SlideShare a Scribd company logo
1 of 32
Download to read offline
Slide title goes here…




             Monetizing Social Games:
                         A Step-by-Step Guide
                                  Nick Talarico
            Director of Publisher Development, Offerpal Media, Inc.

                                                               Offerpal Media Inc. Confidential
First, a bit about Offerpal Media…
Company Background
Quick Facts:                                 Management Team:
  • Venture capital funded: June,                •   Anu Shukla, Co-founder & CEO
    2007, and February, 2009                     •   Mitch Liu, Co-founder & VP
       o Interwest Partners                      •   Bill Lonergan, CFO
       o Northbridge Venture Partners            •   Naghi Prasad, VP Engineering
       o D.E. Shaw Ventures                      •   Shannon Jessup, VP Sales
  •   Launched October, 2007
  •   Publishers: 2,000+
  •   Global advertising offers: 5,000+
  •   Headquarters: Fremont, CA



         “Offerpal Media is built on the science of inserting scientifically
         targeted and relevant advertising offers into the virtual
         economies of social web sites, games and applications.”
The Leading Social Advertising Platform
•   More than 150 million user accounts created since October 2007
•   2,000+ publishers across multiple platforms and environments
•   5,000+ advertising offers in 80+ countries
•   30+ billion virtual points issued


    Platforms

    Applications

       Games

      Worlds
Top Social Monetization Solution

 Offerpal’s turnkey payment
 platform allows online gamers
 to earn virtual currency for
 taking part in targeted,
 personalized advertising offers
 (or buy it through global
 payment options).

 – Integrated within game play of
   social applications and web sites
 – Deepens user engagement
 – Increases stickiness and pageviews
 – Improves virality
User Flow
1           2




 3          4

                2
Virtual Currency Payouts
 •   Network-wide eCPM: $150 – 200
 •   Average publisher payout: $75/day/1,000 users
 •   Conversion rate: >5% (40x better than traditional CPA)
 •   Revenues per completion: >$5.00



                                            >$150 eCPM                                                         $400
                                                                      Card Games

                                                                      MMORPGs                           $225

                                                                      Tamagotchi Games                 $200
                              <$1 eCPM
                                                                      Racing                     $175
                  <10¢ eCPM
                                                                      Owning                    $150
                                            Monetization
                                             for Virtual
                                                           Category   Pets               $100
                                            Currency and
Monetization        CPM       CPC Adsense
                                               Digital
                                                                      Green          $75
                   Banners                    Products

                  User                                                eCPM
               Engagement
10 Steps for
Monetizing Social Games
Tip #1(A): Make It Fun

                         Before you do anything,
                         ask yourself:

                         • Is your game fun?
                         • Will users come back?
                         • Will they invite their
                           friends?

                         If not, go back to square one.
Tip #1: Define Your Sinks

Types of Sinks:
• Functional Goods
• Decorative Goods
• Behavioral Goods
Tip #1: Define Your Sinks

Types of Sinks:
• Functional Goods
• Decorative Goods
• Behavioral Goods
Step #1: Define Your Sinks

Types of Sinks:
• Functional Goods
• Decorative Goods
• Behavioral Goods
Step #2: Assign Currency to Your Sinks

• Use “in-game”
  currency to engage
• Use “RMT” currency to
  monetize
• Assign currencies to
  each sink or set of
  sinks




       Happy Harvest uses “Game Coins” for its engagement
       currency and “Credits” for RMT currency.
Step #3: Define Sources for Your Currencies


Types of Sources:
• In-game currency
  – Missions/Quests
  – Logging in
• RMT currency
  – Cash payments
  – Ad offers
Step #3: Define Sources for Your Currencies


Types of Sources:
• In-game currency
  – Missions/Quests
  – Logging in
• RMT currency
  – Cash payments
  – Ad offers
Step #3: Define Sources for Your Currencies


Types of Sources:
• In-game currency
  – Missions/Quests
  – Logging in
• RMT currency
  – Cash payments
  – Ad offers
Step #3: Define Sources for Your Currencies


Types of Sources:
• In-game currency
  – Missions/Quests
  – Logging in
• RMT currency
  – Cash payments
  – Ad offers
Step #4: Get them hooked


Balance engagement
with monetization:
• Crack dealer: Engage first,
  monetize second
• Cheater: Allow all to play,
  but let people pay to
  cheat
• Focus on constant
  balance between sources
  and sinks (the sinkhole
  must always be slightly
  larger)
Step #5: Set Your Exchange Rate


Tips on setting the exchange rate:
• Too low = low perceived value
• Too high = high inflation
• Find the sweet spot




                            =
Step #6: Launch Game




                       vs.
Step #7: Promote Your Virtual Currency

 Promotion =
 Monetization
• Add a tab to “Add
  Credits”
• Include balance in
  a status bar
• Use newsfeeds,
  notifications,
  banners and other
  messaging
  opportunities
Step #8: Keep Demand for Currency High
What drives demand?
• User psychology
     – Self-expression
     – Collection
     – Achievement
•   Limited edition goods
•   Level-specific goods
•   Perishable goods
•   New, fresh content
•   Global leaderboards
    and social competition
Step #9: Maintain a Balanced Economy


