PreShow Interactive: A New Approach to In-Game Currency

PreShow Interactive is introducing a novel system for gamers, allowing them to acquire in-game currency by viewing advertisements. While this concept is well-established within the mobile gaming sphere, its implementation on PCs and consoles has been limited until now.

Leadership and Evolution of the Concept

The company is spearheaded by Stacy Spikes, the original CEO of MoviePass. Initial explorations, as discussed with Spikes two years prior, involved a beta application offering complimentary movie tickets in exchange for ad viewership. However, the recent downturn in theatrical movie attendance necessitated a strategic pivot.

Spikes revealed that his vision always encompassed four key areas: cinema, gaming, subscription streaming services, and video on demand. The pandemic accelerated the need to concentrate on the potential of a gaming-focused experience.

How the PreShow Interactive App Works

The current strategy involves launching a new PreShow Interactive application this summer. Gamers will be able to link their in-game accounts and specify the amount of virtual currency they wish to earn.

Upon viewing a series of advertisements, PreShow will directly transfer the desired currency to the user’s account, effectively purchasing it on their behalf.

Benefits of a Separate Application

Although users will require a dedicated application to access the ads and reap the rewards, Spikes emphasizes the advantages over integrating advertising directly into games. Direct integration can be a lengthy process for both developers and advertisers, and potentially disrupt the player’s experience.

This approach enables PreShow Interactive to support approximately 20,000 games at launch, spanning PCs, consoles, and virtual reality platforms.

Valuing User Attention

“We determined that investing time in integrations wasn’t essential,” Spikes stated. “Our agreement is solely with the user regarding their time. We recognize that time is a valuable commodity.”

Attention-Based Technology

A crucial component of PreShow’s methodology is technology designed to verify that the viewer is actively focused on their device screen. Advertisements will pause if the user looks away.

While some have labeled this as intrusive surveillance, Spikes reports positive reception from early PreShow users. He also contends that it offers greater transparency compared to the data collection practices prevalent in contemporary online advertising.

Attention is the New Currency

“Our perspective has shifted; we previously believed data was paramount, but now we see permission, engagement, and attention as the most valuable assets,” he explained.

Funding and Future Plans

Alongside the unveiling of its new strategy, PreShow announced the successful completion of a $3 million seed funding round. Harlem Capital led the investment, with contributions from Canaan Partners, Wavemaker Partners, Front Row Fund, ROC Fund, BK Fulton, and Monroe Harris.

Spikes clarified that PreShow remains committed to the theatrical movie sector. The application is intended to eventually encompass both movie and gaming offers “under a single platform,” contingent upon renewed brand interest in advertising to moviegoers.

“We are prepared to proceed as soon as the market demonstrates readiness,” he concluded.