Slush(y) Fund: Piggybacking Bits on Atoms

Someone put this on my radar on Facebook today:

Zynga and 7-Eleven partner to bring game content to ice cream, Big Gulps

Short version is: Buy ice-cream, comes with a code, redeem code in-game for virtual items.

Gimmicky, right? Wrong. Brilliant. OK, why?

I wrote some time ago (wow, 3 years ago!) about how kids "connected toy" products like Webkinz and other entrants were bundling services with a toy.

The most brilliant thing about this is not that "you get a game with the toy!" or vice versa. The way to view it is that the physical product allows the virtual item sale/subscription/etc piggyback on a channel that the customer understands. And if that gets you over the hurdle of a massive number of customers not having credit cards or being afraid to type them into a browser, then it's well worth the cost of the plushy (or in this case slushy).

I'll bet that we're going to see piggy-back revenue models like this (you can call it a promotion, or a bundle) are going to grow significantly.

One way to accelerate it would be to think about ways to remove the friction of having to enter a lengthy code while in front of the PC. Maybe it's texting the code from your mobile to automatically credit your account, or a unique bar code you hold in front of your webcam?

Anyhow, it will be interesting to see how well this does for Zynga. I'm betting it's going to be copied a lot

Better, not simpler

I love this presentation from Daniel at LostGarden on the design of RibbonHero, his MS Office learning game plug-in. I love the point about culling features and complexity being an answer, but the wrong answer. The right, but difficult, answer is to help people to master the complexity.

Wordcamp 2010 public

View more documents from danctheduck.