TrialPay Finds that Mother’s Day Was Payday for Social Game Publishers
Based on results of a study that tracks Mother’s Day campaigns conducted by social games on the Facebook Platform, TrialPay reports that Mother’s Day generated a 5x boost in social games revenues, driving $1 million per day for publishers with 40% of purchasers being first-time buyers.
“According to TrialPay’s research, in the week leading up to Mother’s Day, about $1 million per day was generated by “gifts for mom” promotions that paired offers from online flower merchants and others with free in-game virtual goods and currency. TrialPay estimates that these promotions drove a 5x increase in social game revenues over normal daily revenue, and found that about 40% of purchasers were first-time buyers in these games. In addition to adding new buyers, the holiday also helped game publishers more than double their visitor conversion rates – meaning that twice as many players as usual made a purchase during the period.”
To download the full research report (registration required), visit http://www.trialpay.com/go/mday_2010.
“Seasonal campaigns around holidays can present a significant source of revenue for game publishers. Mother’s Day is the 2nd-largest gifting holiday in the U.S. – our study shows that social gaming companies took advantage of this opportunity to convert more of their users to paying customers,” said Alex Rampell, CEO of TrialPay.
“Social games companies have been primarily focused on engagement and viral sharing, and they’re just starting to experiment with monetization, so this is an early indicator of big things to come.”
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