Cyworld, a social networking site with a virtual world element, has announced that it is to partner with Mochi Media to create a new arcade of flash games, containing MochiAds. The idea is that the casual games arcade will be augmented by the ability for Cyworld users to play games with and compete against their friends on the service. For Cyworld, the deal provides greater engagement with the site and an additional revenue stream, and for Mochi Media it provides greater exposure for their games, and therefore their MochiAds.
Advertising in games is tricky, since when a user opens a casual game they typically want to play that game rather than follow an advert elsewhere. MochiAds approaches the problem by capitalising on the wait while the game loads, effectively showing a pre-roll ad. These adverts will be worth a tiny CPM, but the immense popularity of casual flash games means that the total might be worth something. Ultimately advertising in casual games is likely to take the form of branded minigames which a user can optionally play during a break in the main game, perhaps to earn bonus points. In the mean time, however, MochiAds' approach is the best on offer.
"Mochi Media provides a deep level of gaming integration, enabling our members to compete and engage with one another. We're constantly looking to increase the quality of our members' experience and providing a social way to interact with Web games is a perfect fit. Mochi Media helps solve a revenue problem that many social networks are facing. Since we don't allow banner advertising on the site and are the only major social network without it, we are very selective about our revenue generation partners", said Darian Patchin, Cyworld VP of product marketing.
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