NBCU Launching Platform for Casual and Social Games

Advertisers can reach players across multiple networks

By Jon Lafayette -- Broadcasting & Cable, 5/1/2012 9:40:00 AM

NBCUniversal is building a new platform for casual and social games that can integrate the offerings and audiences of its TV networks and online properties.

Set to be introduced at NBCU's NewFront presentation Tuesday, The Universal Games Networks' products can be customized by each of NBCU's brands, which means similar games can be linked to shows on USA, Syfy, Bravo and other networks.

"Social gaming is a fast-growing category that attracts a highly engaged and targeted audience," Linda Yaccarino, president, Cable Entertainment and Digital Sales, for NBCUniversal, said in a statement. "UGN provides NBCUniversal with a unique platform to connect with these consumers and offer our clients a distinct ad solution that taps into the 300 million social gamers active on Facebook and beyond."

Using the UGN, fans of shows can play games, view content and score points. Those points can be redeemed for real prizes-such as show swag and autographed pictures-or virtual goods useful while playing the games. Facebook Connect enables fans to challenge friends and create tournaments.

The UGN is scheduled to launch in the fourth quarter. NBCU says the unified platform provides advertisers with one-stop shopping to reach game players across the entire NBCU digital footprint, now representing 115 million fans.

The UGN platform also enables NBCU to track fan engagement, target content to specific audiences and create future experiences based on popularity and demand. Targeted audiences can be aggregated by program type or by game type.

Long term, advertisers will be able to take advantage of the integrated big data analytical capabilities of the system to maximize the reach and efficiencies of their buys. 

The platform was initially designed and built by the USA Network digital team and marketed as the Character Arcade.