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Money for Nothing:User-Generated Virtual
Goods
Cary Rosenzweig, CEO, IMVU Inc.May 5, 2010
Web 2.0 Conference
An online community where members use3D avatars to meet new people,
chat, create and have fun with friends
Agenda
• IMVU
• Virtual Goods
• Key Learning
Company Overview
• Founded in 2004
• Based in Palo Alto, CA
• 90 employees
• 3 institutional rounds
• $30M raised
Snapshot
• 3D avatars
• 50M+ registered users
• 10M+ uniques/month*
• User Generated Content
• 4 Million Items in Catalog
*Source: Quantcast, global
Cumulative Registrations
Millions
April ‘10Jan ‘06
2009 Results
2009•Raised $10 million in January, led by Best
Buy Capital
•Doubled revenue to $22 million in calendar 2009
•Became profitable and cash flow positive
Attractive Demographics
70% Female
60% 18+ years old
60% USA
User Generated Content
4 Million Virtual Items
April 2004
April 2010
2010 Outlook
2010•Double revenue again to $44 million
•End year at $60 million annualized revenue run rate
• Invest profits into hiring… from 60 to 120 employees
•Extend reach beyond English- and PC-only
•Begin pivot… Virtual World to Social Entertainment
•“From Dress Up to Level Up”
•Game Mechanics
•2D and 3D Games
Virtual Goods
13
Thanks to PlaySpan & VGMarket Survey (n=2,425; 7/09)
http://corp.playspan.com/pressroom.html
“Free to Play” Leads the Way - %
14
Thanks to PlaySpan & VGMarket Survey (n=1,736; 7/09)
http://corp.playspan.com/pressroom.html
“Free to Play” Leads the Way - $
What are Virtual Goods?
Digital Items with Contextual Meaning
(A) Functional Virtual Goods
(B) Decorative Virtual Goods
Why Virtual Goods?
1. Enhance Game Play (kill more, run faster)
2. Express Your Identity (dress up, decorate)
3. Build Relationships (gifts)
4. Shop (browse & buy)
SOCIAL CONTEXT Provides Meaning & Emotion
Key Learning
It’s all about community
Key Learning
Virtual goods are consumer products Payment options must be flexible UGC is hard
Patience is a virtue
Q & A