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The Virtual Economy



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