Play's the thing: ads and games on iTV

Ian Johnson

Ian Johnson outlines the growth of game playing on interactive TV. He differentiates between hardened gamers who use Play-Station type games and those who play on iTV whom he defines as playing simple addictive games such as Tetris as well as quiz and bingo-style games.

Play's The Thing: Ads and Games on iTV

Ian Johnson

Gaming is one of the most popular applications on interactive TV services to date. The session times are long, the number of hits large, and retention and loyalty among viewers significant. It seems that TV has provided the ideal medium to bring games to the mass market. The graphic-intensive environment and entertainment value offered by games on TV is also catching the eye of advertisers, with many now asking: Is iTV gaming a vast untapped frontier of advertising and product placement?

Among the most compelling reasons to advertise is a...

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