How we took some well documented principles and applied these to our new games site

2. Agenda
 What is Feelgood games?
 Core principles
 ARM yourself
 Audience segmentation
 6 powers of persuasion
 Customer relationship management
 How these are being applied
 Questions

3. LEVEL 1
What is Feelgood games?

4. Commercial proposition
“Feelgood games is a new, high quality
games portal targeting 25-44 mass market
women with free and paid for games of
chance and skill delivering advertising and
direct to consumer transactional revenues”

5. LEVEL 2
Core principles

6. ARM yourself
 ACQUISITION:
 How do I get people through the
door cost-effectively?
 RETENTION:
 How do I keep people coming
back for more?
 MONETISATION:
 How do I build money-making
strategies

7. Audience segmentation
User/gamer types
Explorers (9%)
Killers (1%)
Socialisers (80%)
Achievers (10%)

8. 6 powers of persuasion
1. Social proof
2. Reciprocity
3. Consistency & commitment
4. Likeability
5. Authority
6. Scarcity

9. Social proof
 In a world of increasing choices we rely on each others
feedback
 People look to others for their lead
 Particularly friends

10. Reciprocity
 You scratch my back I’ll scratch yours
 If someone gives you something, you are like to
reciprocate

11. Consistency and Commitment
 We all want to be consistent
 We all respond favourably to consistency
 It is easier to say yes to people you can rely on

12. Likeability
 You are more likely to say yes to people you like
 We often like people like us

13. Authority
 Trust and credibility
 People will do what someone in authority tells them
 Tell people what you want them to do!

14. Scarcity
 Creating demand is very powerful
 Only 20 left
 50% off TODAY
 For a limited time only
 Create a reason for doing something right now

15. 6 powers of persuasion
1. Social proof
2. Reciprocity
3. Consistency & commitment
4. Likeability
5. Authority
6. Scarcity
… winning formulas use at least two powers at anyone time!

16. Customer relationship management
Target Prospect customer Active customer advocate re-activated

17. CRM - campaign activity
 Welcome programme Segmentation examples
Review current habits of consumers, provide tailored comms
 Refer a friend • Based on value
• Identify patterns with spend, timings, frequency Lifetime value
 Cross and Up sell • Game plays
 Pending lapsed • When do they tend to “drop off”
• Active player days
 Lapsed and Winback • Product uptake
• Deposit behaviour - First time, average value, frequency
There are many ways to communicate to your customer segments
Email examples

18. Daily loop mechanics
 Commitment
 Create events where people commit
to an action
 Collaboration and
reciprocation
 Give people actions that need
reciprocating
 Rewards and achievement
 Tell people what you want them to do
 Reward positive behaviour

19. Status
Access
Power
Stuff
Showing off is very important…
Make sure people can see how good you are

20. LEVEL 3
Implementation for Feelgood games

21. Consumer proposition
“Feelgood games is the new, exciting, games
site featuring the worlds favourite games, that
rewards you for having fun”
“Play FREE games, get REAL rewards”

23. Unique selling point
1. At the end of each game play, your time is rewarded
through
 the assignment of a score, feelies or trophies
 A product sample, consumer offer or a tangible gift
2. The player then has the option of keeping the reward
for themselves or gifting the reward to their friends or
family

24. Reward System Summary
This is THE HEART of
Feelgood games.
It uses;
 Social proof
 Reciprocity
 scarcity
and plays on;
 Authority
 Likeability
 Consistency
and it drives;
1. Sign ups
2. Viral acquisition
3. Retention
4. Monetisation

25. We try to apply to all communications
 Social proof, likeability, authority, scarcity

26. The importance of Social (proof)
 People keep going to places if their friends are there
 And until their friends turn up, Liz, Jenny and Sue prove that people like them
are there

27. Customer relationship management

28. Welcoming players to Feelgood games
The Welcome process for Feelgood games is completed within 14 days of
registration
There are 4 emails designed to manage a customer through the first few weeks
of their FGG life increasing brand engagement and direct response
We promote key games, ask customers to become advocates and cross sell to
our high margin products such as Bingo.
14 days

29. Phase 1 registered player comms
Registered customers receive 3 email per week, sent Tuesday’s,
Thursday’s and Saturday’s
Game challenge Game launch Meet the winners

30. On-site messaging – the softer sell
Messages from Sue
 Event based on-site messaging
 Personalised welcome
 Game play hints and tips
 Follow up on problem reporting
 Personal challenges and
quests
 Cross and Up sell
 Retention offers
 VIP programme
 Super user groups
 Game and usability testing
 Advocates
 Ongoing data segmentation

31. Daily loop mechanics
 Reward system
 Daily draw
 Trophies and points
 Facebook challenges
 Progress bar

32. CONCLUSIONS
Segment your audience…
Focus on retention…
Use at least 2 methods of persuasion…
Social proof
Reciprocity
Consistency
Likeability
Authority
Scarcity
Reward commitment…
With real and virtual stuff…
Not forgetting status and ego!