According to Facebook Blog, messenger ads will appear on the home tab in Messenger:
“When people tap an ad that appears in their Messenger home tab, they’re sent to the destination chosen during the ads creation. This destination can be your website, an app, or a Messenger conversation. Messenger ads are available for the Traffic, Conversions, App Install, Reach, Messages, and Brand Awareness objectives” – read more on the Facebook blog on about how to set up the ads.
We’ve released the Cuuura story about how you could leverage Playable ads in messenger prior to Ads beeing available. Instead we run the story on the Kik messenger inside of the Chatbot. Read more about the success story here. In fact, now you could use exactly the same ad and run into inside of the Facebook Messenger.
How to run Playables in Messenger Ads?
Facebook does not offer you an option to create Playable ads (yet) but it’s not an issue. You can just use your regular Gamewheel Playable and add it into the Facebook Ad Manager by using regular Ad-to-Web campaigns.
This is the huge advantage of Gamewheel 2 technology that we’re fully relying on modern web JS stack and allow you to put up your Playables created in any channel possible from MRAID2 programmatic ad tech channels to chatbots and now Messenger Ads.
As you might know we had quite a “rollercoaster year” and now I’m finally ready to break the silence.
I’d like to thank you for staying with us since 2015 and for all your trust until now. It has been a huge pleasure being part of over 3000 super creative Playable campaigns. We have featured the best campaigns on our website in the success stories section, but trust me — it’s just a beginning and I hope that you’ll be part of our shared success story.
After a major restructuring of our team in summer, I have spent many hours revising our strategy going forward. Gamification and playables is still relatively new to most of advertisers and agencies and it’s rather hard for everyone to assess the risks and return on investment, thus the process of creating and launching a new campaign took regularly a while.
With Gamewheel we’re on a mission to become the leading Playables platform, providing measurable & premium interactive engagement. Thus, we have to reduce this complexity to democratize access to this premium format.
This is why we came up with a new simplified model, focused on a combination of three things in order to deliver best experience with highest engagement and maximal performance at lowest risk possible:
Playable creative production
Targeted media optimized for Playables
End-to-end data-driven optimization
We have verified the new strategy with selected brands and trusted media partners and now, I’m happy to announce the launch of Gamewheel 2. We will extend offer offering by Playable media starting 2018 and will focus on Playables managed service first.
New Cost-per-play (CPP) model
As of now we not only fully support the increasingly popular MRAID2 Playables format for programmatic media trading on interstitial and rewarded ad placements, but also provide managed service for Playable media buying and managed campaign service.
All this will allow us to provide all our customers and partners with a new simple model with guaranteed & measurable engagement where we take all the risk of creative content production and optimization and you just pay for the Plays (Cost-per-play, CPP).
Zero risk, one simple cost figure to agree, and tons of engagement guaranteed. How cool is this?
You already have a trusted media partner and prefer to work on a fix-price campaign budget? No problem at all! We’ll continue providing Playable MRAID2 tags, mini-games and gamification consulting or what have you. But to show our dedication to our mission we’ll also provide your with some recommendations for optimization based on experience, backed up by unique engagement data to ensure best end-to-end performance and maximize the ROAS and ad experience.
Info for Gamewheel SaaS customers
What does it exactly mean to you and all the existing content you have created? Please ensure you carefully read the following notes:
PLAYABLE MANAGED SERVICE. If you’d like to just continue gamifying your organic and native communication and need playable content you will not be able use the SaaS service for a period of time. Instead, you’ll profit from our newly launched managed service offering. Just send me a short briefing and I’ll personally ensure that your campaign will get the best resources and attention.
SaaS SERVICE RELAUNCH. We will temporarily disable your existing SaaS logins, effective 4 Januar 2018 and provide preferred service to any existing customers until the full relaunch in 2018 to ensure seamless transition. We will onboard you onto the new platform based on your needs – register on the Gamewheel 2 SaaS waiting list and provide more info to help us to understand your needs.
