Mochi Ads ; In Game Advertising ripe for casual games


We have talked about the growth of the casual games. It is a huge market, about $1B worth. I even know somebody who won $1M playing “casual game” and as casual gaming grows the demand for services that monetize these game play is going to increase.

I remember playing the smash hit Desktop Tower Defense game when it had just released a new version and went from a free to sponsored game play model. At that time, the folks at the Hand drawn games, the makers of Desktop Tower Defense, had overdone the sponsorship part, the pieces in the game were sponsored and impacted the enjoyment of game play. The Desktop Tower Defense team is using the Mochiads now. Mochiads suggests showing ads at natural break points in the game and not have the ads take over the games, which is the right way to go.

Last August, Accel Partners, the venture firm that funded Facebook, led the investment in this first round for Mochi Media.

Mochi Media launched MochiAds for casual games and is out of private beta now. It allows casual video game developers to embed ads within their video-games and includes analytics for measuring how many ad views they are getting and how much money the ads are bringing in.


In the example they have, the cpm rates are listed at $0.28-$0.43. For casual gaming that sounds about right; the sites charge anywhere from $.75 to $2.00 CPM.

Eye Blaster ( is another player in the market. They have relationship with RealNetwork and several other casual game sites.

In-game advertising, either being delivered to hard core gamers, or during real game plays (which generated $77M in 2006), or to the casual gamer, has great growth potential and the interesting thing is that these ads are immune to Tivo-killing, or Adblaster or selective content removal tools which makes them even more attractive to the advertisers.

Tags: Mochiads, Eyeblaster, in-game ads


Revver version 2.0 and video revenue sharing market

ImageRevver has just launched version 2.0. The new site has a few new features - Interface is cleaner, improved search functionality, better sharing (like Wordpress plugin), better categorization, video responses, and simpler ways to communicate with other members.

For advertisers, they can now sponsor collections, like “most watched” or “most commented” and banner ads for certain categories.

There are some reports that Revver paid out $1M in the past year to its content producers; not a large number, but it is a good start.

An interesting example is when an iPhone user got a 300 page bill from AT&T and made a little video out of it and posted it on Revver; the rumors are that she made about $5,000 from the video. I can’t even hazard to guess as to how much the infamous folks at that made several videos of menthos and coke fountains, made.

Youtube apparently shares some revenue with select partners, Blinkx, Metacafe, mDialog and very long list of others have similar model and Google has launched video adsense as well. The revenue shares range from about 40% to 80%, with most of them at 50% share.

A recent Forrester report that says 7 percent of consumers in North America who use the web regularly are uploading videos at least once a month, which is a much larger number than I expected (perhaps the qualification of “regular web user” explains why the number looks huge)

Another place that I see the growth in user generated video is in product reviews. We know that when buying a new product people prefer “peer reviews” rather than “expert reviews”; so I can see videos posted on Amazon describing the products and have a revenue share model which was similar to that of Epinion. The market will continue to grow, new niche player catering to specific interest will continue to gain market share and benefit from the long tail of search engines, big players like Google will continue to dominate and there will be rise of videos about products.

Tags: revver, youtube, online video, revenue share

OpenSocial: Google takes a plunge into the social scene

Google is expected to launch its Social networking platform tomorrow, Halloween 2007, and we are wondering how many social networking companies will be shivering in their boots!

No it is not yet another social network. What it is, is a common API which will enable developers to build Social applications to a single set of standards, instead of having to learn a new syntax, like every other month, to accommodate the idiosyncrasies of each social network.

Google’s OpenSocial network will extend to partners such as  XING, Friendster, hi5, LinkedIn, Plaxo, Newsgator and Ning, according to TechCrunch.

This could be huge, with Google suddenly becoming the “operating system” for the social networks, as Microsoft did for the desktop several decades ago, leaving Facebook and Myspace with their proprietary systems behind (a-la Mac).

Earlier this month Google was roundly snubbed by Facebook as they chose Microsoft as their Ad partner. It was clear that Google would not be sitting still for long. But
this transition to a truly open social platform still came way sooner than expected. Google sure knows how to keep a secret!

Earlier today, we wrote about Explode, a social aggregator engine that is seeking to share information across the social networks. It is not clear if Google’s latest plans will help Explode or not (make it possible for Explode to unify networks like LinkedIn and Plaxo that Explode has not yet attacked) or whether, as happens with many things Google, Explode and other companies will just find themselves redundant as time goes on.

* Pictures courtesy of GigaOm and therealmccrea

Technorati Tags: Google, OpenSocial, Myspace, linkedin, plaxo, ning, friendster, explorde, xing, hi5

Explode - the social engine for social sites

Explode is a “meta-social engine” that lets you gather together all your friends on various social networks in one place, and lets you communicate with them, even if they are on a different network. You can view their profiles and leave them messages.

For those who have been groaning under the weight of their multiple social networks, this is a great idea!

However, a  like this is hard to implement, for a couple or reasons.

1. Major sites are not accessible: respects robots.txt and does not catalog profiles from sites which do not allow it (robots.txt is a gatekeeper file which site owners can implement with directions on how they want their sites to be viewed by search engines). Well, that excludes Facebook and Myspace, both of which shun search engine robots at the door.

2. Hard to correlate user info: While on many social and professional networks, members use their real names, on sites like YouTube (that Explode does search) the norm is to use more “fun” names so it will be difficult for an engine such as Explode to connect a member’s different persona from various social sites.

Explode does plan to implement OpenID, which allows users to use a single digital identity across the web, so Explode will work for those who choose to be found.

Explode has made a good start with social networks such as YouTube, Twitter, , Tribe and Flikr. It does not cover business sites such as , yet. It goes a step beyond people search engines such as , by allowing people to connect across the networks.

Explode is an engine to watch as they build up more steam in the social networking arena!

Technorati Tags: Explode, Facebook, myspace, youtube, twitter, jaiku, flikr, social network, social search engine

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