Why Do People Buy
Virtual Goods?
Ten Attributes That Influence Item
Desirability


 Vili Lehdonvirta
 Helsinki Institute f...
Focus on user needs?
Focus on game
mechanics?
Focus on the virtual
goods themselves

                                ?
                        ?
        ?

    ?       ...
Attribute 1: Performance

        Item
             Mean price

        Ice pick
         23 000

        +2 Ice pick
    ...
Meso Magnet                              Item Pouch
    With this item, your pet will            With this item, your pet ...
Attribute 3: Visuals and
sounds
                  Second Life (2003)
Attribute 4: Background
fiction




           Uncharted Waters Online (2004)
Attribute 5: Provenance




                   Habbo (2000)
Attribute 6:
Customizability




                  Lineage (1998)
Attribute 7: Cultural
references




      IRC-Galleria (2000)
Attribute 8: Licenses



                   Character Sam-
                   Soon Kim from a     Ken from
               ...
Attribute 9: Rarity




                         UO Treasures.com
                      UO Treasures.com
              Ult...
Attribute 10: Price
                      Playray (2004)
Ten virtual item attributes
1. Performance
                          Instrumental attributes
2. Functionality
3. Visuals &...
?
                    ?
    ?

?                               ?
            ?

                        ?
        ?
      ...
322&


           ;2&


           :2&


           92&


            82&
!"#$%&'




            72&


            62&


...
10-dimensional design
space for virtual items
  Alldimensions exploited?
  Full spectrum?
  Any gaps?
                 ...
10-dimensional design
space for virtual items
  Alldimensions exploited?
  Full spectrum?
  Any gaps?
                 ...
Lehdonvirta vili virtual_goods_tenattributesinfluencedesirability
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Why Do People Buy Virtual Goods
Ten Attributes That Influence Item
Desirability

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Lehdonvirta vili virtual_goods_tenattributesinfluencedesirability

  1. 1. Why Do People Buy Virtual Goods? Ten Attributes That Influence Item Desirability Vili Lehdonvirta Helsinki Institute for Information Technology Virtual Economy Research Network
  2. 2. Focus on user needs?
  3. 3. Focus on game mechanics?
  4. 4. Focus on the virtual goods themselves ? ? ? ? ? ? ? ? ?
  5. 5. Attribute 1: Performance Item Mean price Ice pick 23 000 +2 Ice pick 30 000 +4 Ice pick 55 000 +7 Ice pick 99 000 Ragnarok Online (2002)
  6. 6. Meso Magnet Item Pouch With this item, your pet will With this item, your pet will collect collect mesos dropped by a monster items dropped by a monster as it as it passes by them. Applies only to passes by them. Applies only to your your monster spoils. monster spoils. Attribute 2: Functionality Auto HP Potion Pouch Auto MP Potion Pouch Pet will automatically consume Pet will automatically consume potions by setting the HP alert in potions by setting the MP alert in system option. Place the pouch in Pet system option. Place the pouch in Pet Ability section at Pet Equip window in Ability section at Pet Equip window in Equip window as well as the potion Equip window as well as the potion for for Pet to consume in Pet HP section. Pet to consume in Pet MP section. Wing Boots Binocular With these boots, your pet will move With this Binocular AND Wing Boots, to mesos/items dropped by monsters your pet will move to mesos/items to collect them. Applies only to your dropped by monsters to collect them monster spoils if not equiped with in a wider range than solely equipping Magic Scales. Applies only with Wing Boots. combination of which items you are equiped with. (Meso Magnet, Item Pouch) MapleStory (2003) Item Ignore Pendant Magic Scales This allows the pet to be selective in With these scales, your pet will picking up dropped items by avoiding become knowledgable of ownership selected items. Once the owner has expiration of dropped mesos/items learned the Trainer's Command, the from monsters and will also pick them Lead Pet needs to have the skill in up. Applies only with combination of order for it to be activated. Available which items you are equiped with. to a pet that can pick up mesos and (Meso Magnet, Item Pouch) items. Pet Label Ring Pet Quote Ring By equipping this ring, your pet will By equipping this ring, your pet will get its own name tag. Only works get its own decorated quote box. Only with Panda, Dino Boy, Dino Girl, works with Panda, Dino Boy, Dino Monkey, Tiger, Rudolph, Robot, Mini Girl, Monkey, Tiger, Rudolph, Robot, Yeti, Penguin, Jr.Balrog, Dragon, Jr. Travian (2004) Mini Yeti, Penguin, Jr.Balrog, Dragon, Reaper, Porcupine, Snowman, Skunk. Jr. Reaper, Porcupine, Snowman, Skunk.
  7. 7. Attribute 3: Visuals and sounds Second Life (2003)
  8. 8. Attribute 4: Background fiction Uncharted Waters Online (2004)
  9. 9. Attribute 5: Provenance Habbo (2000)
  10. 10. Attribute 6: Customizability Lineage (1998)
  11. 11. Attribute 7: Cultural references IRC-Galleria (2000)
  12. 12. Attribute 8: Licenses Character Sam- Soon Kim from a Ken from TV drama Elf from Lineage Street Fighter A Korean Catwoman from supermodel the movie Cyworld (1999)
  13. 13. Attribute 9: Rarity UO Treasures.com UO Treasures.com Ultima Online (1997)
  14. 14. Attribute 10: Price Playray (2004)
  15. 15. Ten virtual item attributes 1. Performance Instrumental attributes 2. Functionality 3. Visuals & sounds 4. Background fiction Hedonic attributes 5. Provenance 6. Customizability 7. Cultural references 8. Licenses Social attributes 9. Rarity 10. Price
  16. 16. ? ? ? ? ? ? ? ? ?
  17. 17. 322& ;2& :2& 92& 82& !"#$%&' 72& 62& 52& 42& 32& /0"1& 2& ,"-.)(& 3& '()*$+& 4& 5& 6& !"#$%%"& 7& 8& ()#*+#,"-.)'
  18. 18. 10-dimensional design space for virtual items   Alldimensions exploited?   Full spectrum?   Any gaps? 322& ;2&   Upgrade paths :2& 92& 82& available? !"#$%&' 72& 62&   Balance? 52& 42& 32& /0"1& 2& ,"-.)(& 3& '()*$+& 4& 5& 6& !"#$%%"& 7& 8& ()#*+#,"-.)'
  19. 19. 10-dimensional design space for virtual items   Alldimensions exploited?   Full spectrum?   Any gaps? 322& ;2&   Upgrade paths :2& 92& 82& available? !"#$%&' 72& 62&   Balance? 52& 42& 32& /0"1& 2& ,"-.)(& 3& '()*$+& 4& 5& 6& !"#$%%"& 7& 8& ()#*+#,"-.)' Thanks for listening! http://www.hiit.fi/~vlehdonv

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