#sgsconf

1. Connecting Brands With Social Games
Jim Gerber - SVP, Partnerships and Business Development
24 May 2012
jim@trialpay.com
twitter.com/jgerber
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2. Company Snapshot
200 Million+ Consumers have used TrialPay
10,000+ Merchants use TrialPay’s payment platform
2,000+ Advertisers acquire customers through TrialPay’s CPA platform
Monetization platform is localized in 12 languages, including French, German,
Swedish and Chinese
Investors include Battery Ventures, Index Ventures, Greylock, and Visa
120 employees; 35 on development team
99.99% Scalable architecture, processing millions of transactions with 99.99% uptime over
last 5 years
Payment system reliability levels, with 4 patents issued for technology
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3. TrialPay Powers Social Gaming Monetization
Platforms Developers
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4. Digital Shift in Advertising
Internet Advertising 15% in 2009, 20% by 2014
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5. Global Social Gaming Market Will Continue to Grow
Offers make up
20% of revenue
stream
Virtual goods
make up 60% of
revenue stream
Source: Social Gaming Report 2012 (Casual Games Association)
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6. Games Audience Eclipsing Primetime TV
Larger audiences than TV during
Sweeps
Zynga Kills Soaps
“ Audience shifts as viewers
become gamers
- AdWeek ”
Mobile Audience Snapshot:
DrawSomething:
•50M downloads in 50 days
•14.3M DAUs
Angry Birds:
•648M downloads
•200M MAUs
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7. Social Gaming by the Numbers
Facebook has over 900 million users
Social games represent 40% of usage time on
Facebook
Over 300 million play social games every month
Virtual goods market is $6B globally
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8. Advertisers Are Taking Notice
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9. Brands Shifting Ad Dollars to Facebook
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10. Brands Are Discovering the Value of Facebook
• Ford turned to Facebook to access its
target demographic
• More than 43,000 “Likes”
• 61% of Doug’s fans said they were more
likely to consider buying a Focus
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11. Evolution from Direct Response to Brand Experience
Player subscribes to People to earn Player watches a BlackBerry Playbook
free Facebook Credits. video to earn more Sim Cash.
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12. Brands Provide Low-Hurdle Way to Monetize
Click, click, click
I want stuff for
my game!
Spend real money
50,000+ virtual items
sold every second
using Facebook Credits
Engage with brands
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13. How Branded Engagements Work
User chooses User engages deeply User is rewarded
to engage with a with the brand for the interaction
brand
User Engagements
Brand Affinity Brand Dialogue Committed Action
Examples: Examples: Examples:
•Watch a video •Complete a survey •Complete a purchase
•Play a game •Vote on favorite products •Register or sign-up
•Find a store •Subscribe
•Share with friends
•Install an app
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14. Integrating Brands to Create a Cycle of Engagement
Player wants
virtual
goods/currency Player chooses
to progress to interact with a
further in your brand
game
Player returns to
gameplay to use Player completes
their virtual the brand
goods/currency engagement
in your game
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15. Custom Branded Versions
Lady Gaga partnered with Zynga to create a branded version of FarmVille
named GagaVille, resulting in a 30% spike in daily visits to the game.
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16. Reflect the Story in the Player’s World
Players earn virtual items to use in The Sims Social by watching a Wendy’s
video.
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17. In-Game Icons Lead To Active Engagement
Players earn virtual items by watching a video and completing a survey. Results
show that in-game icons generate up to 9.3x more revenue for video offers.
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18. Brands as Part of the Experience
Brand Interaction becomes
part of the game
Brand Interaction provides
game play benefit
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19. Sponsorship Goes Digital
Sponsorship to target demo
Providing value to player
and generating engagement
Advertiser relevance drives higher $$$
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20. Netflix Hub Drives Education & Active Engagement
Players complete simple quizzes and activities to earn Facebook Credits while
learning more about Netflix.
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21. Netflix Hub Engagement: Sample Activities
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22. Double Happiness!
10
0
The “Instant Jackpot” call to action makes the experience performance-based and
measurable.
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23. Brand Campaigns On Mobile
Mobile is an increasingly attractive channel for brand advertisers
5 Chips
6 Chips
4 Chips
5 Chips
6 Chips
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24. Aggregation Alleviates Supply Fluctuations
Partial Video Landscape Video Revenue Concentration
• Share leader changes month-to-month
• No network contributes over 27% of
quarterly video revenue
• Concentration will continue to shrink
• Video aggregation smooths individual
network supply fluctuations
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25. Increased Engagement Drives Advertiser Payouts
CPA
User Engagement Level
CPS
CPL
Sponsorshi
p
CPV
Price ($)
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26. Things to think about:
1 Identify the types of activities or products which are
complementary to your game’s narrative.
2 Incorporate both brand and direct response
offers, capturing users of all commitment levels.
3
Offer players an increased incentive for deeper
engagement and combine with an action to
deliver more value to the consumer.
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27. Thank you!
Jim Gerber
SVP, Partnerships & Business
Development
www.trialpay.com jim@trialpay.com
Twitter: @jgerber
303 Bryant Street, Desk: 650.318.2606
Mountain View, CA 94041 Cell: 650.265.0623
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