Amy Jo Kim CEO, Shufflebrain Virtual Goods Why & How they Work

What are Virtual Goods (vGoods) ?

Digital Items w/Contextual Meaning

Decorative vGoods DO NOT affect stats or gameplay

Functional vGoods DO affect stats or gameplay

What ACTIVITIES are enabled by vGoods?

Socializing Express your identity with a customized avatar

Decorating design your own room, restaurant, garden, farm, fishtank

Shopping experience the pleasure of browsing/choosing/using new stuff

Gifting express your respect/love/good wishes with a social gesture

Enhanced Gameplay Pay More  Get Ahead Faster

Why do vGoods WORK?

People are impatient (time == money)

People want better stuff

People want to feel important

People want to express themselves

People want to build relationships

People want to show they care

People want to feel good about themselves

vGoods work because Social Context provides meaning and emotion…

Online …

… and Offline

Virtual Goods let you monetize your most engaged players

5 Key Steps for Launching Virtual Goods

1. Create a meaningful context

2. “Prime the pump” with free goods or currency

3. Create demand for premium content

4. Offer fresh content at a range of price points

5. Make it EZ to purchase currency

So remember…

Virtual Goods evoke real emotions…

… in a well-understood social context

Virtual Goods enable self-expression…

… and enhance social activities

Virtual Economies drive ongoing use…

… and turn a game or website into a service

Thank You - Any Questions? [email_address] @amyjokim on Twitter