 Tips for a healthy economy:
• Try upping exchange rate for a day
• NEVER flood your RMT currency
• Don’t keep the economy too tight –
  remember, it’s free to play
• If they aren’t complaining, you
  aren’t monetizing.
Step #10: Test, Measure, Optimize
What to test?                Attribute Graphs


•   User attributes
•   Exchange rate
•   Price points
•   User Interface options
•   User patterns
                             Trend Graphs
Case Study: Mousehunt
Case Study: Mousehunt

                                         Social websites
                        About Mousehunt  MMOGs
                                         Digital merchants…

                        • 481,643 MAUs on Facebook
                        • Developed by HitGrab, Inc.
                        • You are a hunter, hired by
                          the king to trap the mice
                          that infest his kingdom. For
                          each mouse you catch, you'll
                          receive a unique reward,
                          with the aim of being the
                          best in the land!
Mousehunt: Sinks

                                    Social websites
                   • Cheese         MMOGs
                      – Varies by price merchants…
                                    Digital

                      – Some better at attracting
                        mice than others
                   • Traps
                      – Varies by price
                      – Some better at catching
                        mice than others
                   • Travel to new locations
                      – Different types of mice in
                        different locations
Mousehunt: Sinks

                                     Social websites
                   • Cheese          MMOGs
                      – Varies by price merchants…
                                     Digital

                      – Some better at attracting
                        mice than others
                   • Traps
                      – Varies by price
                      – Some better at catching
                        mice than others
                   • Travel to new locations
                      – Different types of mice in
                        different locations
Mousehunt: Sinks

                                     Social websites
                   • Cheese          MMOGs
                      – Varies by price merchants…
                                     Digital

                      – Some better at attracting
                        mice than others
                   • Traps
                      – Varies by price
                      – Some better at catching
                        mice than others
                   • Travel to new locations
                      – Different types of mice in
                        different locations
Mousehunt: Sources

                     Earn Gold by… Social websites
                                           MMOGs
                     • Catching Mice       Digital merchants…
                        – The heavier the mouse, the more gold
                          you earn

                     • Accepting gifts from the King
                     • Picking up “loot” dropped by
                       mice when they are trapped
                     • Returning surplus cheese,
                       traps and crafting materials
                       for a refund

                     • Or by…
Mousehunt: Sources

Completing Ad Offers   Social websites
                       MMOGs
                       Digital merchants…
Questions?

More Related Content

Similar to Monetization

Building A Business With Social Apps
Building A Business With Social AppsBuilding A Business With Social Apps
Building A Business With Social Appsss318
 
Winning Business Models
Winning Business ModelsWinning Business Models
Winning Business ModelsPapayaMobile
 
Papaya Winning Business Models
Papaya Winning Business ModelsPapaya Winning Business Models
Papaya Winning Business ModelsOscar Clark
 
Ethics of free to play games
Ethics of free to play gamesEthics of free to play games
Ethics of free to play gamesGAMESbrief
 
Games Are The New Normal (deck from GfK Tech Scouting conference)
Games Are The New Normal (deck from GfK Tech Scouting conference)Games Are The New Normal (deck from GfK Tech Scouting conference)
Games Are The New Normal (deck from GfK Tech Scouting conference)Raf Keustermans
 
Virtual Currency And Monetizing Social Media
Virtual Currency And Monetizing Social MediaVirtual Currency And Monetizing Social Media
Virtual Currency And Monetizing Social MediaMarkus von der Luehe
 
GDC Mobile Social Freemium Games
GDC Mobile Social Freemium GamesGDC Mobile Social Freemium Games
GDC Mobile Social Freemium GamesOscar Clark
 
Gdcsf 2012 presentation
Gdcsf 2012 presentationGdcsf 2012 presentation
Gdcsf 2012 presentationPapayaMobile
 
Login 2011 Emerging Trends in GaaS
Login 2011 Emerging Trends in GaaSLogin 2011 Emerging Trends in GaaS
Login 2011 Emerging Trends in GaaSAtul Bagga
 
Papaya social design magic
Papaya social design magicPapaya social design magic
Papaya social design magicOscar Clark
 
Day1 1615 nicholas_lovell
Day1 1615 nicholas_lovellDay1 1615 nicholas_lovell
Day1 1615 nicholas_lovellMediabistro
 
Benchmarks and metrics
Benchmarks and metricsBenchmarks and metrics
Benchmarks and metricsGAMESbrief
 
Transmedia, Gamification, Advergaming
Transmedia, Gamification, AdvergamingTransmedia, Gamification, Advergaming
Transmedia, Gamification, AdvergamingGAMESbrief
 
AT New Media - Virtual World Licensing Presentation
AT New Media - Virtual World Licensing PresentationAT New Media - Virtual World Licensing Presentation
AT New Media - Virtual World Licensing PresentationKids Brand Insight
 
Skill Pod Media Teens Presentation
Skill Pod Media Teens PresentationSkill Pod Media Teens Presentation
Skill Pod Media Teens PresentationGameZBoost
 
Papaya 10 Social Design Tips
Papaya 10 Social Design TipsPapaya 10 Social Design Tips
Papaya 10 Social Design TipsOscar Clark
 
