Besides billboards, Enter Media created an innovative format they call "office space", a branded functional environment seamlessly interrogated into the general game space. The format seems to be a fairly standard offering, with a price tag of $0.05 per office per game. Enter Media's price list example calculates the cost of $25,000 for creating 20 Alfa Bank offices throughout the game that is expected to sell 50,000 copies.
Enter Media's formats are split into three price tiers based on the level of interaction between the ad units and the players. The "surface" tier is the cheapest at $0.02 per contact (ad occurrence/physical game unit). The most expensive, at $0.10 is "integration", which apparently means integrating the brand into a story line or making interaction with the brand a winning condition, although the details are not spelled out. Alfa Bank's office space is categorized as a mid-tier format that the agency calls "immersion".
The ATMs located in the bank offices function as automated merchants. The one above offers "health kits" (magic apples and candies), a sword and a power-up.
Keywords: Lukianenko, Alfa Bank Express, Enter Media, Nival Interactive, Night Watch, interactive brand integration, in-game billboards, vending machines.
- Enter Media presentation (powerpoint slides, in Russian, accessed online on Dec. 16, 2005).
- Enter Media presentation by Vladimir Vainer (conference transcript, in Russian, accessed online on Dec. 16, 2005).
- Alfa Bank Express's website, accessed online on Dec. 16, 2005
- A blog post made on Nov.29, 2005 by Sergey Lukianenko, author of the Night Watch properties, blogging online as Doctor Livsy, accessed online on Dec 16, 2005.
- Nival Interactive's website for the Night Watch game, accessed online on Dec.16, 2005