Facebook gaming presents a myriad of integration opportunities for advertisers, but increasing brand awareness is easier said than done.
Facebook will be making Credits mandatory for all developers come July. It also has one select partner through which it will be letting developers use offers: TrialPay. However, these are all hard offers, and don’t encompass soft offers. A hard offer is anything that requires the exchange or capture of user data and personal information. In the case of offers, information about users engaging in offers is sent by developers to TrialPay. Brand advertising on the other hand is a soft offer as it’s not capturing user information. With that said, any soft offer engagement is instantly recognized and developers can pass along data back to the integrated brands daily showcasing how their players are responding to the campaign. The brand and developer can leverage this real-time data to work together to optimize the campaign in order to deliver their players the best experience possible.
In the future we will see social games add in a plethora of location-based elements, mobile and cross platform capabilities and unique brand tie-ins where brands sponsor and enhance player experiences (i.e. giving boosts). For a company that’s offering an interesting solution on mobile, check out Tap Me. Another company called RadiumOne, previously known as gWallet, has a solution called ‘ShareGraph’ that helps brands reach consumers that are having conversations with their ‘real’ friends outside of social networks about specific topics that are relative to the brands’ interests.
The best type of brand integrations are those where players don’t even notice that the brand is there, yet report an increase in brand metrics. We have barely begun scratching the surface on brand advertising within social games, so expect this space to mature and for developers to add nice revenue streams for themselves and brand partners alike.