Crowfunding in video games
Crowfunding in video gamesCrowfunding in video games
Crowfunding in video gamesYassine Arif
 
Monetisation in the Game industry
Monetisation in the Game industryMonetisation in the Game industry
Monetisation in the Game industryBudi Handoko
 

Similar to Monetization (20)

Building A Business With Social Apps
Building A Business With Social AppsBuilding A Business With Social Apps
Building A Business With Social Apps
 
Winning Business Models
Winning Business ModelsWinning Business Models
Winning Business Models
 
Papaya Winning Business Models
Papaya Winning Business ModelsPapaya Winning Business Models
Papaya Winning Business Models
 
Ethics of free to play games
Ethics of free to play gamesEthics of free to play games
Ethics of free to play games
 
Games Are The New Normal (deck from GfK Tech Scouting conference)
Games Are The New Normal (deck from GfK Tech Scouting conference)Games Are The New Normal (deck from GfK Tech Scouting conference)
Games Are The New Normal (deck from GfK Tech Scouting conference)
 
Virtual Currency And Monetizing Social Media
Virtual Currency And Monetizing Social MediaVirtual Currency And Monetizing Social Media
Virtual Currency And Monetizing Social Media
 
Mochi Media VGSU
Mochi Media VGSUMochi Media VGSU
Mochi Media VGSU
 
GDC Mobile Social Freemium Games
GDC Mobile Social Freemium GamesGDC Mobile Social Freemium Games
GDC Mobile Social Freemium Games
 
Gdcsf 2012 presentation
Gdcsf 2012 presentationGdcsf 2012 presentation
Gdcsf 2012 presentation
 
Login 2011 Emerging Trends in GaaS
Login 2011 Emerging Trends in GaaSLogin 2011 Emerging Trends in GaaS
Login 2011 Emerging Trends in GaaS
 
Papaya social design magic
Papaya social design magicPapaya social design magic
Papaya social design magic
 
Day1 1615 nicholas_lovell
Day1 1615 nicholas_lovellDay1 1615 nicholas_lovell
Day1 1615 nicholas_lovell
 
Benchmarks and metrics
Benchmarks and metricsBenchmarks and metrics
Benchmarks and metrics
 
Transmedia, Gamification, Advergaming
Transmedia, Gamification, AdvergamingTransmedia, Gamification, Advergaming
Transmedia, Gamification, Advergaming
 
AT New Media - Virtual World Licensing Presentation
AT New Media - Virtual World Licensing PresentationAT New Media - Virtual World Licensing Presentation
AT New Media - Virtual World Licensing Presentation
 
Skill Pod Media Teens Presentation
Skill Pod Media Teens PresentationSkill Pod Media Teens Presentation
Skill Pod Media Teens Presentation
 
Papaya 10 Social Design Tips
Papaya 10 Social Design TipsPapaya 10 Social Design Tips
Papaya 10 Social Design Tips
 
Mgd crowfundinginvideogames
Mgd crowfundinginvideogamesMgd crowfundinginvideogames
Mgd crowfundinginvideogames
 
Crowfunding in video games
Crowfunding in video gamesCrowfunding in video games
Crowfunding in video games
 
Monetisation in the Game industry
Monetisation in the Game industryMonetisation in the Game industry
Monetisation in the Game industry
 

More from fox

Pchome董事長 詹宏志_行動商務七問_2015
Pchome董事長 詹宏志_行動商務七問_2015Pchome董事長 詹宏志_行動商務七問_2015
Pchome董事長 詹宏志_行動商務七問_2015fox
 
九易宇軒行銷長 李朝基 台灣百大賣家行動商務發展趨勢與現況
九易宇軒行銷長 李朝基 台灣百大賣家行動商務發展趨勢與現況九易宇軒行銷長 李朝基 台灣百大賣家行動商務發展趨勢與現況
九易宇軒行銷長 李朝基 台灣百大賣家行動商務發展趨勢與現況fox
 
2012 台灣行動廣告市場年終報告
2012 台灣行動廣告市場年終報告2012 台灣行動廣告市場年終報告
2012 台灣行動廣告市場年終報告fox
 
麥肯錫「網際網路對先進開發中國家之貢獻 以台灣為例」報告
麥肯錫「網際網路對先進開發中國家之貢獻  以台灣為例」報告麥肯錫「網際網路對先進開發中國家之貢獻  以台灣為例」報告
麥肯錫「網際網路對先進開發中國家之貢獻 以台灣為例」報告fox
 
2012 阿基師低碳健康年菜食譜 (桃園縣)
2012 阿基師低碳健康年菜食譜 (桃園縣)2012 阿基師低碳健康年菜食譜 (桃園縣)
2012 阿基師低碳健康年菜食譜 (桃園縣)fox
 
2011年3月份台灣團購市場報告
2011年3月份台灣團購市場報告2011年3月份台灣團購市場報告
2011年3月份台灣團購市場報告fox
 
微猜想:尖峰對話,連接未來
微猜想:尖峰對話,連接未來微猜想:尖峰對話,連接未來
微猜想:尖峰對話,連接未來fox
 
[網路星期二] 適地性服務與非營利組織簡報檔
[網路星期二] 適地性服務與非營利組織簡報檔[網路星期二] 適地性服務與非營利組織簡報檔
[網路星期二] 適地性服務與非營利組織簡報檔fox
 

