Archive for the ‘Gambling Info’ Category
Advertising is adapting to the modern world and merging with the world of gaming. Free online games commissioned by companies are the latest way to enter the public consciousness.
Giants Coca-Cola and Nestle are the latest to get in on the action, creating their own games to boost brand awareness and promote their products.
Advergames often take the form of customized games on a company’s site, promoting its products and encouraging people to spend more time on the site.
They can also be video games designed with a marketing message, for example the US Army’s recruitment drive “America’s Armyâ€.
Product placement is yet another form of advergaming, where products are advertised within a video game, as part of the game landscape. This could take the form of billboards on the street of a virtual town, or characters using the company’s products.
Advergaming encourages consumer interaction, increases brand awareness and produces surprisingly high conversion rates, making it ideal for the advertiser.
Games can include competitions and promotions to get people to sign up. Consumers must provide contact details before they can play the game. Scratch cards, instant win games, roulette and racing games have all been used. And where games increase consumer interaction, casino games are all the more likely to succeed.
Advergaming is often used to target young audiences with fun games likely to capture children’s and teenagers’ imaginations. However, it’s not just teenagers who play advergames. A recent survey showed that 30% of those playing are aged 35-49, a perfect market for casino games.
Implanting a company’s marketing message in a game is less annoying than a dedicated advert, and has more chance of permeating the subconscious, since the player remains in contact with the product for some time, and comes to associate it with an entertaining experience or with winning a prize.
The company also has the chance to create positive associations around their product or service, by creating a virtual world populated with characters that fit the company ethos and spread their message.
Successful games can benefit from viral marketing. When consumers particularly enjoy a game, they pass it on to friends and so the marketing message goes by word-of-mouth.
Estimates put the future value of advergaming at $312 million by 2009.
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iMEGA – Interactive Media Entertainment & Gaming Association – a lobbying group for the legalization of online gambling in the United States, has decided to continue their fight against the government over the topic of online poker and other casino games. They filed a notice in the 3rd U.S. Court of Appeals challenging the dismissal of their lawsuit against the Unlawful Internet Gambling Enforcement Act that was put into effect in 2006 and they are doing so with a vengeance. The act restricts any financial transaction that has to do with gambling online.
The challenge comes after a district court in New Jersey upheld the act, stating that the government’s ruling was proper and that gambling cannot be considered a form of ‘free speech’. This ruling actually helped iMEGA’s standing and enforced their legal right to initiate a lawsuit. This in itself is actually a small win for the whole online poker community. It is believed that any subsequent legal proceedings will bring the issue more visibility and hope for the online gambling set.
This is not the only gambling case currently sitting on court dockets across the United States. There was a hearing before the Subcommittee on Domestic and International Monetary Policy, Trade and Technology where Rep. Barney Frank, a Democrat from Massachusetts was planning on arguing his case for legalization of online gambling. Frank calls the UIGEA act ‘one of the stupidest things I ever saw’. He has proposed a bill that will shake the act right off its foundation if it’s passed. It would legalize and license Internet gambling in the United States.
Even the European Commission has joined the fight against the gambling act passed in 2006, stating that the actions of the American government has hurt them and the revenues that could have potentially been made from American players.
The global gambling industry has been affected by what they perceive as a hastily written law that was pushed through Congress without proper consideration. The law, which was passed at the last minute by President Bush, was attached to a bill that had absolutely nothing to do with online poker or casino games. It was attached to a bill to improve security at ports of entry into the United States - hidden some suggest so as not to arouse opposition.
Many online poker players who have suffered from the ramrod legislation have sarcastically started calling the law by its real name of the SAFE Port Act.
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Tags: gambling, gaming association, online gambling