Meet the Godfather Behind Mob Wars’ (Real) Money: Super Rewards

Popular Facebook game Mob Wars has recently been rumored to be the most profitable app on Facebook. While that will never be known for sure, one thing is clear: Mob Wars is making a lot of cash. Probably in the tens of thousands of US dollars per day. How?

One large reason: Mob Wars has baked incentivized CPA offers from Super Rewards directly into the game, and expertly tuned its virtual economy to drive offer conversions without significantly imbalancing the economy or damaging game play. (Mob Wars also works closely with CPA monetization firm Offerpal Media.)

Super Rewards has largely remained quiet on the PR front to date, but the company is working with many of the top developers on Facebook to monetize their games. Super Rewards partners include Mob Wars, Knighthood, Premier Football, and several of the top apps in Zynga’s family of games, including Texas HoldEm Poker and YoVille. The company has built a 14 person team across its Vancouver headquarters, New York office, and soon to be opened San Francisco office.

We recently spent some time with Super Rewards CEO and Co-founder Jason Bailey and President Adam Caplan to learn more about how the company is working with Mob Wars and other leading apps and social games to make real money.

Jason, how does Super Rewards help social app and game developers make money?

What we do exceptionally well is understanding the nuances of all the games we work with. We work closely with developers to tweak and balance their game play and economies around their virtual currencies. Developers come in making $100 a day and we can take them up to $1000 a day in short order.

How detailed do you get?

We provide a broad range of services, everything from pricing specific items to consulting. Some developers have experience with their economies in current or past apps and want our help putting offers in front of their users. Others come to us while their game is still in alpha and really value our input.

What’s the most important thing developers need to do to make money with CPA offers?

The most important thing is balancing your economy properly. You should support all kinds of players well, while remembering that your hardcore users will generate 90% of your revenue.

You want to make sure users want to obtain and spend points, while preserving the quality of the game play. For example, in Mob Wars, in order to replenish your health you can either wait for the system to revitalize you or you can “go to the Godfather” and earn some “favor points.” (see right)

So how do you measure performance?

The core metric we use is dollars per click. We hope our developers can get 25% of their daily active users through a Super Rewards page at some point. Of those, if the economy is balanced correctly, you should see a 40-50% click through rate, and ultimately a net 8-10% conversion rate. Developers get about $1.00-$1.50/conversion for US users, but less for international users. We’re lucky to get $0.06/conversion in China, but we have games operating in Europe and other parts of Asia at $0.25 and up.

So assuming all of a developer’s traffic is US traffic, the developer could see up to $83 per day per thousand DAUs. However, on an average basis across all geographies, we are about half that number. It goes without saying that there is a wide distribution around the average based on quality of app and balance of virtual currency economy.

What kind of apps are doing the best?

Games! Gifting and poking apps don’t do as well. Games that do the best are ones in which the players want to be on top of the leaderboard, collect items, or play games of chance.

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