Effective Brand Engagement Through Social Games

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Why Social Games for Brand Engagement? by Swami Venkat Founder & CEO iNexGen Games (Creator of AllRounderz, A True Social 3D Cricket Game on facebook) http://apps.facebook.com/ allrounderz

Transcript of Effective Brand Engagement Through Social Games

Why Social Games for Brand Engagement?

bySwami VenkatFounder & CEOiNexGen Games

(Creator of AllRounderz, A True Social 3D Cricket Game on facebook)

http://apps.facebook.com/allrounderz

Why

?

Why

?

18-34 : Prime Buying Customers (>76%)

Need to be where people are.

Top Brands on Facebook

Top 3 Brands in Facebook:

Coca-Cola 31,856,947Disney 26,667,356Starbucks 23,611,443

Top 3 Brands in India:

Tata Docomo 2,762,909Vodafone Zoozoos 2,140,970Mumbai Indians 1,824,682

What do they do on Facebook?

Limitations Poses Challenges!!!!!!!!!

Why Social Games?

Most Number of Daily Active Users on Facebook

Cityville 17,147,793Farmville 9,558,914Empires & Allies 7,429,981Texas Holdem Poker 7,005,894

Need to be where REAL people are.

What do Industry Experts & Reports say?“Social games audiences are now larger than

both Daytime TV & Primetime audiences”

“AD Spending on Social games & Applications have grown by 160% from 2009 in NON-US market segment. As Advertisers rush to spend on casual game segments, publishers are still figuring out which advertising methods best engage their players.”

“Future of brand engagement is to create branded entertainment and leverage influential voices who in turn can reach others. Customers respect meaningful, entertaining and rewarding engagement over everything else.” David Armano, SVP, Edelman Digital,(Social Media Visionary)

Social Games by the Brands in India

CURRENT STATUS:700+ Active users per month.

Did they meet their objectives?

SO FAR…….Brands :

Understand the importance of being in Social media

Understand the importance of Social Games for active engagement

Developed games on their own, but didn’t succeed

Need to be where RIGHT people are…

But, HOW?

What do we do?

Introducing…

Cricket is our nation’s…

Religion

Obsession

Pride

Pass-time Passion

We played Cricket in the…

Office cubicles

Galli

Class Room

Neighborhood Maidan

Garden next door

Beach

Garage

Hostel Corridor

We played Cricket with…

Jignesh(Std X Study Pal)

Ramesh, Suresh(Neighbours)

Rahul(Std II friend)

Venkat(College Pal)

David(Hostel Roomie)

Goldy Chacha(from Patiala)

Bala(Ex-Colleague)

Gopi Da(Sister’s Friend’s

Bro)

Where are they now…

Venkat, California

Jignesh, Bangalore

Gopi da, Gurgaon

Rahul, SiliconValley

David, Singapore

Bala, Mumbai

Suresh, KL

Goldy, Bhatinda

Rajesh Dogre

Up for another Match with them?

Come & Join Us On…….

The World’s First

True Social 3D Cricket Game on

http://apps.facebook.com/allrounderz

• Play cricket as you did – with your

buddies…

• Form a team with your friends

What’s all about?

• Invite friends to play matches with

you

• Invite friends to become your

supporters!

http://apps.facebook.com/allrounderz

• Set a target; Chase a target; Win

matches; Gain points

• Join as many of your friends’ teams

to boost your stats

• Participate in Global League

Tournaments, become a celebrity

• Wish friends, enter contests, blog

about cricket and much more

• Create records under every possible

role in Cricket; become an

Allrounder!

What’s all about?

http://apps.facebook.com/allrounderz

Play your way…

- Stadium of your

choice

- Weather

condition of your

choice

- Pitch condition of

your choice

- Cheer Leaders of

your choice

- Day/Day-Night

Match selection

Enjoy the realistic 3D gaming environment:

http://apps.facebook.com/allrounderz

Play your way…

Enjoy the realistic 3D gaming environment:

- Accessories of your choice

- Friends of your choice

http://apps.facebook.com/allrounderz

Enjoy game play in Full Screen Mode

Play your way…

Enjoy the realistic 3D gaming environment:

- 60+ Batting Strokes triggered based on

timing

- Multiple variations of bowling style and speed

http://apps.facebook.com/allrounderz

Physics and AI based game play

- Select the type of shot, position of shot

based on the fielding positions

- Play in 3 difficulty modes based on your

interest

“Cricket is no longer a man’s sport.” – Introducing

world’s first Women’s online Cricket!

So what makes really cool!

Introducing Venkataraghavan in his online avatar – have

your

games umpired by one of the best umpires in the world!

Earn/buy coins by playing the game; spend them on

performance- boosting virtual goods!

Share your game achievements on your friend’s walls, tag your team and

opponents, relive the excitement of playing Cricket with your

buddies again!

http://apps.facebook.com/allrounderz

Become an AllRounder, become a CELEBRITY

What do you have for

Brands?

http://apps.facebook.com/allrounderz

Hey,

• An exclusive instance

of your “Branded

Game” accessible

from a unique brand

link:

http//apps.facebook.co

m/allrounderz/brand

Come, Play The “Brand” League

http://apps.facebook.com/allrounderz

http://apps.facebook.com/allrounderz

Complete In-game

branding

http://apps.facebook.com/allrounderz

Integrate Your Brand Marketing

objectives, like:

• Consumer Surveys

• Product Surveys

• Brand/Product Messages

• User Generated Content

• Contests

• Consumer Feedback/Reviews

• Sales and Offers

• Ad/Video embedding

• And More!

Branded FB Postings

And, how many will watch...

http://apps.facebook.com/allrounderz

Team Formation Photo Tag

• No of Friends that get tagged on every “Team Formation”

= 11

• Average No of Friends who View every “Team Formation”

= 25

• Average no of “Team Formation/Changes” per User per

month = 2

• Total No of friends who View the “Team Formation” tag

changes per User per month = 11 x 25 x 2 = 550

Total “Team Formation” Tag Views

= 550 x 25,000

= 13.75 million Views

With just 25,000 players...

And, how many will watch...

http://apps.facebook.com/allrounderz

• Total No of Wall Post cues included per Game = 5

• Average no of Wall Postings expected per game per

User = 1.5

• Average No of Friends who View every Post = 25

• Total No of Friends who View Posts per Game = 25 x 1.5

= 37.5

• Total No of Game Plays per User per month = 10Total “Wall Post” Views

= 37.5 x 10 x 25,000

= 9.37 million Views

With just 25,000 players...

And, how many will watch...

http://apps.facebook.com/allrounderz

Every “Active Brand Integration” (surveys, contests,

feedback posts etc) to be viewed by:

= 25 x 25,000

= 0.625 million Viewers

With just 25,000 players...

The Power of to Brands!

What is our business model?

http://apps.facebook.com/allrounderz

Game As A Service. (GaaS)

Completely customized & personalized to the

brand (can be embedded in to brand’s facebook page)

Brands can do:

In-game advertisement

Performance boosting and other virtual goods

All branded facebook posting

Active Brand Engagement

What is our business model?

http://apps.facebook.com/allrounderz

Pay only for the usage based on:

Active number of unique users per month

Number of games played with the brand

Number of active brand engagement through our

game

We constantly innovate and introduce new

features to retain and attract more players.

We provide the power of social games and

active engagement to the brands.

A Typical Customer….

http://apps.facebook.com/allrounderz

Thank YOU!!!!

Swami [email protected]

http://www.facebook.com/venkat.swami

Game: http://apps.facebook.com/allrounderz

Community: http://www.facebook.com/allrounderz

http://apps.facebook.com/allrounderz