The LA Times to Include More Games on its Website

 Maybe the next step should be – you have to win the game in order to see the news. No more pay walls – they can be game walls! News will be the coolest thing going. One kid says to another – "hey did you read about the Euro bailout restructuring plan proposed by Germany yesterday? No? Loser – you can’t get past the 3rd level, so you know nothing about the world!"

L.A. Times Adds More Games to Website, Hoping to Boost Revenue

Published: December 27, 2011 @ 7:51 am

By Lucas Shaw. full story here

In a bid to boost its digital revenue, the Los Angeles Times has struck
a deal with Arkadium, a major online game developer, to add more than
two dozen games to that section of its website.

This will add diversions like Mahjongg Dimensions, complete with
Twitter and Facebook integrated, to a vertical of the site that already
includes activities such as Crossword puzzles and Sudoku.

The audience of the Times’ site has grown substantially this year,
reaching more than 17 million unique visitors a month. However, for many
newspapers, the problem at the moment is that even increases in online
traffic have not let to increases in advertising revenue.

Also Read: L.A. Times Rocked by More Turmoil: Top Editor Quits With Cuts Looming (Updated)

Whether games are an effective method of changing that remains unclear,
but this deal is a small step in trying to widen the digital revenue
stream.

“Given the ever-rising popularity of casual games, adding Arkadium’s
titles allows us to further engage latimes.com’s users and entice
previously untapped gaming enthusiasts to visit our site throughout the
day,” Jennifer Collins, the Times’ Vice President for Digital Revenue
Products, said in a statement. “We are also creating a previously
unavailable opportunity for our advertisers to reach Southern
California’s casual gaming audience and in the process establish another
digital monetization platform.”

Collins statement makes the two motives quite clear — that these games
bring more users each day, and that those customers stick around and
get sucked in by advertisements.

The Times hired Collins in late November as part of an overhaul of its
digital revenue team. Both she and Andrea Nunn were hired while three
other employees were promoted to either fill new spots or replace
individuals who left.

At the time, John O’Loughlin, the Times’ chief revenue officer and
executive vice president for advertising sales indicated that the Times
was looking for new methods to court advertisers on mobile, social and
other platforms.

 

 

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