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A review of the virtual economy inside the MySpace application Dog World, conducted during the MySpace devJam on February 5th, 2009
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Offerpal Media Inc. Confidential
App Review: Dog World Matt McAllister, Director of Marketing, Offerpal Media, Inc.Randal Truong, Product Manager, DogWorld
Application: Dog WorldDevelopers: GoodTree
Launched: October, 2008
Active Users: 805,530
Description: More than just a fun game! We are helping save abandoned animals living in shelters across the world. Together we can make a difference. Accept your gift.
Donations Benefit: SPCA
Review: Dog World
Dog World: Currency Overview
Rubies• Let you buy
“premium” items
• Purchased through PayPal only
• Cannot be earned
GoodDollars• The most common
currency in DW
• Earned through a number of sources
• Redeemable on a number of sinks
Pet Points• Earned by sending
gifts to other pets
• Tied to donations to SPCA
• Not redeemable any other way
Dog World: GoodDollar Sources
Sources:• Logging in
• Invites
• Activities
• Offers
Dog World: GoodDollar Sources
Sources:• Logging in
• Invites
• Activities
• Offers
Dog World: GoodDollar Sources
Sources:• Logging in
• Invites
• Activities– Care for pets
– Find prizes
– Sell items
• Offers
Dog World: GoodDollar Sources
Sources:• Logging in
• Invites
• Activities
• Offers
Dog World: GoodDollar Sinks
Sinks:• Basic items
• Premium items
• Gifts
• Commenting
• Promotions
Dog World: GoodDollar Sinks
Sinks:• Basic items
• Premium items
• Gifts
• Commenting
• Promotions
Dog World: GoodDollar Sinks
Sinks:• Basic items
• Premium items
• Gifts
• Commenting
• Promotions
Dog World: GoodDollar Sinks
Sinks:• Basic items
• Premium items
• Gifts
• Commenting
• Promotions
Dog World: GoodDollar Sinks
Sinks:• Basic items
• Premium items
• Gifts
• Commenting
• Promotions
Dog World: GoodDollar Promotion
First‐time login shows users “3 Easy Ways to Get Started”
Dog World: GoodDollar Promotion
• Consistent placement in top status bar• Integrated into page design• Contextual placement
Dog World: Explanations
• Extensive FAQ section, with info on GoodDollars, Rubies, Premium Items, etc.
Dog World: Explanations
• Explanation of “How To Earn GoodDollars” on “Get More GoodDollars” page
Dog World: Game Mechanics
• Points
• Collecting
• Feedback
• Exchanges
• Customization
Dog World: Game Mechanics
• Points
• Collecting
• Feedback
• Exchanges
• Customization
Dog World: Game Mechanics
• Points
• Collecting
• Feedback
• Exchanges
• Customization
Dog World: Game Mechanics
• Points
• Collecting
• Feedback
• Exchanges
• Customization
Dog World: Game Mechanics
• Points
• Collecting
• Feedback
• Exchanges
• Customization
Questions?