Robert Schneider, TrialPay Europe, Peter Wexler, TrialPay a4uexpo Barcelona 2012

1. It’s Game Time …
Interaction and Engagement: The Evolution of Advertising in Social Games
@a4uexpo
#trialpay
Payment and Promotions Platform CONFIDENTIAL
© 2012 TrialPay Europe. All rights reserved. 0

2. Why are you here?
1 Because after this is a cocktail reception and I want to
rest my feet before!
Because my spouse is playing social games all
2 the time online and on mobile and I want to
figure out why!
Because I am interested in finding and
3 exploiting new performance marketing
channels!
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3. How people use the internet
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4. Which advertising works?
5% I am considering buying something
40% I am looking for information
25% I am interacting socially
??% I am earning my online living
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5. 5%: “I am considering buying something”
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6. 5%: “I am considering buying something”
SEO
Post-Transaction Marketing Vouchers
Retargeting Price Comparison
Paid Search Cashback Loyalty
Special Interest Blogs and Communities
 Purchase intent is already present
 High Conversion rates
 Significant channel overlaps („customer journey“)
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7. The 5% in Action
A customer already searching for Neckermann is less
valuable than someone who isn’t. On Google, Neckermann might
pay for customers that were already going to buy from them.
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8. 40%: “I am looking for information”
Display Advertising
Contextual Advertising
 Continued importance at the expense of traditional advertising (Print
and TV)
 Significant purchase triggers, but not last touchpoints
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9. 40%: “I am looking for information”
Display Advertising
Contextual Advertising
Realtime Bidding
 Continued importance for branding and image
 Growth at the expense of traditional advertising
(Print and TV)
 Significant purchase triggers, but not last touchpoints
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10. The 40% in Action
A customer reading about Euro Cup is not looking to purchase goods or services
Lots of noise to get message across and get desired action (click to sale)
while user consumes information.
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11. 25%: “I am interacting socially”
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12. 25%: “I am interacting socially”
Social Media Advertising
Viral Marketing
Fan Page Advertising
 No purchase intent
 Very low response rates to advertising (pub example)
 Interest can be raised for trending commercial topics
 Opinions are built and shared
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13. “I am earning my online living”
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14. Accessing the 25%!
A customer who is presented a deal from Neckermann before she
decided to purchase might decide to buy from Neckermann and do so
instead of at Zalando next time she shops for clothes
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15. “I am earning my online living”
Earn-based economies
Reward-based payments
Social Game advertising
 Offer users a deal for their engagement
 Reach new users and create impulses for buying and interacting
 Advertise where users spend more and more time
 Combine large audiences and precise targeting
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16. Why should advertisers care?
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17. Online casual gaming is now a mainstream activity
Representative mix of age and gender Larger audiences than prime-time TV
Cityville
The Sims Social
Two and a Half Men
Adventure World
Farmville
21 Questions
NCIS: Los Angeles
Male Female Modern Family
Big Bang Theory
The Mentalist TV Shows
CSI
How I Met Your Mother Social Games
Gardens of Time
Diamond Dash
Bejeweled Blitz
Pioneer Trial
14-17 18-24 25-34 35-44 45-54 55+ Café World
0
US5audience in million 25
10 15 20 30 35
Balance of male and female users Casual gaming has become a
77% of users = eCommerce target group major leisure time activity.
Data based on Facebook statistics and Nielsen TV ratings
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18. What about Europe and Facebook, specifically!
Approximately 25-50% user
penetration and growing
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19. Ok but I need more stats!
References: eMarketer and Casual Gaming Association
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20. And what about tablet/mobile trends?
Nearly half of EU Smartphone Users are Gamers
53%/47% Female to Male split
Game ad revenue to reach $894M by 2015
References: comScore, MobiLens,Touchstone Research
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21. OK, tell me more about these earned/reward based economies!
Spend time
I want stuff for
my game!
Spend money
50,000+
virtual items sold every
second using
Facebook Credits
Engage with brands
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22. So how does this look?
Game example: The Sims Social from
Playfish, a division of Electronic Arts
Publisher implements branded icons and
banners within games to ensure high level of
user interaction while promoting in a pay for
performance manner
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23. How about a lead/registration example?
In this example: Car Town from Cie Games
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24. I want to go straight to sales, ok!
In this example: Restaurant City from Playfish, a
division of Electronic Arts
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25. I need to build brand awareness!
In this example: Social Girl from Crowdstar
.
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26. Campaign Goal – Introduce a Product to a New Market
BRANDING +++ REACH +++ CONVERSION +++
Lead users to the desired conversion
through interactions with your brand.
1. Reward a smaller amount of credit for a series of videos and questions
2. Reward a larger amount of credits for subscription to the service
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27. Get Creative!
Clinique promotes new product lines by asking
users to share success stories.
Unilever helps users find their “heart age”
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28. Brands getting feedback from the public
Companies can perform market research, accessing their target
demographic and achieving a statistically significant sample.
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29. Brands as part of the experience
Brand Interaction becomes
part of the game
Brand Interaction provides
game play benefit
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30. Brands as part of the experience
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31. Getting attention in store!
100K in Farmcash redeemed in 6 weeks
Seen in Target stores nationwide
100K in Farmcash redeemed in 6 weeks
13MM users downloaded songs
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32. How does this look on Mobile?
Entry Point OfferWall Offer Detail Completing offer
Get Kicks for FREE Get Kicks for FREE Get Kicks for FREE
3 Kicks
160 Kicks
90 Kicks
50 Kicks
250 Kicks
Variable
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33. Rewards are now not just about games!
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34. Conclusion
1 Don’t stop pulling, BUT evaluate pushing to gain new
customers in an efficient performance manner.
2 Get creative with campaign types to engage
audience.
3 Work closely with your reward economy
publisher partner to measure customer quality.
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35. Thanks
Robert Schneider
Head of TrialPay Europe
Sophienstraße 33A
10178 Berlin
Germany
office: +49 30 28879641
mobile: +49 174 3338853
skype: robertschneidertp
e-mail: robert@trialpay.com
website: www.trialpay.com
Peter Wexler
Senior Director of Strategic Partnerships
303 Bryan Street – Floor 2
Mountain View, CA 94041
USA
office: 1.650.318.2602
mobile: 1.617.290.8668
skype: peter.wexler
e-mail: peter@trialpay.com
website: www.trialpay.com
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