Saratoga, CA and Maui, Hawaii – June 1, 2004
–Enpocket, the leading provider of mobile marketing
solutions, has launched a new and innovative channel to
allow advertisers to connect with today's mobile consumer.
By integrating advertising inventory into the fabric of
mobile phone games, Enpocket and its partner MauiGames are
providing a powerful advertising vehicle that combines the
personal, intimate nature of the mobile phone with the dynamism,
movement and colour of video games.
Research from the University of Wisconsin indicates that
brand placement and advertising within such games is highly
effective - achieving recall scores of 30% in the short
term, and 15% after 5 months. "Embedded advertising
leverages the power of interactive immersion--the intense
engagement that occurs when players play video games; therefore
video games with embedded advertising represent an important
new advertising medium," said Dr. Michelle Nelson,
Assistant Professor, School of Journalism & Mass Communication,
University of Wisconsin-Madison, and author of "Exploring
Consumer Response to Advergaming', published in Online Consumer
Psychology (Lawrence Erlbaum Publishers) Fall 2003. "Our
studies have also found that players welcome ads in certain
types of games because the ads provide greater realism,"
added Nelson.
Enpocket has partnered with MauiGames, the leading mobile
games developer to offer patent pending 'advergaming' services
to its clients. The games offer a range of static and dynamic
advertising opportunities from sponsorships and banners,
as seen in real sporting stadiums, to in-game immersions.
Ad placements can be targeted by time, geography and demographic
variables.
"We are delighted to be working with Enpocket - they
have pioneered mobile advertising globally over the last
3 years and have the broadest client base to bring to this
new, exciting mobile gaming medium," commented David
Fradin, president, MauiGames.
"Advertising within mobile games allows our clients
to pinpoint their target audience by placing the brand within
a relevant game, consequently deepening their relationships
with customers. With research showing that consumers are
very receptive to advertising within games, MauiGames and
Enpocket's technology is helping marketers make their brands
an integral part of the gaming experience," added Jonathon
Linner, CEO, Enpocket.
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About Enpocket
Enpocket's consumer-driven mobile solutions make marketing
more effective. The heart of the offering is the Enpocket
Engine, the world's most widely used wireless marketing
software. The brain of the system is Enpocket Insight, the
richest source of actionable consumer data from campaigns
and general mobile usage in the marketplace. Using both,
Enpocket Solutions - from advertising to promotions and
relationship marketing - optimize relevance and response
so that a low cost wireless contact strategy can improve
performance across all media channels. Mobile can enhance
any marketing program, whether driving sales, developing
loyalty or saving costs. To learn more see www.enpocket.com.
Enpocket has offices in New York, Los Angeles, Palo Alto,
London and Helsinki.
Enpocket clients include: Levi's, Nike, McDonalds, Orange,
BBC, Volvo, HSBC, Radiolinja, NHS, Turner, Vodafone, Fox,
Honda, Sony, Universal Pictures, Expedia, Sonera Zed, Warner
Brothers, T-Mobile, Cadbury's, Coca-Cola, P&G, JCPenney,
KFC, O2, Doritos, Mobileway, HP, Fidelity, GM, CompUSA and
Mastercard.
About MauiGames LLC
MauiGames (www.mauigames.us) was formed in April 2002 to
develop video games for a variety of platforms including
consoles, internet, mobile devices and others. With Hawaii's
reputation as a quality place to live and work, MauiGames
has attracted world class game developer talent. Leading
this combination of world class talent and technology is
an experienced management team of senior game and Silicon
Valley executives.
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