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Another TV game show crosses to the Web today when the Dating Game Online embarks on [email protected] ( Users must be 18 years old to play the game, which encourages flirting and chatting, rather than true dating, said Chris Tice, VP-advertising and partnership marketing at Sony Online Entertainment, which produces the show. "We expect it to be a major attraction to the 18-to-24 crowd," Ms. Tice said. Marketers can buy sponsorships in I.D. Builder, an area in which users select their own or imaginary personality traits. They can also sponsor up to 17 characteristics for building an avatar, a character that represents them, for the show. For instance, Procter & Gamble Co.'s Pert Plus is sponsoring the area where users select their avatar's hair. Pert Plus Web agency Giant Step, Chicago, worked with Sony on the sponsorship, which includes a sweepstakes and a sampling program. P&G's spending was not disclosed. Ms. Tice said Sony Online Entertainment is talking to other
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