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Date posted: 10/05/2007

Brand Experience Lab, a US based marketing firm has created a game called NewsBreaker Live, which takes the social gaming phenomenon to an extreme. Played in cinemas, it relies on massive audience participation.

NewsBreaker Live is modelled on the classic game Breakout where you break through a wall of bricks by bouncing a ball against it with a paddle.

A camera under the screen at the front, tied into machine vision algorithms uses the crowds' collective movement to control the paddle on the screen ? if the majority sway to the left, the paddle moves left.

Branding appears in the game in the form of news headlines from the MSNBC RSS feed ? one appears at the top every time a brick is broken.

The phenomenon has been titled crowdgaming, and Brand Experience are keen to come up with other such titles for audience participation in large numbers.

See the full Story via external site: www.newscientist.com

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