Adknowledge Partners With Ludia, GSN To Monetize TV-Branded Social Games

Adknowledge has partnered with the social game developers Ludia and GSN to add virtual currency monetization to the social games The Price is Right and Wheel of Fortune (respectively). Players of these games will be able to earn free virtual currency by completing ad offers through AdKnowledge’s Super Rewards network. Adknowledge says that the users of TV-branded social games monetize 20% better than their counterparts playing non-branded games, which could make them particularly high-quality leads for advertising partners.

“When you dig into it a little bit deeper, because you have the brand awareness, that’s the skin level. What’s deeper is that these are good games. The game mechanics are from the TV show and have been used for decades. Now they’re being transferred to social gaming and these are tried and true game mechanics. I think that leads to why people are spending more time playing. They end up spending more money on these games due to the game mechanics,” said Wally Nguyen, Vice President of Publisher Sales at Adknowledge.

AdKnowledge takes the success of The Price is Right and Wheel of Fortune on Facebook as proof that TV brands can work in social games. Through Super Rewards, Adknowledge plans to offer its direct payment services and ad offers suitable for an audience that will range from very young to very old users. GSN and Ludia will have offer to the Super Rewards Offer Management Console,which will let the two developers filter certain types of ad offers out of the game.

“MAU and DAU are not the end-all be-all measurement for how successful a game is. The brand games monetize better. They target a US audience. You can get a lot of traffic from international users but the monetization’s not there. Also, these are the first successful TV brand games that we’ve seen. I envision that down the road, through additional investment from [TV brand owners] as well as general awareness from the social audience, that number will increase,” said Nguyen.

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