TrialPay has partnered with Facebook to offer its new DealSpot in-game offers API to developers using Facebook Credits. With the new integration, developers place a custom icon within their game that when clicked shows users a targeted offer to make a purchase or watch a video in exchange for Credits.
DealSpot was released in beta two months ago, and has since been integrated by 50 games from many top developers including Playdom, Crowdstar, LOLapps, Kabam, and Wooga. TrialPay also provides versions that support direct payments instead of Credits, and that can be implemented as display ads alongside games instead of within them.
Access to this pipeline of aggregated deals has allowed beta partners including Playfish to generate up to over twice the revenue of their standard offer wall, and up to 8 to 10 times that on holidays according to a participating developer. DealSpot benefits advertisers, developers, users, and Facebook by helping gamers spend more Credits so they can progress in their favorite games.
Facebook has not given any indication that it plans on working with any other offers networks, creating a tremendous distribution advantage for TrialPay.
To use DealSpot, developers design their own custom in-game icon that attract users with headlines like “Earn Credits” or “Deal of the Day”. The SWF icon only appears if TrialPay has deals available.
When clicked, developers call the DealSpot API and pass along their app_id and the user’s unique third-party identifier and are returned an targeted offer based on geography, transaction history, and the developer’s preferences such as excluding a certain type of deal.
DealSpot returns high-value, time-sensitive offers from group deals providers like Groupon and Living Social when possible, or holiday-themed offers like sending flowers for Valentine’s Day when appropriate. Otherwise it rotates through deals worth fewer Credits such as watching a Toyota or Dell commercial.
Users see the deal in a pop-up overlaid on the game’s interface, and can click to view alternative offers. Once they complete the offer, users receive the specified number of Facebook Credits and resume the game where they left off. Developers can find additional implementation details and sample code through a link to DealSpot in Facebook’s Help Center.
Developers can use DealSpot to fill their vast inventory with a constant stream of offers from a variety of providers, yet they’ll only have to design a single set of graphics and work with a single intermediary. This frees up production teams to design lucrative virtual goods and reduces the need for a large sales team.
Reports from developers who’ve implemented DealSpot show that over time they’ve doubled revenue compared to that earned on an offer wall in the traditional Credits purchase flow. DealSpot attracts a different audience to become paying customers, evident since offer wall revenues aren’t cannibalized.
Saby Agarwal, Director of Payments at Playfish says that Dealspot “encourages players to return daily to check whether new deals are available, which means Playfish can increase engagement and loyalty.” Playfish’s Valentine’s Day DealSpot campaign with ProFlowers sold tens of thousands of real bouquets, and accounted for half the total revenue the game generated during the two-week promotion.
Advertisers seeking to reach up to hundreds of millions social gamers a day can do so through DealSpot. They’ll only need to work TrialPay to receive placement on some of the Platforms top properties, and it will be easy to achieve performance goals since users are incentivized to convert or engage with branded content.
Users who never considered paying for social games, and therefore never encountered the traditional offer wall in the payment flow, will come across DealSpot during normal play. Once given the chance to earn Credits through purchasing valuable deals, or for free without a credit card by watching a video, they may enjoy the enhanced gameplay and become lasting members of the virtual economy.
For Facebook, DealSpot represents a new way to expose more users to their virtual currency system in a way that doesn’t hurt developers like free promotional Credits did. Its hoping users will become hooked and continue completing offers for Credits or buying them directly, earning Facebook 30% of their value.
Facebook is strongly encouraging implementation of DealSpot, sending several top developers this PDF guide to TrialPay’s new payment system with the tag line “An Exciting New Way to Monetize Your App”.