1. Ad Specifications 2016
July, 2016

2. Advertising Specifications

3. General Spil Games Requirements
All final campaign assets must be received according to spec 3 business days in advance in order to guarantee an on-time launch. If delivered assets are not to spec or received after this deadline, please be prepared for potential delays. Final assets for avatar sponsorships and advergames must be delivered 5 business days in advance, and 10 business days in advance for game hub sponsorships.
All ad campaigns begin at midnight local time, unless otherwise agreed.
No forms requesting user information (address, birthday, etc.) are permitted on Spil Games’ sites. All 3rd-party data collection must occur on the advertiser’s domain after user-initiation on click. Please keep in mind that the majority of our users are children and in some countries, it is illegal to collect any personal information from children under the age of 13.
All creatives to be served via standard display units (728x90, 300x250, and 160x600) should be iFrame compatible, and ideally contain built-in cache busters to help reduce reporting discrepancies. 1 2
Ad Specifications Appendix

4. Standard IAB

5. Standard IAB Display Units
Pages
Availability
Format
Animation/Video
HP (Homepage)
728x90
300x250
160x600
300x600
iFrame-Compatible JavaScript Tags ONLY
N.B.: All tags served on Spil Games sites must be friendly iFrame compatible.
File Load Size:
100kB max
Animation Duration:
15 sec. max
Video Duration:
30 sec. max
Max Video File Size:
2.2MB max
Frame Rate:
24 fps advised
CP (Category Page)
GP (Game Page)
Audio & Animation Restrictions:
Audio is allowed, but must be user-initiated on click.
Animation is allowed and must begin automatically.
Ad Specifications

6. Expandables Pages Availability Format Animation/Video HP (Homepage)
iFrame-Compatible JavaScript Tags ONLY
N.B.: All tags served on Spil Games sites must be friendly iFrame compatible.
File Load Size:
100kB max
Maximal Expanding Size:
300x250px to the left 500x400px max
728x90px expand downwards 728x400px max
Animation Duration:
15 sec. max
Video Duration:
30 sec. max
Max Video File Size:
2.2MB max
Frame Rate:
24 fps advised
CP (Category Page)
300x250
Audio & Video Guidelines:
All audio and video must be integrated in the expanded version of the unit and start automatically. Unit must contain an On/Off button for sound and Pause/Replay buttons for the video. File being served behind the 3rd-part tag should not exceed a max size of 2.2MB.
Additional Technical Information:
Expansion can be user-initiated on either click or mouse-over. If activated by mouse-over, the unit must contain a clear call to action, e.g. “Roll Over to Watch Video.” In accordance with IAB standards, the hot spot may not exceed 1/4 size of the ad unit and can only initiate expansion when the cursor rests on the hot spot for at least 2 seconds.
The close button must contain an “X” graphic and the word CLOSE (in the local language) prominently displayed in 16pt font or larger. It must be in the top right-hand corner of the ad. Ad unit must retract upon mouse-off or by clicking on the Close button (both functionalities must be implemented).
Ad Specifications

7. Video

8. Video Pre-Roll & Mid-Roll (600x400px max display size) VAST 2
Video Pre-Roll & Mid-Roll (600x400px max display size) VAST 2.0 or VPAID LINEAR ONLY
Pages
Format
Audio & Video
GP (Game Page)
VAST URL (IAB compliant) or
VPAID Linear URL
(IAB compliant)
Aspect ratio:
16:9 recommended
Max display size :
600x400px, Larger videos are automatically scaled down according to the aspect ratio of the original video files.
Video File Size:
2.2MB max
All audio and video must begin automatically.
Duration:
30 sec. max
Frame Rate:
24 fps advised
Additional Requirements
When there is no video campaign to be delivered, you must send a proper non-delivery indicator.
IAB VAST 2.0 Protocol
IAB VPAID Guidelines
Interaction is permitted, but only on click or mouse-over with a clear call-to-action and limited hot spot.
All interactive features must include a close button in 16pt font or larger, clearly visible to the user, and send out VPAID standard pause and resume events.
Spil Games does not support companion ads.
Ad Specifications