IMPORTANT: We have developed the new Gamewheel 2 platform from the ground-up to fulfill the highest requirements and scalability. Thus, it will not directly support content built on the existing platform, but it will be even easier to recreate existing games with the new platform. In case you’d like to keep your content online during the relaunch period, please fill this form out with the Gamewheel campaigns you’d like to be transitioned. We will get back to your shortly and help you to ensure the continuity.
NEW MEDIA OFFERING. We’re very happy to announce that we now offer flexible paid media managed service focused on Playables, ranging from social media to RTB channels. We support all typical charging models to let you choose which risk you feel most comfortable with while achieving your goals: from typical CPM impression-based model to performance-driven CPI/CPA models.
CPP MODEL. Gamewheel is the only platform where you can buy Playbales media based on the innovative to Cost-per-play (CPP) with guaranteed maximum play costs as well as unique Cost-per-Play-Time (CPPT) model which is comparable with TV, but has a lot of advantages. Comparing to passive TV media, it’s guaranteed that Playables are providing interactive, dynamic and most personal engagement. You don’t have to forget about TV media, it’s there to stay. Although, through our planned support for programmatic TV channels in the future, you will get a truly Omni-channel interactive campaign experience across all media channels.
Enjoy your holidays and I can’t wait to hear your thoughts on our way forward and how we can help you reaching your goals in 2018 faster.
Evgeni (at gamewheel.com)
Founder & CEO Gamewheel
P.S. To reward you for reading such a long email in the best gamification fashion – here is a little Christmas surprise: our newest campaign we worked on with Disney and Facebook to promote the new Coco movie. #KeepOnPlayin’
Who Saves Coco?
We are proud to present our latest Disney Coco Game campaign for the brand new Disney Pixar movie. The game is leveraging the basketball mechanics in a very creative way and offers a leaderboard where best players can win free tickets to the theaters in Germany.
The game was loved so much that UCI Kinos decided to embed it on their new website. Check it out!
Even less time if you want to do something on mobile and social media. But at the moment when Crazy Legs knocked our door and asked us if we can come up with an innovative gamification approach for their client Hugendubel, we knew that something big is coming!
So we collaborated with Crazy Legs and came up with a solution and not with 1 but with 3 games! The concept of the campaign was developed in partnership by both parties and the campaign was designed and managed by Crazy Legs end-to-end.
Click here to read more of this successful case story!
This easter comes with an extra surprise for the all gamification lovers out there!
We are opening a waiting list for our upcoming highly anticipated Gamewheel 2.0. Few lucky people from the marketing and tech area got their invitations already but we have few more “seats”!
And you can reach to these seats by just collecting 5 eggs in this Easter-themed game:
Our easy to play Gamewheel easter egg game also gives a glimpse of what we are bringing up in our sleeve with Gamewheel 2.0 because you can play this easter game basically inside the mobile banner too. Try here:
To give more of a clue, here are some tips from the upcoming Gamewheel 2.0:
Improved learnification process through the unique game data
Ability to service any gamified story from Enterprise Gamification to Performance Marketing,
Converting any content from Simple 2D Banners to Full-Screen 2D Games to VR/AR Immersive Content
Ability to launch a campaign on any channel from Messenger to Social Media to MRAID interstitial banner.
We can not wait to show what more will be coming under the hood in Gamewheel 2.0! If you want to put your hands on Gamewheel 2.0 before everyone else:
We are proud to present the new Hugendubel campaign with 3 different games connected under 1 concept!
Bookbuster campaign asks you to play these games either on your mobile or on your desktop and have a chance to be the one who wins 50 book from Hugendubel!
First game is a memory game where you can try out if you are fast enough to match the books. You can click on image below to test your memory:
Second game is a scratch card type quiz game where you have to find the right answer at the right time! Click on image if you would like to test your knowledge:
And last but not least, we have the ultimate wordmatch game where you have to find the words which are hidden in the books! You can click below o try your chance but also you probably need the closest Hugendubel store address.
The campaign is on-air so don’t miss your chance to win 50 free books!
