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Virtual Goods: Why & How They Work

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Virtual Goods: Why & How They Work

  1. Amy Jo Kim CEO, Shufflebrain Virtual Goods Why & How they Work
  2. What are Virtual Goods (vGoods) ?
  3. Digital Items w/Contextual Meaning
  4. Decorative vGoods DO NOT affect stats or gameplay
  5. Functional vGoods DO affect stats or gameplay
  6. What ACTIVITIES are enabled by vGoods?
  7. Socializing Express your identity with a customized avatar
  8. Decorating design your own room, restaurant, garden, farm, fishtank
  9. Shopping experience the pleasure of browsing/choosing/using new stuff
  10. Gifting express your respect/love/good wishes with a social gesture
  11. Enhanced Gameplay Pay More  Get Ahead Faster
  12. Why do vGoods WORK?
  13. People are impatient (time == money)
  14. People want better stuff
  15. People want to feel important
  16. People want to express themselves
  17. People want to build relationships
  18. People want to show they care
  19. People want to feel good about themselves
  20. vGoods work because Social Context provides meaning and emotion…
  21. Online …
  22. … and Offline
  23. Virtual Goods let you monetize your most engaged players
  24. 5 Key Steps for Launching Virtual Goods
  25. 1. Create a meaningful context
  26. 2. “Prime the pump” with free goods or currency
  27. 3. Create demand for premium content
  28. 4. Offer fresh content at a range of price points
  29. 5. Make it EZ to purchase currency
  30. So remember…
  31. Virtual Goods evoke real emotions…
  32. … in a well-understood social context
  33. Virtual Goods enable self-expression…
  34. … and enhance social activities
  35. Virtual Economies drive ongoing use…
  36. … and turn a game or website into a service
  37. Thank You - Any Questions? [email_address] @amyjokim on Twitter

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