Casual gaming publisher PopCap is readying a test of a new ad-supported version of one of its best-selling titles, "Zuma."
With the test, slated for next month, users will be able
to play the game for free--provided that they're willing to view ads. The ads--30- to 60-second video spots--will be served and sold by Eyeblaster, and will appear during breaks in the gameplay.
Eyeblaster also provides in-game ad services to RealNetworks, Inc.
Currently, users who
wish to play the company's casual games must pay $20 to do so, after an initial free 60-minute trial. PopCap says that between 1% and 2% of users who sign up for the free trial convert into paying
gamers.
The company intends to experiment with different ad models for the ad-supported version. One model includes a free 60-minute trial, followed by unlimited ad-supported play; another
possibility is a 30-minute free trial, followed by 30 minutes of ad-supported play. In all cases, users can get rid of the advertisements by purchasing the full version of the game; PopCap co-founder
John Vechy said he has a "philosophical opposition" to running ads in games that customers have paid for.
After testing with "Zuma," the company plans to roll out the ad model to other games.