The Brief: Create a launch approach for a new social game to impact a crowded games market.

1. Sharesy
Social Launch
approach

2. Overview
 What do we want to achieve?
 The research bit
 The insight bit
 The strategy
 How we bring it to life
 Summary of approach

3. What do we want
to achieve?
3

4. Your brief
Create a launch approach to show how
Sharesy can shake up and make an
impact in a crowded game and
gambling market – e.g. impact
Jackpot Joy dominance

5. The social objective
Drive awareness of Sharesy across social
channels and encourage people to play
the Sharesy game

6. What is Sharesy?
 Sharesy is a new slots based game aimed at
the Bingo market that allows users to play in
teams and share their winnings with friends.
 An informal, friendly, approachable, fun and
light hearted, entertaining environment.
 Users can get 100 coins free to use on slots
(£5 value) when they join

7. Who is the target market?
Females aged 24-40 - women that are
homebound and use games as a release with
winning being important as well as meeting
people and the community aspect

8. What are the challenges for social?
Unbranded product
Crowded marketplace
No existing fanbase
Zero awareness
No online presence
Gambling regulations

9. The research bit

10. What are competitors doing?
•
•
• Owned by Bash
Gaming
• Facebook and Mobile
Facebook:
• 190k fans
• Reward post
engagement with coins
Forums:
• Used to drive traffic
and promote game
offers
Jackpot Joy
Bingo Bash
Bingo Lanes
Owned by Gamesys
Facebook and mobile
Facebook:
•
4.3m fans
•
Promote offers and site features and run
competitions on posts
Twitter:
• 501 followers
• Promotes offer, RTs advocates, Customer
service
Forums:
• Fans use forums to find and add each
other
•
BB awards credits for engagement
• The only site to appear on page 1 of
Google when searching for Bingo or
Slots
Facebook:
• 1.1m fans
• Rewards points for engagement
• Host competitions within posts
Twitter:
• 4.2k followers
• Promote winners, TV ad, events,
competitions and RT advocates
YouTube:
• 478 subscribers
• 253k views since 2006
• Negative comments
No moderation, responses or conversation with fans by Jackpot Joy or Bingo Lanes on Facebook

11. What are people saying about them?
Don’t want to
pay/want to win
when they do
Look for ‘friends’ on
Facebook to help
them win
Like frequent free
bonuses and offers

12. The insight bit

13. 3 Key insights
1. Most players use the game’s Facebook page to
talk about the game
2. Players use Facebook to connect with each
other, talk about the frequency they play and
their generosity
3. Driven by free offers but don’t mind paying if it
means they win more

14. What this means
 We need to attract influential Facebook users who are
well-connect and engaged with the social gaming
community
 We need to provide an easy way for users to connect and
help each other progress through the game
 We need to supply frequent rewards

15. The strategy

16. An insight-led approach
Facilitate
player-toplayer
connections
Reward
participation
2
3
Introduce
Engage
Evangelise
Inspire influencers
within our target
audience to visit
Sharesy
Make it easy for
players to invite
friends, find new
friends and create
winning teams
Build advocates by
rewarding players
who invest time in
the game
Attract
influential
users
1
Build an engaged Facebook fanbase

17. How do we bring
this to life?
17

18. Inspiring key influencers
We post influencers a package of coins, keys and
tickets. All have codes on them to unlock free gifts
and currency on Sharesy and give to their friends
as gifts.
Also supported by sending virtual gift packages via
Facebook advertising and partnerships
Introduce
Engage

19. Facilitating player-to-player
connections
We introduce a Tinder/Klout style in-app function that
allows users to add each other as friends
We award users a status based on their wins and social
currency
Players can pick their friends and teams based on their
status and new users can cut deals with high
influencers to buy into better teams
Engage
Evangelise

20. Rewarding participation
We hero players with the highest wins each week
across the app, website and Facebook page
We also award the highest scoring teams
The most active users receive verified account
status
Engage
Evangelise

21. Always on engagement
We brand the game with clever characters that help players progress faster and
act as community hosts within the chat rooms.
Players buy into chat rooms with coins to speak to their chosen character:
• The Top Dog: Provides tips for how to win
• The Wise Owl: Recommends players to help you advance with
• The Cat: A schemer who reveals hacks and cheats
• Players can pay the cat to sit beside them during a game and guide
them to success
We utilise the characters on the Facebook page to communicate the friendshipbased approach the game
Introduce
Evangelise
Build an Engaged
Facebook Fanbase

22. An insight-led approach
Facilitate
player-toplayer
connections
Reward
participation
2
3
Introduce
Engage
Evangelise
Inspire influencers
through targeted gift
and offer package
In-app friend-add
function, team
selector tool, new
player buy-in
Hero highest scoring
players, reward
winning teams,
award verified status
for frequency
Attract
influential
users
1
Build an engaged Facebook fanbase
Character-led engagement

23. Thank you
KentyEmpire@gmail.com
23