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The first MMORPG to be built entirely around sports

by Steven Williamson on 7 June 2007, 12:03

Tags: RPG

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In-game advertising to the max

Infront Sports & Media has today announced the launch of "Empire of Sports" – a huge online sports gaming platform and the first massively multi-player online role-playing game built entirely around sport. It is designed to allow millions of players around the world to simultaneously exist in an online universe, where their alter egos socially interact, train, compete, attend events and acquire the goods and services they need to build a parallel sporting existence.

Advertising is one of the main reasons why Infront Sports & Media have teamed up with developers F4, because they're planning to use 'Empire of Sports' as a huge marketing tool where gamers will be able interact with familiar brands and products from the world of sports.

"This is part of a new strategic direction for our company" said Infront’s President & CEO Philippe Blatter. "The special skills that Infront applies in the real world, deploying sports marketing as a medium for reaching consumers, are totally applicable to this virtual world - it’s the perfect preparation and a logical step. While the world we have created may be virtual, the user experience and the opportunities for brands will be very real."

"Gaming today is a serious part of the entertainment industry,"said Alexis Galley, CEO of F4. "With the increasing sophistication of games, the demographics have shifted – it is reaching a very large number of people with an age above 30 and now is a means of entertainment equivalent to TV, movies and other media. The concept being developed with Infront hits the sweet spot between the power of gaming and the significance of sports in a social environment."

Dr. Christian Müller, who is the managing director of the project, added: "This is the first-ever virtual online multi-sports world with role-playing elements. There are single sport online games but no one has seamlessly integrated multiple games around the entire sports lifestyle. The user becomes a 3D avatar, capable of developing his or her virtual body, skills and capabilities through sport and training all-the-while socialising within the Empire of Sports community. In Empire of Sports everyone can become a real sports star."

On the launch of Empire of Sports gamers will be able to play basketball, skiing, tennis and a series of fitness / exercise games with more games being added throughout the game's life-span.

"The primary value proposition for brands is the integration of their services or products in the world as virtual items used by the characters like in real life’– other possibilities include sponsoring of virtual events and advertisements. It is of utmost importance to us that the integrated products and services enhance the gaming experience for the consumer, and through that they become the most powerful marketing tools available today", said Philippe Blatter.

HEXUS Forums :: 2 Comments

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I hope they don't expect people to pay for it!

Well at least the marketing is appropriate, I guess it's better than completely out of place banner ads.
don't think I've ever seen so many buzz words in one article :S

Sounds like they are making a collection of games that use the same account to me.