Can gaming be used to market drugs to consumers?
Companies can use this technology to create a consumer-level version of the game that's not so technical, to educate patients
about staying in compliance. Consumers and patients are far more likely to play a game than to watch a health-information
movie. Also, with immersive animation, the audience is not locked into a presentation that's being fed to them. They're in
control of a virtual environment. This enables marketers to offer more detail in certain areas and create useful tools inside
How long does a game take to go from concept to creation?
Typically, a project like this requires about a six-month timeline. First, we gather information from the client about what
their marketing objectives are, what the scientific objectives are, and who the audience is. We then take that information
and create an outline, which evolves into a storyboard. And then we create a script that includes both the language that's
going to be contained within the game and a description of the action and images to show what the game is going to look like.
From there, we create motion tests and some basic animation. We also begin building beta versions of the games with basic
game play and art.
Can this technology also be used on the Web?
Yes, it can. Video games can be developed with a similar technology as one would use in an online multiplayer game. For example,
marketers could invite users to join a group game from different locations through a social network, or physicians could download
the application from the Web, then run it on their computers. The client also could host servers where they could control
the experience for the users or even inject virtual representatives of the company to give more information about the drug
What is a virtual trade show, and how does it work?
Essentially, a virtual exhibit is an online recreation of a client's trade show booth and exhibit in the online world. Using
this technology, marketers can make their booths available to physicians 24/7 on a CD or via the Web. Doctors can watch MOA
animations, view sales aids, review papers and posters, print slides, or even interact with immersive MOAs from the comfort
of their desks.
Last year, we created a virtual booth for a company that had a very small exhibit space at a show. The electronic exhibit
allowed visitors to view additional information and presentations from monitors located in the booth, and it helped extend
the company's presence at the convention beyond the exhibit walls.
What is the average cost of making an immersive video game, and how does it compare with other marketing strategies?
The price is equivalent to a high-end animation that has a six-month window of production time. You're looking at about 170
percent of the cost of a comparable 3-D animation. It is even more economical when you combine it with an MOA animation, because
then we're building 3-D assets. We're able to reutilize assets, reutilize storyboards, and essentially combine these two different
products, which offers a lot of savings on the client's side.