There's no doubt sports matches and other large events offer advertisers the potential of an engaged, enthusiastic crowd of consumers; how to make the most of that potential, however, is much less clear. Finnish Uplause has developed a series of social games for use on giant stadium screens that aim to entertain and engage participants while conveying positive brand impressions.

Uplause games can be shown on-screen during breaks in the action at any game or large event. Shouting, waves and other crowd favorites are included among the games on offer, as are games that challenge the audience to battle for a better score in volume, rhythm and more. One game, for example, requires the audience to clap together at specific times in order to match the rhythm of the song, “We will rock you.” At least as important as the entertainment value, however, is that sponsorship can be inserted in a matter of minutes, Uplause says. The technology's in-game ad system lets event organizers earn additional revenues by selling product placement to partners and sponsors. The games can also be used to move large crowds of people, such as over to the bar, Uplause says. Operated for event organizers by the Uplause team, the system was already used in Finland's SM-Liiga Ice Hockey Play-Offs this spring; a YouTube video demonstrates the technology in action.

There's little doubt that content has become far more effective than advertising when it comes to engaging individual consumers, so it only makes sense that the same would be true on a crowd level. Uplause aims to expand internationally with its licensing-based business model, according to a report in ArcticStartup; one to partner with toward that end...?

Website: www.uplause.com
Contact: veli-pekka.marin@uplause.com

Spotted by: Jan Ameri

Games have long been used as an educational tool, and not just for kids. Canadian Akoha, for example, encourages players to be more kind. Now, along similar lines, Play Rethink invites users to redesign everyday objects to make them more sustainable.

Play Rethink ("The Eco-Design Game") is an effort from London-based Rethink Games to help people think—or rethink—how to make everyday objects and services more socially and environmentally friendly. Each game includes a multicoloured wheel and 98 drawing cards along with an eco-strategies key card and an instruction sheet with activities. With each spin of the wheel, players get a card asking them to rethink a particular everyday object, such as a chair or a vacuum cleaner. They then describe their idea for a more sustainable approach by drawing it on the card. Ideas players are particularly proud of can be uploaded onto the Play Rethink website, where others can rate, comment and be inspired by them. What's more, each month Rethink Games selects one idea to serve as the project of the month, and it's currently working on setting up partnerships with organizations that can help develop those ideas further. Play Rethink is sold online and through select London retailers. Pricing is GBP 24.95, with refill card packs available for GBP 5.95 each. Corporate workshops to help promote innovation are also available.

Facilitating the idea generation process is all very good and well, of course; what will make this really interesting, however, is a way to turn the best ideas into reality. RedesignMe found a way to do that through partnerships with manufacturers, and it also took the critical step of paying the Generation C(ash) consumers whose ideas got used. Play Rethink may be a game, but it's also another way to tap into the global brain. Who will help pave the way toward some real results? (Related: iPhone game gets kids into the (hidden) park.)

Website: www.playrethink.com
Contact: info@rethinkgames.com

Spotted by: Estee Chaikin

Given the remarkable speed with which children can tire of their toys, it's not too surprising that we've seen toy rental services emerge in both the US and—more recently—France. Since the very same phenomenon tends to occur with video games, it makes perfect sense to see a brand-new startup that focuses exclusively on that category of entertainment.

Like both Babyplays and Dim Dom, California-based SmartyRents uses the Netflix model to help parents keep their children aged 9 months to 10 years old challenged and entertained. The effort was launched just last week by two former teachers, which is why it also focuses on games with an educational bent. Included in its inventory, for example, are top games from LeapFrog—including Little Leaps, Clickstart, Leapster and Didj—and from Vtech, including V.Smile Baby, V.Smile, V.Motion and V.Flash. Parents begin by signing up and choosing from among four rental packages, depending on how many games they'd like to have at one time. Monthly pricing ranges from USD 9.99 for one game at a time to USD 24.99 for four games at once. They then choose the games they'd like to start off with—the site even lets them search by the educational skills emphasized—and their selections get sent to their door along with a prepaid mailing envelope to use to return them. Games can be kept for as long as children enjoy them. Sending a game back prompts the next game on the family's list to be sent; alternatively, those that are too hard to part with can be purchased for the site's listed “Love it” price.

Whether it's toys or college textbooks, baby clothes, designer dresses or cellphones, freedom from the bonds of ownership is increasingly the way to transumers' hearts. SmartyRents, however, currently serves only the US; one to emulate for kids and parents in other countries?

Website: www.smartyrents.com
Contact: www.smartyrents.com/contact.php

Spotted by: Susanna Haynie

There are plenty of opportunities for companies to demonstrate their generosity even during the best of times, but when disaster strikes, there's a much greater potential to make a difference. That, no doubt, was part of the motivation behind last year's Bushfire Housing, and it's also surely at work in social gaming company Zynga's Haiti Relief Fund.

Starting this past Thursday, Zynga is conducting a special relief campaign in three of its top games—FarmVille, Mafia Wars and Zynga Poker—which together reach more than 40 million users daily. Specifically, players of those games can now purchase limited-edition in-game social goods, and 100 percent of the proceeds will go towards supporting emergency aid in Haiti. Within FarmVille, there's white corn that will not wither if left unattended for a week; in Mafia Wars, there's a Haitian drum. Zynga Poker fans, meanwhile, can buy a special chip package in exchange for a rare premium item. Users can also donate directly to the World Food Programme, which has set up an emergency response team to distribute food and other relief to thousands in Haiti.

Yet another shining example of the corporate generosity now being expected by what our sister site calls Generation G, Zynga's Haiti Relief Fund is one to be emulated as soon—and as often—as possible! (Related: Donated site helps families keep their homes.)

Website: www.zynga.com
Contact: businessdevelopment@zynga.com

Enterprising consumers can already sell the photos they take, the vegetables they grow and the meals they cook as a way to earn a little extra cash. So why not the computer games they create for fun? UK-based YoYo Games lets them do just that, even if they don't already have programming experience.

Users of YoYo's site begin by downloading its Game Maker software for free. That lets them create professional-looking games without having to write a single line of code. Rather, using simple drag-and-drop actions, they can create games with backgrounds, sprites, animated graphics, music and sound effects; 3D capabilities are even available. For USD 25, those who get really interested can upgrade to the software's Pro Edition—which includes additional features and is free of logos and pop-up messages—but it's not required. Once they have a game they're satisfied with, users can post it on the YoYo Games site for sharing with others—there are currently more than 25,000 such games available for the playing. They can also burn their game onto a CD for sale to others. In fact, rumours suggest YoYo may also be working on a way to allow sales for iPhone and other mobile platforms.

Whether it's renting out unused space or selling their creative output, sellsumers today are finding—and demanding—more and more ways to capitalize on their assets. Earning is the new spending, one might say, thanks in large part to the global recession. How is your brand helping its customers turn a profit...?

Website: www.yoyogames.com
Contact: www.yoyogames.com/feedback

Spotted by: Sayu Sinha