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Companies Turn Captcha Web Security Code Boxes Into Ad-Based Games

October 8, 2013: 12:00 AM EST
Heinz and Reckitt Benckiser have started to replace the ubiquitous Web security code boxes known as Captcha with online games and ads on their U.K. sites. Captcha boxes are used to verify human interaction and foil automated Web robots. Because the robots have become much more sophisticated, the Captcha boxes have become more complicated – and more frustratingly difficult for site visitors. In the new version, visitors spend about 15 seconds on a game in which they either fill a virtual sandwich with Heinz Salad Cream or clean a dirty penny using  Reckitt Benckiser’s Cillit Bang. The games were developed using Future Ad Labs PlayCaptcha advertising platform.
Sebastian Joseph, "Heinz and Reckitt Benckiser gamify 'hated' Captcha verification system", Marketing Week, October 08, 2013, © Centaur Communications Ltd (a member of the Centaur Media plc group)
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