Anybody want to play cards? Or is baseball more your thing?

If you’re looking for information on history, company structure, profile or even mission statement, then Nabisco.com is most definitely not for you. If on the other hand you would like to fritter away the hours playing shockwave games while the company’s not inconsiderable brand portfolio chugs away in the background, then get your skates on quick.

Don’t be fooled by the claim that the games are designed to be played on the “Nabisco World” site either, as the portals for Nabisco World and Nabisco are simply one and the same.

If you are prepared to persevere with the site and indulge yourself a little, you will be treated to some excellent flash driven cameos of online branding. The “Oreo” and “Ritz” sections are particularly worthy of mention, with the latter having a charming little hostess called Cindy who obligingly helps registered users create a perfect party by taking care of everything from the invites and activities to the recipes themselves. Likewise, the online “Whole Grain Market” is innovative and informative and a definite enhancement to an otherwise convoluted web proposition.

Sadly and despite the upsides, however, the ubiquity of the games portfolio is just too overpowering and screams at the user from every angle. If Nabisco were in the entertainment market then one could see the point, but given that its primary concern is the manufacturing and distribution of crackers and snacks, someone needs to take a long hard look at the site.

So at the risk of being branded a killjoy, I’m afraid Nabisco.com is going to need more structure and a deeper contextual feel if it’s going to improve. In many ways it’s a bit like Paris Hilton—famous for one achievement when it should be more notable for another. But it’s not as if Nabisco needs razzle dazzle to cover up for a lack of substance.