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GDC 2010How Games-as-a-Service & Virtual Items Have Changed the Playbook Forever<br />John Smedley<br />President, Sony On...
EverQuest and EverQuest II<br /><ul><li>In-game Marketplace and Virtual Item Sales added to SOE’s Top Two MMOs in December...
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</li></li></ul><li>EverQuest Marketplace<br />Dedicated Marketplace Ta...
EverQuest Marketplace<br />Item preview with description and all details<br />Search Functionality & Item Categories<br />...
EverQuest II Marketplace<br />Dedicated placement in Welcome Screen with current Wallet Balance<br />
EverQuest II Marketplace<br />Items organized/catalogued by category and type<br />Item preview includes item description ...
Free Realms<br /><ul><li>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</li></li></ul><li>Free...
Free Realms Marketplace<br />Customized pre-game loading screens feature rotating content offers, promotions & advertiseme...
Free Realms Marketplace<br />Feature all-new virtual item content with dedicated loading screens<br />
Free Realms Marketplace<br />New player splash screen with 250 SC bonus<br />Players introduced to virtual item categories...
Free Realms Marketplace<br />Membership splash screen upon entry<br />Game content, items and discounts promote Membership...
Free Realms Marketplace<br />Detailed daily Welcome Screen features:<br />- What’s New<br /><ul><li> Friends
 New Content
Virtual Items
Activities
Daily spin rewards
Add SC funds option</li></li></ul><li>Free Realms Marketplace<br />Marketplace integrated into UI (seamlessly)<br />
Free Realms Marketplace<br />Additional commerce UI built into game content<br />
Free Realms Marketplace<br />All commerce points lead to main Marketplace Storefront<br />Item of the DayFeature<br />Memb...
Free Realms Marketplace<br />Active SC Marketplace<br />Search functionality<br />Funding directly in-game<br />
Free Realms Marketplace<br />Six funding options to purchase SC<br />
Free Realms Marketplace<br />Simple credit card account form with secure authentication<br />
Free Realms Marketplace<br />Easy to understand code redemption<br />
Free Realms Marketplace<br />Membership option available directly in-game<br />Use Credit Card or SC for Membership purcha...
Free Realms Marketplace<br />Highly detailed virtual item listings<br />Wallet balance, Add funds<br />
Free Realms Marketplace<br />Robust item preview feature…<br />
Free Realms Marketplace<br />Commerce window stays active for instant point-of-sale<br />…showcases item directly on chara...
Free Realms Marketplace<br />SC icons denote virtual items for purchase<br />
Free Realms Marketplace<br />Virtual item commerce presented by NPCs<br />
Free Realms Marketplace<br />SC icon with NPC merchant opens Marketplace<br />
Free Realms Marketplace<br />Merchant takes you directly to specific virtual item for purchase<br />
Free Realms Marketplace<br />Web-based functionality includes:<br /><ul><li>Redeem-A-Code
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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, 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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Transcript of "John Smedley Presentation"

  1. 1. GDC 2010How Games-as-a-Service & Virtual Items Have Changed the Playbook Forever<br />John Smedley<br />President, Sony Online Entertainment<br />
  2. 2. EverQuest and EverQuest II<br /><ul><li>In-game Marketplace and Virtual Item Sales added to SOE’s Top Two MMOs in December 2008
  3. 3. Over 60% of EQ & EQ II subscribers have purchased virtual items from the in-game Marketplace
  4. 4. Over 325 unique items available for purchase
  5. 5. Over 560,000 virtual items purchased LTD
  6. 6. Additional dedicated development resources support evolving business model
  7. 7. Items & Character Services improve player experience</li></li></ul><li>EverQuest Marketplace<br />Dedicated Marketplace Tab on Welcome Screen<br />
  8. 8. EverQuest Marketplace<br />Item preview with description and all details<br />Search Functionality & Item Categories<br />Add funds to your Wallet directly in-game<br />Marketplace look and feel consistent with traditional EQ UI<br />
  9. 9. EverQuest II Marketplace<br />Dedicated placement in Welcome Screen with current Wallet Balance<br />
  10. 10. EverQuest II Marketplace<br />Items organized/catalogued by category and type<br />Item preview includes item description and all details<br />Add funds to your Wallet directly in-game<br />Marketplace look and feel consistent with traditional EQ II UI<br />
  11. 11. Free Realms<br /><ul><li>Free-2-Play 3D Virtual World Launched in April 2009 for Kids and Tweens
  12. 12. 9 million registered users in less than a year
  13. 13. Over 1,000 unique items available for purchase
