Who We Are• Complete Virtual Economy System for Games, Networks, Mobile, or All of the Above

• Client list includes A&E, Lifetime Networks, Fusion Creative.

• Located in the San Francisco Bay Area and New York City Area. Launched 5 Months Ago.

"Doubloon's actionable analytics really helped us to maximize our goods revenue in this game, which jumped nearly 100% week to week after doubloon came online." - Clayton Rose, SVP Television Network

What We Do

So What?• We Help Developers and Publishers Run Economies, So We Aggregate Real World Data Automagically

• We’re Able to See What Works and What Doesn’t on a Fairly Large Scale.

• We’ll Talk About that Today in the Form of “Dos” and “Don’ts”

• We’ll Provide Rough Benchmarks As to What to Expect

First, a Baseline..Commodity Economy: $0.02 per cup

Experience Economy: $4.50 a cup

Also, a Disclaimer..• Controlled Groups are Hard to Come by, Consider These Pointers But Not Precise Measurements

• We’re Looking for Trends, Not Atomic Data

• That Said, Let’s Dive In..

Do Experiment with Prices

Introduce Similar Items with Different Prices

Map Out High & Low Average Price Bands

Text

Empirical Data:

60% Drop in“Non Seller” Items

Antisocial

Teenage Angst

Lives in Mom’s Basement

Out of Shape

Wants to Name Kid “Spock”

Do Know Your Customers (Myth)

Do Know Your Customers (Reality)

Active Social Lives /w Friends:67% vs. 55% of non-gamers.

More Likely to Hit the Gym: 28% vs. 22% nongamers.

More Likely to Date Often:36% vs. 25% nongamers.

Empirical Data: DAU/MAU Hold at ~ .15

Source: http://www.gamespy.com/articles/107/1079881p1.html

Do Create Urgency With EventsWeekly Dress Up ContestVarious Awards

Guess What Day it Ends?

Empirical Data:40%+ Pre-Event Jump 10% Increase Overall

Do Introduce Content Slowly

Start Low Level;Learn What Works Go Into High LevelStuff With Smarts

Empirical Data: +33% Conversion Over Games With “Set” Items.

Do Provide ConsistencyAim for Standard Player Walls and Goods Across Various Platforms

Empirical Data:12% Revenue Jump in Just First Week

Do Branded Products (Carefully)

Look No Banners!

Always Replace Generic Items

Empirical Data:+16% Ad Revenue

2007

2010

Leaderboard, X Badges for Finding Unusual Spots Awarded. 10% Buy Tickets to Ride Faster Vehicles.Visible Leaderboard and Badges. Weekly Goal Rotation with 5 Challenge-Specific Goods per week.

Offer Virtual Goods “Sets”. 2/5 are Purchased, 3/5 Earned on Each Set.

Arbitrage Opportunities for Crafters. Minimum 25% ROI, Badges for Crafting Sets.

5 Facebook or Twitter Clicks per DAU stream, 10% Sink on Gifted Items

Gamer TypeGamer TypeGamer TypeGamer Type MetricsMetricsMetricsMetrics

Explorers

Griefers

Collectors

Traders

Socializers

Do Have a Hook for Each Personality

More Fun Stats, Just Because..

ARPU: $.51MARPU: $6.29Average Age: 33

This Month:Largest Whale: $306Average Whale: $83.35

Don’t..Retrofit Virtual Goods into Your Game After the Fact.

Dive in Without a Content Plan in Sync with Monetization Goals

Forget to Prepare Your Community for Change

Set Prices in Stone, Despite Seasons, Pay Method..

And Finally..

Don’t Throw TomatoesAt Your Presenter(Thanks!)

Eric GonzalezCEO Doubloonemail egonzalez @ virtualdoubloon.comtwitter @ericgonzalez