Lolapps Lets Facebookers Take a Test Drive Through ‘Dante’s Inferno’
ADOTAS – Gamers are definitely a target market, hence the rise in in-game advertising. But selling gamers the games themselves? That might take a little finesse, which Lolapps applied through Facebook social gaming.
In EA’s “Dante’s Inferno,” you get to battle demons through nine circles of Hell; I think they might have taken some liberties with the source material (ahem, Beatrice was in Heaven in the poem, not kidnapped by Satan), but according to reviews the designers tried to keep the topography and demons as close as possible to the original text. I guess that’s noble in some way — I’ll try to get the English major in me to stop screaming…
To market this piece of literary blasphemy — I mean, video game, Lolapps launched a Dante’s Inferno Facebook game about two months before the release of the real thing. Within a week, the game had a million players and it’s averaged 4 million monthly.
Surveying the players, 52% said they learned of the game through Facebook and 62% who tried it said they were going to purchase it. Also the majority of players installed the game at a friend’s invite. Two percent of users actually converted, clicking over to EA’s store and buying it.
So the potential of Facebook gaming grows and grows — if it does this well for a video game, what other kind of branded entertainment could move products? By the way, Lolapps might be rather challenged by “Inferno’s” sequel — “Purgatorio.”
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