john smedley presentation
DESCRIPTION
VCON is a 1-day exploration into how Games-as-a-Service and Virtual Items have changed the playbook forever. Led by the game industry's most sought-after CEO's, founders, visionaries, and executives, we'll discuss the industry's undisputed transition to this new business model, as well as its ramifications on development, product management, operations, and strategy.TRANSCRIPT
GDC 2010How Games-as-a-Service & Virtual Items Have
Changed the Playbook Forever
John SmedleyPresident, Sony Online Entertainment
EverQuest and EverQuest II In-game Marketplace and Virtual
Item Sales added to SOE’s Top Two MMOs in December 2008• Over 60% of EQ & EQ II subscribers have purchased
virtual items from the in-game Marketplace
• Over 325 unique items available for purchase
• Over 560,000 virtual items purchased LTD
• Additional dedicated development resources support evolving business model
• Items & Character Services improve player experience
EverQuest Marketplace
Dedicated Marketplace Tab on Welcome Screen
EverQuest MarketplaceItem preview with description and all details
Marketplace look and feel consistent with traditional EQ UI
Add funds to your Wallet directly in-game
Search Functionality & Item Categories
EverQuest II Marketplace
Dedicated placement in Welcome Screen with current Wallet Balance
EverQuest II Marketplace
Item preview includes item description and all details
Items organized/catalogued by category and type
Marketplace look and feel consistent with traditional EQ II UI
Add funds to your Wallet directly in-game
Free Realms Free-2-Play 3D Virtual World
Launched in April 2009 for Kids and Tweens • 9 million registered users in less than a year
• Over 1,000 unique items available for purchase
• Hybrid business model includes Membership, Virtual Item Commerce, and Advertising
• Over 3 million virtual items purchased LTD
• Robust cross-functional commerce team manages day-to-day item commerce, membership & game offerings
Free Realms MarketplaceWebsite gateway to game world
Free Realms MarketplaceCustomized pre-game loading screens feature rotating content offers, promotions & advertisements
POSA retail cards available at top retailers
Free Realms MarketplaceFeature all-new virtual item content with dedicated loading screens
Free Realms MarketplaceNew player splash screen with 250 SC bonus
Membership upgrade button
Players introduced to virtual item categories upon entry
Free Realms Marketplace
Membership splash screen upon entry
Game content, items and discounts promote Membership benefits
Free Realms Marketplace
Detailed daily Welcome Screen features:
- What’s New- Friends- New Content- Virtual Items- Activities- Daily spin rewards- Add SC funds option
Free Realms Marketplace
Marketplace integrated into UI (seamlessly)
Free Realms Marketplace
Additional commerce UI built into game content
Free Realms MarketplaceItem of the Day Feature
All commerce points lead to main Marketplace Storefront
Membership up-sell
Top Sellers
Item organization by categories
Redeem game codes and retail POSA cards directly in-game
Free Realms MarketplaceActive SC Marketplace
Funding directly in-game
Search functionality
Free Realms MarketplaceSix funding options to purchase SC
Free Realms Marketplace
Simple credit card account form with secure authentication
Free Realms MarketplaceEasy to understand code redemption
Free Realms Marketplace
Membership option available directly in-game
Use Credit Card or SC for Membership purchase
Free Realms MarketplaceHighly detailed virtual item listings
Wallet balance, Add funds
Free Realms MarketplaceRobust item preview feature…
Free Realms Marketplace
…showcases item directly on character in-game
Commerce window stays active for instant point-of-sale
Free Realms Marketplace
SC icons denote virtual items for purchase
Free Realms Marketplace
Virtual item commerce presented by NPCs
Free Realms Marketplace
SC icon with NPC merchant opens Marketplace
Free Realms Marketplace
Merchant takes you directly to specific virtual item for purchase
Free Realms Marketplace
Web-based functionality includes:-Redeem-A-Code- Where to buy game cards- Fund Wallet option
Free Realms Marketplace
Purchase SC via secure website or redeem retail POSA card
Pox Nora Multiplayer Online Game That
Combines a CCG With Turn-based Strategy in a Fantasy Setting• Pox Nora added to SOE’s suite of games in January
2009
• Live Gamer Marketplace integrated in February 2010
• Over 55 unique items for purchase including Packs, Avatars, Campaigns and Game Tokens
• Station Cash and your Universal SOE Wallet can be used for all applicable SOE games (EQ, EQ II, FR, and Pox Nora)
POX NORA Marketplace
Web-based Marketplace for the purchase of virtual items
POX NORA Marketplace
Main Marketplace Page Features:- Universal Wallet balance- Add funds option- Item categories- Detailed item offerings
POX NORA Marketplace
Pop up window details item, description, price and affordability
POX NORA Marketplace
Multiple funding options include Credit Card, Retail SC Cards and PayPal
POX NORA Marketplace
Seamless integration with PayPal payment provider
POX NORA Marketplace
Station Cash secure funding purchase via PayPal in under 30 seconds
POX NORA Marketplace
Credit Card purchase method with stored payment option and simplified account form
POX NORA Marketplace
Multiple Credit Cards can be stored for future payment purchases
POX NORA Marketplace
Click to buy items using Station Cash in your Wallet
POX NORA MarketplaceVirtual item purchased in less than 5 seconds