![]() Kids 10 years old and younger have really grown up with the Internet.''įorrest Research predicts advergaming will grow into a $1 billion business this year. Jeff Logsdon, managing director at investment banker Harris Nesbitt, says Disney's strategy ''is clearly a clever way to engage with a key part of their target market. ''We hope it becomes a real hangout for preteens and teens,'' said Jay Rasulo, president of Walt Disney Parks & Resorts, during a recent news conference about anniversary-marketing plans. The goal: push kids to urge their parents to visit a Disney park during the anniversary promotion that also includes the opening of Hong Kong Disneyland on Sept. They'll also be able to chat, create their own avatars, or graphic icons representing real-life Web surfers in cyberspace, and earn virtual points that can be redeemed for T-shirts and other goodies at the actual parks. Visitors will be able to play free online games based on real attractions, such as the Haunted Mansion and Jungle Cruise. The target: ''tweens'' ages 8 to 12 and young teens. It's part of the brainwashing of America,'' Chester says.Īs part of an 18-month global campaign that kicks off on May 5, Disney will roll out an interactive, multiplayer game called ''Virtual Magic Kingdom.'' It aims to provide a virtual visit to Disney's five global resorts and 11 theme parks to anyone with an Internet connection. Army rival titles from the $10 billion video game industry in entertainment value and high-tech expertise.īut ad critics such as Jeff Chester of the Center for Digital Democracy decry them as ''digital infomercials'' that blur the lines between content and commercials and often collect data on consumers playing the games. The online arcades put up by advertisers that include Disney, Viacom's Nickelodeon and even the U.S. Sometimes advertisers sponsor games sometimes they buy ad space integrated into them. Sometimes the entire game amounts to a virtual commercial for a TV show or product. will use one of the hottest - and most controversial - gimmicks in the media business: ''advergaming.''Īdvergaming is when companies put ad messages in Web-based or video games. ![]() NEW YORK - To reach kids and teens to promote Disneyland's 50th anniversary this year, Walt Disney Co. ![]() Disney plans to mix ads, video games to target kids, teens ![]()
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