With millions of Americans playing casual games every day, there’s a growing opportunity for marketers to reach players through free products and services offered as the game experience -- for example, when a player completes a level or accumulates a certain number of points.
To help brands tap this promotional channel, Santa Monica-based tech firm PaeDae is introducing a new software prize platform,
“withPrizes,” that matches brands and prizes with players.
The PaeDae platform allows mobile and online game developers to offer players prizes they are more likely to accept, by determining which products and services they are interested in. Determinations are made via continual testing of offers within games and behavioral data. (Potential prizes run the gamut from free coffee to retail discounts and free gym memberships.)
By offering prizes that are more relevant and attractive, PaeDae hopes to help game publishers increase engagement and monetize
their audiences more effectively while helping advertisers to zero in on promising leads.
Unlike some of its competitors, PaeDae does not seek to become a consumer-facing company, according to founder and CEO Rob Emrich; instead it tries to integrate the prize platform with the look and feel of games in order to avoid conflicting or distracting brand messages. This allows game developers and the brands which sponsor prizes to reap the benefits in terms of consumer gratification.
Although he would not reveal specific numbers, Emrich said the company has already achieved annualized bookings in the seven figures. One game that used PaeDae’s “withPrizes” platform, Kronos Games’ Action Bowling iOS, regularly exceeds an eCPM over $20, according to Kronos founder and president Stan Liu.
PaeDae advertising clients have included P&G, Amazon, and Razors Direct, among others.
This article initially appeared in OnlineMediaDaily on December 6.