Score Media Ventures
Canada's Score Media Ventures, owners
of TheScore television network and other
sports-related media properties, is the first
user of CyberArts advergaming capabilities,
launching a legal multiplayer poker service
that generates revenue from advertisements
displayed during game play. CyberArts'
unique thin client architecture allows ads and
graphics to be displayed almost anywhere in
the lobby or on the gaming table, whether
they're static logos, clickable banner ads or
even streaming video.
Score Media Ventures is also the first company
to qualify for CyberArts' new hosting services,
which let operators launch quickly and
easily without the expense and complexity
of setting up their own server system. The
hosting option also allows licensees to bear a
lower cost up front.
The Toronto-based network, which is known
for its audience of hard-core sports fans,
streams 15-second interstitial video ads to
players during poker game and tournament
play, along with real-time sports news and
information via a trademark on-screen news
ticker feature. The new advergaming site
www.ScorePoker.com also relies on the ad-
serving expertise of technology provider AGN,
founded by former Tribeca tables managing
director Todd Walderman, former CTO of
Advertising.com, and Bob Williams, who was
the brand manager for the Tribeca Tables
Skins Network.
From Todd Walderman: "The CyberArts
technology is a perfect it because of the
way that the interface is rendered on the
screen. It's extremely dynamic. In the
CyberArts technology model, the screen is
rendered onto the player's computer at the
time of delivery, and any other advertising
messages or media content or game types are
delivered as individual components visible to
the players. It's unique and perfect for the
delivery of marketing messages, whether
they are banners, contextual advertising or
even video or audio content."
Score Media Ventures' previous poker room
enjoyed more than 60,000 registered players,
with 7,500 to 10,000 new players signing up
for every major tournament, so Director of
Product Development Brendan Fyfe expects
even bigger numbers from the new site.
Fyfe is also confident that mostly 18- to 34-year-
old male viewers will accept and enjoy the
necessity of advertising around their games,
"People who go to NASCAR races understand
that their race series would not be possible
without those sponsors," says Fyfe, "and, in
the same fashion, our players understand that
our free poker model would not move forward
without the support and participation of the
advertisers. We have had nothing but really
positive feedback so far."
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