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