Peter Wexler Presentation
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Social games represent a large audience on Facebook, with over 200 million people playing social games each month. This audience is larger than primetime television. Advertising spending on social gaming is increasing as brands look to target specific demographics within social games. For brands to be successful, they need to go where audiences are entertained, ensure customer engagement, and provide incentives for players to continue interacting with the brand through game mechanics and cross-promotion opportunities.
Peter Wexler Presentation
- 1. Social Games and Brands - Making the Relationship Work Peter Wexler Director of Strategic Partnerships, TrialPay
- 2. Social Games in Brands – Making it work! Peter Wexler – Director of Strategic Partnerships – peter@trialpay.com
- 3. Facebook is one of the Largest Audiences for Advertisers Social games represent 40% of usage time on Facebook 40% Over 200 million people play social games every month 200M Virtual currency market is $10B globally (doubling y/y in US) $10B Facebook has over 500 million users (100% Y/Y growth) 500M
- 4. Social games audience eclipsing that of primetime TV Sources: tvbythenumbers.com, App Data Social gaming Primetime TV
- 5. Social Gaming Adverting - Spend on the Rise
- 6. Matching brands with audiences Brands want the ability to target a particular demographic rather than a single title Companies such as TrialPay help brands discover these audiences across hundreds of titles
- 7. Branding – Go Where Your Audience Is Pay for performance Ensure engagement
- 8. Grow - New Customer Acquisition Pay for Engagement Meet customers where they are presently entertained
- 9. Straight to Revenue – Acquire and Monetize Pay for Customers Drive revenue
- 10. Brands as part of the experience! Brand Interaction becomes part of the game Brand Interaction provides game play benefit
- 11. Game Mechanics – Give them a reason to come back! + Kiss cross-promotion helps drive 16% week-over-week DAU increase 750% increase in likes for Kiss 1.35MM clicks on the video/concert button
- 12. Achieving Brand Success Game Publisher Marketer Find brands that are complementary to your demo Find games that are complementary to your target demo Create relevancy for gamer interaction Ensure campaigns are pay for performance (CPA, CPL, CPV, CPE, CPS) Identify and exploit opportunities for cross-promotion Maintain mechanism to drive sales (coupon interaction grant, like to exclusive offer, etc…) Test, Optimize, Repeat Test, Optimize, Repeat