Just getting round to blogging my notes from the conference and I came across a list of quotes from some of the key players at Virtual Goods World Europe. They make good reading in themselves and give a feel for what went on:
“ARPU (Average Revenue Per User) went through the roof when item sales were introduced to Everquest” – Anthony Royce, Global Brand Manager, Sony Online Entertainment
“They have to be a player before they become a payer”
“A/B test everything, always” – Jesse Janosov
“Kid’s don’t gift” – Anthony Royce
“You can sell $400 virtual items to 15-24 year old males to virtually kill each other ” – Matt Mikaly, CEO, Sportplay Media
“People spend for Status, Access and Scarcity” John Cahill, CEO, Meez
“Context in which a virtual good is used determines the value of the virtual good” – Juko Hamai (quoted at the conference)
“Virtual Goods mechanisms commodotise user attention” – John Cole, CEO, Adknowledge UK
“Users become invested in their virtual identity” – John Cahill, Meez
My winner is Jesse’s “A/B test everything, always.” The more you test, the more you know about your customers and so you can provide them the right virtual goods at the right time – this allows us to provide contextual offers. This is where exactly the right virtual good is offered at the right time. It’s so the way forward – “want to kill that particular dragon, pay now, get this potion and get the 30% more power you need”…
Web 2 Concepts 