Engage 2009 Virtual Goods Panel

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A collection of slides that accompanied this panel at the Engage Expo virtual goods conference: http://www.youtube.com/user/theMIXagency#play/uploads/4/RzJdRV68vtM

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?

Nine billion hours a year are spent playing Window's Solitaire The online games industry is worth – give or take a few – around 15 billion 20 million players have spent 17 million hours on the Xbox – that’s more than 2 hours played for every person on the planet Just imagine what we could do if we harnessed just a small percentage all that creativity and energy (and money!) and channeled it towards something really worthwhile…

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