HeyZap, GameCoins and TeePee Games on Game Discovery

Game discovery for social and mobile games remains a mystery but there are some low hanging fruits developers can grab. Offering services in this realm are companies such as Sometrics' GameCoins.com, Zynga's RewardVille and others. In this article we look at what a few companies on what they are doing to aid game discovery.

Game discovery for social and mobile games remains a mystery but there are some low hanging fruits developers can grab. Offering services in this realm are companies such as Sometrics’ GameCoins.com, Zynga’s RewardVille and others. In this article we look at what a few companies on what they are doing to aid game discovery.

HeyZap is one of the newer incumbents to enter the mobile game discovery market. HeyZap has app for Android and iPhone that lets players check-in to games using HeyZap’s feed and earn badges in the process. Players also have the option to share their check-in to Facebook and Twitter. When it comes to discovery, there are 2 primary methods: social discovery and paid discovery. Using HeyZap’s app players can discover new games which would be classified as social discovery.

Another company aiding game discovery is Sometrics with their site GameCoins.com. On the site, players can engage in missions which reward actions with game coins, the site’s own virtual currency which can be converted into other popular currencies including Facebook Credits. Missions are typically cost-per-engagement style activities that have players create a character or complete a level in some game etc. GameCoins gets paid by aiding discovery – so this is more like paid discovery.

Jennifer Bartlett of GameCoins.com believes that there is a need for non-intrusive game discovery as user acquisition costs are being driven through the roof. Using incentives, GameCoins has been able to drive discovery for indie developers and larger companies alike. GameCoins’ key proposition is a centralized location that provides tangible and relevant rewards. Zynga is following a similar path with RewardVille although its focusing on creating loyalty for its own properties.

Lastly we have TeePee Games which has a core search and recommendation engine to aid game discovery across a plethora of content portals. TeePee Games is looking to simplify game discovery across SNS, mobile phones and online flash game sites. Code named Geronimo, TeePee Games’ flagship product is constantly learning about its users and becoming more efficient at cataloguing content and identifying emerging trends. Tony Pearce, CEO of TeePee Games, is betting on search-driven discovery with tailored results for specific users.

Ultimately, both online and mobile discovery tend to reside in walled gardens, but social is more open. There is chaos on both sides as we rely on word-of-mouth and paid discovery to expose our apps. User acquisition costs are slowly rising but there is plenty of room on Android to try innovative ways to get users, from clever cross promotions to working with carriers and OEMs. This space will continue to evolve and search will eventually become stronger, but for now Top Lists and app store charts rule discovery.