3. TURNING A MARKETING TOOL INTO A REVENUE STREAM: THE DANTE’S INFERNO CASE ELENA ALVARADO-PETERS 22 MARCH 2010
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6. EA’s dual approach to social media gaming Original IP built exclusively for the platform Objective: Micro-transactions, organic / viral growth Marketing tools supporting core packaged products Objective: generate buzz and awareness for core product
“ Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, video and audio” Said another way: Using media to encourage conversations, create and share content. There are currently over 200+ million blogs and about 1.6 million posts are made on blogs and forums each day One half of all US internet users will be using Social Networks by 2011 57% percent of online users have used the internet watch or download video, while 1 billion apps have been developed for the iphone to date
Lolapps was recommended to us Dante’s Inferno Facebook game was developed and executed in just 5 weeks Lolapps has a refined platform with sophisticated methods of acquiring players
Lolapps was recommended to us Lolapps has a refined platform with sophisticated methods of acquiring players
Interestingly, we did not create the assets … we retained creative control over the program, but the assets were created in the tone and fashion of the game by artists in Malaysia (hired / managed by lolapps)
Secret sauce everyone uses … make it easy to buy to keep playing. To add some context, you have to complete an entire level to get a single token
Admittedly, not the stickiest game at 5.12% - but delivered on core objectives and superseded expectations with regards to micro-transactions and pre-orders
Admittedly, not the stickiest game at 5.12% - but delivered on core objectives and superseded expectations with regards to micro-transactions and pre-orders
Facebook is not the end-all / be-all Social network gaming is becoming increasingly cluttered … but opportunities still remain!! Find an established developer and partner with them … trying to grow organically and create sophisticated acquisition logarithms is timely, expensive and very entry-prohibitive RockYou!, LOLapps, CrowdStar, Metrogames, Lunatic Games, Social Gaming Network Always establish success metrics Be prepared to continue supporting the content – make sure there is enough content to make it compelling
Dante’s is not the first social network game created for a packaged good
