Marketers make a play for casual gamers

03/27/2007 | Advertising Age (tiered subscription model)

Seeking to boost their marketing revenue beyond last year's $150 million total, some casual game makers are dropping the try-before-you-buy strategy in favor of an ad-driven model in which users receive free premium play if they view ads. "The hope in the industry is to monetize the people who play but never buy a game," said Michael Cai, analyst at Parks Associates. "That's where advertising comes in."

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