What exactly is the Web giant hoping to
achieve? Is this a marketing platform? Is anyone paying them to do this? Are the brands even working with Yahoo to create these pages?
In some cases yes, others, no. Monetization
isn't a priority, according to Vince Broady, head of games and entertainment, who insisted the project's "purpose is to support their brand." This is the first attempt by Yahoo's newly formed
"Audience" division to grow its audience.
Gannes says the move proves that Yahoo is essentially transitioning into a marketing platform. The first branded page is for Nintendo's Wii (it's pretty uninspiring); pages for the Sims, Halo, Lost, "The Office," "Transformers the Movie" and "Harry Potter" are forthcoming.