Have you read Scott Weller's guest column about 'Why all mobile developers need to understand Dr. Robert Cialdini's Rule of Reciprocity?'
If not, that's the place to start this article...
Reciprocity is the idea that we're much more open to engage with people and brands after they've provided us with real value.
A classic example is the way charities include pens in their postal mail-out appeals.
The facts the pens are low quality and we already have lots of pens are overwhelmed by the feeling that the charity - perceived as a needy organisation - has given us something. We need to give something back.
Paid to play
This kind of thinking also works in the world of virtual goods, which is why companies such as SessionM are finding success.
It rewards players with mPOINTS for unlocking game achievements and interacting with in-game adverts such as watching videos.
Get enough of these, and you can exchange them for real-world rewards such as iTunes and Amazon cards.
And now Zynga is getting in on the action; it's signed up Scramble With Friends.
Scramble With Rewards
This will result in players getting the option to sign up for mPOINTS, earning them as they play the game.
Obviously, Zynga hopes this will increase retention and engagement, while giving it a new advertising-led revenue stream.
"Zynga is committed to delivering the most innovative and meaningful ways for our global network of players to engage with their favorite brands," said Adam Sussman, Zynga's SVP of sales and distribution.
"Partnering with SessionM enables us to launch Zynga's first mobile real-world rewards program to benefit our players while providing a unique value to brands, which can engage directly with their target audience."
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
News
Feb 3rd, 2014
Ludia signs up to integrate SessionM's real-world rewards program across portfolio
Top Stories
News
58 minutes ago
Supercell CEO Ilkka Paananen joins LEGO’s board of directors days after Squad Busters’ soft launch
News
2 hours, 16 minutes ago
A Thinking Ape lays off staff across game design, software engineering, art teams and more
Feature
1 hour, 25 minutes ago
King’s Paula Ingvar: a games industry journey from "I’m not worthy!" to Candy Crush Soda’s VP of product
Feature
5 hours, 35 minutes ago
Hot Five: Supercell’s Squad Busters levels up, retro Nintendo on iOS, and Genshin Impact’s worst month yet
News
Apr 26th, 2024
Week in Views - Squads busted, Apple crushed, War zoned and Snoozin' with the Snorlax…
Events
Dubai GameExpo Summit 2024 | Middle East | May 1st |
The MENA Games Industry Awards 2024 | Middle East | May 2nd |
GameDev Atlantic 2024 | May 4th | |
Mobidictum Meetup Berlin May 2024 | Europe | May 7th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Israel Mobile Summit 2024 | Middle East | Jun 6th |
WN Conference Istanbul 2024 | Jun 11th | |
DevGAMM Vilnius 2024 | Europe | Jun 14th |
Popular Stories
News
Apr 23rd, 2024
Supercell’s Squad Busters soft launches today with over 100,000 Google Play downloads
News
Apr 25th, 2024