More from fox (8)

Pchome董事長 詹宏志_行動商務七問_2015
Pchome董事長 詹宏志_行動商務七問_2015Pchome董事長 詹宏志_行動商務七問_2015
Pchome董事長 詹宏志_行動商務七問_2015
 
九易宇軒行銷長 李朝基 台灣百大賣家行動商務發展趨勢與現況
九易宇軒行銷長 李朝基 台灣百大賣家行動商務發展趨勢與現況九易宇軒行銷長 李朝基 台灣百大賣家行動商務發展趨勢與現況
九易宇軒行銷長 李朝基 台灣百大賣家行動商務發展趨勢與現況
 
2012 台灣行動廣告市場年終報告
2012 台灣行動廣告市場年終報告2012 台灣行動廣告市場年終報告
2012 台灣行動廣告市場年終報告
 
麥肯錫「網際網路對先進開發中國家之貢獻 以台灣為例」報告
麥肯錫「網際網路對先進開發中國家之貢獻  以台灣為例」報告麥肯錫「網際網路對先進開發中國家之貢獻  以台灣為例」報告
麥肯錫「網際網路對先進開發中國家之貢獻 以台灣為例」報告
 
2012 阿基師低碳健康年菜食譜 (桃園縣)
2012 阿基師低碳健康年菜食譜 (桃園縣)2012 阿基師低碳健康年菜食譜 (桃園縣)
2012 阿基師低碳健康年菜食譜 (桃園縣)
 
2011年3月份台灣團購市場報告
2011年3月份台灣團購市場報告2011年3月份台灣團購市場報告
2011年3月份台灣團購市場報告
 
微猜想:尖峰對話,連接未來
微猜想:尖峰對話,連接未來微猜想:尖峰對話,連接未來
微猜想:尖峰對話,連接未來
 
[網路星期二] 適地性服務與非營利組織簡報檔
[網路星期二] 適地性服務與非營利組織簡報檔[網路星期二] 適地性服務與非營利組織簡報檔
[網路星期二] 適地性服務與非營利組織簡報檔
 

Recently uploaded

Lucknow 💋 Call Girls Adil Nagar | ₹,9500 Pay Cash 8923113531 Free Home Delive...
Lucknow 💋 Call Girls Adil Nagar | ₹,9500 Pay Cash 8923113531 Free Home Delive...Lucknow 💋 Call Girls Adil Nagar | ₹,9500 Pay Cash 8923113531 Free Home Delive...
Lucknow 💋 Call Girls Adil Nagar | ₹,9500 Pay Cash 8923113531 Free Home Delive...anilsa9823
 
(MEGHA) Hinjewadi Call Girls Just Call 7001035870 [ Cash on Delivery ] Pune E...
(MEGHA) Hinjewadi Call Girls Just Call 7001035870 [ Cash on Delivery ] Pune E...(MEGHA) Hinjewadi Call Girls Just Call 7001035870 [ Cash on Delivery ] Pune E...
(MEGHA) Hinjewadi Call Girls Just Call 7001035870 [ Cash on Delivery ] Pune E...ranjana rawat
 
(ZARA) Call Girls Jejuri ( 7001035870 ) HI-Fi Pune Escorts Service
(ZARA) Call Girls Jejuri ( 7001035870 ) HI-Fi Pune Escorts Service(ZARA) Call Girls Jejuri ( 7001035870 ) HI-Fi Pune Escorts Service
(ZARA) Call Girls Jejuri ( 7001035870 ) HI-Fi Pune Escorts Serviceranjana rawat
 
Russian Escorts in lucknow 💗 9719455033 💥 Lovely Lasses: Radiant Beauties Shi...
Russian Escorts in lucknow 💗 9719455033 💥 Lovely Lasses: Radiant Beauties Shi...Russian Escorts in lucknow 💗 9719455033 💥 Lovely Lasses: Radiant Beauties Shi...
Russian Escorts in lucknow 💗 9719455033 💥 Lovely Lasses: Radiant Beauties Shi...nagunakhan
 
Call Girls in Thane 9892124323, Vashi cAll girls Serivces Juhu Escorts, powai...
Call Girls in Thane 9892124323, Vashi cAll girls Serivces Juhu Escorts, powai...Call Girls in Thane 9892124323, Vashi cAll girls Serivces Juhu Escorts, powai...
Call Girls in Thane 9892124323, Vashi cAll girls Serivces Juhu Escorts, powai...Pooja Nehwal
 
Russian Call Girls Kolkata Chhaya 🤌 8250192130 🚀 Vip Call Girls Kolkata
Russian Call Girls Kolkata Chhaya 🤌  8250192130 🚀 Vip Call Girls KolkataRussian Call Girls Kolkata Chhaya 🤌  8250192130 🚀 Vip Call Girls Kolkata
Russian Call Girls Kolkata Chhaya 🤌 8250192130 🚀 Vip Call Girls Kolkataanamikaraghav4
 
