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CBS positions GameSpot iPad app as second screen

CBS Interactive has debuted what it claims is the first gaming iPad application for GameSpot, one of the leading sources for news and reviews targeted to the sought-after gaming audience.

The app offers previews and reviews of the latest titles, up-to-date news, gameplay footage, video, interview, photos and trailers, all geared to the special multi-touch display features of the iPad. The new app complements an iPhone app as well as a mobile site for GameSpot.

?The iPad audience is more likely to spend time performing activities such as reading news and browsing through photo galleries and video in a leisurely fashion,? said Rob Gelick, senior vice president and general manager of CBS Mobile.

?In addition, we have seen that most users are more likely to watch videos on the iPad as opposed to on smartphones,? he said.

Based in San Francisco, GameSpot claims 1 million visitors daily to its properties across console, PC and mobile. It also has an active online gaming community that fuels traffic to these destinations.

In this interview, Mr. Gelick discusses why the iPad matters to GameSpot, the marketing of the app and CBS Interactive?s mobile strategy for the brand. Please read on.

What?s the app designed to do?
The app?s main goal is to provide gaming enthusiasts with easy access to GameSpot?s trusted review scores and award-winning gaming coverage on the iPad.

Users can browse their favorite game titles and reviews by genre, platform, release date and score, or search for a specific title. 

What?s so special about the iPad that it required this treatment?
Nielsen recently reported that 70 percent of tablet owners use their devices while watching television.

The GameSpot app for iPad taps into users? hunger for the second screen as a companion to big-screen entertainment.

Gamers want to be able to easily access walk-through videos and other content while playing.

With HD video reviews along with fully-optimized content, we believe that the GameSpot app for iPad will be an essential tool for gamers.

Is the iPad audience different?
The iPad audience is more likely to spend time performing activities such as reading news and browsing through photo galleries and video in a leisurely fashion. 

In addition, we have seen that most users are more likely to watch videos on the iPad as opposed to on smartphones.

What will GameSpot offer on the app that it doesn?t offer elsewhere?
The GameSpot for iPad app is the only gaming app to offer video reviews in high definition in addition to fully-optimized iPad content.

How will this app be marketed?
We will be rolling out several promotions across our network of sites and applications as well as through other mobile partners.

We are also actively working with Apple to promote the app, which was featured in the ?New & Noteworthy section of the App Store.

What is the company?s marketing strategy for mobile?
Our goal is twofold.

First, we intend to drive awareness of our mobile properties by marketing to our existing online users and by cross-promoting within our other CBS Mobile products.

Second, we are looking to reach new audiences by marketing across multiple screens via external partners.

How will the app be monetized?
GameSpot for iPad will be free to users and monetized through advertising.

What else is GameSpot doing on mobile?
GameSpot has an iPhone app and mobile Web site, and we are always looking for ways to enhance and extend our mobile offerings.

In addition, to date, the CBS Mobile group has released over 50 apps for various verticals, including sports, news, games and entertainment across platforms with great success.

For example, the TV.com app was recently named one of the ?All Time Top Free Apps? on the iTunes App Store and continues gather steam with over 10 million downloads, to date.

And the ?60 Minutes? iPad app recently took the No. 1 spot in Apple?s iTunes Store following 60 Minutes' exclusive interview with President Obama.