Disney's site gamble ; Skillgames offers payday of $1 mil.(online game site launches print and broadcast campaign)(Brief Article)(Statistical Data Included)

Advertising Age, May, 2001 by Linnett, Richard

Skillgames, a new Internet game site created by Walt Disney Co., breaks broadcast and print campaigns this month from DiMassimo Brand Advertising, New York. The tagline: ``Where your skills pay off.''

The site launches in June, but a sneak preview is available at skillgames.com. A spokesman at DiMassimo refused comment about the campaign, as did a representative at Skillgames. According to executives close to the original review, DiMassimo won the account early this year following a protracted battle between a number of agencies. At the time of the review, the account was estimated at $30 million. Last year, Disney spent $14 million to advertise its portal strategy Go.com, according to Taylor Nelson Sofres' CMR.

When the contest began in October, the...

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