  14. 14. Hybrid business model includes Membership, Virtual Item Commerce, and Advertising
  15. 15. Over 3 millionvirtual items purchased LTD
  16. 16. Robust cross-functional commerce team manages day-to-day item commerce, membership & game offerings</li></li></ul><li>Free Realms Marketplace<br />Website gateway to game world<br />
  17. 17. Free Realms Marketplace<br />Customized pre-game loading screens feature rotating content offers, promotions & advertisements <br />POSA retail cards available at top retailers<br />
  18. 18. Free Realms Marketplace<br />Feature all-new virtual item content with dedicated loading screens<br />
  19. 19. Free Realms Marketplace<br />New player splash screen with 250 SC bonus<br />Players introduced to virtual item categories upon entry <br />Membership upgrade button<br />
  20. 20. Free Realms Marketplace<br />Membership splash screen upon entry<br />Game content, items and discounts promote Membership benefits<br />
  21. 21. Free Realms Marketplace<br />Detailed daily Welcome Screen features:<br />- What’s New<br /><ul><li> Friends
  22. 22. New Content
  23. 23. Virtual Items
  24. 24. Activities
  25. 25. Daily spin rewards
  26. 26. Add SC funds option</li></li></ul><li>Free Realms Marketplace<br />Marketplace integrated into UI (seamlessly)<br />
  27. 27. Free Realms Marketplace<br />Additional commerce UI built into game content<br />
  28. 28. Free Realms Marketplace<br />All commerce points lead to main Marketplace Storefront<br />Item of the DayFeature<br />Membership up-sell<br />Top Sellers<br />Item organization by categories<br />Redeem game codes and retail POSA cards directly in-game<br />
  29. 29. Free Realms Marketplace<br />Active SC Marketplace<br />Search functionality<br />Funding directly in-game<br />
  30. 30. Free Realms Marketplace<br />Six funding options to purchase SC<br />
  31. 31. Free Realms Marketplace<br />Simple credit card account form with secure authentication<br />
  32. 32. Free Realms Marketplace<br />Easy to understand code redemption<br />
  33. 33. Free Realms Marketplace<br />Membership option available directly in-game<br />Use Credit Card or SC for Membership purchase<br />
  34. 34. Free Realms Marketplace<br />Highly detailed virtual item listings<br />Wallet balance, Add funds<br />
  35. 35. Free Realms Marketplace<br />Robust item preview feature…<br />
  36. 36. Free Realms Marketplace<br />Commerce window stays active for instant point-of-sale<br />…showcases item directly on character in-game<br />
  37. 37. Free Realms Marketplace<br />SC icons denote virtual items for purchase<br />
  38. 38. Free Realms Marketplace<br />Virtual item commerce presented by NPCs<br />
  39. 39. Free Realms Marketplace<br />SC icon with NPC merchant opens Marketplace<br />
  40. 40. Free Realms Marketplace<br />Merchant takes you directly to specific virtual item for purchase<br />
  41. 41. Free Realms Marketplace<br />Web-based functionality includes:<br /><ul><li>Redeem-A-Code
  42. 42. Where to buy game cards
  43. 43. Fund Wallet option</li></li></ul><li>Free Realms Marketplace<br />Purchase SC via secure website or redeem retail POSA card<br />
  44. 44. Pox Nora<br /><ul><li>Multiplayer Online Game That Combines a CCG With Turn-based Strategy in a Fantasy Setting
  45. 45. Pox Nora added to SOE’s suite of games in January 2009
  46. 46. Live Gamer Marketplace integrated in February 2010
  47. 47. Over 55 unique items for purchase including Packs, Avatars, Campaigns and Game Tokens
  48. 48. Station Cash and your Universal SOE Wallet can be used for all applicable SOE games (EQ, EQ II, FR, and Pox Nora)</li></li></ul><li>POX NORA Marketplace<br />Web-based Marketplace for the purchase of virtual items<br />
  49. 49. POX NORA Marketplace<br />Main Marketplace Page Features:<br /><ul><li> Universal Wallet balance
  50. 50. Add funds option
  51. 51. Item categories
  52. 52. Detailed item offerings</li></li></ul><li>POX NORA Marketplace<br />Pop up window details item, description, price and affordability<br />
  53. 53. POX NORA Marketplace<br />Multiplefunding options include Credit Card, Retail SC Cards and PayPal<br />
  54. 54. POX NORA Marketplace<br />Seamless integration with PayPal payment provider<br />
  55. 55. POX NORA Marketplace<br />Station Cash secure funding purchase via PayPal in under 30 seconds<br />
  56. 56. POX NORA Marketplace<br />Credit Card purchase method with stored payment option and simplified accountform<br />
  57. 57. POX NORA Marketplace<br />Multiple Credit Cards can be stored for future payment purchases<br />
  58. 58. POX NORA Marketplace<br />Click to buy items using Station Cash in your Wallet<br />
  59. 59. POX NORA Marketplace<br />Virtual item purchased in less than 5 seconds<br />
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