Realising the Virtual Economy

          30th June 2010
Why you should think about the
      Virtual Economy


        New Customers



         New Revenues
The Virtual Economy: definition


“An emergent economy existing in a
  virtual persistent world, usually
  exchanging virt...
The Virtual Economy: definition



  “The flow of money through
             apps”
 -Jellyworm
The flow of money through apps




             Apps
Global value
                                                   $11b
                 $6b




               2010
        ...
EA games bought Playfish

                       Buys
                     Playfish
                    for $275m




    ...
July 2007
is
the biggest gaming portal in the
             world
Q. What is the biggest single
 media property in the world?


...bigger than the population of
A. Farmville




Peaked at 83 million users in 2010
It’s not just about “daily games”


                    Virtual
Communities
                    Worlds




  Utilities    ...
The average social gamer
            in the UK & US..




                 ...is a 43 year old woman
Source: PopCap
Jellyworm’s first principle




           App users
             opt in
The second principle




        100% play
         10% pay
All gameplay uses virtual currency
Average Direct Payment:
   £7 per transaction




Biggest single transaction = $1m
Enhancing brand values and delivering a
               profit!
Facebook users pay £1- £2 to send
   virtual goods to their friends




Remains on user’s tabbed profile indefinitely
Advertisers are getting new customers
     by offering virtual currency
Surveys generate new customer leads




       New customer leads from £0.50
The big on-line app developers
don’t make advertiser branded
          apps...yet
Branded apps


  Will start to
  dominate the
social space from
       2013
Branded apps are much more
  prominent on the iPhone
The third principle



          If you can’t
              create,
             integrate
Integrate into existing apps

      Massive audiences already exist




        Users are already engaged




Viral mechan...
Public Enemies & Mafia Wars




               900m viral impressions

                   In one week!
The fourth principle




          T.V.E=R.O.I
The Virtual Economy

      App users opt in

    100% play, 10% pay

If you can’t create, integrate

The Virtual Economy =...
Jellyworm.com
The Virtual Economy
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The Virtual Economy

  1. 1. Realising the Virtual Economy 30th June 2010
  2. 2. Why you should think about the Virtual Economy New Customers New Revenues
  3. 3. The Virtual Economy: definition “An emergent economy existing in a virtual persistent world, usually exchanging virtual goods in the context of an internet game” -Wikipedia
  4. 4. The Virtual Economy: definition “The flow of money through apps” -Jellyworm
  5. 5. The flow of money through apps Apps
  6. 6. Global value $11b $6b 2010 2013 Source: Piper Jaffray, Plus Eight Star, Susan Wu, Charles River Ventures, Inside Network
  7. 7. EA games bought Playfish Buys Playfish for $275m Lays off 1,500 fulltime employees
  8. 8. July 2007
  9. 9. is the biggest gaming portal in the world
  10. 10. Q. What is the biggest single media property in the world? ...bigger than the population of
  11. 11. A. Farmville Peaked at 83 million users in 2010
  12. 12. It’s not just about “daily games” Virtual Communities Worlds Utilities MMOs
  13. 13. The average social gamer in the UK & US.. ...is a 43 year old woman Source: PopCap
  14. 14. Jellyworm’s first principle App users opt in
  15. 15. The second principle 100% play 10% pay
  16. 16. All gameplay uses virtual currency
  17. 17. Average Direct Payment: £7 per transaction Biggest single transaction = $1m
  18. 18. Enhancing brand values and delivering a profit!
  19. 19. Facebook users pay £1- £2 to send virtual goods to their friends Remains on user’s tabbed profile indefinitely
  20. 20. Advertisers are getting new customers by offering virtual currency
  21. 21. Surveys generate new customer leads New customer leads from £0.50
  22. 22. The big on-line app developers don’t make advertiser branded apps...yet
  23. 23. Branded apps Will start to dominate the social space from 2013
  24. 24. Branded apps are much more prominent on the iPhone
  25. 25. The third principle If you can’t create, integrate
  26. 26. Integrate into existing apps Massive audiences already exist Users are already engaged Viral mechanics have already been developed
  27. 27. Public Enemies & Mafia Wars 900m viral impressions In one week!
  28. 28. The fourth principle T.V.E=R.O.I
  29. 29. The Virtual Economy App users opt in 100% play, 10% pay If you can’t create, integrate The Virtual Economy = R.O.I
  30. 30. Jellyworm.com
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