9. Skinned Video Pre-Roll (600x400px max) The Skinned Video Pre-Roll features a clickable skin around the video.
Pages
Format
Audio & Video
GP (Game Page)
Booked behind VAST /VPAID URL as VPAID SWF (preferred) or
*FLA in AS3 w/all tracking (optional)
Aspect ratio:
16:9 recommended
Max display size :
600x400px, Larger videos are automatically scaled down according to the aspect ratio of the original video files.
Video File Size:
2.2MB max
All audio and video must begin automatically.
Duration:
30 sec. max
Frame Rate:
24 fps advised
Additional Information
IAB VPAID Guidelines
*If you are unable to create an IAB-compliant VPAID SWF, Spil Games can outsource production to a 3rd-party vendor. You are responsible for providing the source FLA file(s) in AS3 and all desired tracking to your contact at Spil Games at least 3 working days in advance of the go-live date. Production costs for this service are €100 per hour. Standard production time is 2-3 hours.
We do not recommend using white as a background color for skinned video pre-rolls. If you would like to utilize a white skin, we advise partners to place a different colored border around the skin to differentiate the creative from the white background of the game loading pane.
Ad Specifications

10. Rich Media

11. Takeover (Served from Spil Games’ 1x1 placement or served out of display unit)
Pages
Format
Animation/Video
HP (Homepage)
Can include Leaderboard.
Assets:
JPEG
3rd-Party Tags:
iFrame-Compatible JavaScript Tags ONLY
N.B.: All tags served on Spil Games sites must be friendly iFrame compatible.
Dimensions:
Background width: 100% or px. Header has a height of 125px.
File Load Size:
100kB max
Video:
2.2MB max (header only)
Animation Duration:
15 sec. max
Video Duration:
30 sec. max (header only)
Frame Rate:
24 fps advised
CP (Category Page)
Can include Leaderboard
Additional Information:
The takeover should be one continuous image, with all essential information and copy appearing along the edges, outside the portion that is covered by the site’s content. (See site dimensions above.) The sides and the bottom of the takeover must fade to the background color via a gradient. All visible portions of the takeover can be clickable.
IMPORTANT
Please note, that Spilgames Takeover resizing script (shown below) is needed to be implemented in your tag code. This will make sure that all Spilgames portals will resize accordingly. Also note, that the part “somepartner” needs to be replaced for an actual partner name.
var Spil = window.SpilGames || parent.SpilGames;
Spil("advertising.prepare.takeover",
{partner: 'somepartner'} );
Ad Specifications

12. Expandable Floor Ad (1000x200px unit that expands to max 1000x400px; served out of display unit)
Pages
Format
Animation/Video
HP (Homepage)
CP (Category Page)
iFrame-Compatible JavaScript Tags ONLY
N.B.: All tags served on Spil Games sites must be friendly iFrame compatible.
File Load Size:
100kB
Video:
2.2MB max
Animation Duration:
15 sec. max
Video Duration:
30 sec max
Frame Rate:
24 fps advised
Audio & Video Restrictions:
All audio and video must be integrated in the expanded version of the unit and start automatically. Unit must contain an On/Off button for sound and Pause/Replay buttons for the video.
Additional Guidelines:
Expansion is user-initiated on click or mouse-over, and retracts to 200px upon mouse-off.
Close Button:
The Close button must contain an “X” graphic and the word CLOSE (in the local language) prominently displayed in 16pt font or larger. It must be in the top right-hand corner of the ad and be visible in both collapsed and expanded versions of the ad unit. In addition, the Close button MUST close the ad completely, causing it to disappear from the site.
Ad Specifications

13. Pushdown (Served out of display unit)
Pages
Format
Animation/Video
HP (Homepage)
CP (Category Page)
Can include takeover and standard display unit on page, but not required.
Assets:
iFrame-Compatible JavaScript Tags ONLY
N.B.: All tags served on Spil Games sites must be friendly iFrame compatible.
File Load Size:
100kB
Video:
2.2MB max
Dimensions:
970x400px (IAB standard)
Horizontal dimensions can also be adjusted to fit the specific site. Unexpanded vertical dimension has a max height of 125px.
Animation Duration:
15 sec. max
Video Duration:
30 sec max
Frame Rate:
24 fps advised
Audio & Video Restrictions:
All audio and video must be integrated in the expanded part of the ad unit and start automatically. The ad unit must contain an On/Off button for sound, and Pause/Replay buttons.
Additional Guidelines:
The pushdown is initiated on click and must contain a close button with an “X” graphic and the word CLOSE (in the local language) prominently displayed in 16pt font or larger. It must be in the top right-hand corner of the ad. Ad unit remains open until the CLOSE button is clicked. When clicked, the CLOSE button must collapse the expanded portion of the ad to its unexpanded height.
Ad Specifications

