NBCUniversal Launching Massive Universal Games Network (UGN) This Fall

8:54 PM PST 05/01/2012 by John Gaudiosi

New aggregate mobile, casual and social gaming site will reach over 115 million consumers.

NBCUniversal (NBCU) is aggregating its network of mobile, casual and social online video games into the new Universal Games Network (UGN), which will seamlessly integrate its gaming efforts across its multiple brand properties. Launching this fall, this single platform will reach 115 million fans across the NBCU digital footprint. It will be fully customizable by business unit, allowing advertisers a one-stop shop to reach the ever-growing and coveted gaming audience.

"Social gaming is a fast growing category that attracts a highly engaged and targeted audience," said Linda Yaccarino, president, cable entertainment and digital sales, NBCUniversal. "UGN provides NBCUniversal with a unique platform to connect with these consumers and offer our clients a distinct ad solution that taps into the 300 million social gamers active on Facebook and beyond."

The white-labeled solution will allow fans to play games, engage and consume content, amass reward points and redeem them for real and virtual goods across all NBCU gaming properties. Facebook Connect integration will enable fans to challenge friends in tournament style games.

Initially designed and built by the USA Network digital team, who won attention and accolades for its proprietary gaming destination Character Arcade, the new solution will span more than 20 properties.

NBCU hopes the UGN platform will provide a turnkey way to track fan engagement, target content to specific audiences and create future experiences based on popularity and demand. The networks and partners using the solution will be able to tailor and increase reach by developing specific gaming experiences that can span brands and multiple audiences. Long term, advertisers will be able to take advantage of the integrated big data analytical capabilities of the system to maximize the reach and efficiencies of their buys. 

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