Call Girls Kothrud Call Me 7737669865 Budget Friendly No Advance Booking
Call Girls Kothrud Call Me 7737669865 Budget Friendly No Advance BookingCall Girls Kothrud Call Me 7737669865 Budget Friendly No Advance Booking
Call Girls Kothrud Call Me 7737669865 Budget Friendly No Advance Bookingroncy bisnoi
 
VIP Call Girls Kavuri Hills ( Hyderabad ) Phone 8250192130 | ₹5k To 25k With ...
VIP Call Girls Kavuri Hills ( Hyderabad ) Phone 8250192130 | ₹5k To 25k With ...VIP Call Girls Kavuri Hills ( Hyderabad ) Phone 8250192130 | ₹5k To 25k With ...
VIP Call Girls Kavuri Hills ( Hyderabad ) Phone 8250192130 | ₹5k To 25k With ...Suhani Kapoor
 
Book Paid Lohegaon Call Girls Pune 8250192130Low Budget Full Independent High...
Book Paid Lohegaon Call Girls Pune 8250192130Low Budget Full Independent High...Book Paid Lohegaon Call Girls Pune 8250192130Low Budget Full Independent High...
Book Paid Lohegaon Call Girls Pune 8250192130Low Budget Full Independent High...ranjana rawat
 
High Profile Call Girls In Andheri 7738631006 Call girls in mumbai Mumbai ...
High Profile Call Girls In Andheri 7738631006 Call girls in mumbai  Mumbai ...High Profile Call Girls In Andheri 7738631006 Call girls in mumbai  Mumbai ...
High Profile Call Girls In Andheri 7738631006 Call girls in mumbai Mumbai ...Pooja Nehwal
 
Thane Escorts, (Pooja 09892124323), Thane Call Girls
Thane Escorts, (Pooja 09892124323), Thane Call GirlsThane Escorts, (Pooja 09892124323), Thane Call Girls
Thane Escorts, (Pooja 09892124323), Thane Call GirlsPooja Nehwal
 
如何办理(Adelaide毕业证)阿德莱德大学毕业证成绩单Adelaide学历认证真实可查
如何办理(Adelaide毕业证)阿德莱德大学毕业证成绩单Adelaide学历认证真实可查如何办理(Adelaide毕业证)阿德莱德大学毕业证成绩单Adelaide学历认证真实可查
如何办理(Adelaide毕业证)阿德莱德大学毕业证成绩单Adelaide学历认证真实可查awo24iot
 
Call Girls in Nagpur Sakshi Call 7001035870 Meet With Nagpur Escorts
Call Girls in Nagpur Sakshi Call 7001035870 Meet With Nagpur EscortsCall Girls in Nagpur Sakshi Call 7001035870 Meet With Nagpur Escorts
Call Girls in Nagpur Sakshi Call 7001035870 Meet With Nagpur EscortsCall Girls in Nagpur High Profile
 
VIP Call Girl Saharanpur Aashi 8250192130 Independent Escort Service Saharanpur
VIP Call Girl Saharanpur Aashi 8250192130 Independent Escort Service SaharanpurVIP Call Girl Saharanpur Aashi 8250192130 Independent Escort Service Saharanpur
VIP Call Girl Saharanpur Aashi 8250192130 Independent Escort Service SaharanpurSuhani Kapoor
 
《伯明翰城市大学毕业证成绩单购买》学历证书学位证书区别《复刻原版1:1伯明翰城市大学毕业证书|修改BCU成绩单PDF版》Q微信741003700《BCU学...
《伯明翰城市大学毕业证成绩单购买》学历证书学位证书区别《复刻原版1:1伯明翰城市大学毕业证书|修改BCU成绩单PDF版》Q微信741003700《BCU学...《伯明翰城市大学毕业证成绩单购买》学历证书学位证书区别《复刻原版1:1伯明翰城市大学毕业证书|修改BCU成绩单PDF版》Q微信741003700《BCU学...
《伯明翰城市大学毕业证成绩单购买》学历证书学位证书区别《复刻原版1:1伯明翰城市大学毕业证书|修改BCU成绩单PDF版》Q微信741003700《BCU学...ur8mqw8e
 
Develop Keyboard Skill.pptx er power point
Develop Keyboard Skill.pptx er power pointDevelop Keyboard Skill.pptx er power point
Develop Keyboard Skill.pptx er power pointGetawu
 
Call Girls In Andheri East Call 9892124323 Book Hot And Sexy Girls,
Call Girls In Andheri East Call 9892124323 Book Hot And Sexy Girls,Call Girls In Andheri East Call 9892124323 Book Hot And Sexy Girls,
Call Girls In Andheri East Call 9892124323 Book Hot And Sexy Girls,Pooja Nehwal
 
VVIP Pune Call Girls Kalyani Nagar (7001035870) Pune Escorts Nearby with Comp...
VVIP Pune Call Girls Kalyani Nagar (7001035870) Pune Escorts Nearby with Comp...VVIP Pune Call Girls Kalyani Nagar (7001035870) Pune Escorts Nearby with Comp...
VVIP Pune Call Girls Kalyani Nagar (7001035870) Pune Escorts Nearby with Comp...Call Girls in Nagpur High Profile
 
