A review of the virtual economy inside the MySpace application Dog World, conducted during the MySpace devJam on February 5th, 2009

1. Slide title goes here…
App Review: Dog World
Matt McAllister, Director of Marketing, Offerpal Media, Inc.
Randal Truong, Product Manager, DogWorld
Offerpal Media Inc. Confidential

2. Review: Dog World
Application: Dog World
Developers: GoodTree
Launched: October, 2008
Active Users: 805,530
Description: More than just a fun
game! We are helping save
abandoned animals living in shelters
across the world. Together we can
make a difference. Accept your gift.
Donations Benefit: SPCA

3. Dog World: Currency Overview
Rubies GoodDollars Pet Points
• Let you buy • The most common • Earned by sending
“premium” items currency in DW gifts to other pets
• Purchased through • Earned through a • Tied to donations
PayPal only number of sources to SPCA
• Cannot be earned • Redeemable on a • Not redeemable
number of sinks any other way

4. Dog World: GoodDollar Sources
Sources:
Logging in
•
Invites
•
Activities
•
Offers
•

5. Dog World: GoodDollar Sources
Sources:
Logging in
•
Invites
•
Activities
•
Offers
•

6. Dog World: GoodDollar Sources
Sources:
• Logging in
• Invites
• Activities
– Care for pets
– Find prizes
– Sell items
• Offers

7. Dog World: GoodDollar Sources
Sources:
Logging in
•
Invites
•
Activities
•
Offers
•

8. Dog World: GoodDollar Sinks
Sinks:
Basic items
•
Premium items
•
Gifts
•
Commenting
•
Promotions
•

9. Dog World: GoodDollar Sinks
Sinks:
Basic items
•
Premium items
•
Gifts
•
Commenting
•
Promotions
•

10. Dog World: GoodDollar Sinks
Sinks:
Basic items
•
Premium items
•
Gifts
•
Commenting
•
Promotions
•

11. Dog World: GoodDollar Sinks
Sinks:
Basic items
•
Premium items
•
Gifts
•
Commenting
•
Promotions
•

12. Dog World: GoodDollar Sinks
Sinks:
Basic items
•
Premium items
•
Gifts
•
Commenting
•
Promotions
•

13. Dog World: GoodDollar Promotion
First‐time login shows users “3 Easy Ways
to Get Started”

14. Dog World: GoodDollar Promotion
• Consistent placement in top status bar
• Integrated into page design
• Contextual placement

15. Dog World: Explanations
• Extensive FAQ section, with info on
GoodDollars, Rubies, Premium Items, etc.

16. Dog World: Explanations
• Explanation of “How To Earn GoodDollars”
on “Get More GoodDollars” page

17. Dog World: Game Mechanics
Points
•
Collecting
•
Feedback
•
Exchanges
•
Customization
•

18. Dog World: Game Mechanics
Points
•
Collecting
•
Feedback
•
Exchanges
•
Customization
•

19. Dog World: Game Mechanics
Points
•
Collecting
•
Feedback
•
Exchanges
•
Customization
•

20. Dog World: Game Mechanics
Points
•
Collecting
•
Feedback
•
Exchanges
•
Customization
•

21. Dog World: Game Mechanics
Points
•
Collecting
•
Feedback
•
Exchanges
•
Customization
•

22. Questions?