Making Advertising Fun

A look at how The Creative Foundation’s game studio is going to change in app advertising for consumers and brands everywhere.

The Mission

It’s a very simple mission; build experiences that make people happy and are available to everyone. Since day one, our goal has been to create games and apps that people are excited for,; that people wait for. Mass production doesn’t work when the experiences’ quality is at stake. The Creative Games’ will never take up a mindset that puts the customer’s experience at risk.

The Problem

Advertising solutions for developers are obtrusive and ruin the consumer experience and usually just provide impressions and not hard ROI. Current platforms and networks annoy users with intrusive ads that do nothing but ruin the gaming experience and only provide brands with generalized advertising systems making them less personal and less effective, dropping the price and effectively dropping the revenue a game developer could potentially earn.

Current solutions don’t fit with our mission of building experiences that make people happy.

Our Solution

A better advertising platform that encourages users to interact with brands and companies by rewarding them and using data-driven approaches to curate offers consumers would most likely be interested in, giving advertisers conversions and not just impressions.

The solution from The Creative Games delivers on its mission to build experiences that make people happy, unlike the experience most games provide. Not only that, but provide additional services for game developers and mobile developers to make their experience building their creation better, effectively creating better software for the end user.

Customers

Pretty simply, The Creative Games’ main target audience are players of all ages and backgrounds. While most demographic attributes, like age or gender, make no real difference, psychographic attributes. Most players will be people who have a need to feel entertained and usually spend a lot of their time on mobile devices exploring social networking and “time killing” apps,  not being productive.

The only demographic characteristic that makes a difference in average playing time Creative Games and their likelihood to willingly converse with advertisements, are markets where average household incomes are median or lower than average. These define people who may not have as much discretionary income, therefore valuing any extra source of income (second jobs, filling out surveys, the lottery) more than the rest of society. This is important to note, as all Creative Games use real cash as a primary reward system and extrinsic motivator (Read How Creative Games Are Structured). People comfortable with how much they have or earn are less likely to spend time trying to win $1.32.

On the other hand, The Creative Games also serves a wider business market looking to advertise their online or offline services to a digital consumers. While really anyone can fall under this business market, as our consumer market sees no real limits, the target market consists of businesses and brands with online services and avidly use other advertising platforms that charge on the CPM (cost per mille impressions) or CPC (cost per click). No matter how great of indicators clicks and impressions can be of potential return on investment, it simply isn’t. Companies who can’t afford to see their marketing budgets go down with just impressions and clicks and not registrations or completed surveys are most likely to use advertising services offered by The Creative Games and it’s supporting technologies; Creative Ads, Creative Rewards, Creative Wallet, Creative Pay.

Products and Services

The Creative Games has, as of now (12/27/2018), three main products. Actual mobile games, for consumers, and it’s advertising engine, Creative Rewards, which serves game developers and businesses looking to advertise. Both products compliment each other, as the games birth a channel for advertising and advertising provides cash flow for the games to be available.

How Creative Games Are Structured

Every game follows a similar structure for peak motivation and gameplay. To understand a Creative Game, an overlook on the core concepts of most games is also necessary. Each game needs some sort of reward system, some sort of mechanic, some sort of social competition, and some sort of obstacle. The reward is used to motivate the player to overcome the obstacle through a mechanic the player does. By doing this, the player grows through the competition, increasing their social currency.


For a Creative Game it is necessary that the highest possible reward (primary reward) to be cash. This is the greatest extrinsic motivator making it even more important for players to work hard in the game. By offering cash prizes, it makes any opportunity to get closer to the prize even more worth it for the player, like “Extra Lives” or “Headstarts” in the game. Following cash, Creative Coin is always the secondary reward system, making it a collectable object in games, through offers, and a currency players can use to purchase items in the game (and eventually, purchase items in the real world). The obstacle has to be simple to understand and the mechanics have to be singular inputs like taps or slides. This allows for consumers to player anytime.

How Offers From The Creative Rewards Ads Are Served

Ads in any Creative Game follows the same pattern. They are served through a specific “Offers” page that holds all available rewards offers for that player. All offers are gamified, meaning that they reward the player with something that pertains to their game. Most notably, the simplest reward is paying users with Creative Coin, which will always be a useful as every game and service will be implementing it. Users are able to complete offers and receive rewards within any Creative Game. These offers can include:

  • Surveys or forms (E.g. studies, opinion surveys)
  • Registrations (E.g. wait lists, mailing lists, creating an account with an online service)
  • Watching videos (E.g. video ads, commercials, content from YouTube or Vimeo)
  • Online purchases (E.g. buying shoes from allbirds.com, upgrading a software license)
  • Viewing web pages (E.g. landing pages, articles, blogs, charity sites)

Because everything is done through the application or game, it removes the need for the company or brand to supply the infrastructure themselves and doesn’t remove the user from the experience they’re in at the moment, potentially losing them in transit. The obvious concern here would be branding, and the advertisers ability to create their own presence amidst other brands. To ease this concern, offers are available for total customization, from logos, to colors, to fonts, to anything sort of branding we can give to the end brand or company. Not only does this allow businesses to maintain their brand, but it gives The Creative Games an advantage over other advertising platforms that ruin their clients brand in the process of monetizing their consumers.

How The Creative Games Collects User Information

At the core of any strong advertising platform is the data it goes off of to show the actual advertisements. While The Creative Games’ don’t have the power that other systems like Google or Facebook have, that allow them to harvest all sorts of data from just having consumers use their services, we can, however, provide our own offers that include surveys or forms that players fill out, willingly, giving us more information and because all users sign in with their TCF Account, it allows The Creative Ads to build out profiles on the user, that can be used to better target players in any Creative Game.

