MONETIZATION OF SOCIAL GAMES AND APPS:
WHAT WORKS AND WHAT DOESN’T
PANEL CASE EXAMPLES

Lisa Rutherford David Marcus
President CEO
Adam Caplan Ron Hirson
President SVP Product & Marketing
Nicholas Talarico Vikas Gupta
Dir Publisher Development CEO

Simple and Easy is Better
Too much text ‐ Too complicated

Ex: Clean and Simple Calls to Action
Zong in Outspark
Boku in Puzzle Pirates

Ex: Offer Walls on Serious Business
“multiple offer walls, rotated and optimized by geo”

Be Actionable Clickable Alerts
Agency Wars ‐ iPhone Enchanted Island ‐ Facebook
10 second rule!!

Balanced Gameplay
Replenishing Energy costs $2.00
…or you can wait 15 minutes

Ex: Integration in Bingo Explosion
“Addictive gameplay naturally leads to monetization”

Be Creative with Payments
Causes
Only one payment option
Default payment is always $25
What about…
• Corporate matching?
• Donations through really
targeted offers?

Payments Must Stay In Game
Animal Paradise
Distracting, disruptive,
and totally un‐fun

Ex: Good Contextual Integrations
“pauses game, same page”
Zong in Paintball
Jambool in Barn Buddies

Right Mix and Tools for Your Audience
Panel:
• What’s best payment mix for kids? Women
over 35? Men 18‐25?
• Where do you see the most fraud? What can
combat it?