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

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  • “ 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  • Admittedly, not the stickiest game at 5.12% - but delivered on core objectives and superseded expectations with regards to micro-transactions and pre-orders
  • Admittedly, not the stickiest game at 5.12% - but delivered on core objectives and superseded expectations with regards to micro-transactions and pre-orders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

    1. 1. Marketing 2.0 Conference, Paris 2010 Turning a Marketing Tool Into a Revenue Stream: The Dante‘s Inferno Case BSI
    2. 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
    3. 3. TURNING A MARKETING TOOL INTO A REVENUE STREAM: THE DANTE’S INFERNO CASE ELENA ALVARADO-PETERS 22 MARCH 2010
    4. 4. agenda <ul><li>A note about social media in general </li></ul><ul><li>EA’s approach to social media gaming </li></ul><ul><li>Dante’s Inferno Facebook game overview </li></ul><ul><li>Objectives and strategies for the Dante’s Inferno app </li></ul><ul><li>Success highlights </li></ul><ul><li>Key learnings and takeaways </li></ul>
    5. 5. a note about social media solve for the problem – not the platform! <ul><li>Remember, “social” is bigger than just Facebook </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><li>Person-to-person video </li></ul></ul><ul><ul><li>Applications </li></ul></ul>
    6. 6. 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
    7. 7. the Dante’s Inferno case <ul><li>Dante’s Inferno is a packaged good for X360, PS3 and PSP </li></ul><ul><li>Product is new IP for EA based on the epic poem </li></ul><ul><li>Tough competition around 9 February 2010 release date </li></ul>
    8. 8. objectives <ul><li>Increase awareness and generate buzz for the Dante’s Inferno packaged product </li></ul><ul><li>Promote interest and increase purchase intent </li></ul><ul><li>Convert RPG players to packaged good players </li></ul><ul><li>Generate revenue from micro-transactions </li></ul>
    9. 9. game overview <ul><li>Game was done in partnership with lolapps, who is best known Diva Life , Band of Heroes , and their quizzes and gifting apps </li></ul><ul><li>Game format is an HTML RPG based on packaged game </li></ul>
    10. 10. game overview
    11. 11. increase awareness and generate buzz <ul><li>lolapps has a network of 50M+ monthly active users </li></ul><ul><li>lolapps created a sophisticated, proprietary logarithm </li></ul><ul><ul><li>Using quizzes and gifts, the most relevant audience was funneled into the game </li></ul></ul>
    12. 12. ignite interest and increase purchase intent <ul><li>Facebook RPG replicated game fiction and art styles </li></ul><ul><ul><li>However, the game was modified so as not to spoil game ending </li></ul></ul>
    13. 13. convert RPG players to packaged good players <ul><li>Incentivize pre-order / purchases with elusive game tokens, which can be used to facilitate gameplay </li></ul>
    14. 14. generate revenue from micro-transactions <ul><li>The elusive game tokens were also available purchase bundles at moderate prices </li></ul>
    15. 15. how successful was it? <ul><li>Success Metric </li></ul><ul><li>Within one week, there were 1.1M monthly active users (MAUs) and 220K daily active users (DAUs) </li></ul><ul><li>Peak of 5.1M MAUs, 261K DAUs </li></ul><ul><li>Average 2.7M MAUs, 140K DAUs </li></ul><ul><li>128K application fans </li></ul><ul><li>Objective </li></ul><ul><li>Increase awareness and generate buzz for the Dante’s Inferno packaged product </li></ul><ul><li>Promote interest and increase purchase intent </li></ul>
    16. 16. how successful was it? … and it’s still live! <ul><li>Success Metric </li></ul><ul><li>1.2% game order conversion from currency incentive </li></ul><ul><li>275% return on investment generated from micro-transactions </li></ul><ul><li>Objective </li></ul><ul><li>Convert RPG players to packaged good players </li></ul><ul><li>Generate revenue from micro-transactions </li></ul>
    17. 17. summary of key takeaways <ul><li>Solve for the problem, not the platform </li></ul><ul><li>Understand how social network gaming is growing </li></ul><ul><li>Don’t try to do everything </li></ul><ul><li>Establish success metrics </li></ul><ul><li>Be prepared for fallout </li></ul>
    18. 18. what began as a marketing tool for another title … grew too big too fast
    19. 19. thank you

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