We are looking at how Facebook could increase its digital goods revenue by improving the Means, Motive and Opportunity for users to buy digital gifts. Yesterday we looked at Opportunity. Today we’ll look at Means.
Last year Facebook switched from denominating gifts in dollars to gift credits. This was a good first step as users tend to be more willing to spend virtual currencies than real money, even when they are readily interchangeable.
Currently there is only one way to buy Facebook gift credits, and that is via a credit card. But a lot of Facebook users don’t have or don’t use credit cards. They may want to be able to buy and give gifts, but they can’t do so. This is a common problem for a lot of game developers, including many game developers on Facebook. The techniques that worked for them can work for Facebook too.
As a start, Facebook could enable additional payment mechanisms, including Paypal, cell phone billing (including premium SMS) and direct debit from checking accounts. With such an international audience, additional payments mechanisms would allow many of Facebook’s international users to more easily buy gift credits.
Some Facebook users, especially those younger than 18, may not have access to any payment mechanisms other than cash. Accepting cash in envelopes for Facebook points would not scale very well. However, many game companies have been successful in getting their branded prepaid cards distributed at retail. This is one way of turning user’s cash into a payment mechanism that can be used online. Facebook has the brand awareness to do the same thing by striking deals directly with the two biggest distributors of prepaid cards, Incomm and Blackhawk. Alternatively, if they did not want to deal with retailers directly, a company like GMG Entertainment could handle it for them.
However, some users don’t have any money at all to spend on gift credits. $uperRewards and MyOfferPal have found one way to reach this market, through incentive offers. These companies allow users to trade their attention (through filling out market research surveys, applying for credit cards, getting a free trial of a service, signing up for email newsletters or other activities) for virtual currency. They take the bounty paid by the company acquiring the user, and use some of that to buy the user their virtual currency. Facebook could enable users to buy gift credits with incentive offers.
The combination of these tactics to increase Means to buy digital goods could provide an additional lift of 50-100% in digital gifts revenue.
What other ideas do readers have?
Tomorrow we’ll discuss the last, and arguably most important factor, Motive.