IG: Tell me about some of the metrics you’ve pulled down already this month.
LU: When you start looking at the avatars, they got 1.2 billion impressions of Left 4 Dead 2 branding and there were 501,000 gamers active in playing the meta-game.
IG This whole Infected Fury Month thing reminds us of the “Zombies vs. Vampires” app on Facebook, the same basic idea.
LU: It takes the gameplay mechanic from that Facebook app, and turns it into a promotion that people seem to love. We’re all about gaming elements on the site. With Prius, we did a level creation contest and people liked that because it gave them tools they wouldn’t necessarily have. We share ad revenue with developers so they know that ad campaigns means we're paying more money back to the game creators.
IG: One thing we’ve noticed is that there are definitely right ways and wrong ways to handle ads in games, and it all boils down to giving the consumer value.
LU: Consumers are smart; they’ll recognize that when there’s an ad for a free game there’s a reason for that, but once you start messing with a paid game, then you’re in trouble. That’s the nice part about being fully Web 2.0 with our site; we get immediate feedback, mostly positive, but when it’s negative, we can stop doing it almost immediately.
IG: Are you hopeful that this will lead to similar sorts of promotions in the future?
LU: Absolutely. We’ve had a lot of success putting it up on the site. We also did something with Zombieland involving shooting and zombies, promoted a Phantasy Star Online game that looked similar to the product and have a hit Dragon Age variant up right now. We’ve got 21,000 games on the site with similar attributes, so finding one usually isn’t hard.
Going forward we're looking to do more Farmville/Mafia Wars things, using the social aspects to enhance the experiences on Kongregate and promote a specific game or movie.
IG: Thanks Lee.
2 Comments
June 29, 2010
My elder son (12 years) like this game... but I still think it is enough cruel and frighfull. Maybe bowem comic statues and marvell busts more in preference?
July 25, 2010
My elder son (12 years) like this game... but I still think it is enough cruel and frighfull. Maybe bowen comic statues and marvell busts more in preference?