Enpocket launches mobile gaming advertising channel

NEW YORK - Enpocket, the leading provider of mobile marketing solutions, has launched a new and innovative channel to allow advertisers to connect with today's mobile consumer. By integrating advertising inventory into the fabric of mobile phone games, Enpocket and its partner MauiGames are providing a powerful advertising vehicle that combines the personal, intimate nature of the mobile phone with the dynamism, movement and color of video games.

Research from the University of Wisconsin indicates that brand placement and advertising within such games is highly effective - achieving recall scores of 30% in the short term, and 15% after 5 months.

"Embedded advertising leverages the power of interactive immersion - the intense engagement that occurs when players play video games; therefore video games with embedded advertising represent an important new advertising medium," said Dr. Michelle Nelson, Assistant Professor, School of Journalism & Mass Communication, University of Wisconsin-Madison, and author of "Exploring Consumer Response to Advergaming", published in Online Consumer Psychology (Lawrence Erlbaum Publishers) Fall 2003. "Our studies have also found that players welcome ads in certain types of games because the ads provide greater realism," added Nelson.

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