Adaboy (www.adaboy.com) has teamed up with gaming Web sites to create a new revenue stream for game creators -- advertising dollars. Working within the gaming environment, Adaboy technologists use patented Targeted Message Technology (TMT) to put ads into the texture, or face, of online games.

Located in Pittsburgh, Pennsylvania, Adaboy is relatively new to the Internet space with the September 1999 release of the proprietary TMT platform. Still in the early stages of growth, the company has so far brought advertisers to only a handful of games, but it is actively working on agreements with developers and entertainment destinations, such as online malls and gaming sites.

An example of ads tailored to the user in an online card game. All photos courtesy of Adaboy, Inc.

The company is unique in that it promotes a win-win situation for all parties involved, particularly the game developer looking to establish a name, and the advertiser looking for a specific audience.

"Traditionally, smaller and independent game developers have had a hard time making a living as the game goes to the shelf and then is sold for a limited period of time," says Barbara Pearson, Director of Marketing, Adaboy, Inc. "Adaboy gives the online game developer a revenue stream that goes beyond play-value, providing ongoing revenue for the creator."

Guaranteed Target
Advertisers investigating this new broadcast arena might be surprised to learn that forty-eight percent of online gamers, according to Forrester Research, are women; and more than 60% of that number are between the ages of 25 and 44. For advertisers, Adaboy-enabled games work as a targeted vehicle, sending specific messages -- such as GNC Vitamins for Women -- to this fast growing online group while showing other product ads to youth, male and teenage players.

An advertisement incorporated into the gaming environment of The Matrix.

This is accomplished when a user signs up for free games from the Adaboy Web site or Adaboy host gaming sites like Free Play USA (www.freeplayusa.com), Real Games Free (www.realgamesfree.com), Best Women's Game Site (www.realfreegames.com) and the College Free Stuff site (www.collegefreestuff.com). The Targeted Message Technology is triggered when those users create an ID and password, providing their gender, zip code and birth date. The sign-in process also requests, but does not require, a player's name and e-mail address and provides enlistees the opportunity to request only family safe games and to either ban or accept tobacco, liquor or adult in nature ads.

"We refer to each game player as a qualified lead," says Pearson. "We target the advertising based on gender and sex, not by the game. Two people -- one male, one female, but each playing Matrix -- are going to see different ads."

This type of delivery channel is extremely effective in that the advertisement cost is based on the number of qualified views by a targeted audience demographic. Adaboy claims that advertisers are not charged just on views, but views by individuals meeting specific demographics. In addition, Adaboy provides post-delivery authentication reports including viewer breakouts, and length and frequency analyses allowing the advertisers to know which games their demographic plays most.