social games: the next big opportunity

1Payment and Promotions Platform © 2010 TrialPay. All rights reserved.

Advertising in Facebook Games

Alex Rampell – CEO – [email protected]

2Payment and Promotions Platform

Facebook is one of the Largest Audiences for Advertisers

Social games represent 40% of usage time on Facebook40%

Over 300 million people play social games every month 300M

Virtual currency market is $10B globally (doubling y/y in US)$10B

Facebook has over 750 million users (100% Y/Y growth)750M


Virtual Goods is a Multi-Billion Dollar Market

50,000+virtual items sold every second


Facebook Credits: The Virtual Currency of Facebook Games

Facebook users buy and earn Facebook Credits to purchase virtual items for their games.


How Facebook Users Earn Credits

When players make a purchase through an ad, they earn free virtual currency to use in Facebook games.

Users click an offer within a social game.

Users make a purchase with the advertiser.

Users earn virtual currency for the

interaction.


How Facebook Users Earn Credits – Offer Wall

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Social games audience eclipsing primetime TV

Larger audiences than TV during Sweeps Favorable & targetable demographics

Male Female

14-17 18-24 25-34 35-44 45-54 55-64 65+

77% of users aged 18 - 54

Sources: tvbythenumbers.com, App Data Source: CheckFacebook.com


Social Gaming Ad Spend on the Rise


Any Company Can Advertise In Social Games

SHOPPINGSHOPPING

MEDIAMEDIA

ONLINE SERVICESONLINE SERVICES CHARITYCHARITY

SURVEYSSURVEYS

FINANCE / BANKINGFINANCE / BANKING

LOCAL DEALSLOCAL DEALSTASKSTASKS

VIDEO / BRANDSVIDEO / BRANDS


Social Games Reach New Customers

A customer already searching for Gap is less valuable than someone who isn't. On Google, Gap might pay for customers who are already going to buy at Gap.com.


A customer who is presented a deal from Gap before she has decided to purchase might decide to buy from Gap instead of Macy’s next time she shops for clothes.

Social Games Reach New Customers


Move Transaction Initiation To Facebook

Vertical Search

Intent Catalysts


How To Achieve Success On Facebook

Make your offer relevant to users

Engage users through branding campaigns to increase awareness


CREATING RELEVANT OFFERS


Tips For Ensuring Relevancy

Identify the types of games that attract your target demographic.

Tie your promotion to seasonal events, such as Valentine’s Day, Back-To-School or the holiday shopping season.

Offer users a discount or additional value to drive completions.

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Target Your Offer To The Game Demographic


Tie Your Offer To Seasonal Events


Time-Sensitive Promotions


FOSTERING ENGAGEMENT


Facebook Brand Engagement Platform: How It works

User chooses to engage with a brand

User is rewarded for the interaction

User engages deeply with the brand

Brand Dialogue

Examples:•Complete a survey•Vote on favorite products•Find a store•Share with friends

Committed Action

Examples: •Complete a purchase•Register or sign-up•Subscribe

Brand Affinity

Examples:•Watch a video

User Engagements


Brand Dialogue

Clinique promotes new product lines by asking users to share success stories.

Unilever helps users find their “heart age.”


Video Engagements


Brands as part of the experience

Brand Interaction becomes

part of the game

Brand Interaction provides

game play benefit


Conclusion

Identify the types of games in which your brand or product can be naturally integrated.

Offer players an incentive for the engagement (ex: virtual currency or virtual items).

Create a sense of urgency by offering the branded content or promotion for a limited time.

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APPENDIX

social games: the next big opportunity

Business

facebook credits

b facebook

social games audience

advertisers social games

types of games

brand user

brand brand dialogue

game brand interaction