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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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