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What Users Want - Branded and User-Generated Virtual Goods by Mind Map: What Users Want - 
Branded and User-Generated Virtual Goods
4.0 stars - 1 reviews range from 0 to 5

What Users Want - Branded and User-Generated Virtual Goods

panel participants

Amy Jo Kim

shufflebrain

Lee Clancy

IMVU

Brian Bellefour

Viximo

Sean Ryan

Meez

how to decide what goes into virtual items inventory

demographics

statistics of purchases

who buy what

scarcity

Viximo's process is manual

Lee Clancy

IMVU has, help for content creators, tutorials, 4000 items added per day, 20 million items in total?

Sean Ryan

calendar, key events like Halloween

what does the advertiser want to see, movies, brands

features that are coming out in the product

user's ideas, what is currently in fashion

challenges of UGC

Amy Jo Kim

quality

appropriateness, copyright, porn, etc, users flagging, management issue, legal, social, culture of what is wanted in this world, ratings, get rid of what violates your TOS, highlight what is good, statistics, social voting

there.com had both UGC and branded content, UGC was much more popular

branded goods can be good for identity/role play

Lee Clancy

Top UGC creators can become brands themselves

need to be very, very clear on policies, what's acceptable and what's not

peer review system helps to alleviate load

Sean Ryan

1/3 of revenue = actual items

1/3 of revenue = functionality (e.g. floating in a room)

1/3 of revenue = access (e.g. front row seat)

as you are 20 pixels high, those items really need to stand out to be visible

it's really about status, & personalization

Brian Bellefour

content creators very different from mainstream users

management of UGC is challenging

general notes

smilebox

online scrapbooking

sell templates, $30/year premium service

VGoods are a form of non-verbal communication

viximo provides vgoods to e.g. dating sites

consumer feedback

Meez, body types added because of this

what do your users want to do?

be themselves

be a fantasy character

something else, both, or?

user demographics

Meez has a lot of females

in Ultimate, females led creation activities

IMVU, 60% female, 40% male, females lead creation activities, geographic, primarily English language product, 40% of revenues come from international

important to support buying for not just yourself

gifting

support group activities, e.g. Puzzle Pirates, buy ship, buy badge for every crew member

tools to support UGC

Lee Clancy, ownership, every product is derived from another product, ultimatey from a core product created by IMVU, whole chain of content creators is tracked, everybody gets compensated for their work, process of getting products to the world, good preview tools

Meez partnership with big concert promoter

people get together around shared interest (e.g. Emo music)

a mansion with artists that go on tours, links to Itunes, branded content to the site

premium branded vgoods business is still small in US, more about promotion than selling those VGoods

subscription is not conflicting with microtransactions

subscription = bunch credits for microtransactions & VIP features

fraud

community management, banning etc

financial, if you allow cashout, your fraud goes immediately up, games that give pay outs, might have hacks, have great reporting tools, triggers etc, on-going battle

economy

pricing

Sean Ryan, look at what others do, e.g. Korea, teen, mainstream audience, have tested $0,25 - 4, there's some price elasticity, power users buy anything you have, VIP programs alianate some users, and powerup some others, manual pricing, typically $0,5 - 2,5

Lee Clancy, profit based pricing, recently introduced, UGC creators control their margins, 90% of IMVU's revenues is VGoods, also VIP subscription, monthly set of credits, other vip perks

combo of VGoods and ads is great business model

impact of real world economic downturn

potential for revenues is a big driver for VGoods growth

$1,5 bn VGoods revenue worldwide

VGoods make it possible to drive revenue from international traffic

lots of payment gateways needed

faucet/drain economies

monitor & tweak to get it right

currency resellers are important part to provide liquidity to the market