Friday, March 5, 2010

RotoHog Creates Celeb-Focused Fantasy Game For Us Magazine (Sports Business Daily)

By Eric Fisher, Staff Writer, SportsBusiness Journal
March 4, 2010

Fantasy games developer RotoHog, which primarily has built its business in sports products, has struck a deal with Wenner Media to create a celebrity-focused fantasy game for Us Magazine. Running for the next 10 weeks, players will select a team of 25 celebrities and then be scored on the number of times photographs of those celebrities appear in Us Magazine or its Web site. RotoHog also developed a similar fantasy game late last year for ABC to pair with “The Bachelor.” Celebrity-oriented fantasy games have been attempted several times in prior years by various companies, with mixed success, but the latest attempt seeks in part to capitalize in fast-growing audiences among casual fantasy players, particularly women.

“Our original [business-to-consumer] play was in sports, but our model really works across a broad swath of genres and platforms,” said RotoHog CEO Kelly Perdew. “We’re already in discussions about building games around other drama series. It’s really another way to tap into an affinity that’s already there.”


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