Clickable Culture   Official Research Blog of Phantom Compass
  ClickZ Gets “/pizza” Wrong  
Posted 2005-03-07 by Tony Walsh
I don't know what they put in the water cooler over at, but contributor Sean Carton is definitely drinking something. In his article posted today, "In-Game Advertising: A Whole New Game?" Carton discusses the recent Everquest II / Pizza Hut tie-in: "Gamers just type '/pizza,'" writes Carton, "and the EverQuest engine brings up a browser window where they can order their pies. No more stopping in the middle of the action to pick up the phone and order, no more logouts to go pick up a pizza. It's a gamer's dream come true."

Wrong, Mr. Carton: Opening a web browser window during game play interrupts a game. At least when a gamer picks up the phone, s/he can still play (unless on archaic dial-up). Mr. Carton, you even make it sound like before the /pizza deal, there was no such thing as delivery. Opening a web browser during game play is not a gamer's dream come true. It's business as usual.
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