Master's Thesis from the year 2013 in the subject Communications - Journalism, Journalism Professions, grade: 1,0, Vrije University Brussel, language: English, abstract: This master thesis approaches the field of virtual currencies in online gaming. It pursues the overall question if it is possible, to establish a universal, virtual currency in the online gaming environment. It aims on showing how virtual currencies in their particular fields work, what the different mechanisms imply and who the stakeholders are. In order to give a comprehensive insight on the topic, framework issues such as clarification of terms in the field of virtual currencies in online gaming will be given. Furthermore, processes, consequences and legal aspects are provided. The core of the thesis contains the analysis of four case studies, covering a representative range of virtual currencies in four different areas of online gaming. The analysis contains a massive multiplayer online role playing game, a gaming application for smart phones, a social network with a gaming section and a virtual marketplace featuring browser games. With the help of a business modeling matrix and a platform typology the cases are analysed on parameters such as e.g. functional and financial architecture. The results, put together in a comparative overview, help to point out particular potentials, chances and risks of virtual currencies in online gaming.