Why? It’s interesting that Mid-Day’s online edition, which is a tabloid news destination has decided to incorporate casual games based on films. For one, it targets the reader segment who’s actually interested in films and film/celebrity related news, and there is more likelihood of the reader getting hooked onto such games. So the intent could be to offer advertisers pre-roll or game banners at a later stage to monetize it or simply to have readers spend more time on the website.
Games: The gaming section is powered by Hungama’s gaming portal TheGamebox.com and will initially offer over 50 games with a new game added every fortnight. The titles currently available include games based on bollywood movies like Ready, Azaan, Om Shanti Om, Jab We Met, Love Aaj Kal, Kurbaan, Billu, and Hollywood movies like Friends with Benefits, Twilight, The Bounty Hunter, Get Him Greek, Rainman, Notting Hill, When Harry Met Sally among others.
Interface: The portal has been divided into various sections such as Featured games, Top games, Bollywood games, and Hollywood games. There is also a dedicated section for new Bollywood and Hollywood games, thereby aiding in discovery of new games. No registration process is involved as of now, and users can simply head over to the Filmy games section, choose their preferred game and start playing it right away.
Online v/s Offline: Users can either play the game on the portal or download the flash(swf) file onto their computer to play it offline. What’s interesting though is that Midday displays pre-roll advertisements on games if users play on the portal (there is an option to opt out of the advertisement) and offer additional features like the ability to submit scores, view scoreboards and view daily, weekly and all time leader boards, whereas if one downloads the game, he will get an ad-free game experience but expectedly will miss out on the other features.