Microsoft, Warner Bros. court ‘Space Jam’ game designers with online contest


  • Microsoft and Warner Bros. are running a social networks contest to find the best new ideas for a computer game tie-in for the motion picture sequel “Area Jam: A New Tradition,” which will be released next summer in theaters and on streaming platform HBO Max. The project belongs to Microsoft’s effort to promote education in computer system coding, per a company statement.
  • Basketball legend LeBron James, who stars in the movie with Bugs Bunny and other Looney Tunes characters, revealed the computer game contest on his Instagram account. 2 winners will see their concepts brought to life in the authorities “Area Jam: A New Tradition” arcade-style game that Microsoft will provide as a perk to Xbox Game Pass Ultimate members next year. The prizes also include a virtual Microsoft coding workshop for winners’ regional neighborhoods.
  • To get teenagers interested in coding, fans ages 14 and up can send their concepts on a microsite that asks them to select a gaming genre– such as “active shooter” or “sports fighter”– and explain their idea in fewer than 500 words. The contest started on Dec. 14 and runs through Dec. 30, per the statement.


Microsoft’s advertising tie-in with the Warner Bros. “Area Jam” reboot is unique in parlaying interest in video games among teenagers– which has grown during the pandemic– into assistance for coder education that prepares them for the labor force. In the middle of pandemic-related disturbances, the tech giant this year revealed an effort to assist 25 million individuals, consisting of those from underrepresented groups, to get brand-new digital abilities in the “COVID-19 economy.” With video games functioning as an entrance to an interest in innovation, Microsoft is providing a range of online resources to influence youths to consider video game style as an occupation. Its academic product consists of “Area Jam: A New Tradition” coding workshops for novices and Microsoft Learn lessons for advanced coders.

Microsoft’s tie-in with “Space Jam” comes as it promotes its new Xbox console as a competitor to Sony’s PlayStation 5. Both business this fall introduced their first video gaming platforms in seven years, and seek to drive a massive upgrade cycle that lasts into 2021 and beyond. The rollouts of their particular gaming consoles helped to drive an 80% dive in marketing spending to an annual high for the video game market, according to researcher MediaRadar. The market spent more than $45 million on print, TV, and digital advertisements during the very first two weeks of November to get ready for the assault of orders for the vacation gifting season. The health crisis has interfered with worldwide supply chains for electronic device parts, making it hard for tech companies to stay up to date with customer demand for hardware. Microsoft and Sony have indicated they anticipate console shortages to last into next year, adding a component of shortage that may result in the increased buzz around the new devices.

For Warner Bros., the campaign gives the studio an early start on promoting “Area Jam: A New Legacy.” The feature is a follow up to the 1996 film that paired live-action stars such as NBA legend Michael Jordan and Danny DeVito with animated characters consisting of Bugs Bunny and Daffy Duck. Parent company WarnerMedia, which belongs to AT&T, today stirred controversy with its strategy to release all of its movies concurrently in theaters and on HBO Max next year. While the move has outraged movie producers and theater chains, which have been slammed by pandemic closures, the health crisis’ influence on moviegoing has forced studios to think about imaginative ways to deliver the material. HBO Max also needs fresh content to assist raise subscriptions. It presently has 12.6 million customers, far behind rivals Netflix with 195 million around the world and Disney+ with 87 million, the New york city Times reported.

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