Yes we know, everyone has predicted that 2016 will be the year of VR. Despite of this, the sales of premium VR headsets have been sluggish as pointed out by MIT technology review. But what we believe is that 2017 is the perfect year to start working with mobile VR games content and experimenting with new VR ad formats in your brand and/or content marketing…
In his VR games talk at GDC, Jesse forecasted that by 2017, 32 million mobile VR headsets would’ve been purchased. His projections indicate that VR headsets sales would double every year, reaching the 2 Billion mark, as early as 2023 (he differentiates between Gamer VR and consumer devices, which he calls Mobile VR). Brands will sponsor VR native-content, leaving ample opportunities for product placement and non-intrusive ad forms.
Source: GDC presentation, Jesse Schell
But the real True VR or Gamer VR numbers end up quite different than predicted.
The most obvious answer is accessibility. The $800 Oculus Rift with Touch controllers requires a desktop computer approaching $1,000 (or more) to run, as does the $700 HTC Vive. Only dedicated PC gamers are likely to own a compatible system already – TechnologyReview.
So as a company who is experienced on the combination of marketing and gaming, we focused on reasons for mobile VR games not being a mainstream hit.
And we came up with 3 core reasons:
Need of installation
Quality of the content
Also industry experts and leading VCs in the AR/VR space confirm that these are the core obstacles:
2017 will be the year of Mobile VR. I hope people will get past the two biggest barriers for VR, which is a lack of content and game experiences and of course the price barrier. – Shawn Cheng, principle at Vayner/RSE – early investors in Oculus, source: VRV 2016
Mobile VR will dominate in the mainstream. It’s going to get to the point where it is just as high quality as what we have for PC VR now, and it’s going to become True VR.” – Stephanie Llamas, director of research and head of VR/AR strategy at SuperData Research, source: VRV 2016
By taking these 3 cores in our focus, we started working on this issue to maintain a sustainable choice for marketers whom are in the need of an effective VR marketing tool. As a result; we have developed a technology and content which helps marketers to overcome all the 3 barriers.
1. Usability Solution: Adding 360/3D fallback to overcome usability issues
We know from our experience with Toywheel in the early mobile AR/VR market, that solving the onboarding experience has to be as easy as a child can get. So thus, we have added an option to every game that allows to run in 360 degree/3D fallback mode. This helps people to discover the possibilities and the working habit of VR even if they do not have any glasses to experience.
VR games onboarding menu – ready to run the game in fallback 3D mode
2. Need of Installation: Mobile VR html5 technology to get rid of app installs
We already knew that with the current power of html5 technology, we can achieve native-like experience in web based games. So we used this know-how and combined with VR and gave user a chance to experience VR on any mobile device without any operation system limits. Our VR games can work fluidly on iOS, Android, Windows and other platforms on any type of browser.
By the power of not only Grayskull but high performance JS engine, we managed to develop finest quality VR games, with loading time of under 1 second. This become viable when the game expertise from developing physics-driven games in the 90ties is applied to the current JS technology, which comes very close to performance of the native code in the recent browser versions. Our tech also allows to sync the game for multiple players on the backend, without any performance issue for instant VR multiplayer mode.
“You are saying that you solved them all, but where are your products?” you asked, right? No? Maybe not you, but you sir, yes with the black shirt, you asked. So here is a little glimpse of what we did already and which mobile VR ad formats we’re ready to deliver today!
Mobile VR ads formats
The success of Pokémon Go, which dominated the 91bn dollars mobile games industry in 2016, demonstrates that to achieve great success with new technologies like augmented reality or virtual reality you have to actually think simple. At Gamewheel we already offering the most popular 2D casual game mechanics, which you can simply edit, brand and share through our platform. So we thought, why could not we do exactly the same with VR technology in the advertising space.
Branded VR Game: World’s first Web VR Game Ad campaign
Why not to bring the most original and truly addictive casual game invented by Atari to VR first? Click play below to try the VR multiplayer pong.
How does it work? You need to look up/down or tilt your head left/right to steer the racket which you have to hit the ball.
