Game Development Reference
In-Depth Information
10 Virtual Goods and Design for
Virtual Shopping Environments
Great things are not done by impulse, but a series of small things brought together.
—Vincent Van Gogh
10.1 WHY DO PEOPLE BUY VIRTUAL GOODS?
As game developers and virtual worlds designers work to build even more detailed immersive environ-
ments, and the resident population seeks to embellish their virtual surroundings, the need for virtual goods,
clothing, furnishings, etc. keeps increasing. A virtual economy with its virtual marketplace has been part
of virtual worlds and online games for many years now, and the phenomenon of how it works and why real
people buy virtual goods has been the subject of many studies and reports. The three basic reasons why
people buy virtual goods are (1) to establish and customize individual identity, (2) to communicate with
others, and (3) to compete with others.
10.1.1 C usTomizaTion
Customization starts with your virtual identity. No player wants to keep the look of a default character from
the game company; everyone wants to express their individuality. Virtual goods such as skins for your avatar,
clothing, armor, and wearable accessories like hair and shoes are usually the irst purchases a player will
make and something players will continue to update. This will extend to other virtual attributes, such as pets,
vehicles, and houses as the player seeks to gain status in the virtual community.
10.1.2 C ommuniCaTion
Human beings, virtually represented or not, need to communicate. Virtual goods can be given as gifts to
express love, friendship, and other sentiments. Virtual cards, lowers, jewelry, and toys are very popular.
Body language in virtual worlds is just as important as it is in the real world. “Wearable” avatar animations,
called Gestures, are created to express the nuances of communication across the spectrum of human emo-
tion, and the market for them is enormous in Second Life as well as other virtual worlds, like Minecraft
and IMVU.
10.1.3 C ompeTiTion
Invariably, people will want to gain status and wealth in a virtual world and will challenge and compete to get
it. Virtual goods such as weapons, animations, magic spells, and the tools to make these are always popular.
There are extensive online sites where players can buy various items to “level up” their character in the games.
191
 
Search WWH ::




Custom Search