Book Sex Workers Available Pune Call Girls Yerwada 6297143586 Call Hot India...
Book Sex Workers Available Pune Call Girls Yerwada  6297143586 Call Hot India...Book Sex Workers Available Pune Call Girls Yerwada  6297143586 Call Hot India...
Book Sex Workers Available Pune Call Girls Yerwada 6297143586 Call Hot India...Call Girls in Nagpur High Profile
 
Kalyan callg Girls, { 07738631006 } || Call Girl In Kalyan Women Seeking Men ...
Kalyan callg Girls, { 07738631006 } || Call Girl In Kalyan Women Seeking Men ...Kalyan callg Girls, { 07738631006 } || Call Girl In Kalyan Women Seeking Men ...
Kalyan callg Girls, { 07738631006 } || Call Girl In Kalyan Women Seeking Men ...Pooja Nehwal
 

Recently uploaded (20)

Lucknow 💋 Call Girls Adil Nagar | ₹,9500 Pay Cash 8923113531 Free Home Delive...
Lucknow 💋 Call Girls Adil Nagar | ₹,9500 Pay Cash 8923113531 Free Home Delive...Lucknow 💋 Call Girls Adil Nagar | ₹,9500 Pay Cash 8923113531 Free Home Delive...
Lucknow 💋 Call Girls Adil Nagar | ₹,9500 Pay Cash 8923113531 Free Home Delive...
 
(MEGHA) Hinjewadi Call Girls Just Call 7001035870 [ Cash on Delivery ] Pune E...
(MEGHA) Hinjewadi Call Girls Just Call 7001035870 [ Cash on Delivery ] Pune E...(MEGHA) Hinjewadi Call Girls Just Call 7001035870 [ Cash on Delivery ] Pune E...
(MEGHA) Hinjewadi Call Girls Just Call 7001035870 [ Cash on Delivery ] Pune E...
 
(ZARA) Call Girls Jejuri ( 7001035870 ) HI-Fi Pune Escorts Service
(ZARA) Call Girls Jejuri ( 7001035870 ) HI-Fi Pune Escorts Service(ZARA) Call Girls Jejuri ( 7001035870 ) HI-Fi Pune Escorts Service
(ZARA) Call Girls Jejuri ( 7001035870 ) HI-Fi Pune Escorts Service
 
Russian Escorts in lucknow 💗 9719455033 💥 Lovely Lasses: Radiant Beauties Shi...
Russian Escorts in lucknow 💗 9719455033 💥 Lovely Lasses: Radiant Beauties Shi...Russian Escorts in lucknow 💗 9719455033 💥 Lovely Lasses: Radiant Beauties Shi...
Russian Escorts in lucknow 💗 9719455033 💥 Lovely Lasses: Radiant Beauties Shi...
 
Call Girls in Thane 9892124323, Vashi cAll girls Serivces Juhu Escorts, powai...
Call Girls in Thane 9892124323, Vashi cAll girls Serivces Juhu Escorts, powai...Call Girls in Thane 9892124323, Vashi cAll girls Serivces Juhu Escorts, powai...
Call Girls in Thane 9892124323, Vashi cAll girls Serivces Juhu Escorts, powai...
 
Russian Call Girls Kolkata Chhaya 🤌 8250192130 🚀 Vip Call Girls Kolkata
Russian Call Girls Kolkata Chhaya 🤌  8250192130 🚀 Vip Call Girls KolkataRussian Call Girls Kolkata Chhaya 🤌  8250192130 🚀 Vip Call Girls Kolkata
Russian Call Girls Kolkata Chhaya 🤌 8250192130 🚀 Vip Call Girls Kolkata
 
Call Girls Kothrud Call Me 7737669865 Budget Friendly No Advance Booking
Call Girls Kothrud Call Me 7737669865 Budget Friendly No Advance BookingCall Girls Kothrud Call Me 7737669865 Budget Friendly No Advance Booking
Call Girls Kothrud Call Me 7737669865 Budget Friendly No Advance Booking
 
VIP Call Girls Kavuri Hills ( Hyderabad ) Phone 8250192130 | ₹5k To 25k With ...
VIP Call Girls Kavuri Hills ( Hyderabad ) Phone 8250192130 | ₹5k To 25k With ...VIP Call Girls Kavuri Hills ( Hyderabad ) Phone 8250192130 | ₹5k To 25k With ...
VIP Call Girls Kavuri Hills ( Hyderabad ) Phone 8250192130 | ₹5k To 25k With ...
 
Book Paid Lohegaon Call Girls Pune 8250192130Low Budget Full Independent High...
Book Paid Lohegaon Call Girls Pune 8250192130Low Budget Full Independent High...Book Paid Lohegaon Call Girls Pune 8250192130Low Budget Full Independent High...
Book Paid Lohegaon Call Girls Pune 8250192130Low Budget Full Independent High...
 
High Profile Call Girls In Andheri 7738631006 Call girls in mumbai Mumbai ...
High Profile Call Girls In Andheri 7738631006 Call girls in mumbai  Mumbai ...High Profile Call Girls In Andheri 7738631006 Call girls in mumbai  Mumbai ...
High Profile Call Girls In Andheri 7738631006 Call girls in mumbai Mumbai ...
 
