This master thesis approaches the field of virtual currencies in online gaming. It pursues the overall question if it is possible, to establish a universal, virtual currency in the online gaming environment. It aims on showing how virtual currencies in their particular fields work, what the different mechanisms imply and who the stakeholders are. In order to give a comprehensive insight on the topic, framework issues such as clarification of terms in the field of virtual currencies in online gaming will be given. Furthermore, processes, consequences and legal aspects are provided. The core of the thesis contains the analysis of four case studies, covering a representative range of virtual currencies in four different areas of online gaming. The analysis contains a massive multiplayer online role playing game, a gaming application for smart phones, a social network with a gaming section and a virtual marketplace featuring browser games. With the help of a business modeling matrix and a platform typology the cases are analysed on parameters such as e.g. functional and financial architecture. The results, put together in a comparative overview, help to point out particular potentials, chances and risks of virtual currencies in online gaming.
Table of Contents
I. Introduction
II. Framework
1. Theoretical framework
1.1 Approach
1.2 Specifics of virtual currency in online games
1.3 Processes in virtual currency
1.4 Consequences and effects
2. Basic terms and definitions
2.1 Virtual currency
2.2 Online gaming
2.3 Governmental and legal framework
3. Methodology
3.1 Selection of case studies
3.2 Business modeling matrix
3.3 Platform types
3.4 Literature
III. Case Studies
1. World of Warcraft
1.1. Overview
1.2 Business model
1.2.1 Value network parameters
1.2.2 Functional architecture parameters
1.2.3 Financial model parameters
1.2.4 Value proposition parameters
1.3 Platform type
2. Pocket Change
2.1 Overview
2.2 Business model
2.2.1 Value network parameters
2.2.2 Functional architecture parameters
2.2.3 Financial model parameters
2.2.4 Value proposition parameters
2.3 Platform
3. Facebook Credits
3.1. Overview
3.2 Business model
3.2.1 Value network parameters
3.2.2 Functional architecture parameters
3.2.3 Financial model parameters
3.2.4 Value proposition parameters
3.3 Platform type
4. Game Coins
4.1 Overview
4.2 Business model
4.2.1 Value network parameters
4.2.2 Functional architecture parameters
4.2.3 Financial model parameters
4.2.4 Value proposition parameters
4.3 Platform
IV. Lessons from case studies
1. Tabular overview
1.1 Findings in a nutshell
2. Opportunities of universal virtual currencies in online games
2.1 Potentials of universal virtual currencies
2.1.1 Rewards in the real world via applications
2.1.2 Premium use with possible extensions
2.2 Chances of universal virtual currencies in online games
3. Risks for universal virtual currencies in online games
3.1 Third party operations in twilight zones
3.2 Lacking differentiation
V. Conclusion
Research Objectives and Themes
This thesis examines the feasibility and implications of establishing a universal virtual currency within the online gaming ecosystem. It analyzes how different platforms operate, identifies key stakeholders, and explores the economic mechanisms, potentials, opportunities, and risks associated with the implementation of such currencies.
- Analysis of business models and platform typologies in online gaming.
- Investigation into the mechanisms of virtual currency circulation and stakeholder roles.
- Evaluation of "universal" virtual currency implementations across different gaming sectors.
- Identification of opportunities and risks regarding real-world integration, regulatory compliance, and market stability.
Excerpt from the book
1.1 Approach
In my thesis I will be dealing with the topic of virtual currency in online gaming. By investigating on four case studies I will point out the mechanisms of virtual currencies and will then discuss about potentials, chances and risks of those for partners being involved in the ecosystem of online gaming.
The topic of virtual currencies is of relevance: when putting it into a bigger context with what currently takes place in economy and what grand challenges the world will have to face (e.g. financial markets with different systems moving together in a globalized world) it can be considered as highly valuable. Virtual currency in online gaming might be regarded as a topic in development that will not necessarily meet huge enthusiasm throughout all kinds of different people, but it is a niche that not only bears huge potential for investors and providers, but also and foremost for interested gamers, respectively users.
This leads to my research question, which is “What are potentials, chances and risks of a universal, virtual currency for partners involved in the online gaming ecosystem?” The investigation aims on showing, in the big picture approach, on how virtual currencies can solve a few of our worlds challenges and in how far they can contribute to economic growth, changed demands of living and dealing with new models of e-commerce.
Summary of Chapters
I. Introduction: Introduces the growing phenomenon of virtual currencies in online environments and defines the research question regarding the potentials and risks of a universal virtual currency.
II. Framework: Provides the theoretical grounding by explaining key terms, defining virtual currency schemes, and outlining the methodological approach based on business modeling matrices and platform typologies.
III. Case Studies: Detailed analysis of four specific cases—World of Warcraft, Pocket Change, Facebook Credits, and Game Coins—using the established business model parameters.
IV. Lessons from case studies: Synthesizes findings from the case studies to highlight opportunities, potentials, and risks inherent in the ecosystem of online gaming virtual currencies.
V. Conclusion: Summarizes key findings and provides a final assessment of the future of universal virtual currencies in the online gaming market.
Keywords
Virtual currency, online gaming, business modeling, platform type, universal currency, MMORPG, mobile applications, social network games, revenue models, stakeholder analysis, digital economy, virtual goods, gold farming, monetization, e-commerce
Frequently Asked Questions
What is the fundamental focus of this research?
The research explores the economic mechanisms and business models of virtual currencies within the online gaming environment, specifically investigating the possibility and implications of establishing a universal virtual currency.
What are the central thematic areas covered?
The work covers business model design, platform typologies, stakeholder interaction, economic risks like money laundering or secondary markets, and the potential for real-world integration of virtual assets.
What is the primary research question?
The central question is: "What are potentials, chances and risks of a universal, virtual currency for partners involved in the online gaming ecosystem?"
Which scientific methodology is employed?
The thesis utilizes a comparative case study approach, analyzing four distinct gaming platforms through a business modeling matrix and platform theory (control and value parameters).
What is discussed in the main body of the work?
The main body (Chapter III) provides an in-depth analysis of four cases—World of Warcraft, Pocket Change, Facebook Credits, and Game Coins—evaluating their value networks, architecture, financial models, and value propositions.
How would you characterize the key terminology used?
The work is characterized by terms related to virtual economies, platform management, and gaming infrastructure, such as 'aggregator-centric platform', 'service-centric platform', and 'value proposition'.
Why was 'World of Warcraft' chosen as a case study?
It represents the 'Gold' standard for a long-established, closed subscription-based MMORPG, serving as a role model for internal virtual economies and highlighting issues with third-party 'gold farming'.
What makes 'Facebook Credits' a unique case in this thesis?
It serves as a prime example of an attempt to implement a universal currency across a massive social network platform, which ultimately faced strategic changes and re-evaluation, providing valuable lessons on scalability.
How does 'Pocket Change' differ from traditional gaming platforms?
It focuses on mobile applications and rewards, offering a direct contact point between virtual gaming actions and real-world physical products, thereby bridging the gap between digital and physical economies.
- Arbeit zitieren
- Verena Kern (Autor:in), 2013, Virtual Currencies in Online Gaming, München, GRIN Verlag, https://www.hausarbeiten.de/document/233206
