preso surveys121009
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April 12, 2023 1
Monetizing Games through Market Research Surveys
About Peanut Labs Media
• Founded in 2005 by folks who love games and have built or run independent game companies before.
• Venture-funded by BV Capital and Leapfrog Ventures• Strong financials, 30 employees. Offices in San Francisco
and Seattle. • 100+ direct research clients in the Fortune 500• 200+ MMO, Casual Gaming and Social Gaming partners.
• 2008 Awards: FAST Top 50, ARF Silver Innovation Award• 2009 Awards: OnHollywood Top 100 winner
Network of 200+ Partners. 80+ million users.
Market Research - Global Market • Social Media Sampling, a niche that Peanut Labs dominates, is a small but fast
growing segment on the total $4 Billion market • Social Media Sampling is far more efficient than email surveys - it is the future.
• Peanut Labs will complete 10+ million surveys in 2009 - 70% of the total social media sampling market in North America
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20072008
2009
02000400060008000
1000012000
PL Surveys, 000
Email Surveys
Peanut Labs
Other
Online Research Surveys, $4B
Social Media Sampling
Surveys: The Food Chain
• Peanut Labs Research Partners: Honomichl Top 50 Research Firms
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User Preference: Surveys vs. Offers• In October 2009, surveyed 11,678 users to learn more about user
preferences alternative payment options:
• 60% of users prefer surveys to offers. • 13% prefer offers • The other 27% had no preference or preferred direct payment options
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Research Surveys: User Experience Wins!
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Happy users!
Benefits of Peanut Labs Surveys
• Free• Anonymous• Appropriate for young users• No Spam
• Instant Reward • Survey inventory refreshes daily • 100% of the inventory refreshed every 10 days
Great User Experience
Offers vs. Surveys: The Breakdown• Surveyed users on average completed 4x surveys as
offers across all ages
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13- 19 20 - 29 30 - 39 40 - 49 50 - 59 60 - 690
500
1000
1500
2000
2500
384476
353
147 20882
819
2024
1817
1034
656
182
Offers Completed vs. Research Surveys Completed by Respondents
Offers Completed
Surveys Completed
Age in Years
To
tal
Nu
mb
er C
om
ple
ted
by
Res
po
nd
ent
Gro
up
(w
ith
in P
ean
ut
Lab
s o
nly
)
Surveys: How they work
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Data Confidentiality
Anonymous data is sent to market research firms. Peanut Labs, publishers and other third parties do not have access to user data
Click below to see what a survey experience is like.
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Iframe Example: Monetizing the Young Audience on WeeWorld.com
WeeWorld Users:• Younger audience, most without credit cards or cell phones• Users can still take free Peanut Labs surveys• Free surveys offer a better experience than CPA offers for younger users:• No Spam• No identifiable information
Direct Research Surveys (Peanut Labs) vs. Recruitment Survey Offers (other Offer companies)
Item Peanut Labs Direct Surveys Other Offer companies
What is it?Answer questions anonymously from P&G, Microsoft, AT&T etc
Register to receive marketing and survey invitations from email
/ survey marketing companies
Personal Information Required (email, name, address etc)
Not Required Required
User will receive marketing emails (spam)
Never 2 – 5 times per week
Sourced directly from Brands and Research Agencies
Yes No
Inventory 5 million (2008)20 – 30 surveys, no major
refreshes
Observed Revenue Trend with Surveys & Offers
X-axis: eCPM, Y-axis: Number of Weeks *for an average typical set of 1000 daily active users from the same site or game over 12 weeks
“By offering Peanut Labs' surveys to our community, we can provide our players an alternative to using money in order to get the coveted in-game items. Many of our members, especially the younger ones, do not always have access to credit cards to purchase items. We see a significant increase in revenue using Peanut Labs.”
“As a popular online internet gaming destination, IJJI.com's collaboration with Peanut Labs has enabled us to play an integral role in the evolution of how market research accesses the sought after teen sample, particularly for growing industries like gaming, while at the same time, providing us with a substantial new revenue stream. Our experience with Peanut Labs has proven to be a win-win.”
Howard Marks, CEO Acclaim Games
Whon Namkoong, CEO NHN-USA
Thank you!
Contact us with any questions.
Lauren Chow
Associate
Peanut Labs Media
www.peanutlabsmedia.com
415.248.6695
Shane Bliemaster
Marketing Associate
Peanut Labs Media
www.peanutlabsmedia.com
415.710.8140