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


 Vili Lehdonvirta
 Helsinki Institute for
 Information Technology
 Virtual Economy Research Network
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
      30 000

        +4 Ice pick
      55 000

        +7 Ice pick
      99 000

                    Ragnarok Online (2002)
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.
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
                      TV drama
Elf from Lineage                     Street Fighter




           A Korean      Catwoman from
          supermodel        the movie
                                      Cyworld (1999)
Attribute 9: Rarity




                         UO Treasures.com
                      UO Treasures.com
              Ultima Online (1997)
Attribute 10: Price
                      Playray (2004)
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
?
                    ?
    ?

?                               ?
            ?

                        ?
        ?
                ?
322&


           ;2&


           :2&


           92&


            82&
!"#$%&'




            72&


            62&


            52&


             42&


             32&                                                            /0"1&

                 2&
                                                                         ,"-.)(&
                      3&                                          '()*$+&
                           4&
                                5&
                                               6&             !"#$%%"&
                                                    7&
                                                         8&
                                     ()#*+#,"-.)'
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&
                                                     ()#*+#,"-.)'
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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Lehdonvirta vili virtual_goods_tenattributesinfluencedesirability

  • 1.
  • 2. Why Do People Buy Virtual Goods? Ten Attributes That Influence Item Desirability Vili Lehdonvirta Helsinki Institute for Information Technology Virtual Economy Research Network
  • 3. Focus on user needs?
  • 5. Focus on the virtual goods themselves ? ? ? ? ? ? ? ? ?
  • 6. 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)
  • 7. 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.
  • 8. Attribute 3: Visuals and sounds Second Life (2003)
  • 9. Attribute 4: Background fiction Uncharted Waters Online (2004)
  • 10. Attribute 5: Provenance Habbo (2000)
  • 12. Attribute 7: Cultural references IRC-Galleria (2000)
  • 13. 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)
  • 14. Attribute 9: Rarity UO Treasures.com UO Treasures.com Ultima Online (1997)
  • 15. Attribute 10: Price Playray (2004)
  • 16. 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
  • 17. ? ? ? ? ? ? ? ? ?
  • 18. 322& ;2& :2& 92& 82& !"#$%&' 72& 62& 52& 42& 32& /0"1& 2& ,"-.)(& 3& '()*$+& 4& 5& 6& !"#$%%"& 7& 8& ()#*+#,"-.)'
  • 19. 10-dimensional design space for virtual items   Alldimensions exploited?   Full spectrum?   Any gaps? 322& ;2&   Upgrade paths :2& 92& 82& available? !"#$%&' 72& 62&   Balance? 52& 42& 32& /0"1& 2& ,"-.)(& 3& '()*$+& 4& 5& 6& !"#$%%"& 7& 8& ()#*+#,"-.)'
  • 20. 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