GET INVOLVED     |     ISSUES     |     NEWSROOM     |     RESOURCES     |     ABOUT US     |     CONTRIBUTE     |     SEARCH  
 
 
 

       

 

 

 

 

 

 

In-Game Ad Network Taps Into Virtual Worlds

 

Enid Burns

The ClickZ Network
April 7, 2008

 

In-game ad network Double Fusion has furthered its involvement in virtual worlds through a deal that makes it responsible for Habbo’s ad inventory in the U.S. region.

 

Under its agreement with the teen-targeted virtual world, Double Fusion will manage media sales and coordinate in-world integrated marketing campaigns for Habbo in the United States. While Double Fusion did some previous work with SK Telecom’s Cyworld (define) in South Korea, this is the first large-scale integration of a virtual world for the in-game advertising network.

 

“Our commitment is to deliver immersive branding experiences in games and branded entertainment,” said Jonathan Epstein, CEO of Double Fusion. “We view online worlds as the twin [to in-game advertising].”

 

Over 200 brands worldwide have advertised in, integrated with, or sponsored elements of the Habbo world in some way. “Habbo is about real life,” said Teemu Huuhtanen, president of the North America region at Sulake, the company that publishes Habbo. “Teens are expecting to see brands, and give us regular feedback.”

 

While virtual worlds such as Second Life are integrated internationally, users and advertisers in Habbo are divided by country. Ad sales in each country are handled either directly by Sulake or by a representative company.

 

Advertising opportunities in Habbo include in-game billboards, contests, interstitials, branded items and sponsored rooms and quests. In a deal that predated its relationship with Double Fusion, Habbo worked with Paramount Pictures on a two-week campaign to promote “The Spiderwick Chronicles” in a February tie-in with the film’s release. The WWE is another big advertiser, as Habbo attracts its target 13- to 17-year-old age group.

 

An upcoming event expected to drive membership, and potentially advertising sponsorships, is a live concert performed by Epic Records recording artist Natasha Bedingfield on the afternoon of April 10. It’s the first time Habbo.com has featured a guest artist performance live, in-game in its virtual world, though other teen communities like Whyville.com have hosted performers such as Stacie Orrico. The Beddingfield performance won’t be an isolated event. Sulake has signed with the William Morris agency to book live entertainment such as concerts and chat events, which present sponsorship opportunities just as they do in the real world.

 

“Musicians and celebrities are important to teens,” said Epstein. “There’s a way for brands to get additional punch.”

 

Separately, in an expansion of its relationship with NCsoft, Double Fusion wil represent ad inventory in “City of Heroes,” a massively multiplayer online role-playing game (MMORPG). The MMORPG genre is often seen as a bridge between online games and virtual worlds due to its role-playing aspects. 




 

This article is copyrighted material, the use of which has not been specifically authorized by the copyright owner. We are making such material available in our efforts to advance understanding of environmental, political, human rights, economic, democracy, scientific, and social justice issues, etc. We believe this constitutes a 'fair use' of any such copyrighted material as provided for in section 107 of the US Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material on this site is distributed without profit to those who have expressed a prior interest in receiving the included information for research and educational purposes. For more information go to: http://www.law.cornell.edu/uscode/17/107.shtml If you wish to use copyrighted material from this site for purposes of your own that go beyond fair use, you must obtain permission from the copyright owner

 

 

STAY INFORMED

 

Email Address: State:
 

Subscribers receive no more than

1-2 emails per week

 

SUPPORT CCFC

CCFC does not accept corporate funding.

We rely on member donations for support.

Click Here to Contribute

Copyright 2004 Commercial Free Childhood. All rights reserved