toy this holidays season for a second year in a row. Having worked with Coca-Cola, The Amazing Race and Hilton hotels, we should start seeing a lot of these around town.

With the success of the World of Warcraft Ads for Mr. “I pitty a fool” T and William “I was once famous” Shatner. We can now see the evolution of those ads with the addition of Jean-Claude Van Damme & Willy Toledo from Spanish TV to indulge in our World of Warcraft passion.

[Via GameTrailers Jean-Claude Van Damme & Willy Toledo]

In case you missed it, Monday saw the release of two humorous World of Warcraft (Wow) TV ad spots featuring Mr. “I pitty a fool” T and William “I was once famous” Shatner.

We all had an alter ego growing up but now getting to show them off in the virtual world is a matter of fact these days. A lot of this will be facilitated in part by different MMO models, including ad supported and “free” to play games, which might include ads. Avatar support services will become more visible as more and more people go online. Now go check out Mr. T and William Shatner’s alter egos.