The advantage of this casual game is that it’s very easy to brand in the most effective way. Have a look how our first branded Web VR Game Ad campaign for the super cool app 3doo looks like:
Multiplayer 3D/VR Pong Game
You can play this game on your own or share it with your friends via messenger and then play against each other, wherever you’re, independently of the mobile device you use and in 3D or VR if you have a cardboard at hand. This is all made possible by our powerful Web VR Game engine, specifically optimized for high-performance multiplayer gaming ad campaigns. This Web VR Game Ad runs even in any interstitial banner… isn’t cool or have you seen multiplayer banners already before?
VR Game branded experience
Audi’s VR experience invites you to drive cars in a sandbox. Remember how much fun you had playing in the sandbox as a kid? With handfuls of toy cars and a wild imagination, you could create your own mini world of dunes, jumps and turns that required some serious driving skills.
In what Audi is calling “Enter Sandbox,” the real-time VR experience combines a physical installation with an immersive driving simulator, letting you test-drive the new Audi Q5 on a sandbox track you just made with your own hands.
VR Game with Brand/Product Placement
We already launched a successful driving game in AR with Toywheel, so we thought we not to repeat the success in virtual reality domain? We’re planning to launch a VR multiplayer driving game to advertising new car models. The unique part of such VR game is, there are a lot of places for different brands. The game offers level to brand, car to brand or even billboards in the game are all available to brand.
With Gamewheel Partner Network we already started collecting what our partners like Trivver and Vire.co need and how we can come up with the perfect solutions for their need on our platform. For example the partner – Trivver from LA – is working on an SDK-based approach of delivering product placements into the VR (and also 3D) games.
Jointly with Trivver we’re able to deliver VR ads on scale. How does it work?
Bidding: Digital publishers list their 3D generic content to be replaced by branded items on the ad exchange, and brands then bid on the advertising opportunity.
Product placement: The product is displayed in the immersive environment and appears in the consumer’s smart tab, an interactive screen that houses content all brands have placed in the viewer’s environment. The smart tab allows the consumer to learn more about a brand, download discount coupons and see shop locations; the information is presented in a non- intrusive way.
Targeting and predictive analytics: Advertisers use analytics to better target their audience, putting the ads that are most applicable in front the consumer, based on that consumer’s actions, in real time. Advertisers are provided with analytics reports on viewability metrics, user engagement metrics and user data (behavioral patterns and psychographic and demographic information). The information can be used to create an even more personalized experience for the consumer.
VR game ad or interactive mobile banner
Last, but not least – you can also run simple VR game experiences or gamified banners. We already have lots of experience running 2D Game ads or Playable ads – what prevents us from putting the VR game into a mobile ad banner?
So, don’t you want to be on another reality too?
Let’s be a part of 2017, the year of mobile VR games!
Today, we’d like to talk about new innovative Playable Game ads advertising formats, which allow game publishers and developers to increase sales by acquiring and re-engaging more loyal players. Such players will spend more time and money on the corresponding game titles, leading to higher marketing effectiveness.
Nowadays, game advertisers try to reach as many users as they can. Also mobile game startups are embracing mobile/social advertising more than ever because according to App Annie, games made up 75 percent of total revenue.
As a result of this effort, we are getting exposed to lot of similar video advertisements of mobile games. So, how mobile game developers are going to differentiate their growth strategy from the crowd?
With Playable Game ads!
Let’s take Mobile Strike as a real world example. It is holding the first rank in a lot of different categories in US market even there are lot of games already exist in the store. It has a visibility score of 81 out of 100 according to MobileAction. But what makes them this successful? The answer of this success lies in their advertisement strategy and Playable Game ads!
As Mobile Strike proved to the world, Playable Game ads are the next big thing following the video ads. It gives brands to tease by showing a mini version of the game and let people play interactively instead of static videos. This is increasing the engagement and conversion of your mobile ads and contributing to retention by delivering your game’s message clearly.
But also everyone knows that developing a mini game for an advertisement campaign, with all A/B tests maintaining the compatibility of your ads with lot of ad networks is a huge workforce and a time spending progress.
