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online gaming & cheat providing
online games are often seen as tools to generate user data for further 1to1 marketing activites.
gaming itself is a topic on its own and there's a big entertainment industry working on new virtual challenges. no matter if we talk about branded old school games, logo puzzles or high level multiuser-games.
-> users try to find weaknesses in systems.
beeing more
clever than a system is a very emotional feeling of success.
just remember the time when we took off the stickers from the rub[r]ix-cube.
online games are challanges for hackers and net_junkies, and advertisiers must learn to see this as an advantage.
they're always better than you ! - support it!
a cheat is a manipulation idea/technnique for games
lets see an example how this can work
* uptoart.com [media hack by ubermorgen]
up to art is an online plattform for b2b and b2c art retail. they built up an online-game, where you can win smart-cars, designed by world-famous artists. the concept is not to produce stylish cars, its to provide "moving art".
it is positioned in a very cultural context but having prizes like cars, what actually everybody could use changes the userstructrure of such an action. to use this conflict as an marketing strategy a faked "administration" tool was built up where people could change their score.
this information was provided via email and newsgroups posts. the viral email was worded in forward-style, so the first email got out with included response-messages. the "concept" of the first character [the one that found the admin tool bug] was to built up a community of net-people. they would share the price if someone of them would win it.