• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Turning a Marketing Tool Into a Revenue Stream: The Dante‘s Inferno Case
 

Turning a Marketing Tool Into a Revenue Stream: The Dante‘s Inferno Case

on

  • 703 views

 

Statistics

Views

Total Views
703
Views on SlideShare
694
Embed Views
9

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 9

http://www.bsi.ag 9

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution-ShareAlike LicenseCC Attribution-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • “ Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, video and audio” Said another way: Using media to encourage conversations, create and share content. There are currently over 200+ million blogs and about 1.6 million posts are made on blogs and forums each day One half of all US internet users will be using Social Networks by 2011 57% percent of online users have used the internet watch or download video, while 1 billion apps have been developed for the iphone to date
  • Lolapps was recommended to us Dante’s Inferno Facebook game was developed and executed in just 5 weeks Lolapps has a refined platform with sophisticated methods of acquiring players
  • Lolapps was recommended to us Lolapps has a refined platform with sophisticated methods of acquiring players
  • Interestingly, we did not create the assets … we retained creative control over the program, but the assets were created in the tone and fashion of the game by artists in Malaysia (hired / managed by lolapps)
  • Secret sauce everyone uses … make it easy to buy to keep playing. To add some context, you have to complete an entire level to get a single token
  • Admittedly, not the stickiest game at 5.12% - but delivered on core objectives and superseded expectations with regards to micro-transactions and pre-orders
  • Admittedly, not the stickiest game at 5.12% - but delivered on core objectives and superseded expectations with regards to micro-transactions and pre-orders
  • Facebook is not the end-all / be-all Social network gaming is becoming increasingly cluttered … but opportunities still remain!! Find an established developer and partner with them … trying to grow organically and create sophisticated acquisition logarithms is timely, expensive and very entry-prohibitive RockYou!, LOLapps, CrowdStar, Metrogames, Lunatic Games, Social Gaming Network Always establish success metrics Be prepared to continue supporting the content – make sure there is enough content to make it compelling
  • Dante’s is not the first social network game created for a packaged good

Turning a Marketing Tool Into a Revenue Stream: The Dante‘s Inferno Case Turning a Marketing Tool Into a Revenue Stream: The Dante‘s Inferno Case Presentation Transcript

  • Marketing 2.0 Conference, Paris 2010 Turning a Marketing Tool Into a Revenue Stream: The Dante‘s Inferno Case BSI
  • Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  • TURNING A MARKETING TOOL INTO A REVENUE STREAM: THE DANTE’S INFERNO CASE ELENA ALVARADO-PETERS 22 MARCH 2010
  • agenda
    • A note about social media in general
    • EA’s approach to social media gaming
    • Dante’s Inferno Facebook game overview
    • Objectives and strategies for the Dante’s Inferno app
    • Success highlights
    • Key learnings and takeaways
  • a note about social media solve for the problem – not the platform!
    • Remember, “social” is bigger than just Facebook
      • Blogs
      • Forums
      • Social networks
      • Person-to-person video
      • Applications
  • EA’s dual approach to social media gaming Original IP built exclusively for the platform Objective: Micro-transactions, organic / viral growth Marketing tools supporting core packaged products Objective: generate buzz and awareness for core product
  • the Dante’s Inferno case
    • Dante’s Inferno is a packaged good for X360, PS3 and PSP
    • Product is new IP for EA based on the epic poem
    • Tough competition around 9 February 2010 release date
  • objectives
    • Increase awareness and generate buzz for the Dante’s Inferno packaged product
    • Promote interest and increase purchase intent
    • Convert RPG players to packaged good players
    • Generate revenue from micro-transactions
  • game overview
    • Game was done in partnership with lolapps, who is best known Diva Life , Band of Heroes , and their quizzes and gifting apps
    • Game format is an HTML RPG based on packaged game
  • game overview
  • increase awareness and generate buzz
    • lolapps has a network of 50M+ monthly active users
    • lolapps created a sophisticated, proprietary logarithm
      • Using quizzes and gifts, the most relevant audience was funneled into the game
  • ignite interest and increase purchase intent
    • Facebook RPG replicated game fiction and art styles
      • However, the game was modified so as not to spoil game ending
  • convert RPG players to packaged good players
    • Incentivize pre-order / purchases with elusive game tokens, which can be used to facilitate gameplay
  • generate revenue from micro-transactions
    • The elusive game tokens were also available purchase bundles at moderate prices
  • how successful was it?
    • Success Metric
    • Within one week, there were 1.1M monthly active users (MAUs) and 220K daily active users (DAUs)
    • Peak of 5.1M MAUs, 261K DAUs
    • Average 2.7M MAUs, 140K DAUs
    • 128K application fans
    • Objective
    • Increase awareness and generate buzz for the Dante’s Inferno packaged product
    • Promote interest and increase purchase intent
  • how successful was it? … and it’s still live!
    • Success Metric
    • 1.2% game order conversion from currency incentive
    • 275% return on investment generated from micro-transactions
    • Objective
    • Convert RPG players to packaged good players
    • Generate revenue from micro-transactions
  • summary of key takeaways
    • Solve for the problem, not the platform
    • Understand how social network gaming is growing
    • Don’t try to do everything
    • Establish success metrics
    • Be prepared for fallout
  • what began as a marketing tool for another title … grew too big too fast
  • thank you