Thane Escorts, (Pooja 09892124323), Thane Call Girls
Thane Escorts, (Pooja 09892124323), Thane Call GirlsThane Escorts, (Pooja 09892124323), Thane Call Girls
Thane Escorts, (Pooja 09892124323), Thane Call Girls
 
如何办理(Adelaide毕业证)阿德莱德大学毕业证成绩单Adelaide学历认证真实可查
如何办理(Adelaide毕业证)阿德莱德大学毕业证成绩单Adelaide学历认证真实可查如何办理(Adelaide毕业证)阿德莱德大学毕业证成绩单Adelaide学历认证真实可查
如何办理(Adelaide毕业证)阿德莱德大学毕业证成绩单Adelaide学历认证真实可查
 
Call Girls in Nagpur Sakshi Call 7001035870 Meet With Nagpur Escorts
Call Girls in Nagpur Sakshi Call 7001035870 Meet With Nagpur EscortsCall Girls in Nagpur Sakshi Call 7001035870 Meet With Nagpur Escorts
Call Girls in Nagpur Sakshi Call 7001035870 Meet With Nagpur Escorts
 
VIP Call Girl Saharanpur Aashi 8250192130 Independent Escort Service Saharanpur
VIP Call Girl Saharanpur Aashi 8250192130 Independent Escort Service SaharanpurVIP Call Girl Saharanpur Aashi 8250192130 Independent Escort Service Saharanpur
VIP Call Girl Saharanpur Aashi 8250192130 Independent Escort Service Saharanpur
 
《伯明翰城市大学毕业证成绩单购买》学历证书学位证书区别《复刻原版1:1伯明翰城市大学毕业证书|修改BCU成绩单PDF版》Q微信741003700《BCU学...
《伯明翰城市大学毕业证成绩单购买》学历证书学位证书区别《复刻原版1:1伯明翰城市大学毕业证书|修改BCU成绩单PDF版》Q微信741003700《BCU学...《伯明翰城市大学毕业证成绩单购买》学历证书学位证书区别《复刻原版1:1伯明翰城市大学毕业证书|修改BCU成绩单PDF版》Q微信741003700《BCU学...
《伯明翰城市大学毕业证成绩单购买》学历证书学位证书区别《复刻原版1:1伯明翰城市大学毕业证书|修改BCU成绩单PDF版》Q微信741003700《BCU学...
 
Develop Keyboard Skill.pptx er power point
Develop Keyboard Skill.pptx er power pointDevelop Keyboard Skill.pptx er power point
Develop Keyboard Skill.pptx er power point
 
Call Girls In Andheri East Call 9892124323 Book Hot And Sexy Girls,
Call Girls In Andheri East Call 9892124323 Book Hot And Sexy Girls,Call Girls In Andheri East Call 9892124323 Book Hot And Sexy Girls,
Call Girls In Andheri East Call 9892124323 Book Hot And Sexy Girls,
 
VVIP Pune Call Girls Kalyani Nagar (7001035870) Pune Escorts Nearby with Comp...
VVIP Pune Call Girls Kalyani Nagar (7001035870) Pune Escorts Nearby with Comp...VVIP Pune Call Girls Kalyani Nagar (7001035870) Pune Escorts Nearby with Comp...
VVIP Pune Call Girls Kalyani Nagar (7001035870) Pune Escorts Nearby with Comp...
 
Book Sex Workers Available Pune Call Girls Yerwada 6297143586 Call Hot India...
Book Sex Workers Available Pune Call Girls Yerwada  6297143586 Call Hot India...Book Sex Workers Available Pune Call Girls Yerwada  6297143586 Call Hot India...
Book Sex Workers Available Pune Call Girls Yerwada 6297143586 Call Hot India...
 
Kalyan callg Girls, { 07738631006 } || Call Girl In Kalyan Women Seeking Men ...
Kalyan callg Girls, { 07738631006 } || Call Girl In Kalyan Women Seeking Men ...Kalyan callg Girls, { 07738631006 } || Call Girl In Kalyan Women Seeking Men ...
Kalyan callg Girls, { 07738631006 } || Call Girl In Kalyan Women Seeking Men ...
 

