Total US virtual goods spending will reach $2.1 billion in 2011.
That’s up from $1.1 billion in 2009.
THOUGHT: I pay attention to video games not just because I think they’re fun to play but I believe the technology behind them will shape future consumer behavior.
I believe the motivation behind the purchase of virtual goods are being driven by two factors: Utility and personality.
The utility aspect is pretty straightforward. The virtual good that is being purchased serves some utilitarian purpose, gaining additional powers in a game, for example.
The second aspect is psychological. People are purchasing virtual goods in order to adorn their virtual environment and that is both a reflection of their personality and part and parcel of the virtual persona they are constructing online. Special avatars of themes are an example of this latter type of virtual good.
While right now virtual goods sales are mostly the domain of online games of one variety or another. But there’s every reason to believe that this behavior will inform and model their behavior in other virtual environments as well as create an expectation of and demand for virtual goods outside of games.
What assets do you have that might be deployed as virtual goods?
KEYWORD WEDNESDAY: Capybara is the fourth most popular search at Google right now. A Capybara is the world’s largest rodent, one of which was apparently sighted in California. They are not to be confused with the urban legend, the Chupacabra, sightings for which occasionally sweep the web.
Thank you for urban legends.
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