Shadow Factory collaborated with Ogilvy to provide Melco Crown with a thematic, multiplayer Kinect game experience showcased in Studio City. This alien-themed gaming experience laid the groundwork for a collaboration between the two brands, known as Anime City.

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Within this gaming experience, Shadow Factory also developed and implemented an ad system that allowed Melco Crown to seamlessly incorporate 15-second advertising placements from sponsors, partners, and other brands. The system could be updated in real-time, offering user-friendly functionality that helped minimize the need for technical support.

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