GroundFX Introduces Floor-Based Game Advertising

Tech firms Monster Media and GestureTek have announced a partnership to roll out GroundFX, an interactive floor panel, into an expanded variety of North American venues. Developed by GestureTek, Monster Media is working on implementing the GroundFX interactive game technology into stadiums, convention centers, concert halls, movie theaters, and other areas of high foot traffic. The GroundFX panels allow users to interact with a video display on the floor by stepping or waving within the display's boundaries. The technology allows rudimentary games, such as golf putting or simple racetracks, to be put over an advertiser's logo to entice users to spend more time looking at it. Monster Media will be making a push to install the GroundFX system into as many venues as it can in the next 90 days. The system is already in place in locations in Anaheim, CA; Dallas, TX; and Philadelphia, PA, among others. Previous commercial clients for the game and interactive toy-based advertising have included HP, Axe, Dunkin' Donuts, Geico, and Raid. "The product is limited only by creativity," said Monster Media president John Payne. "For instance, travel clients can literally bring their destinations to life by adding the soothing sound of ocean waves that ripple as consumers stroll through the visual display. In one case, tropical fish dart around the feet of unsuspecting consumers."