Lisa Marino on RockYou’s Publishing Partners, Ad Platform Growth in Gourmet Ranch And Zoo World
July 20th, 2011
Marino: We were marketing it pretty aggressively through June, took a bit of a break to work on a couple of key new feature launches that we had — one of them will be out on Thursday; it’s exotic animals. We tested a variety of new features and functionality in the last 30 days and what came out of that was some really interesting user engagement and a really stable player base. So now we’re actively marketing the game again as of about three weeks ago.
RockYouのパブリッシュパートナーLisa Marinoと、Gourmet Ranch とZoo Worldにおけるアド・プラットフォームの成長。
2011年7月20日
Marino:私達は、6月を通してかなり活動的にマーケティングを行っていたので、2、3の新しい鍵となる特徴の発表を手掛ける事に少し休息をとりました-ひとつは、木曜日に発表されます；それはエキゾチック・アニマルズです。私達は、この30日において、新しい様々な特徴や機能のテストをし、それからわかったのは、興味深いユーザーエンゲージメントと、強固なプレイヤーの基盤でした。なので、今私達は3週間前のように、活動的にゲームのマーケティングを行っています。
ISG: And the ad platform you mentioned? How has that evolved into something you plan to integrate with Gourmet Ranch?
Marino: [Brand sales] have been core to our DNA for a very long time. Previously we were selling inventory on our reach apps — but it wasn’t until we started getting game inventory with Zoo World and now Gourmet Ranch and Zoo World 2 that the ad platform was able to make its full migration from reach apps to core gaming executions.
ISG:そして、あなたが言及したアド・プラットフォームですね？あなたの計画するGourmet Ranchとの統合に、どのように進展しているのですか？
Marino:[ブランドセール]は長い間私達のDNAの核となっています。前に、私達はリーチアプリの目録の販売をしていました-しかし、それはアド・プラットフォームがリーチアプリからゲーム実行の核へと、その完全なマイグレーションを行うことが可能なZoo Worldと、今Gourmet Ranch、そしてZoo World2のゲームの目録を手に入れるまででした。
platform and we’re integrating them into our games. We definitely still have Deal of the Day — Facebook is rolling that out with TrialPay, it did such a good job on tests we’re doing with them. So we’ve got that unit, we’ve got standard display… But the difference between [then] and now is, when you think about display in-game, it’s not just an ad for Toyota, it’s not just an ad for psychic reader network. It’s very much a strategy around how we cross-sell, how we promote and merchandise in our game.
So we’re just finishing up a lot of new products for that
Let’s say Gourmet Ranch was running their Beach Party [campaign] — which ended last week — we could do a lot of merchandising through the display units with the ad platform in addition to serving brand impressions, in addition to doing cross-sell. [There are] all sorts of things we can build channels around and communicate to our user base. What we’re testing right now is how to optimize those experiences. So, is there a difference between paying users and non-paying users?
Do certain types of placements respond better than others? Like, if I show an impression for merchandising through virtual goods five times and they don’t click on it, maybe I shouldn’t show it again, maybe I should show a Toyota ad, maybe I should show them a cross-sell opportunity? We’re going through all that optimization right now, but it’s going to be a really powerful ad platform. We’ve seen in Zoo World, in each space, an [average revenue per user] of 25%. When you’re talking about the [lifetime value] of a user that’s very substantial.
We haven’t put the platform in Zoo World 2 yet. That’ll definitely be by the end of August. Right now, Gourmet Ranch is going to be the guinea pig, for lack of a better term. We’re going to go through the pain with them to get it right.
ISG: Will the platform also be in Cloudforest Expedition when it launches this summer? How did you work that in as part of the publishing deal with Loot Drop?
