NBC.com Uses Deal Videogame To Attract Viewers

In an effort to attract viewers to its Web site, NBC is launching a full version of "Deal or No Deal" at NBC.com. The licensed game, which has been live on King.com since June, will offer consumers the chance to play the game at any time of the day. NBC is offering a full week of its hit TV show, "Deal or No Deal," before it bows to its regular two nights a week schedule.

NBC also has a "Deal or No Deal Lucky Case" game that is directly linked to the show. Launched last year, that game helped NBC.com double the network’s Web site traffic and propelled NBC to the number one network site in May, according to Hitwise. Players have the option to play the new "Deal or No Deal" game at NBC.com for free or pay to play for cash prizes at King.com.

Casual online games are a major tool for Web sites to attract consumers and keep them engaged. Games remain the most popular sticky form of entertainment online, which is why when ESPN.com launched its game page this month with Ziff Davis, the title sponsor was GameTap.com. Alll of the major Web sites, including Yahoo! and AOL, have some form of online casual games available. I expect to see more online versions of TV game shows appear on networks in the coming years. Game deals allow a show to keep its popularity fresh even during its hiatus, and the ability to play for reach cash prizes online adds another dimension of interaction for consumers.

If "Deal or No Deal" continues to be a success for NBC, it could follow in the footsteps of ABC's "Who Wants to Be a Millionaire?" and get console and PC games. Of course, that game show suffered from over-exposure and died off as a prime time event. NBC seems to be taking the right approach with its new game show. NBC has been active in the PC games space, translating hit shows like "Law & Order," "E.R." and "The Apprentice" to games through Legacy Interactive.

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