Once a brand has been matched with the appropriate game or application, the fun part begins. Design is even more important for virtual goods than it is for tangible products because virtual goods often do not offer utility in the same way that real products do. However, they are not constrained by real product realities either, allowing for whimsical or exciting interpretations of the brand, such as branded sneakers that enable the wearer to fly. As a result, virtual goods rely much more heavily on their brand story and visual appeal to drive demand. Successful BVG’s exhibit these qualities: