The e-commerce site makes a game-changing move into online games.
Did you hear the big cheers this week? It was the sound of Amazon fanboys (and girls) rejoicing for never having to leave the site now that Amazon has released over 600 casual games for purchase.
I asked an Amazon enthusiast what he thought of the latest venture for the online sales giant and his response was, "Great! I already buy everything on there so now I can even get my casual games." With Amazon's purchase of the portal Reflexive Entertainment last year, speculation in the game industry has mounted over Amazon's plans for games. This past week, the industry learned of Amazon's initial plans and realized that a formidable competitor has entered the ring.
Once you get past all the excitement, there are a number of good and bad things associated with this new offering. More importantly, there are some interesting opportunities.
For online marketers, Amazon's move shows the power of casual games. If some of the opportunities outlined below materialize, online marketers would be able to potentially leverage Amazon for online banners, sell products and branded games, and forge partnerships to cover costs of games, and more. It could make for interesting marketing packages given the resources Amazon would hold.
Time will reveal whether Amazon's new casual game service becomes a success. The games industry will be watching whether Amazon can leverage the opportunities and access what impact it has on the larger games landscape. I'm sure it's only one click away.
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Matt Story is director of Play, a division of Denuo. He oversees the West Coast operation, maintaining key publishing and gaming industry contacts for the agency. With expertise and perspective from both the client and the agency side, he brings to bear dual strengths: interactive and videogame advertising and how they can transcend and evolve a client brand.
Matt and his team develop unique gaming integration programs on behalf of General Motors, Procter & Gamble, Miller, and others. In March 2007, he played an integral role in the 2007 Pontiac Virtual NCAA Final 4 tournament, powered by videogame "College Hoops 2K7."
Before joining Play, Matt was interactive marketing manager across P&G's antiperspirants/deodorants category. During his four-year tenure, he managed the creation of the first P&G blog, which supported the launch of Secret Sparkle Body Spray. He also led innovative development with the Old Spice brand's in-game integrations in multiple key videogame titles. To hear more from Matt and the various creative minds at Denuo, visit Denuology for their unfiltered perspective on the world at large.
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This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
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