Hearst Magazines Digital Media Launches Online Games for Teen Audiences
In an effort to provide increased content on its Web sites, Hearst Magazines Digital Media announced this week that it has signed a multi-year contract with Arkadium, a developer of online game software for the advergaming and casual game markets. Arkadium will initially launch games for Seventeen, CosmoGIRL! and Teen magazines. According to Arkadium, each game offered will be uniquely customized to meet the demographics and style of each brand.
“As part of our digital strategy, we want to offer relevant content that will further engage site visitors and keep them interacting with our brands for longer periods of time,” said Chuck Cordray, vice president and general manager, Hearst Magazines Digital Media. “Arkadium’s library of games and their ability to customize based on each magazine’s brand requirements is a great fit for our teen audience.”
Hearst’s move to focus additional attention online is supported by a recent study by Outsell Inc. entitled “HotTopics: Annual Ad Spending Study 2007 - What Publishers Need To Know About Advertisers.” According to the release, the study reported that advertisers plan to increase online spending by 18 percent this year, which is faster than any other major media type.
Arkadium’s casual games are played for an average of 17 minutes per session, which not only helps drive available inventory, but also offers advertisers multiple branding opportunities during game play, according to the company.