Posts Tagged ‘Namco Bandai’

Microsoft and NAMCO BANDAI showcase HTML5 gaming via the world’s biggest PAC-MAN

Thursday, April 14th, 2011

Let’s face it, Internet Explorer hasn’t been the browser of choice for quite a while.  Generally, it’s the browser most of us are forced to use at the office.  However, Microsoft, who’s already teasing IE10, is clearly putting efforts forward to change this attitude.  Announced yesterday, Microsoft, in cooperation with NAMCO BANDAI, announced the world’s biggest user generated PAC-MAN.  Presented in Internet Explorer 9 by Corporate Vice President, Internet Explorer, Dean Machamovitch at the MIX11 keynote in Las Vegas, the reimagined timeless classic was developed in Australia by Soap Creative.

“PAC-MAN has iconic status in the video gaming community and continues to be one of the most famous arcade franchises of all time,” said Michael Kordahi, Developer Evangelist at Microsoft Australia in a statement. “Through Internet Explorer 9 we’re taking PAC-MAN to the next level – literally!”

“By developing the world’s largest user-generated PAC-MAN with NAMCO BANDAI, we are giving the world one of its favorite video games through the browser, in a fun and engaging way that truly showcases how developers can deliver a new class of web experiences by taking advantage of modern web standards and hardware acceleration. I can’t wait to start work on my own maze!”

And while this isn’t the first time we’ve seen PAC-MAC outside of a traditional, coin operated, arcade console, this is the first time we’ve seen an HTML5, browser based, user-generated version.  Soap Creative took full advantage of Canvas, WOFF, audio and CPU accelerated JavaScript to pull it all together.  “The project team has been working tirelessly on this game for weeks, but it’s been such an exciting project and we’re delighted with the result. Although we’ll be glad when we don’t have to listen to the PAC-MAN sound FX every day,” said Ashley Ringrose at Soap Creative in a statement.

Along with user generated levels, some of which are quite challenging, the Microsoft/NAMCO BANDAI wisely incorporates a Facebook Connect option which plugs into leader boards, as well as rewards/keeps accountable users creating these levels.

Again, Internet Explorer has fallen out of favor for many years, and Microsoft has put the majority of gaming efforts towards the Xbox division.  While the World’s Largest PAC-MAN isn’t blowing any graphics cards out of the water, but that’s exactly the point.  Simply stepping into the space, and with a beloved title, is a big move for Microsoft.

However, it can’t go without saying, while Microsoft and NAMCO BANDAI have certainly positioned the title as unique, am I the only one that remembers google.com/pacman?

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WildTanget releases BrandBoost in the UK – Cadbury and Namco Bandai take full advantage

Thursday, March 31st, 2011

WildTangent has recently announced the arrival of their BrandBoost advertising platform on UK shores.  With this initial market entrance, WildTangent is making a big splash, offering both Cadbury and Namco Bandai “campaign firsts” on Facebook.  The two also now carry the distinction of being the first brands to use the platform outside of North America.

Cadbury

The long standing Chocolatier is board offering users a number of virtual goods within, appropriately targeted, Cupcake Corner, Happy Aquarium, and Mall World.  The mechanism for eligibility?  Simply play a round or two of branded, “Race Season” mini-games.  Cadbury will reward players with a free virtual gift directly tied to the company’s offerings: in-game desserts that can be served to customers.  The ROI for Cadbury is increased engagement with the brand, as well as providing a uniquely positive experience.

Namco Bandai

As a digital world product, Namco Bandai is taking a different route via BrandBoost.  With their UK campaign, the company is promoting <em>Dr. Kawashima’s Body And Brain Exercises</em> for Xbox Kinect.  The campaign is slated to run across a multitude of social games, but no specific titles were mentioned.  Again a “do something in exchange for something else,” campaign, Namco Bandai will reward players with in-game items to those who watch a video ad about the Kinect game.

“We are always looking to combine innovation with effectiveness, and we’ve been delighted with how BrandBoost has performed,” said Mary Bond, Head of Digital for Target Media, Namco Bandai’s agency in a press statement. “As well as being a UK media first, it reached the target audience en masse in an engaging Facebook environment.”

You’ll remember that WildTangent’s BrainBoost made <a href=”http://www.fatfoogoo.com/2010/10/wildtangent-and-crowdstar-partner-to-bring-branded-sponsorships-in-game/”>waves</a> just before Halloween last year when they partnered with CrowdStar to offer most of the same as mentioned above.  In this article I pointed out the demise of Microsoft’s Massive in-game advertising unit.  For the longest time, IGA was a sensitive and controversial topic, with many citing the method as a distraction to their gameplay.  Fast forward 10 years, and it would appear as though the in-game advertising model in itself was/is not flawed, but rather the “how” “when” and “why” seems to have been addressed and solved.  The jury is still out on the ROI and effectiveness of the BrandBoost (and similar) methods, but from what my radar is picking up, there’s not but much, if any resistance to the program.  And clearly, WildTangent’s expansion into the UK market is a sign that they’re on to something good.

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