14. PageMorph (Served from Spil Games’ 1x1 placement or served out of display unit; can expand to anywhere with max. up to full-page size)
Pages
Format
Animation/Video
HP (Homepage)
CP (Category Page)
Assets:
iFrame-Compatible JavaScript Tags ONLY
N.B.: All tags served on Spil Games sites must be friendly iFrame compatible.
File Load Size:
100kB
Dimensions (post-initiation):
Up to full page
Video:
2.2MB max
Animation Duration:
15 sec. max
Video Duration:
Unlimited
Frame Rate:
24 fps advised
Audio & Video Restrictions:
All audio and video must be integrated in the expanded version of the overlay unit.
The overlay unit must contain an On/Off button for sound and Pause/Replay buttons for any video that may be included.
Additional Guidelines:
Expansion MUST be user-initiated on either click or mouse-over. If activated by mouse-over, the unit must contain a clear call to action, e.g. “Roll Over to Watch Video.” In accordance with IAB standards, the hot spot may not exceed 1/4 size of the ad unit and can only initiate expansion when the cursor rests on the hot spot for at least 2 seconds.
All overlay units must contain a close button with an “X” graphic and the word CLOSE (in the local language) prominently displayed in 16pt font or larger. . It must be in the top right-hand corner of the ad. Overlays remain open until the CLOSE button is clicked by the user, at which point the overlay unit must close completely.
Ad Specifications

15. Billboard (Served from out of display unit)
Pages
Format
Animation/Video
HP (Homepage)
Assets:
iFrame-Compatible JavaScript Tags ONLY
N.B.: All tags served on Spil Games sites must be friendly iFrame compatible.
File Load Size:
100kB
Video:
2.2MB max
Dimensions:
970x250px (IAB standard)
Animation Duration:
30 sec. max
Frame Rate:
24 fps advised
Audio & Video Restrictions:
All audio and video must be user-initiated on click and contain an On/Off button for sound, and Pause/Replay buttons.
CP (Category Page)
Additional Guidelines:
The billboard must contain a close button with an “X” graphic and the word CLOSE (in the local language) prominently displayed in 16pt font or larger. It must be in the top right-hand corner of the ad. Ad unit remains open until the CLOSE button is clicked. When clicked, the CLOSE button must collapse the billboard 100% to a “Show Ad” button or custom branded button/text, allowing the site content to push up. When the “Show Ad” button is clicked, the billboard reappears. For a full explanation of options/dimensions for the “Show Ad” button please refer to the IAB Billboard Style Guide:
Ad Specifications

16. Integrated Sponsorships

17. Advergames Advergames are sponsored branded games.
Pages
FORMAT
Guidelines & Specifications
GP (Game Page)
Assets:
SWF, Unity, HTML*
Game File Size:
15MB max*
Dimensions:
800x600px max*
*Exceptions will be considered on a case by case basis.
All assets and requested information must be delivered at least 5 working days in advance of desired go-live date.
In case a campaign has more than 5 games we need at least 6 days
Internally we will review if the following criteria have been met: the game is fun and of acceptable quality; all aspects are suitable for the website; language is concise and simple; visuals and animation are used wherever possible; description and instructions match the website’s tone; that visuals and promotions are only in the game itself and not outside of it.
Spil Games has the right to not place the advergame(s) in case the above mentioned criteria are not met.
Information required at least 5 days before launch date:
Name of advertiser, target group and/or country, campaign dates, type of game, game title and gameplay instructions (in local language), and the game file or link to be iFramed, including click-through URL. If additional tracking is required, it must already be embedded in the game file.
If available, please provide a game thumbnail as a static GIF, JPEG or PNG file in all 3 of the following sizes: 100x75px (max 6kB); 120x90px (max 7kB); 200x120px (max 12kB)
Ad Specifications

