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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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