Day2 1100 jim_gerber

Payment and Promotions Platform 1© 2011 TrialPay. All rights reserved.

Connecting Brands With Social Games

24 May 2012

[email protected]

twitter.com/jgerber

Jim Gerber - SVP, Partnerships and Business Development

Payment and Promotions Platform 2

Company Snapshot

200 Million+ Consumers have used TrialPay

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

10,000+ Merchants use TrialPay’s payment platform

2,000+ Advertisers acquire customers through TrialPay’s CPA platform


TrialPay Powers Social Gaming Monetization

Platforms Developers


Digital Shift in Advertising

Internet Advertising 15% in 2009, 20% by 2014


Global Social Gaming Market Will Continue to Grow

Source: Social Gaming Report 2012 (Casual Games Association)

Offers make up 20% of revenue

stream

Offers make up 20% of revenue

stream

Virtual goods make up 60% of revenue stream

Virtual goods make up 60% of revenue stream


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


Social Gaming by the Numbers

Social games represent 40% of usage time on Facebook

Over 300 million play social games every month

Virtual goods market is $6B globally

Facebook has over 900 million users


Advertisers Are Taking Notice


Brands Shifting Ad Dollars to Facebook


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


Evolution from Direct Response to Brand Experience

Player subscribes to People to earn free Facebook Credits.

Player watches a BlackBerry Playbook video to earn more Sim Cash.


Brands Provide Low-Hurdle Way to Monetize

Click, click, click

Spend real money

Engage with brands

I want stuff for my game!

50,000+ virtual items sold every second

using Facebook Credits


How Branded Engagements Work

User chooses to engage with a brand

User is rewarded for the interaction

User engages deeply with the brand

Brand Dialogue

Examples:•Complete a survey•Vote on favorite products•Find a store•Share with friends•Install an app

Committed Action

Examples: •Complete a purchase•Register or sign-up•Subscribe

Brand Affinity

Examples:•Watch a video•Play a game

User Engagements


Integrating Brands to Create a Cycle of Engagement

Player wants virtual

goods/currency to progress

further in your game

Player wants virtual

goods/currency to progress

further in your game

Player chooses to interact with a

brand

Player chooses to interact with a

brand

Player completes the brand

engagement

Player completes the brand

engagement

Player returns to gameplay to use

their virtual goods/currency

in your game

Player returns to gameplay to use

their virtual goods/currency

in your game


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.


Reflect the Story in the Player’s World

Players earn virtual items to use in The Sims Social by watching a Wendy’s video.


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.


Brands as Part of the Experience

Brand Interaction becomes part of the game

Brand Interaction providesgame play benefit


Sponsorship Goes Digital

Sponsorship to target demo

Providing value to player and generating engagement

Advertiser relevance drives higher $$$


Netflix Hub Drives Education & Active Engagement

Players complete simple quizzes and activities to earn Facebook Credits while learning more about Netflix.


Netflix Hub Engagement: Sample Activities


Double Happiness!

100

The “Instant Jackpot” call to action makes the experience performance-based and measurable.


Brand Campaigns On Mobile

5 Chips

6 Chips

4 Chips

5 Chips

6 Chips

Mobile is an increasingly attractive channel for brand advertisers


Partial Video Landscape

Aggregation Alleviates Supply Fluctuations

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


Increased Engagement Drives Advertiser PayoutsU

ser

En

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Price ($)

CPACPA

CPVCPV

CPLCPL

CPSCPS

SponsorshipSponsorship


Things to think about:

Identify the types of activities or products which are complementary to your game’s narrative.

Incorporate both brand and direct response offers, capturing users of all commitment levels.

Offer players an increased incentive for deeper engagement and combine with an action to deliver more value to the consumer.

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Jim GerberSVP, Partnerships & Business Development

www.trialpay.com

303 Bryant Street,Mountain View, CA 94041

Desk: 650.318.2606Cell: 650.265.0623

[email protected] Twitter: @jgerber

Thank you!

Day2 1100 jim_gerber

Entertainment & Humor

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