getting the most bang for your buck in social games advertising
Post on 18-Oct-2014
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Millions of people worldwide play games on social networks, and advertisers are expected to spend $293 million in social games in 2011 -- a 60% increase over what they spent just two years before. Interesting case studies will explore the advertising opportunities that work best in social games, and how can you make your brand stand out from the pack -- in a good way!TRANSCRIPT
Chris Cummings, Lycos
Getting the Most Bang for Your Buck in Social Games Advertising
Hi, my name is Chris
Manage Lycos' portfolio of games & community products
Includes Gamesville, Tripod, Angelfire, white label solutions
Prior to Lycos, oversaw development of gaming & customer
acquisition programs for regulated, land-based casinos in US, UK
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Director of Product Management, [email protected]@chriscummings01
What is a social game?
An opportunity to creatively tap into the player’s social graphThis is about friends and acquaintances, not strangers; peer pressure
Delayed gratificationAccomplish a task now, get your reward in the future; appointment gaming
Incentivizing players to recruit on your behalfYour game experience gets richer if more of your friends play the game, too; viral
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Social games are big
Of approx 60 million targetable game players, US represents 74%
That’s a lot of volume!
“Targetable” game players is different from total game players
Facebook ads target users who “like” the game, not all of users
Source: Adparlor
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And that’s just Facebook…
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Social games are big business
Social games to attract $293 million in advertising spend in 2011
Up from $220 million in 2010
$4.3 billion to be spent worldwide on social networks in 2011
29% increase over 2010
Source: eMarketer
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Ad Spending on Social Games & Applications
Beyond display ads and lead generation, how are advertisers using social games to achieve marketing objectives?
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Sponsorships
Source: Mall World
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Branded Virtual Goods
Source: Wee World
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Branded Games
Source: Social Times
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Promo Codes
Source: Social Times
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Let’s look at three recentcase studies
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Green Giant's Farmville Cash
Source: Mashable
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Overview: Drive real-world produce sales via virtual farm items.
Results: Over 100,000 in Farm Cash was given away as part of the six week pilot program
Started in select Target stores but soon expanded to over 4,000 stores nationwide
"It's been a great opportunity to modernize our communication channels to consumers. " - Michalin Modena, Green Giant Fresh marketing manager
Honda CR-Z in Car Town
Source: Mashable, Car Town Addicts
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Overview: Promote the US launch of the Honda CR-Z in Car Town via billboards, video, virtual cars.
Results: Only 3 million users to start -- but highly targeted.
Users “purchase” the car in-game -- and keep it beyond promotion.
Toyota followed suit with Prius campaign in January 2011.
“With Car Town, participants can engage with and experience Honda in a fun and casual environment that’s not overtly commercial.”- Steven Carter, American Honda Vice President marketing
Charles Chocolates & Chocolatier: Sweet Society
Source: SF Weekly
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Overview: Players can order and send an actual box of Charles Chocolates confections to friends (or themselves) after unlocking the recipes in their virtual factories.
Results: The first time a virtual good has been “made” on Facebook and then been transformed into a real-world good…
3 rules for a successful ad integration
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Rule #1: Be Relevant
The integration should feel natural -- in terms of game and audienceWill the people playing the game feel at home with you in their “home”?
Take advantage of what you know about the game audienceCustomize according to demographics and other user data
Create a sense of urgencyDemands immediate action while drawing attention to your brand
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Rule 2: Bring Value
Offer players something that helps them in the game
Branded items are nice… but they’re better if their useful
Let branded items persist beyond the actual campaign period
Cars, hot air balloons, etc. all function as effective reminders
Benefits can come in multiple different forms
Virtual currency, items that provide a competitive edge -- help them win!
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Rule #3: Don’t Interfere!
To be successful, make yourself optionalIf players feel coerced into paying attention to you, you’re going to lose
Be low frictionMake it fast, make it easy… short videos, short surveys, etc.
Be compellingMake them choose to pursue you and engagement will soar
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And don’t forget…
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Return on investment
1. Establish a baseline before you begin -- what’s the current trend?
2. Create an activity timeline (month by month).
3. Monitor volume of mentions (positive & negative), likes, video views.
4. Measure sales revenue & number of transacting customers.
5. Overlay your data into a single timeline -- look for new patterns!
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To get the most bang for your buck…
Be relevantDoes your brand have a natural affinity with the game, the audience?
Bring valueHelp them win… and leave behind something worthwhile for them to enjoy
Don’t interfereOnly interrupt the game with advertising content when it’s requested
Remember the ROITrack video views, Likes, mentions etc., to see how they translate into ROI
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Thank you!
Questions?Twitter: @chriscummings01Web: gamesville.com christophercummings.com
Additional resourceshttp://www.insidesocialgames.comhttp://blog.games.com/http://www.appdata.com/
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