The important concept here is the fact that everything is connected through this ecosystem being built. If a player gives us information in a game, we can use that to target them wherever they use their TCF Account, making our advertising platform even more impactful as it isn’t contained in a single application. This same idea is why Google’s advertising platform is far more powerful than Facebook’s; when users leave Facebook, there isn’t any other way Facebook can profit off them (and any way they have tried too, have all been suspicious or illegal), whereas Google can target you no matter where you are, because most likely you are using Google services. When users are a part of an ecosystem, and not just a product, the ability to advertise to them heightens exponentially.

Revenue Streams

The Creative Games has several revenue streams (as of now, December 2018) that can be utilized for a positive cash flow and strong ROIs. Because The Creative Games faces both sides of the market, consumers and businesses, it’s able to sell attention and leverage behavior.

On the business side, The Creative Games’ sells strategic advertising opportunities powered by The Creative Rewards. As discussed in the “Products and Services” section, these opportunities are made up of rewarding offers that players can complete on their on time, providing willing businesses and brands with hard ROI and not just clicks or impressions and provides the user a experience that isn’t disturbed by loud advertising they don’t care about. This is the most important stream of revenue that The Creative Games has, and while an “eggs in one basket” approach can be dangerous as costs rise due to increase usage., this same advertising service used in Creative Games can be sold to other developers and businesses looking to earn revenue from their game or app while trying not to run the experience of the consumer that most integratable advertising services (E.g. Unity Ads, Google Admob, Airpush, Rewarded Video Ads) end up providing. Having this as an option for future cash flow not only breaks the dependence on The Creative Games’ own advertising but also reinforces the Creative brand by making other developers and companies leverage The Creative Coin, Rewards, Pay, Ads, Wallet, TCF Accounts, and more.

In addition to earning money from selling Creative Reward space to brands and businesses, The Creative Games also works to get other game developers and mobile businesses to implement The Creative Rewards into their own applications, furthering our reach and creating dependability that ensures long term survival. Being on the most applications possible allows for The Creative Foundation (The Creative Games’ parent company) to further push the Creative brand and offer the most value to consumers, by providing a better experience where ever they are, and to advertisers by giving them the greatest reach.

On the consumer side, the game can leverage in app purchases as a means to generate sales from players. These in app purchases are geared towards buying more resources like Creative Coin or XP Points and ranks within games. All purchases are made through Creative Pay (an alternative to Google Pay built by The Creative Money). While it would incur extra costs to maintain and run, it cuts out Google, allowing The Creative Games to take all the sale and continues to reinforce the Creative brand, normalizing users and players with our services.

Resources and Infrastructure

The main purpose of any resource on infrastructure used for The Creative Games is to power the suite of services and products that require it. These services include, but are not limited to:

  • The Creative Games’ services and APIs
  • The Creative Pay’s services, APIs, and in-app SDKs/components
  • The Creative Wallet’s services, APIs, and in-app SDKs
  • TCF Accounts’ services, APIs, web apps, and in-app SDKs
  • The Creative Rewards services. APIs, web apps, and in app SDKs/components
  • The Creative Ads services and APIs

The resources and infrastructure come in the form of cloud servers, storage, databases, and services.

Cost Structure

The main costs arise from making games available to everyone through cloud servers, databases, services, and storage. These represent the minimum costs needed to have a game available for everyone (a tenet of our mission) based on some sort of number of players.

  1. Servers: scalable, remote, cloud servers used on platforms like AWS, DigitalOcean, Heroku, Google Cloud, and Microsoft Azure.
  2. Storage: for images coming from submissions, high quality cloud storage with low down time and high bandwidth is needed to ensure the game will be fast 24/7.
  3. Database: these are needed to store data and information about players, submissions. etc. Cloud solutions for these are provided by services like MongoDB atlas, Google Cloud Datastore, Firebase Firestore, etc.
  4. Services: these include all 3rd party services and APIs (application programming interfaces) utilized for any part of The Creative Game’s systems.

Activities and Processes

While there isn’t a lot of different things The Creative Games can do at any given time as the reach of products and services isn’t humongous (as of now), it will still participate in the following activities and processes and need the human force to do so at all times:

  • Developing newer and better games and software
  • Improving existing games
  • Improving data collection and interest algorithms for Creative Ads and Rewards
  • Providing unparalleled customer support
  • Building stronger features for it’s suite of services

The Importance Of Customer Support

If The Creative Games was in the business of building simple games, it would make sense to invest less time and energy into customer support, but this is not the case. Providing support for any and all Creative services to any customer or player that demands it, is one of the main allocations of services and human resources.

One bad experience has the power to destroy years of enjoyment. It is too much to sacrifice.

Distribution Channels

For the actual games, distribution channels include the Apple App Store, Google Play Store, The Creative Games’ website, and any sort of app distribution marketplace. Because every game developed by The Creative Games is free (as it should be available to everyone, a part of the mission), money is not being lost to any marketplace from transaction fees or commissions.

For businesses facing services and products, the only real distribution is through a website and/or web app developed for the service. Businesses and companies can come here and quickly be onboarded to utilize the service for their company in the best way possible.

Epilogue

The Creative Games is not just another gaming company with a mission to “build great games”.

No, The Creative Games is on a very important mission, a mission to change the course of advertising by rewarding users and gamifying interactions between players and brands forcing platforms, businesses and advertisers to work harder for user attention, building a better experience for people everywhere. With the amount of  companies and advertisers growing every second, the need for a better advertising solution that provides real value to both consumers and businesses is needed.

The Creative Games is that solution.

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