How To Triple Offer-Based Revenue With In-Game Promotional Campaigns
Traditionally, social games have integrated ad offers and other types of marketing actions into their games through the use of an “offerwall”—literally a virtual “wall” of advertisements stacked on top of one another where the user can browse through thousands of ad offers made available for them to complete in exchange for virtual currency. While this model has proven very effective, many top developers are now beginning to monetize more users and get even better results by integrating these alternative payment offers in new ways and in other parts of the user experience.
Lately “in-game promotions” have been used to help advertisers and game developers alike get virtual currency offers in front of significantly more users or to engage with them on a deeper level.
Offerpal today published a white paper on best practices to help game developers and social publishers monetize their virtual currencies through in-game promotional offers and alternative payments. Titled “Beyond the Offerwall: Monetizing virtual currency through in-game promotions,” the white paper reveals actual data from in-game promotions we conducted with several of our top publishing partners in May, 2010.
Key findings include:
- Participating developers experienced a more than 3x increase in offer-based advertising revenue versus normal daily revenue
- 93% of the users who completed ad offers through the in-game promotions were new users who had never taken part in an offer in that game before
- Within the first week after completing an in-game promotional offer, over 10% of these newly monetized users had returned to fill out another offer or make a direct payment
- The effective CPM rate was $2.03, compared to typical CPM rates in the range of $0.10 to $1.00.
“Traditional ‘offerwalls’ remain the most effective foundation for developers to monetize their virtual currency, but only about 10% of a game’s audience tends to find them,” said Mihir Shah, Chief Revenue Officer of Offerpal Media. “In-game promotional campaigns allow our game developers to reach a broader audience, do much more interesting user and demographic targeting, and get best-in-industry payouts based on higher volumes and contextual relevance from major advertisers. We uniquely understand that this is a direct response business first and foremost, not only a payments business.”
Click here to download the full paper.
published a white paper today on best practices to help game developers and social publishers monetize their virtual currencies through in-game promotional offers and alternative payments. Titled “Beyond the Offerwall: Monetizing virtual currency through in-game promotions,” the white paper reveals actual data from in-game promotions the company conducted with several of its top publishing partners in May, 2010.
The paper is available for download at http://offerpalmedia.com/white-papers.php.
Key findings include:
- Participating developers experienced a more than 3x increase in offer-based advertising revenue versus normal daily revenue
- 93% of the users who completed ad offers through the in-game promotions were new users who had never taken part in an offer in that game before
- Within the first week after completing an in-game promotional offer, over 10% of these newly monetized users had returned to fill out another offer or make a direct payment
- The effective CPM rate was $2.03, compared to typical CPM rates in the range of $0.10 to $1.00.
“Traditional ‘offerwalls’ remain the most effective foundation for developers to monetize their virtual currency, but only about 10% of a game’s audience tends to find them,” said Mihir Shah, Chief Revenue Officer of Offerpal Media. “In-game promotional campaigns allow our game developers to reach a broader audience, do much more interesting user and demographic targeting, and get best-in-industry payouts based on higher volumes and contextual relevance from major advertisers. We uniquely understand that this is a direct response business first and foremost, not only a payments business.”
An “in-game promotion,” as used in the paper, refers to any advertising offer that is presented in certain junctions of a game that allow it to engage with users on a deeper level or to reach more users than a traditional “offerwall.” Examples of in-game promotions include promotional display banners, special notifications, in-game flash integrations, branded virtual goods and more.
