Commentary

Intriguing Premises

In a novel marketing mash-up, TLC Industries, a Schaumburg, Ill.-based maker of video arcade games, is angling to merge online and offline promotion, in-store branding, and events. Its Online Onpremise program enables consumers to play an addictive game like virtual pool at a Web site, then invites them to play the same game with their same user ID on branded arcade machines at pizza parlors and sports bars.

The combination of connected arcade machines and online play allows for continuous national tournaments. The coin-operated machines essentially let patrons underwrite the promotion with their quarters. Sponsors can place messaging on custom arcade cases, on-screen, and online.

"It's about interaction," says Ed Bender, president, TLC. "The idea is to get consumers associating with a brand, involved with a brand, where there is brand loyalty and interaction."

In an era of sophisticated video game consoles, the right combination of game and tournament competition still produces arcade success stories like virtual golf hit "Golden Tee," which TLC says sold 100,000 units and gave out $13 million in prizes. The company hopes to marry that model with the Web and in-game/around-game promotion. "We're the first ones that tie together online and on-premise," says Bob Goodman, director of sales.

Well, not yet: TLC still awaits a national sponsor to rack 'em up.

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