Social Games: The Next Big Opportunity
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Transcript of Social Games: The Next Big Opportunity
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1Payment and Promotions Platform © 2010 TrialPay. All rights reserved.
Advertising in Facebook Games
Alex Rampell – CEO – [email protected]
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2Payment and Promotions Platform
Facebook is one of the Largest Audiences for Advertisers
Social games represent 40% of usage time on Facebook40%
Over 300 million people play social games every month 300M
Virtual currency market is $10B globally (doubling y/y in US)$10B
Facebook has over 750 million users (100% Y/Y growth)750M
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3Payment and Promotions Platform
Virtual Goods is a Multi-Billion Dollar Market
50,000+virtual items sold every second
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4Payment and Promotions Platform
Facebook Credits: The Virtual Currency of Facebook Games
Facebook users buy and earn Facebook Credits to purchase virtual items for their games.
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5Payment and Promotions Platform
How Facebook Users Earn Credits
When players make a purchase through an ad, they earn free virtual currency to use in Facebook games.
Users click an offer within a social game.
Users make a purchase with the advertiser.
Users earn virtual currency for the
interaction.
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6Payment and Promotions Platform
How Facebook Users Earn Credits – Offer Wall
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7Payment and Promotions Platform
Social games audience eclipsing primetime TV
Larger audiences than TV during Sweeps Favorable & targetable demographics
Male Female
14-17 18-24 25-34 35-44 45-54 55-64 65+
77% of users aged 18 - 54
Sources: tvbythenumbers.com, App Data Source: CheckFacebook.com
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8Payment and Promotions Platform
Social Gaming Ad Spend on the Rise
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9Payment and Promotions Platform
Any Company Can Advertise In Social Games
SHOPPINGSHOPPING
MEDIAMEDIA
ONLINE SERVICESONLINE SERVICES CHARITYCHARITY
SURVEYSSURVEYS
FINANCE / BANKINGFINANCE / BANKING
LOCAL DEALSLOCAL DEALSTASKSTASKS
VIDEO / BRANDSVIDEO / BRANDS
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10Payment and Promotions Platform
Social Games Reach New Customers
A customer already searching for Gap is less valuable than someone who isn't. On Google, Gap might pay for customers who are already going to buy at Gap.com.
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11Payment and Promotions Platform
A customer who is presented a deal from Gap before she has decided to purchase might decide to buy from Gap instead of Macy’s next time she shops for clothes.
Social Games Reach New Customers
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12Payment and Promotions Platform
Move Transaction Initiation To Facebook
Vertical Search
Intent Catalysts
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13Payment and Promotions Platform
How To Achieve Success On Facebook
Make your offer relevant to users
Engage users through branding campaigns to increase awareness
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14Payment and Promotions Platform
CREATING RELEVANT OFFERS
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15Payment and Promotions Platform
Tips For Ensuring Relevancy
Identify the types of games that attract your target demographic.
Tie your promotion to seasonal events, such as Valentine’s Day, Back-To-School or the holiday shopping season.
Offer users a discount or additional value to drive completions.
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16Payment and Promotions Platform
Target Your Offer To The Game Demographic
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17Payment and Promotions Platform
Tie Your Offer To Seasonal Events
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18Payment and Promotions Platform
Time-Sensitive Promotions
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19Payment and Promotions Platform
FOSTERING ENGAGEMENT
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20Payment and Promotions Platform
Facebook Brand Engagement Platform: How It works
User chooses to engage with a brand
User is rewarded for the interaction
User engages deeply with the brand
Brand Dialogue
Examples:•Complete a survey•Vote on favorite products•Find a store•Share with friends
Committed Action
Examples: •Complete a purchase•Register or sign-up•Subscribe
Brand Affinity
Examples:•Watch a video
User Engagements
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21Payment and Promotions Platform
Brand Dialogue
Clinique promotes new product lines by asking users to share success stories.
Unilever helps users find their “heart age.”
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22Payment and Promotions Platform
Video Engagements
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23Payment and Promotions Platform
Brands as part of the experience
Brand Interaction becomes
part of the game
Brand Interaction provides
game play benefit
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24Payment and Promotions Platform
Conclusion
Identify the types of games in which your brand or product can be naturally integrated.
Offer players an incentive for the engagement (ex: virtual currency or virtual items).
Create a sense of urgency by offering the branded content or promotion for a limited time.
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25Payment and Promotions Platform
APPENDIX
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26Payment and Promotions Platform
Recent Video Campaigns
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27Payment and Promotions Platform
Video Engagement
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28Payment and Promotions Platform
Video Engagement
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29Payment and Promotions Platform
Brand Dialogue
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30Payment and Promotions Platform
Grow - New Customer Acquisition
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31Payment and Promotions Platform
Acquire New Customers