And this is where Gamewheel comes to scene. Gamewheel Content Creation Platform gives anyone the chance to choose and personalize a game template, brand it and integrate their own playable ad easily to any type of mobile advertisement campaign without any coding workforce in minutes.
Playable Game ads have lot of different place to use. You can use them in mobile ad, in-app, in banner or on social media to boost your lead generation, awareness or in-app sales.
Here are some of the examples we did in the last months:
Playable Game ads on Social
Tifosy, a fan-funding platform for Football clubs (or soccer, if you’re so inclined), designed a game ad that would not just appeal to but also actively engage Facebook football fans to deliver more than just a Facebook ad but rather an experience that challenged fans based on their very hobby!
Their goals were; driving website traffic (fundraiser/ donations), increasing user engagement, decreasing CPC and lowering conversion costs. Unsurprisingly, the campaign with the highest performance proved to be the one with an engaging CTA and a prominent play button. But what’s truly astounding is the margin by which this game ad campaign outperformed the others. They achieved:
Decreased CPC (Cost per click) 70% (from £0.63 to £0.19)
Increased CTR (Click-through rate) 3,9 times (0.50% to 1.94%)
Reached 46% Organic Traffic by Game Ads (£0.06 cost-per-play)
Playable Game ads on Mobile
Our customer, Paramount, needed to create a game that will be part of their movie Scouts Guide to the Zombie Apocalypse’s DVD and Blu-Ray online marketing campaign in the Netherlands. By using Game Ads, they were able to breathe life into the static banner ad format and deliver a pioneering interactive “shoot ‘em up” game to Paramount that made the movie’s (MRAID) ad a whole lot more exciting and more importantly, unexpected! The campaign performed:
Reached 1,500,000 impression
35% Better CTR than a Classic Banner Ad
8x More Time Spent on Game Ads
Playable Game ads in App
Product promotion “The Angriest Whopper” Burger King and their advertising agency setup München were looking for a new way to engage with their audience and get some additional traffic to their restaurants. The solution was a fast and casual game built on our innovative Game Ad Platform and integrated into Burger King’s existing mobile app. The principle of the game is simple yet addictive: the player is challenged to collect 20 Jalapeños in under 20 seconds in order to unlock an exclusive discount coupon redeemable at the Burger King restaurants. Results after just 14 days of the campaign were stunning:
336,700 Games Played
7,866,146 Jalapeños Collected
40,25% Average CTR
135,883 Coupons Won
0 (Zero) Media Budget Spent
Playable Game ads in Social Media
Holi Festival of Colors brings their users a fun way to experience the festival’s excitement on their mobile devices and to get ticket discounts prior to the big event. The aim of the pre-sale campaign was to generate more buzz around the festival through social media shares. This was achieved via the game’s genius mechanisms. Users played a very Holi-festival-like game (which you can play too, below) and depending on their score, they were able to receive rebates of up to 4 EUR off the festival entrance price.
The two-part campaign, consisted of an after-sale Game Ad as well, here the players had a chance to win extra “color sandbags” at the festival. The online Game Ad translated into real world perks. This campaign was targeting people who have already bought tickets on the shop right after payment. In order to win the extra sandbags, users had to share their score of the addictive game on Facebook, which once again drummed up the hype, creating a fun and engaging and more importantly unexpected marketing campaign that was every bit as fun as the festival itself.
And it performed:
43% of players hit to share button
22% CTR to CTA Button
At this point, it’s hardly a secret that game ads are the future of advertising and increasing audience engagement. But the main lesson showcased in these campaigns is the inherent importance of wording your call-to-action to stretch the mileage of your Gamewheel ad campaigns. It’s all about putting people in the right mindset to play a game. Click hereto start your next game campaign in 5 minutes!
By the announcement of Facebook Instant Games, HTML games will be shifting gear up, so welcome to our world!
This announcement means a lot for us, a lot for our product. It opens the door for us to embed our gamified mobile ad games inside messenger, and we can say that in very near future all the other social media channels will join up.
We will see what future will bring up but it is clear that gaming is taking a whole important new role in marketing area.
So player 1, are you ready to play games with your friends in WhatsApp groups? Because we and our brands are!