1. Realising the Virtual Economy
30th June 2010

2. Why you should think about the
Virtual Economy
New Customers
New Revenues

3. 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

4. The Virtual Economy: definition
“The flow of money through
apps”
-Jellyworm

5. The flow of money through apps
Apps

6. Global value
$11b
$6b
2010
2013
Source: Piper Jaffray, Plus Eight Star,
Susan Wu, Charles River Ventures, Inside Network

7. EA games bought Playfish
Buys
Playfish
for $275m
Lays off
1,500
fulltime
employees

8. July 2007

9. is
the biggest gaming portal in the
world

10. Q. What is the biggest single
media property in the world?
...bigger than the population of

11. A. Farmville
Peaked at 83 million users in 2010

12. It’s not just about “daily games”
Virtual
Communities
Worlds
Utilities MMOs

13. The average social gamer
in the UK & US..
...is a 43 year old woman
Source: PopCap

14. Jellyworm’s first principle
App users
opt in

15. The second principle
100% play
10% pay

16. All gameplay uses virtual currency

17. Average Direct Payment:
£7 per transaction
Biggest single transaction = $1m

19. Enhancing brand values and delivering a
profit!

20. Facebook users pay £1- £2 to send
virtual goods to their friends
Remains on user’s tabbed profile indefinitely

21. Advertisers are getting new customers
by offering virtual currency

22. Surveys generate new customer leads
New customer leads from £0.50

23. The big on-line app developers
don’t make advertiser branded
apps...yet

24. Branded apps
Will start to
dominate the
social space from
2013

25. Branded apps are much more
prominent on the iPhone

26. The third principle
If you can’t
create,
integrate

27. Integrate into existing apps
Massive audiences already exist
Users are already engaged
Viral mechanics have already been developed

28. Public Enemies & Mafia Wars
900m viral impressions
In one week!

29. The fourth principle
T.V.E=R.O.I

30. The Virtual Economy
App users opt in
100% play, 10% pay
If you can’t create, integrate
The Virtual Economy = R.O.I

31. Jellyworm.com