first three months, 78,000 people played for an average of eight minutes
each. The game’s cost per thousand (CPM) of $7 compared favorably
to a prime-time TV commercial’s CPM of $11.65. Marketers collect
valuable customer data upon registration and often seek permission to
send e-mail. Of game players sponsored by Ford Escape SUV, 54 percent
signed up to receive e-mail.