Shift Control Shows Age in Game

A Greenwich company has developed an online game that may make it a little easier for Baby-boomer kids who agonize over how to tell their elderly parents that it's time to turn over the car keys. Shift Control Media, commissioned by Boston-based Liberty Mutual, has developed its online "Driver Seat Game," a computer game that allows players of all ages to experience the physical and cognitive limitations that older drivers may experience while operating a motor vehicle.

Hal's comments:
"There is a trend among large companies to use online games to market to an Internet-savvy audience," said Hal Halpin, president of the Entertainment Consumers Association. "The more interactive and engaging the user experience, the more affinity created between the customer -- or potential customer -- and the brand," he said. "When faced with a similar value proposition challenge, like Coke and Pepsi or McDonald's and Burger King, marketers are looking for every edge they can get to win over the consumer."

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