Interactive Branded Entertainment

Coca-Cola Rules the World

Move over Pepsi, it's the red and white Coke logo's taking over! Coca-Cola, a company desperate to be seen despite its strikingly glaring red-white combo creeps to our Sony PSP game system by offering to Coke-nize versions of popular games.

In-Game Ads Becoming Necessary

In-game ads aren't simply an option for publishers to generate additional revenue; they're fast becoming essential for offsetting escalating costs, says Massive Inc. Naturally an in-game ad company would stress the importance of these ads, but there's no denying in-game ads are taking off, and so is Massive. Having recently launched version 3.0 of its ad tech, Massive discusses with us the present and the future for the company.

Volvo to release "advergame" for current-gen Xbox

Drive for Life to put emphasis on safe driving and avoiding accidents

Car manufacturer Volvo is working with UK developer Climax, the studio behind the MotoGP series, to produce a new "advergame" for the current-generation Xbox.

The Games People Play, Sponsors Apparently Don't

Video games developers, understanding the potential for branded sponsorship, are incorporating more and more examples of in-game media in their products--and media analysts, speaking at The Next Big Idea: the Future of Branded Entertainment conference in New York Wednesday, said advertisers are missing out on good opportunities.

Miller Lite Unleashes 'Beer Runner' Advergame

NEW YORK Miller Lite has released an advergaming push in advance of the launch Saturday of a new TV ad campaign.

Xbox, Adidas Form Long-Term Alliance

Xbox and Adidas announced a long-term strategic alliance at X05, the Microsoft Xbox brand experience for the games and entertainment industry.

Nike Announce NBA 2K6 Partnership

Representatives from Take-Two publishing label 2K Sports and sports manufacturer Nike have announced a deal to include a wide range of Nike products in the forthcoming NBA 2K6 basketball simulation.

Winning the product placement game at Activision

Activision has been a pioneer in product integration within video games and began developing strategic in-game partnerships as early as 1999. Ms. Cuneo’s the dealmaker behind placements such as Puma in "True Crime: Streets of L.A."; Jeep and "Tony Hawk’s Underground 2"; and Samsung in this summer’s "Fantastic Four", based on the movie.

Activision has been getting more aggressive in integrating brands into games.

Meet Paula Cuneo, Senior Manager of In-Game Licensing

MTV, Midway to Develop Games With Ads

Hoping the next hot phrase will be "I want my MTV Games," youth-oriented media company MTV has formed a new division and struck a partnership with game publisher Midway Games. The two will jointly sell in-game advertising in three titles they develop together.

World of Warcraft Coke commercial

World of Warcraft recently launched with amazing fanfare and success in China. Partnering with Blizzard to usher in this blockbuster launch was iCoke, Coca-Cola’s name-brand presence in China. In the weeks leading up to and after the launch, iCoke led the way in promoting World of Warcraft, celebrating the game in real-life replicas of Stormwind Castle and Thunder Bluff, creating a joint World of Warcraft and Coca-Cola televised commercial featuring Chinese pop sensation SHE, and unveiling an iCoke-branded World of Warcraft site.