Lloyd Melnick


I lead the social gaming initiatives at PokerStars/Full Tilt, part of Amaya Gaming. Previously, I was Sr Director on Zynga's social casino, building out the VIP and loyalty programs for Hit It Rich! slots and Zynga Poker. I came to Zynga from Spooky Cool, where I was Chief Growth Officer and before that, GM International Publishing at Playdom/Disney and co-Founder and CCO of Merscom (which we sold to Playdom). My passions are customer behavior and analytics.

3 responses to Physical virtual goods


    Great article! Many exciting possibilities…

    A few years ago, 7-11 had a promotion where you could get in-Game Farmville items by purchasing certain marked convenience items. There were quite a few items, from bottled water to gummy bears. I thought it was a very clever and effective campaign, and I’m surprised we haven’t seen more of that type of thing.


Trackbacks and Pingbacks:

  1. Skylanders Franchise Reaches More Than $500 Million in U.S. Retail Sales « The Business of Social Media - January 11, 2013

    […] an update to my post yesterday on Physical Virtual Goods as exemplified by Skylanders, Activision just announced that Skylanders […]


  2. Physical virtual goods prove their value to game publishers « The Business of Social Media - February 8, 2013

    […] Activision’s earnings announcement yesterday shows how attractive successfully conquering the physical virtual goods market is. On November 27, I blogged that Activision would be the big winner Q4 2012 on the strength of the Skylanders franchise and its reliance on a new business model, selling physical versions of virtual goods. I elaborated on that post earlier this month, commenting that the emergence of the Physical Virtual Goods monetization model was one of the most …. […]


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