A study from the e-commerce solution and offer provider TrialPay revealed that Mother’s Day led to a five-fold increase in social games revenues as many players filled out offers for flower delivery and more. Generally, game publishers introduce fresh content during holidays and special occasions while presenting time and price sensitive reasons for users to make purchases. With over 40% of the top 50 social games running Mother’s Day promotions, the revenues generated are nothing to smirk at.
Research from Social Gold earlier this year revealed that New Year’s holiday and Valentines day both drove as much as 50% increase in revenue. Similarly, TrialPay’s research signifies how promotions like 1-800-Flowers targeted towards gifts for mom generated about $1 million per day and helped double visitor conversions. Another surprising statistic is that 40% of consumers were first time buyers.
“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.”
Many big publishers are using TrialPay, including AVG, Gap, Playfish (EA) and others. TrialPay has also partnered with Facebook to provide high quality offers that Facebook will run in parallel to its efforts with Facebook Credits.