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Is The Heist the a future for advertising?

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  1. Chris Braun
    Chris Braun June 2, 2011 at 5:15 pm . Reply

    Interesting that you would compare this to the Sport Illustrated “football phone” from the premium/freemium era.

    For the most part those acquisition models passed away. It took a while but the publishers figured out those orders didn’t renew as well and in the long run the money could be better spent elsewhere.

    I didn’t play the game but if “The Heist is a good enough game that it might be doing this well, or nearly so, without the prize at the end.” then maybe they can keep the football phone…

    Now, the interesting question whether given the shorter gestation cycles for digital and especially social/mobile media promotions these “publishers” can figure out the lesson more quickly.

  2. Josh Schumacher
    Josh Schumacher June 22, 2011 at 1:39 pm . Reply

    You say, “the note on the App page that Apple is neither participating in nor endorsing the promotion suggests that Apple might not let future iterations of a deal like this pass muster”.

    I don’t think this is the case. There’s a line in the Apple Developer guidelines that if you are running any sort of promotion, sweepstakes or giveaway as part of your application, you have to specifically state that Apple does not endorse the product, promotion, sweepstakes or giveaway.

    Section 20.2 of the app store guidelines says, “Official rules for sweepstakes and contests, must be presented in the app and make it clear that Apple is not a sponsor or involved in the activity in any manner”.

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