Hundreds of millions of people now play social games, and marketers are finding creative ways to tap into the booming sector to promote their brands. Unilever has packed EA's Facebook games with branded virtual goods, so "The Sims Social" players can now earn points by having their characters wash using Dove soap or chow down on a Magnum ice cream. "The gaming space gives you a significant amount of face time with consumers because when you're in a game, you're pretty much not doing anything else," says Unilever media director Amanda Richards.

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