Skip to main content

Cause Marketing Gamification Targeted to Casual Online Game-Players

In another case of cause marketing mashed up with games, GoodGames offers a fraction of a cent to charity every time you play a game like Mahjongg Dimensions or Pyramid Solitaire on their website. Play three games and the cause of your choice…from a list of nearly 110,000 registered charities…gets one penny.


These aren't hard-core games, just versions of familiar favorites for casual online game-players.

The games come from Arkadium and the donation comes from advertising revenue on the site. Each game played generates about a penny in advertising revenue, which is split between your charity, Arkadium and GoodGames.

In the past we’ve talked about gamified cause marketing, which can take several approaches.

GoodGames is from the same company that brought us GoodSearch, GoodShop, and GoodDining, which together have generated a little bit less than $10 million for affiliated causes. The GoodSearch search engine generates a penny for your cause when use it. GoodSearch’s search results are generated by Yahoo.

Fractions of pennies doesn’t sound like much, but they add up when you consider the size of the numerator. Scott Garell, CEO of Goodsearch, told Forbes that online gaming is “a huge market — 113 million Americans play casual online games to the tune of 50 million hours a DAY according to research firm NewZoo. Our model gives back to one’s favorite cause as they play online games. In fact, if all of these hours switched to Goodgames.org, we’d donate about a $1 billion a year to America’s nonprofits and schools.”

In other words, GoodGames isn’t just a play on the games market it’s a play on the fortune at the bottom of the pyramid.

But isn’t online gaming likely to decline with the increase of tablets and other mobile devices running apps? “The initial product is optimized for online games at the moment,” Garell told Forbes. “We have plans in place for HTML 5 games in the future that will be optimal for smartphone and tablet gameplay.”

In short, GoodGames has positioned itself to harvest donations for causes no matter which way casual gaming goes. 

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity. Cause marketing trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…