Expanding the Business
Although Hearst and MSN had an existing content syndication partnership, the types of content being syndicated were traditional articles, listicles, and photo galleries.
With my background in creating fun interactive HTML webtoys, I set off on an effort to explore how cutting-edge web technologies such as HTML5 and Greensock could be used to create a new suite of fun and engaging content types.
After developing and user testing these prototypes, we wrapped them in a co-branded environment on MSN, where we continued developing the branding and game mechanics.
Creating such games at scale required a bespoke creation interface, so I led the product design and development there as well.
The primary objective was to make the games as sticky as possible, so we could increase ad impressions. So I designed and user tested many variations of the experience that balanced the needs of users and advertisers.
Since its launch, tens of millions of people have played these games and quizzes on MSN and Hearst properties. You can read more about the partnership on Mean Business.