Advertising in Facebook Games Alex Rampell – CEO – alex@trialpay.com
Facebook is one of the Largest Audiences for Advertisers Social games represent 40% of usage time on Facebook 40% Over 300...
Virtual Goods is a Multi-Billion Dollar Market 50,000+ virtual items sold every second
Facebook Credits: The Virtual Currency of Facebook Games Facebook users buy and earn Facebook Credits to purchase virtual ...
How Facebook Users Earn Credits <ul><li>When players make a purchase through an ad, they earn free virtual currency to use...
How Facebook Users Earn Credits – Offer Wall 1
Social games audience eclipsing primetime TV Larger audiences than TV during Sweeps Favorable & targetable demographics Ma...
Social Gaming Ad Spend on the Rise
Any Company Can Advertise In Social Games SHOPPING MEDIA ONLINE SERVICES CHARITY SURVEYS FINANCE / BANKING LOCAL DEALS TAS...
Social Games Reach New Customers <ul><li>A customer already searching for Gap is less valuable than someone who isn't.  On...
<ul><li>A customer who is presented a deal from Gap before she has decided to purchase might decide to buy from Gap instea...
Move Transaction Initiation To Facebook Vertical Search Intent Catalysts
How To Achieve Success On Facebook <ul><li>Make your offer relevant to users </li></ul>Engage users through branding campa...
<ul><li>CREATING RELEVANT OFFERS </li></ul>
Tips For Ensuring Relevancy Identify the types of games that attract your target demographic. Tie your promotion to season...
Target Your Offer To The Game Demographic
Tie Your Offer To Seasonal Events
Time-Sensitive Promotions
FOSTERING ENGAGEMENT
Facebook Brand Engagement Platform: How It works User chooses  to engage with a brand User is rewarded  for the interactio...
Brand Dialogue Clinique promotes new product lines by asking users to share success stories. Unilever helps users find the...
Video Engagements
Brands as part of the experience Brand Interaction becomes  part of the game Brand Interaction provides game play benefit
Conclusion Identify the types of games in which your brand or product can be naturally integrated. Offer players an incent...
APPENDIX
Recent Video Campaigns
Video Engagement
Video Engagement
Brand Dialogue
Grow - New Customer Acquisition
Acquire New Customers
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Social Games: The Next Big Opportunity

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Facebook games are the largest affiliate opportunity. Learn how to successfully leverage this rapidly growing channel and tap into the billions spent on virtual goods using examples from big brands.

Experience level: Beginner
Target audience: Merchants/Advertisers
Niche/vertical: Facebook

Alex Rampell, CEO, TrialPay (Twitter @arampell)

Published in: Business, Technology
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  • Payment and Promotions Platform
  • Social Games: The Next Big Opportunity

    1. 1. Advertising in Facebook Games Alex Rampell – CEO – alex@trialpay.com
    2. 2. Facebook is one of the Largest Audiences for Advertisers Social games represent 40% of usage time on Facebook 40% Over 300 million people play social games every month 300M Virtual currency market is $10B globally (doubling y/y in US) $10B Facebook has over 750 million users (100% Y/Y growth) 750M
    3. 3. Virtual Goods is a Multi-Billion Dollar Market 50,000+ virtual items sold every second
    4. 4. Facebook Credits: The Virtual Currency of Facebook Games Facebook users buy and earn Facebook Credits to purchase virtual items for their games.
    5. 5. How Facebook Users Earn Credits <ul><li>When players make a purchase through an ad, they earn free virtual currency to use in Facebook games. </li></ul>Users click an offer within a social game. Users make a purchase with the advertiser. Users earn virtual currency for the interaction.
    6. 6. How Facebook Users Earn Credits – Offer Wall 1
    7. 7. Social games audience eclipsing primetime TV Larger audiences than TV during Sweeps Favorable & targetable demographics Male Female 14-17 18-24 25-34 35-44 45-54 55-64 65+ 77% of users aged 18 - 54 Sources: tvbythenumbers.com, App Data Source: CheckFacebook.com
    8. 8. Social Gaming Ad Spend on the Rise
    9. 9. Any Company Can Advertise In Social Games SHOPPING MEDIA ONLINE SERVICES CHARITY SURVEYS FINANCE / BANKING LOCAL DEALS TASKS VIDEO / BRANDS
    10. 10. Social Games Reach New Customers <ul><li>A customer already searching for Gap is less valuable than someone who isn't. On Google, Gap might pay for customers who are already going to buy at Gap.com. </li></ul>
    11. 11. <ul><li>A customer who is presented a deal from Gap before she has decided to purchase might decide to buy from Gap instead of Macy’s next time she shops for clothes. </li></ul>Social Games Reach New Customers
    12. 12. Move Transaction Initiation To Facebook Vertical Search Intent Catalysts
    13. 13. How To Achieve Success On Facebook <ul><li>Make your offer relevant to users </li></ul>Engage users through branding campaigns to increase awareness
    14. 14. <ul><li>CREATING RELEVANT OFFERS </li></ul>
    15. 15. Tips For Ensuring Relevancy Identify the types of games that attract your target demographic. Tie your promotion to seasonal events, such as Valentine’s Day, Back-To-School or the holiday shopping season. Offer users a discount or additional value to drive completions. 1 2 3
    16. 16. Target Your Offer To The Game Demographic
    17. 17. Tie Your Offer To Seasonal Events
    18. 18. Time-Sensitive Promotions
    19. 19. FOSTERING ENGAGEMENT
    20. 20. Facebook Brand Engagement Platform: How It works User chooses to engage with a brand User is rewarded for the interaction User engages deeply with the brand <ul><li>Brand Dialogue </li></ul><ul><li>Examples: </li></ul><ul><li>Complete a survey </li></ul><ul><li>Vote on favorite products </li></ul><ul><li>Find a store </li></ul><ul><li>Share with friends </li></ul><ul><li>Committed Action </li></ul><ul><li>Examples: </li></ul><ul><li>Complete a purchase </li></ul><ul><li>Register or sign-up </li></ul><ul><li>Subscribe </li></ul><ul><li>Brand Affinity </li></ul><ul><li>Examples: </li></ul><ul><li>Watch a video </li></ul>User Engagements
    21. 21. Brand Dialogue Clinique promotes new product lines by asking users to share success stories. Unilever helps users find their “heart age.”
    22. 22. Video Engagements
    23. 23. Brands as part of the experience Brand Interaction becomes part of the game Brand Interaction provides game play benefit
    24. 24. Conclusion Identify the types of games in which your brand or product can be naturally integrated. Offer players an incentive for the engagement (ex: virtual currency or virtual items). Create a sense of urgency by offering the branded content or promotion for a limited time. 1 2 3
    25. 25. APPENDIX
    26. 26. Recent Video Campaigns
    27. 27. Video Engagement
    28. 28. Video Engagement
    29. 29. Brand Dialogue
    30. 30. Grow - New Customer Acquisition
    31. 31. Acquire New Customers

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