To create a positive live-action experience it was essential that the user, not the advertiser, control the interaction. Too many advertisers are obstructive or demand consumers to ‘click here’. We wanted consumers to play on their own terms. Therefore we created user-initiated expandable banners, morphing skyscrapers and downloadable desktop destroyers, each tailored specifically to the content of the three games. It was all about taking a gaming experience to our audience and getting them to sample the fun.

Jak II achieved a rollover rate of 22.5% with 5% of unique completing the interaction. Time Crisis 3 achieved a 19.2% rollover rate and a stunning completion rate of 17% of which 60% played again. Ratchet & Clank 2 delivered over 5,000 downloads from an email seed list of 170,000. We spread the fun for 558,237 unique users. Sample the fun yourself at http://nma.hotbunny.co.uk.