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Day2 1100 jim_gerber

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  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • (Examples that are NOT trialpay… earn credibility) In between those two ends of the spectrum, we see a couple of examples of in game sponsorships that are part of the game experience On top, in the game “It Girl” from Crowdstar, the Old Navy store brand was integrated as one of the shopping locations (one primary game activity for advancing is shopping) And in Farmville – the famous Farmer’s blimp was integrated – and engaging with the blimp protected your crops for up to a week – consistent with their brand Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Payment and Promotions Platform
  • Three thoughts to leave you with: 1) Leverage your narrative 2) Leverage all types of advertising – they apply to different users, or the same user at different times, and allow you to maximize revenue by allowing you to capture value along the entire price/engagement curve 3) Be fair to your user -- Make sure that you offer fair value to the user and provide clear messaging about the engagement – a 2 or 3 minute video is okay if that’s that the user is expecting and they are getting rewarded appropriately Remember – the right offer for the right payout will create a virtuous cycle of engagement and monetization. Payment and Promotions Platform
  • Payment and Promotions Platform
  • Transcript

    • 1. Connecting Brands With Social GamesJim Gerber - SVP, Partnerships and Business Development24 May 2012jim@trialpay.comtwitter.com/jgerber Payment and Promotions Platform © 2011 TrialPay. All rights reserved. 1
    • 2. Company Snapshot 200 Million+ Consumers have used TrialPay 10,000+ Merchants use TrialPay’s payment platform 2,000+ Advertisers acquire customers through TrialPay’s CPA platform Monetization platform is localized in 12 languages, including French, German, Swedish and Chinese Investors include Battery Ventures, Index Ventures, Greylock, and Visa 120 employees; 35 on development team99.99% Scalable architecture, processing millions of transactions with 99.99% uptime over last 5 years Payment system reliability levels, with 4 patents issued for technology Payment and Promotions Platform 2
    • 3. TrialPay Powers Social Gaming Monetization Platforms Developers Payment and Promotions Platform 3
    • 4. Digital Shift in Advertising Internet Advertising 15% in 2009, 20% by 2014 Payment and Promotions Platform 4
    • 5. Global Social Gaming Market Will Continue to Grow Offers make up 20% of revenue stream Virtual goods make up 60% of revenue streamSource: Social Gaming Report 2012 (Casual Games Association) Payment and Promotions Platform 5
    • 6. Games Audience Eclipsing Primetime TV Larger audiences than TV during Sweeps Zynga Kills Soaps “ Audience shifts as viewers become gamers - AdWeek ” Mobile Audience Snapshot: DrawSomething: •50M downloads in 50 days •14.3M DAUs Angry Birds: •648M downloads •200M MAUs Payment and Promotions Platform 6
    • 7. Social Gaming by the Numbers Facebook has over 900 million users Social games represent 40% of usage time on Facebook Over 300 million play social games every month Virtual goods market is $6B globally Payment and Promotions Platform 7
    • 8. Advertisers Are Taking Notice Payment and Promotions Platform 8
    • 9. Brands Shifting Ad Dollars to Facebook Payment and Promotions Platform 9
    • 10. Brands Are Discovering the Value of Facebook• Ford turned to Facebook to access its target demographic• More than 43,000 “Likes”• 61% of Doug’s fans said they were more likely to consider buying a Focus Payment and Promotions Platform 10
    • 11. Evolution from Direct Response to Brand ExperiencePlayer subscribes to People to earn Player watches a BlackBerry Playbookfree Facebook Credits. video to earn more Sim Cash. Payment and Promotions Platform 11
    • 12. Brands Provide Low-Hurdle Way to Monetize Click, click, clickI want stuff for my game! Spend real money 50,000+ virtual items sold every second using Facebook Credits Engage with brands Payment and Promotions Platform 12
    • 13. How Branded Engagements WorkUser chooses User engages deeply User is rewardedto engage with a with the brand for the interactionbrand User Engagements Brand Affinity Brand Dialogue Committed Action Examples: Examples: Examples: •Watch a video •Complete a survey •Complete a purchase •Play a game •Vote on favorite products •Register or sign-up •Find a store •Subscribe •Share with friends •Install an app Payment and Promotions Platform 13
    • 14. Integrating Brands to Create a Cycle of Engagement Player wants virtual goods/currency Player chooses to progress to interact with a further in your brand game Player returns to gameplay to use Player completes their virtual the brand goods/currency engagement in your game Payment and Promotions Platform 14
    • 15. Custom Branded Versions Lady Gaga partnered with Zynga to create a branded version of FarmVille named GagaVille, resulting in a 30% spike in daily visits to the game. Payment and Promotions Platform 15
    • 16. Reflect the Story in the Player’s World Players earn virtual items to use in The Sims Social by watching a Wendy’s video. Payment and Promotions Platform 16
    • 17. In-Game Icons Lead To Active EngagementPlayers earn virtual items by watching a video and completing a survey. Results show that in-game icons generate up to 9.3x more revenue for video offers. Payment and Promotions Platform 17
    • 18. Brands as Part of the Experience Brand Interaction becomes part of the game Brand Interaction provides game play benefit Payment and Promotions Platform 18
    • 19. Sponsorship Goes Digital Sponsorship to target demo Providing value to player and generating engagement Advertiser relevance drives higher $$$ Payment and Promotions Platform 19
    • 20. Netflix Hub Drives Education & Active EngagementPlayers complete simple quizzes and activities to earn Facebook Credits while learning more about Netflix. Payment and Promotions Platform 20
    • 21. Netflix Hub Engagement: Sample Activities Payment and Promotions Platform 21
    • 22. Double Happiness! 10 0The “Instant Jackpot” call to action makes the experience performance-based and measurable. Payment and Promotions Platform 22
    • 23. Brand Campaigns On Mobile Mobile is an increasingly attractive channel for brand advertisers 5 Chips 6 Chips 4 Chips 5 Chips 6 Chips Payment and Promotions Platform 23
    • 24. Aggregation Alleviates Supply FluctuationsPartial Video Landscape Video Revenue Concentration • Share leader changes month-to-month • No network contributes over 27% of quarterly video revenue • Concentration will continue to shrink • Video aggregation smooths individual network supply fluctuations Payment and Promotions Platform 24
    • 25. Increased Engagement Drives Advertiser Payouts CPAUser Engagement Level CPS CPL Sponsorshi p CPV Price ($) Payment and Promotions Platform 25
    • 26. Things to think about: 1 Identify the types of activities or products which are complementary to your game’s narrative. 2 Incorporate both brand and direct response offers, capturing users of all commitment levels. 3 Offer players an increased incentive for deeper engagement and combine with an action to deliver more value to the consumer. Payment and Promotions Platform 26
    • 27. Thank you! Jim Gerber SVP, Partnerships & Business Development www.trialpay.com jim@trialpay.com Twitter: @jgerber 303 Bryant Street, Desk: 650.318.2606 Mountain View, CA 94041 Cell: 650.265.0623 Payment and Promotions Platform 27