The original concept of the site, launched earlier this year with much fanfare, was to provide an all-encompassing showcase for Sony with content geared to kids, as well as music, the company's TV soap operas, shopping and games.
However, the company learned most visitors to the site play the games once they are there, said Matt Rothman, senior VP-Sony Online Ventures. For example, there are 225,000 games of Jeopardy! played on the site every week. Wheel of Fortune and College Jeopardy! have also been winners on the site.
NEW SOURCES FOR GAMES
While most of the details of the revamp are still to be worked out, Sony will for the first time allow third parties to develop games for the site. It signed a deal with BoxerJam Productions to add three new games to the site.
The more focused nature of The Station should allow advertisers to target messages better. The company will continue to look beyond banner ads with sponsorships and interstitials, Mr. Rothman said.
Advertisers who have been tied into the Sony online games thus far include