He and Amitt also talked about the ability of tying each experience to a point of monetization—at user account creation, users status page and status viewing; but also that the best way is to bring the promotion into the game. He talked specifically about a promotion they ran with FTD where in the game you could buy a virtual boquet; and integrating product placement into the story line yielded he said 3-5x conversion rates. He also was big on two tier currencies; which I understood as a base currency that users mostly earn through time and effort in the game; and a second more mega currency that maps to premium monetization of user actions; and links with more “subscriber” class buyers.