18. Advergame Do’s & Don’ts
Make sure the artwork is suitable for the target audience.
Research your target audience and opt for gameplay that’s a fit for their interests and gaming habits. (Aim & Shoot games appeal more to boys, while dress up games appeal more to girls.)
Opt for fluid, easy to understand controls like: “Click to pick!” or “Drag and Drop”
Dress up items should lock into place when selected.
Enable upgrades, bonus levels, awards, challenges, and other competitive elements to motivate players.
Capitalize on the viral nature of social gaming by encouraging users to challenge a friend, beat a high score, or share their results.
Avoid long intros. Direct play works best.
If more gameplay instructions are necessary, give players the option to complete a visual/interactive tutorial before gameplay begins.
Make the game controls intuitive and consistent with the genre; the simpler, the better. Think: Pick up and play!
Short and casual always works best! Aim for 10 minutes of intense play. Provide extras like awards, medals, and unlocked items for more engaged gamers. It’s better to have 5 well-designed levels with a high replay value, than paying to develop 40 levels that most players will never see.
Show levels at the beginning of the game. Start with easy levels that boost players’ confidence and progress in difficulty.
Use icons, images, and animations as much as possible. If there’s too much text, users will never read it. 1 2
Don’ts:
Do not request addresses. The majority of our users are children and in some territories it is illegal to collect any personal information from children under the age of 13.
Make sure the game is accessible for everybody, no software downloading etc. (like Unity Games).
Do not create long levels. Our users like to play in short spurts. A great 10-minute game is preferable to a 2-hour game that no one ever completes.
Do not design games with complex controls. Most racing games fail because the game controls are too complicated. If there are too many buttons to keep track of, most users lose interest quickly.
Do not start gameplay with a request to register. If you want users to register, it must happen after gameplay has completed.
Do not use too much text. Users want to play a game, not read a novel. Use icons, images, and animation to get your point across wherever possible.
Ad Specifications Appendix

19. Guidelines & Specifications
Hub Sponsorship A hub sponsorship is a fully integrated, mini site that offers advertisers an exclusive, customized environment to reach their brand objectives and interact with consumers by games, video and branded content.
Hosting and building of HUB needs to be done on the client side – and URL to location needs to be provided.
Description
FORMAT
Guidelines & Specifications
Branded mini-site.
Can also contain videos, social media buttons, and other approved downloadable content.
The client delivers a URL to the hosted game hub (10MB max).
If the game hub contains a video make the file size at max. 2MB.
If the game hubs contain games or Advergames – the game needs to be implemented first so the link in the Hub can go to the game accordingly.
The Game hub in height can be flexible, the width needs to be according to the site width.
Standard Google Analytics tracking will be set up by Spil Games. The client is responsible for any advanced (pixel) tracking.
The URL must be delivered 5 working days in advance of go-live date.
There is a maximum of 5 outgoing links permitted per Hub. Outgoing links must open in a new window, and all landing URLs or any tracking pixels must be built directly into the file.
General Specifications:
Any user data gathered via hubs remains the exclusive property of Spil Games, unless explicitly agreed otherwise.
Hubs can only consist of video content, (branded) games, avatars, social media buttons, and other pre-approved downloadable content.
The height of game hubs can vary, although it is advised to limit the height in order to prevent users having to scroll to view content.
The borders (skin) of the game hub must be compatible with the creative design of the hub, or the site on which it appears.
If the client has its own games, they must adhere to our advergame specifications.
If the client doesn’t have their own games , Spil Games’ content can be used after approval by Spil Games.
Ad Specifications

20. Example Hub Sponsorship
Template
Actual hub

21. Editorial Promotions
Below is an overview of the editorial positions that are offered across our portals for Advergame and Hub Sponsorships.
Left Hand Navigation promotion is only available for Hub Sponsorships.
New List Yes
Featured Box Yes
Left Hand Navigation Yes
Promotional Sequence:
New games will be added on Mondays, Wednesdays and Fridays
Featured boxes get refreshed every Tuesday and Friday
A maximum of 2 advergames can be promoted for the same campaign, but not at the same time (no swapping is permitted during the week).
One Advergame/Hub promotion at a time, per portal. Spil Games will maintain a planning calendar.
In case of overlapping requests, the Advertising team will make a decision about which campaign has priority. 1 2
Ad Specifications Appendix

22. 1 2 Editorial Promotions New List:
Targeted to all users of the portal, no GEO can be applied.
On average games appear 3 days in the New Games list
Featured Box:
Featured box promotion will start on either a Tuesday or Friday; on these days the content will be refreshed
A game or hub can get promotion in 2 cycles, but not consecutively
Featured Box Dimensions:
462x250 (please keep in mind that 50px bottom overlay will be added to this image) (max 60kb)
Left Hand Navigation:
Will reside for the duration of the campaign.
To be used for Hub promotion only. (e.g., "Lego Game Hub")
Max length = 22 characters, including spaces
On Teens there is no left hand navigation menu available, a hub can be part of the drop down menu under “ More” 1 2
Ad Specifications Appendix