TrialPay Launches DealSpot to Serve Flash Sale, Group Deal Offers in Games

Offers provider TrialPay is making it easier for publishers to serve deals from Flash sale sites like Rue La La and group buying startups like Groupon within games.

It has launched DealSpot, a way to have targeted deals appear in games, that expands some of the company’s earlier experiments in moving beyond conventional offers through partnerships with social buying startups like Groupon and LivingSocial. Group buying deals are an emerging area that allow people to get discounts on goods and services if they buy en masse.

TrialPay takes these deals, places them in games, where a user can earn additional virtual currency on top of the offer if they buy it from a game. For example, TrialPay served a Gap Groupon within Playdom’s Sorority Life’s game and offered virtual currency on top of the deal to get $25 off purchases worth more than $50.

So far, the company has been testing the new service in beta with Playdom, Playfish and iWin, which said its offers-based revenue doubled for its Family Feud title.

“This is really a new form of advertising,” said Terry Angelos, TrialPay’s chief product officer. “If you think about how you as an advertiser reach 50 million consumers, well, here’s a way that you can do that.”

The deals appear in dynamically loaded Flash components and TrialPay offers an application programming interface so publishers can have direct access to deals. Game designers can also customize how the deals will look inside their applications. Angelos says DealSpot saves a game publisher the trouble of negotiating with flash sale and group buying companies on their own.

“If a gaming company does this, they’d have to get one of their studio artists to design the deal, then they’d have to insert it into their gaming experience,” he said. “While it isn’t difficult, it’s time-consuming and it interrupts their game design process.” DealSpot also matches deals to consumers based on their location or gender.

Angelos said game publishers are still struggling to monetize more than a small percentage (usually one to three percent) of their players and that deals for a wider range of more tangible goods and services could help some companies double their offers-based revenue.

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