New business models will emerge as well. Virtual malls will sell branded virtual goods directly to consumers. Consumer-friendly, eBay-style secondary markets will emerge for virtual goods across multiple social games where prices are dictated by actual demand, at least for those games whose publishers are willing to allow it—and why wouldn’t they, given the deepened engagement and loyalty such transactions will foster? In fact, much of this kind of thing is already happening in the world of MMOGs; now, it’s just a matter of applying these proven models in the much broader world of social gaming.
In gWallet founder's TechCrunch writeup, he mentions that branded virtual goods are clicked on 10x more than non-branded ones (without citing sources though). The above quote also paints a picture of non-walled gardens of virtual good trade. Who will carry the torch for facilitating that - after reading the recent interview with Zuckerberg (http://www.insidefacebook.com/2010/06/22/exclusive-discussing-the-future-of-f..., at least it does not seem to be on Facebook's roadmap?