Since 1 July 2011, Facebook has officially priced its Facebook Credits at the price of 10 Credits for $1 or 10 cents per credit. This new currency has two characteristics: it is recognized only on Facebook and can only be used for the payment of virtual goods, but as for everything that is created by Facebook (or Apple) it is the source of parallel businesses operated by companies created for the occasion.

Ifeelgoods is one of them, founded in Menlo Park by Michael Amar, digital entrepreneur who has had his first success in the field of e-commerce. Ifeelgoods is a platform for digital promoting which has taken the idea of ​​couponing to fit the world of virtual goods. Instead of distributing physical goods or money, brands wishing to launch a product or perform a one-time promotional can offer Facebook Credits, which will then be spent on games or on any social site distributing virtual goods. According to Michael Amar the benefits of Facebook Credits are clear: the cost, of course, as the Credits are spent on virtual goods, then the immediacy: the Credits can be spent as soon as they are received (to buy a tractor on Farmville for example) and finally, the perceived value, players addicted to their favorite application, would be more motivated by the promise of Credits than a giraffe product or of coupons to come.

To convince large American and European brands, Ifeelgoods took the lead over its competitors with I-800 Flowers, they realized an operation that was to replace a 25% discount on the selling price by combining an alternative 15% discount coupon of 25% paid in Facebook Credits, the operation would have generated 15.000 sales in six days. Ifeelgoods also deals with the five brands of the GAP group and with Redcats, a European operator of e-commerce, they have signed 11 campaigns. The deal flow indicates a flying start.

Ifeelgoods ensures that the model does not compensate for technical costs, and does not take any percentage or additional sales or Credit supply. And perhaps there lies the weakness of the model, as on all platforms built on social media: the one who wins the most is Facebook. Zuckerberg companies touch around 30% of all transactions with Cedits, so of all the Credits provided to Ifeelgoods, this represents several hundred thousand U.S. Dollars but, for an operator as dominant as Zynga, one is talking about $ 400 million in paid commissions. It is true that when one works on Facebook, one works for Facebook.