Online gaming: WildTangent, McD's Score on Promo Deal

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WildTangent, a major manufacturer of online games based in Redmond, Wash., has entered into a novel pact with McDonald's Corp. As part of the most recent McDonald's Monopoly promotion, it agreed to create online demo versions of its best-selling games re-engineered to include McDonald's product placements throughout.

In the two-way promotion, McDonald's then used the online demo games as prizes that could be won in its Monopoly contest and WildTangent used the same demos to lure interested players to its Web site to purchase the full versions of the games for $20 each.

"McDonald's not only had a lot of success branding games to our audience, it is now one of the largest distributors of WildTangent games," said Alex St. John, CEO of the online game publisher.

"They are fast-food games," quipped Dave Madden, exec VP-sales and marketing at WildTangent.

The top seller of the joint promotion has been "Polar Bowler," in which a chubby, happy polar bear rides a tube down a hill into bowling pins stamped with the golden arches logo.

It has logged 300,000 unique players during the month for an average of 40 minutes per person, according to WildTangent.

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