Online role-playing games (RPG's) have enjoyed great popularity in recent years. Unlike pencil-and-paper RPG's, which were mainly popular with teenagers, these games are generally played by adults. In fact, it is not uncommon for one half of a couple to complain that the other half spends more time playing the game than with his/her romantic partner!
Why are online RPG's so popular with young adults? Let's look at one such game, Everquest 2, for some answers.
In Everquest 2, one of the most popular online games, players create characters, endow them with magical or other powers, and band together with other players to succeed at magical quests. The game is free to play; however, players who want to advance more rapidly in the game can buy fake cash, called Everquest Platinum, which is then used to purchase equipment and attributes in the game.
The popularity of Everquest 2 Platinum--players are willing to pay over 1 dollar in US money for each virtual dollar of Platinum--demonstrates two principles that those people working on fixing our economy should take into account. First, people are willing to pay extra money in order to get their needs met, especially needs involving pleasure or fun. This is above all true for all young adults.
The social aspects of the game, combined with the nature of the Internet, also contribute to its popularity for another reason. The Internet is a viral instrument; that is, word-of-mouth quickly reaches a lot of users. When someone is enjoying a game like Everquest 2, they might post about it on a social networking site or mention it in an email. Other people therefore quickly learn about the game and decide to try it out as well. Those people, in turn, mention the game to their friends, who start playing as well.
As this example illustrates, it is easy to create demand for a product over the Internet by taking advantage of viral marketing techniques. Knowledge of other marketing techniques often helps, and marketers should make sure their product fulfils a significant need. By following simple marketing principles, entrepreneurs can easily turn a profit in the Internet age.
Why are online RPG's so popular with young adults? Let's look at one such game, Everquest 2, for some answers.
In Everquest 2, one of the most popular online games, players create characters, endow them with magical or other powers, and band together with other players to succeed at magical quests. The game is free to play; however, players who want to advance more rapidly in the game can buy fake cash, called Everquest Platinum, which is then used to purchase equipment and attributes in the game.
The popularity of Everquest 2 Platinum--players are willing to pay over 1 dollar in US money for each virtual dollar of Platinum--demonstrates two principles that those people working on fixing our economy should take into account. First, people are willing to pay extra money in order to get their needs met, especially needs involving pleasure or fun. This is above all true for all young adults.
The social aspects of the game, combined with the nature of the Internet, also contribute to its popularity for another reason. The Internet is a viral instrument; that is, word-of-mouth quickly reaches a lot of users. When someone is enjoying a game like Everquest 2, they might post about it on a social networking site or mention it in an email. Other people therefore quickly learn about the game and decide to try it out as well. Those people, in turn, mention the game to their friends, who start playing as well.
As this example illustrates, it is easy to create demand for a product over the Internet by taking advantage of viral marketing techniques. Knowledge of other marketing techniques often helps, and marketers should make sure their product fulfils a significant need. By following simple marketing principles, entrepreneurs can easily turn a profit in the Internet age.
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