Slide title goes here…
Offerpal Media Inc. Confidential
MySpace devJamAnu ShuklaFounder & CEO, Offerpal Media, Inc.
I. Workshop: Building a Virtual Economy
II. Panel Discussion: Best Practices for Virtual Currency Monetization
III. Apps Review: Real World Apps Critiqued
IV. Updates: What’s New with the MySpace Platform?
V. Networking: Open Bar
Agenda
Offerpal Background
• The first social advertising platform: launched October 2007
• 800+ publishers across multiple platforms
• 2,000+ advertising offers in 54 countries
• 2.5+ million offers conducted every month
Platforms
Applications
Worlds
Games
UserEngagement
>$150 eCPM
<10¢ eCPM
CPM Banners
CPC Adsense
Monetization for Virtual Currency and
Digital Products
Monetization
<$1 eCPM
Card Games $400
MMORPGs
Tamagotchi Games
Racing
Owning
Pets
Green
$225
$200
$175
$150
$100
$75
eCPM
Category
• Network‐wide eCPM: $150 – 200
• Average publisher payout: $75/day/1,000 users
• Conversion rate: >5% (40x better than traditional CPA)
• Revenues per completion: >$5.00
Offerpal Payouts
Building a Virtual Economy:A Step-by-Step Guide
Give it a name:
• “Baby Bucks”
• “Favor Points”
• “Chips”
• “Green Bucks”
• “Coins”
• “Tokens”
• “Jewels”
• “Treats”
Step 1: Define Your Currency
• “Wishes”
• “WeePoints”
• “Moola”
• “Munny”
• “Rewards”
• “Vouchers”
• “Boosts”
• “Credits”
Step 2: Define Your “Sources”
Let users earn currency by:
• Logging in• Inviting friends• Completing tasks• Completing offers
Step 3: Define Your “Sinks”
Let users redeem currency by purchasing:
• Decorative Goods• Virtual Gifts• Functional Goods/Services
Step 3: Define Your “Sinks”
Decorative goods:
• Geared toward self‐expression
• Virtual clothes, accessories, backgrounds, toys, etc.
• Prevalent in virtual worlds and social communities
Step 3: Define Your “Sinks”
Virtual Gifts:
• A form of social expression• Leads to reciprocity and viral
growth• Popular on social networks,
especially “social utility” apps
Step 3: Define Your “Sinks”
Functional Goods:
• Meaningfully alters the user experience
• Virtual weapons, protection, more turns, more time, etc.
• Found mostly in MMOGs, RPGs and other social games
Step 4: Onboard With Offerpal
On‐board in 4 Simple Steps:
1. Sign up2. Add new app3. Configure & test4. Go live
(Total time: 10 – 15 min.)
Step 4: Onboard With Offerpal
On‐board in 4 Simple Steps:
1. Sign up2. Add new app3. Configure & test4. Go live
Step 4: Onboard With Offerpal
On‐board in 4 Simple Steps:
1. Sign up2. Add new app3. Configure & test4. Go live
Step 4: Onboard With Offerpal
On‐board in 4 Simple Steps:
1. Sign up2. Add new app3. Configure & test4. Go live
Step 5: Integrate Currency Into User Experience
• Build currency into the game mechanics of your app
• Place currency where it makes sense contextually
Step 6: Make it Easy to Find
Promotion = Monetization
• Add a tab to “Earn Currency”
• Include balance in a status bar
• Use newsfeeds, notifications and other messaging opportunities
Step 7: Use Ad Inventory
Promotion = Monetization
• Use banners, prestitials, reg‐path offers or other forms of display ads
• Currency‐driven banners generate 10x click‐through rates of non‐incentivized banners
Step 8: Introduce New Goods/Services
Keep your economy fresh:
• Add new virtual goods/services regularly –monthly if not weekly
• Come up with innovative new goods/services
• Think like a traditional merchant and “merchandise” your products for easy browsing
Step 9: Maintain a Balanced Economy
Tips for a healthy economy:
• Don’t issue too much currency• Balance sources and sinks• Keep an eye out for “gold farming”
and fraud• Adjust the exchange rate• Manage inflation • Monitor trades or exchanges, if
allowed
Step 10: Optimize, Optimize, Optimize
• What are your most popular “sources” and “sinks”?
• Which audience segments are most active in your virtual economy?
• Which promotions are most effective?
• At what levels are users most engaged in your virtual economy?
• When are users most likely to complete ad offers?
• Etc.
Publishers should measure, test and analyze:
Step 10: Optimize, Optimize, Optimize
Our platform engine automatically maximizes performance based on:
• Profile data• Behavioral targeting • Proprietary algorithms
Our integrated testing framework allows us to conduct:
• A/B split testing• Exchange rate testing• User interface testing• Offer rotation testing
Offerpal maximizes revenues on your behalf …
Measurable success metrics include:
• Revenues • eCPM• Click-Through Rates• Take Rates• Exchange Rates• Conversions• Revenue/Click • Revenue/Completion
0
100
200
300
400
Old UI New UI: Most Popular Offers
New UI: All Offers
Revenue Per UI
Revenue
What’s Next: Mobile Applications
Social websitesMMOGsDigital merchants…
iPhone Integration:
• First advertising platform on the iPhone
• Reaches 10+ million iPhone users
• More than 15,000 applications already on the iPhone platform
• Free‐to‐play, ad‐supported apps are most popular
Questions?
Top Related