Effective Brand Engagement Through Social Games


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Allrounderz is the world's first TRUE social 3D cricket game on facebook.

The game provides console game experience to the users and excitement of playing
social sports with their friends. The game is purely skill based and provide a platform to
exhibit your talent in Cricket.

Brands can utilize this game to effectively target their right audience. Brands can engage the
players and use it as an effective and cost-effective way to promote their brands.

Game is completely customizable according to each brand and brands can collaboratively
target their end audience. Game can also be directly linked to brand's facebook page.

You can check this model implemented by Nokia at http://www.facebook.com/NokiaIndia

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Effective Brand Engagement Through Social Games

  1. 1. Why Social Games for Brand Engagement? by Swami Venkat Founder & CEO iNexGen Games (Creator of AllRounderz, A True Social 3D Cricket Game on facebook) http://apps.facebook.com/allrounderz
  2. 2. Why ?
  3. 3. Why ? 18-34 : Prime Buying Customers (>76%) Need to be where people are.
  4. 4. Top Brands on Facebook Top 3 Brands in Facebook: Coca-Cola 31,856,947 Disney 26,667,356 Starbucks 23,611,443 Top 3 Brands in India: Tata Docomo 2,762,909 Vodafone Zoozoos 2,140,970 Mumbai Indians 1,824,682
  5. 5. What do they do on Facebook?
  6. 6. Limitations Poses Challenges!!!!!!!!!
  7. 7. Why Social Games? Most Number of Daily Active Users on Facebook Cityville 17,147,793 Farmville 9,558,914 Empires & Allies 7,429,981 Texas Holdem Poker 7,005,894 Need to be where REAL people are.
  8. 8. What do Industry Experts & Reports say? “ Social games audiences are now larger than both Daytime TV & Primetime audiences” “ AD Spending on Social games & Applications have grown by 160% from 2009 in NON-US market segment. As Advertisers rush to spend on casual game segments, publishers are still figuring out which advertising methods best engage their players.” “ Future of brand engagement is to create branded entertainment and leverage influential voices who in turn can reach others. Customers respect meaningful, entertaining and rewarding engagement over everything else.” David Armano, SVP, Edelman Digital, (Social Media Visionary)
  9. 9. Social Games by the Brands in India CURRENT STATUS: 700+ Active users per month. Did they meet their objectives?
  10. 10. SO FAR……. Brands : Understand the importance of being in Social media Understand the importance of Social Games for active engagement Developed games on their own, but didn’t succeed Need to be where RIGHT people are… But, HOW?
  11. 11. What do we do? Introducing…
  12. 13. Cricket is our nation’s… Religion Obsession Pride Pass-time Passion
  13. 14. We played Cricket in the… Office cubicles Galli Class Room Neighborhood Maidan Garden next door Beach Garage Hostel Corridor
  14. 15. We played Cricket with… Jignesh (Std X Study Pal) Ramesh, Suresh (Neighbours) Rahul (Std II friend) Venkat (College Pal) David (Hostel Roomie) Goldy Chacha (from Patiala) Bala (Ex-Colleague) Gopi Da (Sister’s Friend’s Bro)
  15. 16. Where are they now… Venkat, California Jignesh, Bangalore Gopi da, Gurgaon Rahul, SiliconValley David, Singapore Bala, Mumbai Suresh, KL Goldy, Bhatinda Rajesh Dogre
  16. 17. Up for another Match with them?
  17. 18. Come & Join Us On……. The World’s First True Social 3D Cricket Game on http://apps.facebook.com/allrounderz
  18. 19. <ul><li>Play cricket as you did – with your buddies… </li></ul><ul><li>Form a team with your friends </li></ul>What’s all about? <ul><li>Invite friends to play matches with you </li></ul><ul><li>Invite friends to become your supporters! </li></ul>http://apps.facebook.com/allrounderz
  19. 20. <ul><li>Set a target; Chase a target; Win matches; Gain points </li></ul><ul><li>Join as many of your friends’ teams to boost your stats </li></ul><ul><li>Participate in Global League Tournaments, become a celebrity </li></ul><ul><li>Wish friends, enter contests, blog about cricket and much more </li></ul><ul><li>Create records under every possible role in Cricket; become an Allrounder! </li></ul>What’s all about? http://apps.facebook.com/allrounderz
  20. 21. Play your way… <ul><li>Stadium of your choice </li></ul><ul><li>Weather condition of your choice </li></ul><ul><li>Pitch condition of your choice </li></ul><ul><li>Cheer Leaders of your choice </li></ul><ul><li>Day/Day-Night Match selection </li></ul>Enjoy the realistic 3D gaming environment: http://apps.facebook.com/allrounderz
