A Case Study Of Console Game Promotion Through Facebook Apps

In the leadup to this week’s launch of Dante’s Inferno for XBox 360, Playstation 3 and the upcoming launch of the PSP version, EA partnered with Lolapps to successfully launch the Dante’s Inferno Facebook game. Looking at the numbers, the game has accumulated 4 million Monthly Active Users since its launch, and had had 1 million users in the week first week of the release of the Facebook Application. Lolapps was most famous for their Band of Heroes game, a Mafia Wars-style RPG with over 1,000,000 MAUs and a strong story component, but this has been eclipsed by the success of Dante’s Inferno, and represents a step forward for the company. We’ve been able to get some key statistics about the game from Lolapps, and share them here.

First of all, 62% of people who played the Dante Inferno’s game on Facebook indicated that they intend to purchase the Dante’s console game. This adds up to about 2.5 million users if we count the 4 million MAUs. We’ll see if this number holds up in sales, but underscores the effectiveness of application and game based advertising. This compares with only 25% of TV ad viewers who even recalled a Dante’s Inferno television advertisement, and only half of that group indicating they had purchase intent for the game (source: Akoo).