John Smedley Presentation
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John Smedley Presentation

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VCON is a 1-day exploration into how Games-as-a-Service and Virtual Items have changed the playbook forever. Led by the game industry's most sought-after CEO's, founders, visionaries, and executives, ...

VCON is a 1-day exploration into how Games-as-a-Service and Virtual Items have changed the playbook forever. Led by the game industry's most sought-after CEO's, founders, visionaries, and executives, we'll discuss the industry's undisputed transition to this new business model, as well as its ramifications on development, product management, operations, and strategy.

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John Smedley Presentation John Smedley Presentation Presentation Transcript

  • 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
  • Free Realms Marketplace
    Customized pre-game loading screens feature rotating content offers, promotions & advertisements
    POSA retail cards available at top retailers
  • Free Realms Marketplace
    Feature all-new virtual item content with dedicated loading screens
  • Free Realms Marketplace
    New player splash screen with 250 SC bonus
    Players introduced to virtual item categories upon entry
    Membership upgrade button
  • Free Realms Marketplace
    Membership splash screen upon entry
    Game content, items and discounts promote Membership benefits
  • Free Realms Marketplace
    Detailed daily Welcome Screen features:
    - What’s New
    • Friends
    • New Content
    • Virtual Items
    • Activities
    • Daily spin rewards
    • Add SC funds option
  • Free Realms Marketplace
    Marketplace integrated into UI (seamlessly)
  • Free Realms Marketplace
    Additional commerce UI built into game content
  • Free Realms Marketplace
    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
  • Free Realms Marketplace
    Active SC Marketplace
    Search functionality
    Funding directly in-game
  • Free Realms Marketplace
    Six funding options to purchase SC
  • Free Realms Marketplace
    Simple credit card account form with secure authentication
  • Free Realms Marketplace
    Easy to understand code redemption
  • Free Realms Marketplace
    Membership option available directly in-game
    Use Credit Card or SC for Membership purchase
  • Free Realms Marketplace
    Highly detailed virtual item listings
    Wallet balance, Add funds
  • Free Realms Marketplace
    Robust item preview feature…
  • Free Realms Marketplace
    Commerce window stays active for instant point-of-sale
    …showcases item directly on character in-game
  • Free Realms Marketplace
    SC icons denote virtual items for purchase
  • Free Realms Marketplace
    Virtual item commerce presented by NPCs
  • Free Realms Marketplace
    SC icon with NPC merchant opens Marketplace
  • Free Realms Marketplace
    Merchant takes you directly to specific virtual item for purchase
  • Free Realms Marketplace
    Web-based functionality includes:
    • Redeem-A-Code
    • Where to buy game cards
    • Fund Wallet option
  • Free Realms Marketplace
    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
  • POX NORA Marketplace
    Main Marketplace Page Features:
    • Universal Wallet balance
    • Add funds option
    • Item categories
    • Detailed item offerings
  • POX NORA Marketplace
    Pop up window details item, description, price and affordability
  • POX NORA Marketplace
    Multiplefunding options include Credit Card, Retail SC Cards and PayPal
  • POX NORA Marketplace
    Seamless integration with PayPal payment provider
  • POX NORA Marketplace
    Station Cash secure funding purchase via PayPal in under 30 seconds
  • POX NORA Marketplace
    Credit Card purchase method with stored payment option and simplified accountform
  • POX NORA Marketplace
    Multiple Credit Cards can be stored for future payment purchases
  • POX NORA Marketplace
    Click to buy items using Station Cash in your Wallet
  • POX NORA Marketplace
    Virtual item purchased in less than 5 seconds