I still find it somewhat ironic that I have done a complete, 180-degree change of direction in this blog: going from swearing that I would never cover Second Life at all (because hundreds of other bloggers do it already, and do a much better job than I ever could), to actively carving out a niche for myself, blogging about the various steals, deals, and freebies in SL.
My Second Life freebie coverage actually brings a fair number of readers to my blog, probably the biggest percentage of viewers overall when compared to my other categories of blogposts. In fact, my blogpost about free and inexpensive mesh heads and bodies for female Second Life avatars has now had a whopping 1,598 visitors—my third most-popular post ever.
So, I guess you could call me a freebie expert, or a freebie fashionista if you prefer. And this December has been the usual bountiful bonanza of advent gifts and hunt prizes. But sometimes I stop and ask myself: this is steady rain of freebies actually hurting the Second Life economy, and the livelihoods of SL content creators? In other words, are people not making as much money as they could and should be because of the abundance of free and inexpensive items in-world and on the SL Marketplace?
At first glance, the answer would appear to be “yes”. There has been steady rumbling from various quarters that many vendors are not earning the income that they used to. But are freebies really to blame for this?
I would argue that freebies, if handled properly by the store, can be an extremely effective way to promote a brand. For example, an attractive, well-made free item placed at The Free Dove (which usually includes a SLURL in the package) will often prompt my visit to the mainstore location to see what other products are for sale. In fact, I first learned about the store Alaskametro through their mini hunt at The Free Dove last summer (sadly, I have learned that The Free Dove has decided to stop having designer mini hunts as of January 2019). I had never heard of Alaskametro before, even though I had been an avid consumer in Second Life for over a decade at that point!
You could argue that the reason that powerhouse Second Life brands like Scandalize, Addams, and Blueberry became so well known is via freebies and inexpensive hunts, like the current reindeer hunt currently taking place at various stores on the Scandalize sim. (Technically, it’s not really a “hunt”; some store owners like Scandalize didn’t even bother to hide their reindeer.)
You pick up one colour of an item of clothing for only L$15, try it on, and like it so much that you land up going back to the store later to buy more colours, maybe even the whole fatpack! I’ve done it. You’ve probably done it too. Admit it.
Savvy marketers know that freebies and cheapies can effectively drive traffic to their stores, and increase overall sales. True, many of the people who pick up a free item won’t (or can’t afford to) buy a full-price item. But enough do so to make it worth the store owner’s time and trouble to create and promote freebies. Why else would a store like Alien Gizmo’s regularly offer free L$200 gift cards to their customers?
So, no. Freebies are not the reason for an economic downturn in the SL economy. If anything, freebies are helping content creators get the word out about their brands, and thereby earn more money.
In fact, I seem to remember a closed (i.e. not Hypergrid enabled) OpenSim-based virtual world (I believe it was Avination) which strongly discouraged vendors from offering freebies, thinking that the policy would lead to more people actually buying goods and leading to greater vendor profits. Well, I’m not sure if that was the main reason that Avination eventually closed (they had a couple of fraud scandals, and OpenSim grids tend to be rather precarious enterprises at the best of times), but I’m pretty certain that a ban on freebies didn’t help with user retention any.
My point here (and yes, in a very roundabout way, I am trying to make one!) is that freebies are a good thing. Freebies promote brands, encourage newbies to become full-fledged consumers, and lubricate the SL economy. So get out there and pick up some freebies today! Tell’em Ryan sent you 😉
One thought on “Are Freebies Hurting The Second Life Economy?”
As a cheapskate resident of SL for nearly 12 years now, my inventory is something over 185K items. Aside from multiple copies of stuff I’ve made myself, among other things, I have an enormous collection of clothing and accessories. (I tend not to buy home furnishings because I don’t usually have a home to put it in. But I do sometimes collect things for photo shoots, etc.) My Firestorm outfits collection currently stands at something like 400 (including variations in all sizes, genders, and species). I readily admit that I have always been a freebie hound. It’s not all I do in SL, by any stretch, but there are times when the bargains are to great to ignore. And I can be mercenary about it, blasting through a hunt as fast as I can. I don’t know if I’m a typical SL consumer, but I imagine I’m not alone.
Having said that, I am also respectful of hard working creators, and if I show up at a hunt, I do make a point of looking around the shop to see if it’s worth further attention and I will often buy something I like. I’m not averse at all to spending money (even a lot of money) on quality merchandise, and certain hunts are good opportunities to see what’s out there. In fact, I rarely go shopping unless I’m pretty sure of getting a quality bargain. That just makes me a savvy shopper. But having such opportunities also draws me into the stores. Even shopping on the Marketplace, I will often elect to see what’s available in a vendor’s inworld store. I’m currently trying to justify in my brain spending L$4K (that’s like $16US real money) on a virtual yacht.
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