There's plenty currently going in real-world rewards market.
But while Bay Area companies such as Kiip tend to dominate the headlines, Italian outfit Beintoo is quietly gaining momentum.
Virtuous cycle
As is the case with such networks, Beintoo provides a mobile platform linking advertisers, game and app developers, and consumers in what it hopes will be a win-win-win situation.
This occurs as developers integrate the Beintoo API into their content, rewarding users with a virtual currency called Bedollars for performing in-game activities such as challenges and social networking.
This can then converted into real-world offers, coupons for real-world goods, gift cards, or be cashed out via PayPal. In this way, advertisers drive awareness of their brands, retailers drive direct monetisation via the deals, while developers get paid for user activity within their games.
Next step
Raising $5 million in funding in June and $2 million in September, the Milan-headquartered company is expanding, with offices in the US in New York and Palo Alto.
It's also just signed a deal with US mobile entertainment portal Tylted that will see its rewards platform integrated across Tylted's 35 games.
Tylted has over 15 million unique users globally, something that will help Beintoo reach its goal of having a reach of 500 million users by the end of 2012.
The games and apps currently using Beintoo give it a reach of 220 million users.
Go wider
Business developer manager Aurora Chisté says the company is looking to expand further, hooking up with online content providers and non-gaming apps. More announcements are expected soon.
"There's a big potential to go beyond games," she explains. "Online is exciting as there's already a gamification structure in place in terms of rewarding challenges and activities such as leaderboards and achievements."
Beintoo also being used in some Facebook games, while Canadian developer Brisk Mobile has just launched its game Black Water using the platform.
"If your game doesn't reward the user in some fashion, it's very difficult to be competitive and also keep them coming back," commented Brisk's CEO Gary Toste.
News
Contributing Editor
A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.
Related Articles
Top Stories
News
Jun 2nd, 2024
PocketGamer.biz Podcast Week in Mobile Games E14 -Supercell's Squad Busters goes global and why Steam does discoverability better than mobile
News
May 31st, 2024
Week in Views - Squad Busters goes global, broken app stores, and Hill Climb Racing gets the LEGO treatment
News
May 31st, 2024
Mobile Movers: All the latest appointments and job moves from around the industry
Events
Dev Play Conference 2024 | Europe | Jun 3rd |
Games Mental Health Summit 2024 | Europe | Jun 3rd |
Gotland Game Conference 2024 | Nordic | Jun 3rd |
Tribeca Games Festival 2024 | North America | Jun 5th |
Guerrilla Collective 2024 | North America | Jun 6th |
Israel Mobile Summit 2024 | Middle East | Jun 6th |
Angles 24 Freeplay Conference | Australasia | Jun 6th |
PitchYaGame Live 2024 | Jun 7th |