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Production company @radical.media last week teamed with game designer American McGee—known for turning lapsed-copyright properties such as Alice in Wonderland into digital hits—to create “mini-games” that advertisers can use as marketing tools.
The initiative is the latest in a slew of new-media opportunities that companies are turning to as branded entertainment becomes ever-more prominent. Part of the appeal, said Frank Scherma, president of @radical.media in Santa Monica, Calif., lies in low-cost per-person media, game-platform proliferation and the chance for consumers to see messages for hours.
Such mini-games, said Scherma, offer lower development costs than traditional games.
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