TechTV Gets Into 'Advergaming'

TechTV announced Monday that it's getting into the "advergaming" trend by
sponsoring popular online game "Elf Bowling 3."

The latest edition of the game series, released earlier this month, was created by Dallas-based NStorm, which is hoping it will match the popularity of the original game that logged 7.6 million players. Elf Bowling 3 logged 1 million players during its first five days online, according to the network.

As the online game's exclusive sponsor, TechTV gets its
logo on every game page, with 20 percent of its players having already clicked
through to the programmer's Web site (
), according to TechTV vice president of marketing Gaynor Strachan Chun, who added that the network and the game "appeal to the same young, tech-savvy audience."

NStorm has developed private-label online games for such
advertisers as Hershey Foods Co., Sony Corp. and Frito-Lay Inc.