How do IMVU users make money creating content?
“Creationist capitalism” is a mode of capitalism in which labor is understood in terms of creativity, where production is understood as creation (Boellstorff 206). “The core of creationist capitalism is the idea of the self as a creator. Workers aren’t just sellers of labor-power, but creators of their own worlds” (Boellstorff 209). IMVU is an online metaverse and website that uses 3D avatars to meet new people, chat, create and play games with friends (Wikipedia and IMVU). The platform is backed by venture investors Menlo Ventures, Allegis Capital, Bridgescale Partners and Best Buy Capital. Focusing on the creation aspect, users can join the IMVU Creator program, which gives one the tools to get started. Using a 2D paint program or a 3D program, you can design content such as outfits, stickers, poses, etc., that can be sold for developer tokens and converted to cash.
As mentioned above, IMVU enables any user to create content using external programs, though minimal guidelines must be met. In IMVU, the political economy resides in the production of content that can be bought with in-game credits (bought with real money). While for most online virtual worlds, in-game transactions allow for steady revenue — the content creation enables users to make money instead of spending like most casual users would. To put the process in clearer terms, once a virtual object has been made, it’s placed in a virtual goods catalog for the public. For each sale, the developer of said product will earn a specified amount, based on the value placed on that content. I’ve never actually took part in creating virtual goods for others, though I have bought some on other online communities.
IMVU is like Second Life as both have identical features, but different variations of currency. Most online communities do not allow for content creation, just game developer products. IMVU has three types of currency for its economy: credits, promo-credits, and developer tokens. “Promo-credits” are given to members by IMVU through time, as the rest are limited with the user. Most online users prefer games that are free-to-play, though the downside is developers release goods that are very appealing and may result in users becoming pay-to-play players in turn. Judging from past experiences of similar websites, I believe that people are still addicted to these type of “fashion” games and some users end up spending more (time and money) than they should.
