Empire Avenue is ‘Social Stock Market’ in which members are given an initial ‘share price’ based on their activity on social networks and blogs.

In our research for PSFK’s Future Of Gaming report, the PSFK consulting team noticed a growing tendency towards games being used To Spread The Word. One example of this trend is Empire Avenue – a ‘social stock market’ that utilizes game mechanics to encourage engagement across the web. Members are given an initial ‘share price’ based on their activity on social networks and blogs. The platform is powered by virtual currency called ‘Eaves,’ which members can use to invest in other people, buy virtual luxury items and unlock account upgrades to help them climb up the leader board. Users earn Eaves by posting updates on Facebook, uploading videos to YouTube and earning “Achievements” on Empire Avenue. Brands can leverage the platform’s ‘Shareholder Missions’ to drive engagement and awareness around product launches and events by offering members rewards for online sharing.

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