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Upstart geo-location game bids to rival the National Lottery
07 September 2010, 4:15pm
Geo-location gambling game Geosweep is targeting brands and media owners, in a bid to compete with the National Lottery.
Geo-location game Geosweep, is targeting brands and media owners, in a bid to position itself as a rival to the National Lottery.
The game, which launches on October 10, has been developed using Google maps and allows users to ‘buy’ locations on a map of the UK. Each location, called a ‘geo’ can be the user’s house, a tourist destination or a place of personal interest.
The locations cost 10 pence and everyday one is selected at random to win ￡1 million. Geosweep claims that the odds of winning are 223% higher than the National Lottery.
Geosweep has hired former head of marketing at News International, Kieran Moran, to lead the ￡1.5m marketing push.
Kieran Moran said the opportunities for brands, such as Tesco and Asda, to get involved with the game are "huge" as they could offer location specific deals and vouchers.
Geosweep is currently talking with media owners about the product’s capabilities to target markets on a local scale.
"With regional press readership is anonymous and it’s difficult to know who is buying the paper. However the localised data means advertisers can target communities more effectively," Moran said.
He said that Geosweep is also talking to two major TV broadcasters about creating content piece in the form of a quiz show.
It has appointed the agency MultiAdaptor to manage its brand identity and launch campaign, Total Media to handle buying and planning and Duke and Earl for its creative and production.
The launch follows news that the Camelot Group, the parent company of the National Lottery, attracted more new online visitors than any other company over the past year.
According to the UK Online Measurement (UKOM) company the number of Britons visiting Camelot websites increased by 4.4 million to 9.4 million over the past year.
Its recent online display ad campaign in July 2010 for the National Lottery Euromillions draw attracted 4.1 million new users to its site in one month, which is more than Facebook gained in the entire year.
Last month, Facebook entered the geo-location gaming market with the long-awaited launch of its Facebook Places app in the US. Since then Facebook has said it will be considering working with marketers and number of agencies have confirmed they are already in discussions with advertisers about the potential opportunities.
暴发户地理位置游戏出价对手的国家彩票
2010年9月7日，下午4:15
地理位置赌博游戏Geosweep是针对品牌和媒体所有者，在投标竞争与国家彩票。
地理位置游戏Geosweep，是针对一投标品牌和媒体所有者，定位为一个对国家彩票对手本身。
这场比赛，于10月10日发射，已开发使用谷歌地图，并允许在英国地图用户'买'的位置。每个位置，被称为'缘'可以是用户的房子，一个旅游目的地或个人利益的地方。
10便士的地点和日常费用是随机选择一个赢得100万英镑。 Geosweep声称获胜的几率是223％，比全国彩票高。
Geosweep已经聘请了在国际新闻，基兰莫兰，市场前负责人，带领150万英镑的市场推广。
基兰莫兰表示，特易购和阿斯达等品牌的机会，让参与的游戏是“巨大的”，因为他们可以提供具体的优惠和凭证的位置。
Geosweep目前正在讨论的有关该产品的功能目标媒体业主在当地的规模市场。
“随着区域新闻的读者是匿名的，很难知道谁是购买者的文件。然而，本地化的数据意味着广告客户可以更有效的目标群体，”莫兰说。
他说，Geosweep还讨论两个关于创造一个智力竞赛节目的形式一块主要内容电视台。
它已任命该机构MultiAdaptor管理其品牌形象和开展活动，共办理购买和媒体策划和公爵和伯爵其创作和生产。
在推出之前的消息，柯莱特集团，全国彩票母公司，在过去一年吸引超过其他任何公司新的在线用户。
据英国在线测量（UKOM）公司的网站访问柯莱特英国人数目增加了440万至9.4万元，在过去的一年。
最近在网上展示其2010年7月的广告运动的国家彩票Euromillions画吸引了410万新用户，其网站在1个月，这比在Facebook的全年所得。
上个月，脸谱进入其Facebook的应用程序放置在美国期待已久的启动地理位置游戏市场。自此Facebook已经表示，它将考虑与经销商和一些机构的工作已经证实，他们正在与广告客户的潜在机会进行讨论了。 |
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发表于 2010-9-9 21:51
