Palringo’s Balloony Land slashes cost of mobile user acquisition

balloony landBalloony Land, the latest published game from Palringo, the social platform to find games and fellow gamers, has reached the top 10 in the App Store across nine countries by using its 45 million-strong community to drive the launch.

The UK-based company said that its community gaming business model meant the global CPI (cost per install) for Balloony Land was $0.72 compared to the industry average of mobile games of $1.67 in the month following its release, and fell to a further $0.44 by leveraging the Palringo community of 45 million users.

Palringo’s model allows it to be less dependent on traditional ad networks and to beat current average CPIs by marketing to its existing community and carefully managing external spend.

The company incentivises the community to engage with new games using tools within the Palringo app. These initial downloads cause a surge in app store rankings helping chart discovery and ultimate downloads. This is carried out in a controlled manner to ensure a sustainable number of downloads over a period of time, based on download estimates for each country’s app store.

The integration of native games into the Palringo social platform shows how a casual single player game, such as Balloony Land, can be given a multiplayer dimension, while increasing engagement. Global day one retention rates for gamers coming from Palringo were twice as high than players acquired from other sources and 30-day retention rates were three times higher.

“We decided some time ago to move away from being a messaging business and focus instead on offering a messaging-based service where the core messaging and community element would be used to strengthen the gaming experience.

“By developing and publishing our own games we’ve been able to build a better understanding of how messaging, communities and games can converge to offer a sustainable business proposition,” said Tim Rea, Palringo CEO.

My smartphone should be changing your business

* This guest blog is by Judo Payments CEO Dennis Jones who tweets here

judo_paymentsOn my way home from work in London yesterday, I ordered food through JustEat with a few taps. Halfway home, the Tube broke down (sigh) and I found myself racing my fellow minions to the surface to find alternate transport.

With Hailo, I had my taxi booked and paid in two taps and avoided the long line at Paddington station. Annoyed by my delay, but glad to be on a direct path home, I rewarded myself by booking tickets to see an up-and-coming pianist on YPlan for later that evening. Two taps and the tickets were in my phone. Continue reading

gamesGRABR prepares its social network for gamers

TeePee Games has unveiled details of its latest games venture gamesGRABR, an innovative social network for gamers that will launch in Q1 2013.

The press release descrbes it as a ‘pinboard-style’ website and smartphone app tailored for gaming culture that will allow users to create, discover and manage game-based collections. Continue reading

Cloud-based marketing grows up with Kaboodle launch

After more than two years of development, Kaboodle, a cloud-based marketing collaboration platform launches today.

According to the company, marketers can ‘plan, track, communicate, collaborate, share and manage campaigns from initial concept to completion’. As we all like a one-stop-shop, this looks interesting and you can find out for yourself; the product is currently available to trial for free at Continue reading

Little Grey Cells #3… It’s time for an end of the TV-versus-internet argument

* Tess Alps is the CEO of Thinkbox, the marketing body for commercial TV, and avid campaigner for the end of the TV-versus-Internet argument. She spares a few moments to engage with her Little Grey Cells

I like lots of media other than TV
Yes, both as a consumer and as a marketing professional. But I do this job because I have a strong sense of injustice; no medium is more undervalued or misrepresented than TV. It’s a mission.

TV, not the TV
That’s what I represent and care about. The cultural importance of that professionally produced content can’t be overstated and it needs serious money to maintain the quality and range we currently enjoy. I couldn’t care less what technology delivers it or what screen you watch it on. Continue reading