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Ravi Mehta is vice president of product for Viximo , where he drives the product strategy for Viximo’s social game distribution platform and helps social networks monetize via social games and virtual goods. For more information on virtual goods, visit his blog, Virtual Goods Insider , and follow him on Twitter . In 2009, an estimated $2.2 billion in virtual goods were sold to consumers globally, and that number is expected to rocket to over $6 billion by 2013. Although virtual worlds and MMOs have historically driven the growth in virtual goods, today the fastest growing segment is social games. Social games not only represent a lucrative new revenue channel for social media sites but they also signal a fundamental change in the structure of the social media industry.