Post on 19-Jul-2015
Realising the Virtual Economy
30th June 2010
Why you should think about the Virtual Economy
New Revenues
New Customers
The Virtual Economy: definition
“An emergent economy existing in a
virtual persistent world, usually
exchanging virtual goods in the
context of an internet game”
-Wikipedia
“The flow of money through apps”
-Jellyworm
The Virtual Economy: definition
Apps
The flow of money through apps
Global value
Source: Piper Jaffray, Plus Eight Star,
Susan Wu, Charles River Ventures, Inside Network
2010
2013
$6b
$11b
EA games bought Playfish
Buys Playfish
for $275m
Lays off 1,500
fulltime employees
July 2007
the biggest gaming portal in the
world
is
Q. What is the biggest single media property in the world?
...bigger than the population of
Peaked at 83 million users in 2010
A. Farmville
It’s not just about “daily games”
Utilities MMOs
CommunitiesVirtual Worlds
...is a 43 year old woman
The average social gamerin the UK & US..
Source: PopCap
Jellyworm’s first principle
App users opt in
The second principle
100% play
10% pay
All gameplay uses virtual currency
Average Direct Payment:£7 per transaction
Biggest single transaction = $1m
Enhancing brand values and delivering a profit!
Facebook users pay £1- £2 to send virtual goods to their friends
Remains on user’s tabbed profile indefinitely
Advertisers are getting new customers by offering virtual currency
Surveys generate new customer leads
New customer leads from £0.50
The big on-line app developers don’t make advertiser branded
apps...yet
Will start to
dominate the
social space from
2013
Branded apps
Branded apps are much more prominent on the iPhone
The third principle
If you can’t create,
integrate
Viral mechanics have already been developed
Massive audiences already exist
Users are already engaged
Integrate into existing apps
Public Enemies & Mafia Wars
900m viral impressions
In one week!
The fourth principle
T.V.E=R.O.I
The Virtual Economy
If you can’t create, integrate
The Virtual Economy = R.O.I
100% play, 10% pay
App users opt in
Jellyworm.com