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Brief Published: 23 Nov 2012

Intel Adver-Games for Xbox


Challenging Google’s alternate reality game Ingress (which allows players to experience the physical world in more exciting ways thanks to augmented reality), US computer-chip firm Intel has released its own consumer engagement platform, Intel Discovered.

Developed for the Xbox gaming console (which is powered by Intel technology), Discovered is a free game disguised as a 20-minute film that allows players to fight in action scenes, play their favourite movie stars or DJ in a packed club using Kinect technology.

Celebrity spots from Captain America lead Chris Evans and Redfoo from cheeky American pop band LMFAO have helped drum up excitement, but the project is only a first pass. We expect to see further developments in not only the technology but also the content and game play, which offers brands and advertisers a great opportunity to jump in at this early stage.

As with Google’s Ingress, Intel’s Discovered is a game changer thanks to the level of engagement expected of players. These initiatives are also evidence of brands developing technologies and platforms that encourage people to play and learn in an experience that is valuable to them.

Considering Sony’s quest for the rights to produce gamified advertising for Kinect-enabled entertainment devices (see more in our previous thread), it seems that more tech developers are looking into engaging consumers through play and experience. For more on this, see our Power of Play industry trend and our recent coverage of the Digital Hollywood conference in Los Angeles, which highlights Xbox’s recent developments.

Intel Discovered