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Beyond Communication

Online Social games for Fundraising
  and Bridging the Gap between
 Clicktivism and Riding the Zodiac
Fundraising
• 109 million players of “Freemium” casual online games (USA, 2011)
• In 2011 spent US$250 million:
    – game shortcuts
    – virtual goods, including “vanity items
• 80% of money spent by 20% of players
People pay for pixels?
• “10th Drone”
• From online game
  Dark Orbit.
• Cost: 1,000 Euros.
• Each.
• Players bought 2000 of
  them during a sale
  lasting just 4 days.
Not everyone spends this much on virtual goods, but millions spend much less each,
amounting to US$ 9 billion in 2011.
Now, if people are willing to spend US$ 9 billion
 a year to “play better” to line the pockets of
 Zynga’s shareholders…

Would not perhaps some of them chose to “play
 more responsibly” – having fun while
 supporting Greenpeace?
•2009: 45,000 Farmville players
bought “limited edition Sweet Yam
seeds” -- $584,000 raised and
donated (50% of the sales proceeds
went to relief agency FATEM, 50% of
the proceeds went to Zynga (!))

•2009: Follow-up raised another
$250,000

•2010: “Sweet Beets for Haiti“ raises
$1.3 million (as of 2010 100% go to
FATEM)

•Also sold other “Haiti items” in other
games like Mafia Wars etc
CityVille clone, on
Facebook.

“Social Gaming“ as sales
Argument.

It’s a business.

50% of profit (min 20%
of revenue) to Haiti
charities.

510,000 MAU (2/2011)

No $$ numbers but, in
January 2012, “200,000
hot meals and half a
million liters of clean
water” donated since
launch in November
2011.
Facebook Relaunch of 2005
World Food Program PC
Game.

“Mission: to respond to
emergencies and feed the
hungry without running out
of supplies”

100% of proceeds fund WFP
projects („after operational
cost“).

Just 50,000 MAU (2/2011)
(technical problems,
Konami’s first FB social
game, reviews say
“confusing” gameplay)

No $$ numbers published
Supporter Involvement
• Citizen Science Games
• Citizen Journalism Games
• Greenpeace Activism Games (?)



        LET THE CROWD PARTICIPATE!
FoldIt
Moonzoo
Guardian Expense Claim Game
(…mmm so secret there are not even screens yet)
Greenpeace Forrest Cop

• modeled on MoonZoo
• GP Cyber-Activists monitor forest through game
• Look for deforestation in “red” and “yellow”
  zones through satellite images
• Scores, teams, leaderboards
• Fund-raising tie-ins (“Buy virtual forest  buys
  real forest to protect it”, etc)
Thank you.

Ingo Boltz | Global Innovation Manager
Argentina Innovation Lab / Green Incubators

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Beyond communication por Ingo

  • 1. Beyond Communication Online Social games for Fundraising and Bridging the Gap between Clicktivism and Riding the Zodiac
  • 3. • 109 million players of “Freemium” casual online games (USA, 2011) • In 2011 spent US$250 million: – game shortcuts – virtual goods, including “vanity items • 80% of money spent by 20% of players
  • 4. People pay for pixels?
  • 5. • “10th Drone” • From online game Dark Orbit. • Cost: 1,000 Euros. • Each. • Players bought 2000 of them during a sale lasting just 4 days.
  • 6. Not everyone spends this much on virtual goods, but millions spend much less each, amounting to US$ 9 billion in 2011.
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  • 9. Now, if people are willing to spend US$ 9 billion a year to “play better” to line the pockets of Zynga’s shareholders… Would not perhaps some of them chose to “play more responsibly” – having fun while supporting Greenpeace?
  • 10. •2009: 45,000 Farmville players bought “limited edition Sweet Yam seeds” -- $584,000 raised and donated (50% of the sales proceeds went to relief agency FATEM, 50% of the proceeds went to Zynga (!)) •2009: Follow-up raised another $250,000 •2010: “Sweet Beets for Haiti“ raises $1.3 million (as of 2010 100% go to FATEM) •Also sold other “Haiti items” in other games like Mafia Wars etc
  • 11. CityVille clone, on Facebook. “Social Gaming“ as sales Argument. It’s a business. 50% of profit (min 20% of revenue) to Haiti charities. 510,000 MAU (2/2011) No $$ numbers but, in January 2012, “200,000 hot meals and half a million liters of clean water” donated since launch in November 2011.
  • 12. Facebook Relaunch of 2005 World Food Program PC Game. “Mission: to respond to emergencies and feed the hungry without running out of supplies” 100% of proceeds fund WFP projects („after operational cost“). Just 50,000 MAU (2/2011) (technical problems, Konami’s first FB social game, reviews say “confusing” gameplay) No $$ numbers published
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  • 19. • Citizen Science Games • Citizen Journalism Games • Greenpeace Activism Games (?) LET THE CROWD PARTICIPATE!
  • 23. (…mmm so secret there are not even screens yet)
  • 24. Greenpeace Forrest Cop • modeled on MoonZoo • GP Cyber-Activists monitor forest through game • Look for deforestation in “red” and “yellow” zones through satellite images • Scores, teams, leaderboards • Fund-raising tie-ins (“Buy virtual forest  buys real forest to protect it”, etc)
  • 25. Thank you. Ingo Boltz | Global Innovation Manager Argentina Innovation Lab / Green Incubators