NBCU Kicks Off Universal Games Network

NBCUniversal is launching a centralized digital gaming platform across its properties. The Universal Games Network (UGC) creates a platform that various business units can tailor to their brands for social and casual games, while allowing advertisers to buy sponsorships across the portfolio.

Consumers will be able to accumulate points for games played on multiple NBCU outlets and redeem them for prizes. A Facebook Connect opportunity will allow consumers to challenge one another.

The UGC was built by the digital group at the USA Network and could be expanded to cover 20-plus properties.

Networks will be able to create games for advertisers aimed at reaching a specific audience, NBCU said.

The company timed its launch well. Casual gaming is booming. On Monday, Rovio said "Angry Birds Space" generated 50 million downloads in 35 days. Reuters reports that eMarketer forecasts ad dollars in social games will leap 80% to $672 million by 2014.

Zynga, which makes "FarmVille" and "Mafia Wars," said in the first three months of 2012 it had 182 million monthly unique users, up from 146 million in the same period in 2011.

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