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

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…

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

50 Cent, Cause Marketer

Curtis Jackson, aka rapper 50 Cent visited the horn of Africa in September 2011 hosted by the United Nations and committed to provide 1 billion meals to the World Food Programme over the next five years, funded in part by several cause marketing efforts.

The Horn of Africa has a lot of problems right now, nonetheleast of which is that starvation there is rampant, long-term drought is endemic, and working institutions are few.

Since the UN's World Food Programme can manage to deliver a meal for about $0.10, Jackson has basically committed to donating $100 million (or 200 million 50 cent pieces). That's a very big number.

He gave his commitment a kick start with a donation of $350,000. Like him on Facebook, and when he reaches 1 million new likes, he’ll donate another $1 million.

50 Cent is also tying the sales of his Street King energy drink to the World Food Progamme (WFP). For every bottle sold, 50 Cent will donate one meal.

Street King competes with 5-Hour Energy Drink, a ca…