Engage 2009 Virtual Goods Panel

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A collection of slides that accompanied this panel at the Engage Expo virtual goods conference: http://www.youtube.com/user/theMIXagency#play/uploads/4/RzJdRV68vtM

Technology Business

MONETIZATION OF SOCIAL GAMES AND APPS:
WHAT WORKS AND WHAT DOESN’T

PANEL CASE EXAMPLES

Lisa Rutherford David Marcus
President CEO

Adam Caplan Ron Hirson
President SVP Product & Marketing

Nicholas Talarico Vikas Gupta
Dir Publisher Development CEO

Simple and Easy is Better
Too much text ‐ Too complicated

Ex: Clean and Simple Calls to Action
Zong in Outspark
Boku in Puzzle Pirates

Ex: Offer Walls on Serious Business
“multiple offer walls, rotated and optimized by geo”

Be Actionable Clickable Alerts

Agency Wars ‐ iPhone Enchanted Island ‐ Facebook

10 second rule!!

Balanced Gameplay

Replenishing Energy costs $2.00
…or you can wait 15 minutes

Ex: Integration in Bingo Explosion
“Addictive gameplay naturally leads to monetization”

Be Creative with Payments
Causes
Only one payment option
Default payment is always $25

What about…
• Corporate matching?
• Donations through really
targeted offers?

Payments Must Stay In Game
Animal Paradise

Distracting, disruptive,
and totally un‐fun

Ex: Good Contextual Integrations
“pauses game, same page”
Zong in Paintball
Jambool in Barn Buddies

Right Mix and Tools for Your Audience

Panel:
• What’s best payment mix for kids? Women
over 35? Men 18‐25?

• Where do you see the most fraud? What can
combat it?

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Kyle Findlay, TNS Global Brand Equity Centre, South Africa and Kirsty Alberts, TNS Global Brand Equity Centre, South Africa "Gamification" is a buzzword currently reverberating across the internet - but how much of it is hype vs. reality? Sitting at the cross-roads between behavioural economics and video games, gamification brings behaviour change methodologies into the digital age by explicitly providing us with the mechanics to improve user engagement. In theory, "gamifying" any process, from filling in tax forms in the real world to shopping on Amazon.com, should increase user engagement and overall satisfaction. The presentation will test these claims. It will investigate just what gamification really is and what it is not. The presenters will highlight recent research they have conducted into this topic along with interviews with various members of some of the tech companies that are at the forefront of this trend.

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We presented this deck at the ESOMAR Congress 2011 conference in Amsterdam where it was nominated for "Best Methodological Paper". The meat of this deck is a collection of case studies showing the efficacy of gamification in various BUSINESS contexts. It took us ages to contact and collate these various examples, so hopefully having them all in one place will save you time. A big thank you very much to the various folks who helped us put this piece of research together! If you have any questions, comments, requests, or are interested in the original paper that this deck is based on, please feel free to drop us a line :)

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Oplæg fra Netværksdagen "Game On" d. 13.9.11 SÆT DIT BIBLIOTEK PÅ SPIL Simon Egenfeldt-Nielsen, PhD og Direktør for Serious Games Interactive. Simon Egenfeldt-Nielsen har i mange år beskæftige sig med computerspils læringspotentiel og mulighederne i game-baseret læring. Hvordan kan vi, som biblioteker, gør brug af principperne i Gamification og få mere ”spil” i vores og brugernes hverdag?

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