Guinness world records promotes gaming book on xbox live

An scoop U.K. Microsite on the Xbox Live platform, known as a 'branded destination,' will offer free downloadable content including customizable backgrounds. The site also characteristic footage from the book's official launch on wed, at which top gamers attempted to beat world record scores at various games, including Xbox titles Guitar Hero and Halo 3. Banners on the Xbox Live home silver screen will drive traffic through to the site.

"It's basically no different from a convention Web-based microsite; it's just hosted in the Xbox environment," said Jeff Pabst, concern development director at Xbox. "The branded destinations allow us to do just about anything an advertizer wants in terms of delivering content. We can offer audio, mental image, downloads and video, all in high definition."

Although only accessible through the Xbox gambling console, this is not quite in-game advertising as we know it. Pabst preferred to label it as "about game" or "pre-game" advertising. As a consequence, the targeting capabilities suffer in some ways since advertisers cannot mark users by game genre, for illustration.

"The targeting on this scheme is not quite as robust as with in-game advertising, but we can still mark by linguistic communication, region, and demographic," he said.

When users sign up for an Xbox live business relationship however, they are required to enter certain data such as name and computer address. In theory, this would enable ads to be specifically targeted to person, based on their location, gender, and other factors.

"We're not presently targeting based on person user data, but it's still early days, and we're look at how we want to evolve the scheme," said Pabst. "At present we target mainly by demographic, and looking at the lifestyle and interests of the average video gamer. For a product such as the Guinness Book of World Records Gamer's Edition, it's a perfect environment."

Because it enables high definition video, the platform is well suited to movie advertising. Previous branded destinations have been created for 20th Century Fox and Warner Bros., to promote the release of films such as "Alien vs. Predator" and "Beowulf."

The six-figure campaign was booked by Davies Media. A wider multimedia campaign for the book launched Friday.