In a move which suggests established online communities are becoming more important in the marketing strategies of large entertainment companies, MSN have added 9 fansites from wiki start-up Wetpaint into its entertainment.
Although the financial terms are undisclosed, the agreement will probably allow Wetpaint and their partners to sell more ads through the increased audience that MSN will bring, whilst MSN now has a cheap way to bolster their online entertainment portal, with content on their new wiki sites being provided freely by fans.
This looks like a good move for both Wetpaint and MSN. Wetpaint have really taken the wiki concept forward by targeting fandom niche’s, and MSN have made a smart step in bringing established fansites into their network, potentially creating greater engagement for their visitors. The bottom line is that MSN aren’t just adding “bricks and mortar”, but the online communities that come with the wiki sites, as well as web presence (google ranking, authority), branding (domain name, reputation) and Wetpaint’s technical expertise in growing communities.
