EA intends to integrate video ads into social games. The concept is called “incentivized social video” and the goal for the end user is to obtain points/level up/receive virtual currency (in-game) in exchange for watching an online video ad. On a side note, this is a potentially game changing promotional tool as virtually currency becomes integrated into more online activities besides games. In the long term, the trick is going to be providing some type of login or quiz that will require human interaction and thwart the bots that will be designed to game the system. A short, post viewing quiz that requires login would also provide critical feedback and invaluable data to the advertiser.
Further, a video campaign thoroughly embedded within the entire fabric of a contextually related social game would allow the advertiser to build a much more engaging and relevant experience with the end user if the advertiser is willing to “up the ante” and provide higher points or perhaps customized virtual goods that are earned exclusively by viewing a “series” of online videos and answering questions within an associated quiz widget. If this can be achieved online video advertising tied to rewards and loyalty programs should be frickin’ gi-normous. Articles and analysis from:
Games.com ” You know the feeling all too well. You hit a wall in your favorite Facebook game when you’ve run out of Energy. But instead of putting up for more, Madden suggests that players could watch a video ad for some more Energy. You get more Energy; EA gets its precious moola from advertisers; everyone is happy! Hey, at this point, anything beats shelling out cash. “
Inside Social Games ” With video advertising, Madden says he thinks advertisers can solve the challenges of engagement and scalability in social games. The trick is allowing the user to feel in control of the experience, as in not forcing them to watch an ad while playing game, and to slot the experience into the game in a targeted way. “
Forbes ” EA is already working on a new system that will allow advertisers to dynamically place brands or messaging across platforms and get measurable results that can be compared to traditional television or Internet advertising buys. “