Mirror Group To Introduce Paid Content Through Social Gaming Avenues
The Mirror Group publisher is engaging in building loyalty through social gaming with the aim of introducing paid online content. Instead of looking to charge for content that readers could get on the BBC for free, they are focussed on building public appetite for paid content around their sport and entertainment verticals.
This week they unveiled their first Facebook-based fantasy football game, Mirror Football Goals, to appeal to casual gamers. It is a simplified, distilled version of their more complex fantasy football game named You the Manager.
Paul Hood, Mirror Group Head of Digital, commented, "As we learn more about our player base, and as they give us more information about themselves, we can use our rich archive of content to hook them deeper into the Mirror Football site and convert them from casual readers to committed fans."
He added, "This is all about the playability of the game and how simple it is to create an account, using existing Facebook login details... It's also about data. We'll build a profile of our audience over time which we can then segment and target with relevant offers."