Text-based online game hands control over to participants

by Jennifer Whitehead, Brand Republic 25-Apr-05

LONDON - A new online game invites participants to suggest acts of revenge for commonplace work scenarios, with the possibility that their responses will control the characters' next moves.

Text Revenge is the latest game by the creators of the first "text mobile soap opera", 'Ms Cellulite', and offers participants the chance of cash prizes and control of the action.

The first situation is 'Emma's Dilemma', and asks participants to suggest what Emma, a secretary, should do when she discovers another secretary has been using the company credit card to buy things for herself.

It follows on from the success of the live action Text Ms Cellulite, the format of which ran on the US satellite channel E! Entertainment, where it recorded a response rate of 1% -- a higher figure than that for the vote-based 'Big Brother'.

The channel also used the game to set up mini mobile-based focus groups, which the channel used to help schedule programming and commercials.

Charlie Salem, creator and co-writer of the game, said that marketers can use the game as an efficient virtual focus group.

"This is in effect a 'white label' service, which agencies could use to feature their own bespoke characters, scenarios and product placement," he said.

The next dilemma on Text Revenge will involve Lenka Legover, the au pair from hell. There are plans to convert the game to a broadcast format in the UK.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.