The document discusses monetization strategies for social games and apps, emphasizing simplicity and effective user engagement through clear calls to action and balanced gameplay. It highlights the importance of integrating payment options thoughtfully and creatively, catering to specific audience demographics. The panel also addresses issues like fraud and the need for varied payment methods to ensure a positive user experience.

1. MONETIZATION OF SOCIAL GAMES AND APPS:
WHAT WORKS AND WHAT DOESN’T
PANEL CASE EXAMPLES

2. Lisa Rutherford David Marcus
President CEO
Adam Caplan Ron Hirson
President SVP Product & Marketing
Nicholas Talarico Vikas Gupta
Dir Publisher Development CEO

3. Simple and Easy is Better
Too much text ‐ Too complicated

4. Ex: Clean and Simple Calls to Action
Zong in Outspark
Boku in Puzzle Pirates

5. Ex: Offer Walls on Serious Business
“multiple offer walls, rotated and optimized by geo”

6. Be Actionable Clickable Alerts
Agency Wars ‐ iPhone Enchanted Island ‐ Facebook
10 second rule!!

7. Balanced Gameplay
Replenishing Energy costs $2.00
…or you can wait 15 minutes

8. Ex: Integration in Bingo Explosion
“Addictive gameplay naturally leads to monetization”

9. Be Creative with Payments
Causes
Only one payment option
Default payment is always $25
What about…
• Corporate matching?
• Donations through really
targeted offers?

10. Payments Must Stay In Game
Animal Paradise
Distracting, disruptive,
and totally un‐fun

11. Ex: Good Contextual Integrations
“pauses game, same page”
Zong in Paintball
Jambool in Barn Buddies

12. 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?