swain innovations in business and funding
TRANSCRIPT
Innovations in Business and Funding:
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Advantages of Operating for Profit*
Chris Swain, Talkie, Inc. and [email protected]
Innovations in Business and Funding:
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Advantages of Operating for Profit*
•Non-profit orgs can do it. Profit attracts funds (from investors and foundations), talent, and ensures ongoing operations
Goal:
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Achieve Measurable Impact on Social Cause
Note: Specifically seeking more than awareness of cause.
Strategy:
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1) Achieve Mass Reach2) Impact Metric
• Actions of player translates to measurable impact• AIPDAU – avg impact / daily active user
profit > measurable impact
Achieving Mass Reach:
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1) Entertaining2) Distributed Online3) Leverages Social Graph4) Free to Play5) Real Marketing
profit > measurable impact > strategy 1: mass reach
Achieving Mass Reach:
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1) Entertaining2) Distributed Online3) Leverages Social Graph4) Free to Play5) Real Marketing
profit > measurable impact > strategy 1: mass reach
Free to Play means:1) Everybody plays free2) Optional virtual goods cost real
money• ~92% of players do not pay• ~6% pay a little• ~2% pay a lot
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Social Games Get Primetime TV-Sized Audiences
Real Marketing:
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1) Viral Features2) Public Relations3) Cross Promotion4) Media Buy in $
profit > measurable impact > mass reach > real marketing
Real Marketing:
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1) Viral Features2) Public Relations3) Cross Promotion4) Media Buy in $
profit > measurable impact > mass reach > real marketing
Do all of these.Keep expectations low.
Real Marketing:
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1) Viral Features2) Public Relations3) Cross Promotion4) Media Buy in $
profit > measurable impact > mass reach > real marketing
most reliable and effective
Achieving Profit:
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profit > impact > mass reach > marketing > media buy
LTV > ECPALTV = Lifetime Value of PlayerECPA = Effective Cost of Acquisition of PlayerLTV > ECPA means $1 to marketing returns >$1 to you
Achieving Profit:
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profit > impact > mass reach > marketing > media buy
LTV > ECPALTV > ECPA means private investors will invest in the gameCase Study: $2b free to play game industry
Impact Metric:
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AIPDAU = Avg Impact / Daily Active User
profit > measurable impact > strategy 2: impact metric
Note: Actions of player impact the real world.Easier said than done.
Case Study
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facebook.com/ecotopia
World goes from
unsustainable to vibrant
and green.
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Sustainable Platform for Affecting Change
facebook.com/ecotopia
Unlock a new story/mission
board every month.• Each board features a new
“villain” to overcome
• Real World Acts = game rewards
• Ecotopia TV – video network +
UGC contests
Grumpy Mrs. Griswald
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Sustainable Platform for Affecting Change
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seeking additional green partners
If 25,000 virtual trees are planted in game, Talkie and CI will plant 25,000 trees in the Brazilian rain forest.
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“25,000 Trees in 25 Days”
Launching this minuteat G4C!
Sustainable Platform for Affecting Change
facebook.com/ecotopia