Monetization

  • 1. Slide title goes here… Monetizing Social Games: A Step-by-Step Guide Nick Talarico Director of Publisher Development, Offerpal Media, Inc. Offerpal Media Inc. Confidential
  • 2. First, a bit about Offerpal Media…
  • 3. Company Background Quick Facts: Management Team: • Venture capital funded: June, • Anu Shukla, Co-founder & CEO 2007, and February, 2009 • Mitch Liu, Co-founder & VP o Interwest Partners • Bill Lonergan, CFO o Northbridge Venture Partners • Naghi Prasad, VP Engineering o D.E. Shaw Ventures • Shannon Jessup, VP Sales • Launched October, 2007 • Publishers: 2,000+ • Global advertising offers: 5,000+ • Headquarters: Fremont, CA “Offerpal Media is built on the science of inserting scientifically targeted and relevant advertising offers into the virtual economies of social web sites, games and applications.”
  • 4. The Leading Social Advertising Platform • More than 150 million user accounts created since October 2007 • 2,000+ publishers across multiple platforms and environments • 5,000+ advertising offers in 80+ countries • 30+ billion virtual points issued Platforms Applications Games Worlds
  • 5. Top Social Monetization Solution Offerpal’s turnkey payment platform allows online gamers to earn virtual currency for taking part in targeted, personalized advertising offers (or buy it through global payment options). – Integrated within game play of social applications and web sites – Deepens user engagement – Increases stickiness and pageviews – Improves virality
  • 6. User Flow 1 2 3 4 2
  • 7. Virtual Currency Payouts • Network-wide eCPM: $150 – 200 • Average publisher payout: $75/day/1,000 users • Conversion rate: >5% (40x better than traditional CPA) • Revenues per completion: >$5.00 >$150 eCPM $400 Card Games MMORPGs $225 Tamagotchi Games $200 <$1 eCPM Racing $175 <10¢ eCPM Owning $150 Monetization for Virtual Category Pets $100 Currency and Monetization CPM CPC Adsense Digital Green $75 Banners Products User eCPM Engagement
  • 8. 10 Steps for Monetizing Social Games
  • 9. Tip #1(A): Make It Fun Before you do anything, ask yourself: • Is your game fun? • Will users come back? • Will they invite their friends? If not, go back to square one.
  • 10. Tip #1: Define Your Sinks Types of Sinks: • Functional Goods • Decorative Goods • Behavioral Goods
  • 11. Tip #1: Define Your Sinks Types of Sinks: • Functional Goods • Decorative Goods • Behavioral Goods
  • 12. Step #1: Define Your Sinks Types of Sinks: • Functional Goods • Decorative Goods • Behavioral Goods
  • 13. Step #2: Assign Currency to Your Sinks • Use “in-game” currency to engage • Use “RMT” currency to monetize • Assign currencies to each sink or set of sinks Happy Harvest uses “Game Coins” for its engagement currency and “Credits” for RMT currency.
  • 14. Step #3: Define Sources for Your Currencies Types of Sources: • In-game currency – Missions/Quests – Logging in • RMT currency – Cash payments – Ad offers
  • 15. Step #3: Define Sources for Your Currencies Types of Sources: • In-game currency – Missions/Quests – Logging in • RMT currency – Cash payments – Ad offers
  • 16. Step #3: Define Sources for Your Currencies Types of Sources: • In-game currency – Missions/Quests – Logging in • RMT currency – Cash payments – Ad offers
  • 17. Step #3: Define Sources for Your Currencies Types of Sources: • In-game currency – Missions/Quests – Logging in • RMT currency – Cash payments – Ad offers
  • 18. Step #4: Get them hooked Balance engagement with monetization: • Crack dealer: Engage first, monetize second • Cheater: Allow all to play, but let people pay to cheat • Focus on constant balance between sources and sinks (the sinkhole must always be slightly larger)
  • 19. Step #5: Set Your Exchange Rate Tips on setting the exchange rate: • Too low = low perceived value • Too high = high inflation • Find the sweet spot =
  • 20. Step #6: Launch Game vs.
  • 21. Step #7: Promote Your Virtual Currency Promotion = Monetization • Add a tab to “Add Credits” • Include balance in a status bar • Use newsfeeds, notifications, banners and other messaging opportunities
  • 22. Step #8: Keep Demand for Currency High What drives demand? • User psychology – Self-expression – Collection – Achievement • Limited edition goods • Level-specific goods • Perishable goods • New, fresh content • Global leaderboards and social competition
  • 23. Step #9: Maintain a Balanced Economy Tips for a healthy economy: • Try upping exchange rate for a day • NEVER flood your RMT currency • Don’t keep the economy too tight – remember, it’s free to play • If they aren’t complaining, you aren’t monetizing.
  • 24. Step #10: Test, Measure, Optimize What to test? Attribute Graphs • User attributes • Exchange rate • Price points • User Interface options • User patterns Trend Graphs
  • 26. Case Study: Mousehunt Social websites About Mousehunt MMOGs Digital merchants… • 481,643 MAUs on Facebook • Developed by HitGrab, Inc. • You are a hunter, hired by the king to trap the mice that infest his kingdom. For each mouse you catch, you'll receive a unique reward, with the aim of being the best in the land!
  • 27. Mousehunt: Sinks Social websites • Cheese MMOGs – Varies by price merchants… Digital – Some better at attracting mice than others • Traps – Varies by price – Some better at catching mice than others • Travel to new locations – Different types of mice in different locations
  • 28. Mousehunt: Sinks Social websites • Cheese MMOGs – Varies by price merchants… Digital – Some better at attracting mice than others • Traps – Varies by price – Some better at catching mice than others • Travel to new locations – Different types of mice in different locations
  • 29. Mousehunt: Sinks Social websites • Cheese MMOGs – Varies by price merchants… Digital – Some better at attracting mice than others • Traps – Varies by price – Some better at catching mice than others • Travel to new locations – Different types of mice in different locations
  • 30. Mousehunt: Sources Earn Gold by… Social websites MMOGs • Catching Mice Digital merchants… – The heavier the mouse, the more gold you earn • Accepting gifts from the King • Picking up “loot” dropped by mice when they are trapped • Returning surplus cheese, traps and crafting materials for a refund • Or by…
  • 31. Mousehunt: Sources Completing Ad Offers Social websites MMOGs Digital merchants…