Good Fences Make Good Neighbors

In this paper, I explore the topic of the various kinds of value assigned to digital objects within the context of digital virtual consumption in the casual social networking game (SNG) FarmVille 2 (FV2) (Zynga, 2012).
FV2 is a free-to-play game, meaning that the game itself does not initially cost money, but the player can purchase digital objects within the game. The free-to-play model has become quite common in social gaming, and games of this type have millions of players worldwide. FV2 is the follow-up to the popular social online farm simulation game FarmVille. FV2 is accessed via the Facebook interface, and players must be logged in to Facebook to access the game.