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GSN.com Just Playing Games

Jul 15, 2007  •  Post A Comment

GSN plans to spend close to $500,000 in an online marketing campaign to promote the July 16 relaunch of its Web site, part of a redesign that focuses on gaming rather than streaming the network’s TV shows.
With the overhaul, GSN will devote about 85 percent of its Web real estate to games, earmarking the remaining 15 percent for network promotion. The marketing campaign for today’s relaunch will begin by month’s end.
The reason for the shift in strategy? Online games are making big bucks. Worldwide revenue for so-called casual online games (easy-to-learn puzzles, card games or target-practice contests) hit $953 million last year, according to DFC Intelligence research provided by eMar keter.
The market is growing fast. Web audience measurement firm comScore said last week that the number of unique visitors to online gaming sites had reached 217 million worldwide, a 17 percent jump over last year. The average gamer visits a gaming site nine times a month.
GSN aims to tap that growth by attracting more visitors and ad revenue from companies trying to reach the Web users attracted to games.
“We are transforming GSN from a promotional site with some interactivity into a real destination with interactive games,” said Rich Cronin, CEO of GSN, who’s departing his post at the end of this month.
GSN is betting on games as its competitive distinction, rather than streaming series the way broadcasters such as NBC and ABC have done with their sites.
“GSN is the network for games and GSN.com is the Web site for games,” said John P. Roberts, senior VP of digital media and interactive entertainment at the company.
As many as 85 percent of GSN.com users come to the site to play games, Mr. Roberts said. In total, the site’s 21 games generated more than 3.1 million plays in June.
GSN has its work cut out for it to gain market share. Yahoo Games dominates the market, attracting about 53 million unique visitors per month, comScore said. MSN Games comes in second with 40 million, and miniclip.com is third with 30 million.
The network began adding more casual games online in the last year, hitting a nerve with topical games related to the celebrity antics of Paris Hilton, Mel Gibson and others. In June, a satirical game chronicling Ms. Hilton’s jail stay generated nearly 1 million plays, boosting the number of unique visitors for the site to 1.3 million from the previous monthly average of 600,000.
The site revamp will include a new look and feel, additional puzzle games, a lobby for casual game players, a new trivia game called “Triviagogo” and a word jumble game called “Jumblit!”
The two-week online marketing campaign is comprised of keyword buys on search engines and banner and rich media ads across casual game sites.
The network also recently kicked off a $5 million campaign for its new show “Without Prejudice” that urges consumers to watch the first 11 minutes of the episode on GSN.com. The full episode will post online July 18, a day after its television premiere.
For the first half of the year, GSN’s prime time has averaged 202,000 homes in household ratings and 257,000 among people 2-plus.
GSN includes its Web site as part of its upfront packages and ad revenue for the site is growing as visitation grows, Mr. Cronin said. He declined to provide additional details.

93 Comments

  1. cool

  2. I think Without Prejudice is a wonderful show. I had the whole family watch it last night 07/31/07.
    Thank you

  3. What happened to the Amazing Race? My children love it and so do their friends, but they can’t watch it at 3:00am in the morning.
    Paulette, a TAR Fan

  4. Why can’t GSN show newer versions of The Amazing Race. They just started Race 5 again and I’ve seen some of the races 4 or 5 times. I’ve heard they are up to version 10 now and there was a all-star race of former winners and favorites which we haven’t seen on GSN.

  5. i fuckin suck

  6. i fuckin suck

  7. WHAT UP GSN?

  8. hi can i play your game press your lock it is a nice game to me

  9. hi can i play your game press your lock it is a nice game to me

  10. sizzlakalong say real people do real things you dont go around killing others and steal things .

  11. hi

  12. hi gsn how do you get on dog eat dog

  13. why is the newelywed game off the air

  14. I have misplaced my wheel of fortune password. I know it begins with cc. My prior email address was cacap8989@aol.com. Could you please send me anj email with my spin number? The winner tonight started with cc.
    Chris Capra

  15. i have tride to play bingo but you woughnot let me log on why?????

  16. you are cool payer

  17. Watch GSN almost every night.Keep up the good work and entertainment.
    KE

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  48. Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

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