I had only peripherally heard of Gamevance.com when someone asked my opinion of the company, so I took a took a closer look at the site. At first glance, it looked like a tournament-based skill gaming site, much like WorldWinner, but the first tell-tale sign that something was amiss was the “Uninstall Gamevance” link in the bottom of the page. The solely ad-supported site requires players to download Gamevance software that pummels you with advertising pop-ups.
Future Ads is the parent company that owns both Gamevance and ResultLinks, so you can understand the desire to cross-promote and use the ResultLinks technology on Gamevance.com. But you have to be wary of a management team that doesn’t understand the boundaries to which that technology should be used. It reminds me a lot of Gator (later renamed Claria to distance itself from its adware/spyware origins) all dressed up in games.
A lot of big brands are working with Future Ads, much like they did with Claria: American Express, EA, Blizzard, World of Warcraft, Pogo, Konami, Visa, ClubMom and GameFly. Regardless of the short-term results, association with the brand can only tarnish your brand in the long-run.