  21. 22. Play your way… <ul><li>Enjoy the realistic 3D gaming environment: </li></ul><ul><li>Accessories of your choice </li></ul><ul><li>Friends of your choice </li></ul>http://apps.facebook.com/allrounderz Enjoy game play in Full Screen Mode
  22. 23. Play your way… <ul><li>Enjoy the realistic 3D gaming environment: </li></ul><ul><li>60+ Batting Strokes triggered based on timing </li></ul><ul><li>Multiple variations of bowling style and speed </li></ul>http://apps.facebook.com/allrounderz <ul><li>Physics and AI based game play </li></ul><ul><li>Select the type of shot, position of shot based on the fielding positions </li></ul><ul><li>Play in 3 difficulty modes based on your interest </li></ul>
  23. 24. “ Cricket is no longer a man’s sport.” – Introducing world’s first Women’s online Cricket! So what makes really cool! Introducing Venkataraghavan in his online avatar – have your games umpired by one of the best umpires in the world! Earn/buy coins by playing the game; spend them on performance- boosting virtual goods! Share your game achievements on your friend’s walls, tag your team and opponents, relive the excitement of playing Cricket with your buddies again! http://apps.facebook.com/allrounderz Become an AllRounder, become a CELEBRITY
  24. 25. What do you have for Brands? http://apps.facebook.com/allrounderz Hey,
  25. 26. <ul><li>An exclusive instance of your “Branded Game” accessible from a unique brand link: http//apps.facebook.com/allrounderz/brand </li></ul>Come, Play The “Brand” League http://apps.facebook.com/allrounderz
  26. 27. http://apps.facebook.com/allrounderz Complete In-game branding
  27. 28. http://apps.facebook.com/allrounderz <ul><li>Integrate Your Brand Marketing objectives, like: </li></ul><ul><li>Consumer Surveys </li></ul><ul><li>Product Surveys </li></ul><ul><li>Brand/Product Messages </li></ul><ul><li>User Generated Content </li></ul><ul><li>Contests </li></ul><ul><li>Consumer Feedback/Reviews </li></ul><ul><li>Sales and Offers </li></ul><ul><li>Ad/Video embedding </li></ul><ul><li>And More! </li></ul>Branded FB Postings
  28. 29. And, how many will watch... http://apps.facebook.com/allrounderz Team Formation Photo Tag <ul><li>No of Friends that get tagged on every “Team Formation” = 11 </li></ul><ul><li>Average No of Friends who View every “Team Formation” = 25 </li></ul><ul><li>Average no of “Team Formation/Changes” per User per month = 2 </li></ul><ul><li>Total No of friends who View the “Team Formation” tag changes per User per month = 11 x 25 x 2 = 550 </li></ul>Total “Team Formation” Tag Views = 550 x 25,000 = 13.75 million Views With just 25,000 players...
  29. 30. And, how many will watch... http://apps.facebook.com/allrounderz <ul><li>Total No of Wall Post cues included per Game = 5 </li></ul><ul><li>Average no of Wall Postings expected per game per User = 1.5 </li></ul><ul><li>Average No of Friends who View every Post = 25 </li></ul><ul><li>Total No of Friends who View Posts per Game = 25 x 1.5 = 37.5 </li></ul><ul><li>Total No of Game Plays per User per month = 10 </li></ul>Total “Wall Post” Views = 37.5 x 10 x 25,000 = 9.37 million Views With just 25,000 players...
  30. 31. And, how many will watch... http://apps.facebook.com/allrounderz Every “Active Brand Integration” (surveys, contests, feedback posts etc) to be viewed by: = 25 x 25,000 = 0.625 million Viewers With just 25,000 players... The Power of to Brands!
  31. 32. What is our business model? http://apps.facebook.com/allrounderz <ul><li>Game As A Service. (GaaS) </li></ul><ul><li>Completely customized & personalized to the brand ( can be embedded in to brand’s facebook page ) </li></ul><ul><li>Brands can do: </li></ul><ul><ul><li>In-game advertisement </li></ul></ul><ul><ul><li>Performance boosting and other virtual goods </li></ul></ul><ul><ul><li>All branded facebook posting </li></ul></ul><ul><ul><li>Active Brand Engagement </li></ul></ul>
  32. 33. What is our business model? http://apps.facebook.com/allrounderz <ul><li>Pay only for the usage based on: </li></ul><ul><ul><li>Active number of unique users per month </li></ul></ul><ul><ul><li>Number of games played with the brand </li></ul></ul><ul><ul><li>Number of active brand engagement through our game </li></ul></ul><ul><li>We constantly innovate and introduce new features to retain and attract more players. </li></ul><ul><li>We provide the power of social games and active engagement to the brands. </li></ul>
  33. 34. A Typical Customer…. http://apps.facebook.com/allrounderz
  34. 35. Thank YOU!!!! Swami Venkat [email_address] http://www.facebook.com/venkat.swami Game: http://apps.facebook.com/allrounderz Community : http://www.facebook.com/allrounderz http://apps.facebook.com/allrounderz