WatAgame established in 2003 as a game development company focused on mobile games. In 2005, it shifted focus to developing social games for the web and launched goSupermodel.com. goSupermodel grew significantly with 5.8 million registered users by 2011. This success required WatAgame to transition from a developer to a social media company, reorganizing around user service and adopting marketing skills. The case discusses how WatAgame adapted its organization and business model to focus on users and monetize through advertising on goSupermodel.

1. From Game Developer to Social
Media company – case watAgame
Marko Orenius – watAgame ApS
Joost Bazelmans – Red Chocolate BV

2. Introducing watAgame
watAgame established in 2003
An experienced team built around the vision of developing
world dominating multiplayer mobile games
2005 onwards company focused on Web based social
game (web 2.0) – goSupermodel.com
Investors on board to allow for global expansion and
product development
Today goSupermodel is present on 10 markets
5,8 Million registered users, 750.000 users monthly and
1,8 Million unique visitors monthly
The business model is built on user revenues via
micropayments and advertising on the site

3. Early days
2003 - Mobile battles
Several products developed
and launched through mobile
operator portals
2005 - Change of direction
A different type of product
begins development
The product changes the
company on the way to
delivery

4. Growing with goSupermodel
The original team of developers
worked to get the basic functionality of the
product together
direct-to-
goSupermodel is a direct-to-consumer
service (online social game and community)
Delivery requires different channel and
process – a media channel with a daily show
A whole new team needed along with
new marketing skills
Inspiration and models found elsewhere in other
companies

5. From Developer to Media
Publishing an online social
Game development for a
game engages the whole
third party channel is a
organization with the users.
linear process. Once the
The feedback cycle needs to
product is in the channel,
be the source for the next
the team typically begins
iteration of the same
work with the next case
product.
which can be a totally
different product

6. Organizing the team
Developer Team Media Team
-Technical skills -Marketing skills
-Graphics skills -Copywriting skills
-Game design -Customer service
-Internally focused -Externally focused
Change your organization from a developer to a
customer service team
people-
Become people-focused, marketing oriented,
sales driven

7. Organize around service
Earn your customers daily and respect
their preferences
ad-
Ad sales customers have ad-hoc needs
Recognize the value of constant customer
feedback for product development
Short development cycles allow delivery
of small improvements often

8. Brand integration in
community games
• Red Chocolate License holder goSupermodel Benelux
• Founded in 2006 and grew with watAgame into a specialist
in social media
• Specialize in:
– community management,
– community marketing
– ingame & community advertising

9. Brand integration
Case Rabobank
• Brief explanation of the cooperation & integration
• Relevance is key
• Elements of integration o.a.
– Chat bot
– Interest on virtual money
– Educational features
– Conversion to MSN buddy list

10. Ingame bank shop

11. Effects of ingame advertising
Method
Online research
– via goSupermodel site
– via Newcom panel (control group, non-users)
non-
• Sounding:
– zero measurement March 2008 (week 13)
– one measurement May 2008 (week 19)
• Separate questionnaires

12. Effects of ingame advertising
REPRESENTATIVENESS
10-
Number of respondents (girls aged 10-18):
• Zero measurement:
– 1,482 gSm users
– 238 non-users
non-
• One measurement:
– 2,470 gSm users
– 297 non-users
non-
• For both measurements:
– Results easy to generalize
– At both aggregated and target group levels

13. Effects of ingame advertising
Brief SUMMARY
• The Rabobank was far more top of mind of the
10-
girls in the 10-18 age group after the opening of
the branch on the goSupermodel site (increase of
around 30%).
• The appreciation of the Rabobank increased
significantly after the opening (score increase by
1.3 points).
• The Rabobank is now more strongly associated
with positive characteristics, even amongst the
girls who do not have a Rabobank account.
• Intention to open a real bank account with the
Rabobank relatively high (according to forecast
this would be an increase of 16.8%).

14. From Game Developer to Social Media
company – case watAgame
Thank you!
Questions?
Marko Orenius – watAgame ApS
Joost Bazelmans – Red Chocolate bv