Maxis, a PC gaming company with a number of mega hit games ventured into the multi-player category for the first time. Their new game allowed multiple players to compete against one another rather than against the computer. The company chose their most popular hit for entry into this gaming genre.

We allocated part of the budget to online advertising on computer gaming sites; the balance of support was in gaming and home computer publications. The interactivity of web advertising provided an almost instant side-by-side comparison of gaming sites, as well as a means to measure specific banners’ efficacy. Two gaming sites were compared and early results provided a clear winner. Dollars were reallocated from the weaker site to the stronger. Additionally, three creative banners were rotated and analyzed based on number of web surfers who clicked on them. We found clear winners and losers and made the appropriate adjustments.

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