VGW Finds A Way To Incentivize Gaming, Drive Engagement, and Help Charitable Causes
VGW, the online social gaming platform, offered users the opportunity to play its game while donating to good causes. To get the word out, VGW partnered with Braze to mount a cross-channel campaign via email, in-app messages, and mobile and web push.
Since launching with a virtual slots game in 2010, Virtual Gaming Worlds (VGW) has become a trailblazer in online social gaming. The company offers dozens of games for desktop and mobile users and has also formed partnerships with the world’s top social media networks and payment processors. Most of its games are developed in-house, giving the company greater control when it comes to turning out games that players love.
Naturally, social games need players and VGW is always seeking to strengthen customer loyalty, bringing in new players while also keeping current players engaged. To boost loyalty and to give back to the community, VGW decided to launch a give-back program for their LuckyLand Slots Game that would steer donations to a charity of a player’s choice. The Braze platform made it easy for VGW to create and refine web push, email, and in-app messages.
Driving Engagement While Doing Good
VGW built a program to support charitable causes that are important to its players. Every month, users play for their favorite charities in specially designated tournaments, with a portion of winnings donated by VGW directly to the winning charity. The idea was to create buzz, increase engagement, and build trust with players. But first, VGW had to let players know about the program.
With Braze, VGW built a true cross-channel campaign: Targeted emails to announce the tournament, Android and iOS push notifications to bring existing users into the game, and in-app messages for users playing other games in the app. If these messages didn’t connect with players, VGW used delay steps in Braze Canvas, our customer journey builder, to provide an extra opportunity to sign up for the tournament.
“VGW players are digitally savvy, and move back and forth on multiple channels hour by hour and day by day,” says Grace Bolthouse, Marketing Specialist at VGW. “They might play our games on a desktop computer, and then a mobile device, so it’s essential to communicate with them through as many channels as possible. With Braze, there’s no limit to our creative ideas for campaigns.”
VGW Results: Increase in Users and Engagement
With an engaging campaign concept and cross-channel communications, VGW was able to increase engagement as well as give back. VGW measured the campaign’s success by how many players signed up to play, and how much money they raised for charity.
One of the first charity tournaments the company ran—called the Earth Day Giveback Tourneys—collected $7,500 for the Surfrider Foundation. VGW saw an 8% increase in the rate of active players participating in the tournament, compared to average engagement, and those players generated over 23% of daily revenue. Plus, VGW saw an unprecedented 900% increase in total wagered amount, compared to other special tournaments, showcasing the high-level of user engagement and growth in the number of players.
Charity tie-ins can be an effective way to do good while promoting customer engagement—and if you can make the giving fun, even better. The key is to raise awareness of the effort via multiple channels, so users can’t help but learn about your efforts. In this case, a comprehensive email, in-app message, mobile push, and web push campaign reached game players on every channel. The campaign was a win-win-win: Players get fresh motivation to compete, VGW gets more engaged users, and charities raise much-needed funds.
To learn more about the pros and cons of cross-channel campaigns, check out our look at the ins-and-outs of how cross-channel can drive stronger business results.