Social Games and Brands - Making the Relationship WorkPeter WexlerDirector of Strategic Partnerships, TrialPay

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Social Games in Brands – Making it work!Peter Wexler – Director of Strategic Partnerships – peter@trialpay.com

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Facebook is one of the Largest Audiences for Advertisers

Social games represent 40% of usage time on Facebook40%

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

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Social games audience eclipsing that of primetime TV

Sources: tvbythenumbers.com, App Data

Social gaming

Primetime TV

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Social Gaming Adverting - Spend on the Rise

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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

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Branding – Go Where Your Audience Is

• Pay for performance• Ensure engagement

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Grow - New Customer Acquisition

• Pay for Engagement• Meet customers where they are presently entertained

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Straight to Revenue – Acquire and Monetize

• Pay for Customers• Drive revenue

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Brands as part of the experience!

Brand Interaction becomes part of the game

Brand Interaction providesgame play benefit

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Game Mechanics – Give them a reason to come back!

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• 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

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Achieving Brand Success

Game Publisher MarketerFind 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