Virtual goods have arrived quickly

04 Jan 2010|Leigh Marinner

It was only 6 months ago I blogged about why industry pundits don’t include virtual goods and microtransactions in their lists of up-and-coming business models. And six months later AdNectar ( a small company with 9 employees) announced that it has reached 2 billion virtual goods served from its platform for clients ranging from Gillette and Funny or Die to Jelly Belly and Snapple/Dr. Pepper. For example, over 1 million Malibu Rum branded drinks were sent in two weeks.

Microtransactions are one of the few areas (along with subscription gaming) where consumers have shown a willingness to pay for online content. Microtransactions remove barriers to entry. They don’t feel like a commitment.

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