John Smedley Presentation

GDC 2010How Games-as-a-Service & Virtual Items Have Changed the Playbook Forever
John Smedley
President, Sony Online Entertainment

EverQuest and EverQuest II
In-game Marketplace and Virtual Item Sales added to SOE’s Top Two MMOs in December 2008
Over 60% of EQ & EQ II subscribers have purchased virtual items from the in-game Marketplace
Over 325 unique items available for purchase
Over 560,000 virtual items purchased LTD
Additional dedicated development resources support evolving business model
Items & Character Services improve player experience

EverQuest Marketplace
Dedicated Marketplace Tab on Welcome Screen

EverQuest Marketplace
Item preview with description and all details
Search Functionality & Item Categories
Add funds to your Wallet directly in-game
Marketplace look and feel consistent with traditional EQ UI

EverQuest II Marketplace
Dedicated placement in Welcome Screen with current Wallet Balance

EverQuest II Marketplace
Items organized/catalogued by category and type
Item preview includes item description and all details
Add funds to your Wallet directly in-game
Marketplace look and feel consistent with traditional EQ II UI

Free Realms
Free-2-Play 3D Virtual World Launched in April 2009 for Kids and Tweens
9 million registered users in less than a year
Over 1,000 unique items available for purchase
Hybrid business model includes Membership, Virtual Item Commerce, and Advertising
Over 3 millionvirtual items purchased LTD
Robust cross-functional commerce team manages day-to-day item commerce, membership & game offerings

Free Realms Marketplace
Website gateway to game world

Customized pre-game loading screens feature rotating content offers, promotions & advertisements
POSA retail cards available at top retailers

Feature all-new virtual item content with dedicated loading screens

New player splash screen with 250 SC bonus
Players introduced to virtual item categories upon entry
Membership upgrade button

Membership splash screen upon entry
Game content, items and discounts promote Membership benefits

Detailed daily Welcome Screen features:
- What’s New
Friends
New Content
Virtual Items
Activities
Daily spin rewards
Add SC funds option

Marketplace integrated into UI (seamlessly)

Additional commerce UI built into game content

All commerce points lead to main Marketplace Storefront
Item of the DayFeature
Membership up-sell
Top Sellers
Item organization by categories
Redeem game codes and retail POSA cards directly in-game

Active SC Marketplace
Search functionality
Funding directly in-game

Six funding options to purchase SC

Simple credit card account form with secure authentication

Easy to understand code redemption

Membership option available directly in-game
Use Credit Card or SC for Membership purchase

Highly detailed virtual item listings
Wallet balance, Add funds

Robust item preview feature…

Commerce window stays active for instant point-of-sale
…showcases item directly on character in-game

SC icons denote virtual items for purchase

Virtual item commerce presented by NPCs

SC icon with NPC merchant opens Marketplace

Merchant takes you directly to specific virtual item for purchase

Web-based functionality includes:
Redeem-A-Code
Where to buy game cards
Fund Wallet option

Purchase SC via secure website or redeem retail POSA card

Pox Nora
Multiplayer Online Game That Combines a CCG With Turn-based Strategy in a Fantasy Setting
Pox Nora added to SOE’s suite of games in January 2009
Live Gamer Marketplace integrated in February 2010
Over 55 unique items for purchase including Packs, Avatars, Campaigns and Game Tokens
Station Cash and your Universal SOE Wallet can be used for all applicable SOE games (EQ, EQ II, FR, and Pox Nora)

POX NORA Marketplace
Web-based Marketplace for the purchase of virtual items

Main Marketplace Page Features:
Universal Wallet balance
Add funds option
Item categories
Detailed item offerings

Pop up window details item, description, price and affordability

Multiplefunding options include Credit Card, Retail SC Cards and PayPal

Seamless integration with PayPal payment provider

Station Cash secure funding purchase via PayPal in under 30 seconds

Credit Card purchase method with stored payment option and simplified accountform

Multiple Credit Cards can be stored for future payment purchases

Click to buy items using Station Cash in your Wallet

Virtual item purchased in less than 5 seconds

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John Smedley Presentation

by Live Gamer on Mar 29, 2010

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