USA Rebrands Online Gaming Site; Plays To Advertisers

‘Character Arcade’ Brand Features 20 New Casual Games

By R. Thomas Umstead -- Multichannel News, 3/25/2008 5:40:00 PM

USA Network will play in the online gaming arena under the "Character Arcade" brand with new games and an enhanced pitch to advertisers.

Formerly dubbed Character Game Lounge, USA’s newly branded site will feature 20 new casual games including Blackjack and, for those more adventurous, a Blackjack Card Counting Trainer game. The additional games join a lineup of more than 20 USA Network-branded and other casual games.

USA’s gaming site, which is generating 30 million page views a month – half of USA’s usanetwork.com traffic – will also provide more play-in opportunities for advertisers, according to Chris McCumber, executive vice president, marketing and brand strategy.

In addition to customary ad banners, advertising offerings on the Character Arcade will include presenting site sponsorship, product integration, custom game development and mid-game interstitials. All game sponsorships will also include a companion on-air presence, according to McCumber

"Character Arcade has succeeded beyond our expectations in such a short time," said McCumber. "With this additional content and features, we expect to be a Top 25 casual gaming site by July. The site will be coveted by advertisers who want to reach a targeted and engaged demographic."

Along with the additional games, the Character Arcade will offer participants an opportunity to create personal profiles, make friends with fellow players, track the performance of elite gamers and friends, send direct challenges to rival gamers, and "talk smack" to anyone at the Arcade.

By third quarter 2008, Character Arcade will also gain a presence on the popular social networking site Facebook by allowing users to play embedded Character Arcade games right on their profile page.

To encourage repeat gameplay and increase the stakes for playing, USA will allow users to earn points for winning challenges, setting high scores or just for trying new games on the site.

Initially points earned will be for vanity, but by year’s end, players will be able to redeem them for coupons, advertiser products and USA merchandise, said McCumber.

USA’s rebranded game site announcement comes on the heels of its sister network Sci Fi Channel’s aggressive move into the gaming space with the April launch of a new game center, where users can play classic games like Asteroids and new games based on Sci Fi shows.