Mar 112009
 

Below are my introduction slides from ad:tech 2009 earlier this week. It is such a short time (each panel is given 50 minutes) to cover such a vast area and myself, Jeff (habbo.com.au) and Mitch (SmallWorlds.com) were all struggling to impart tons of great info/examples and have enough time to get interactive. I hogged the first 15 minutes by giving a broad overview and some examples I have been involved in that fitted the brief of the talk.

Below are my slides, a little descriptive text below that and at the bottom of this post some deeper insight into SmallWorlds (given most of my readers probably know Habbo already? – If not, Why Not!? ). I included one slide from Jeff Brookes set looking at Hitwise’s stats on browser worlds and other sites in terms of session length which will no doubt raise a few eyebrows!

Virtual Worlds & Business: What’s The ROI?

Virtual worlds are maturing at a rapid rate and brands are realising there are valuable business opportunities within them. Whether the objective is engagement, research or brand presence, virtual worlds are proving to be a legitimate marketing channel. In this session our panel will look to provide insights into the business benefits of working within a virtual world.

Presenters

  • Gary Hayes, Director, Laboratory for Advanced Media Production, AFTRS & CEO MUVEDesign (Australia’s leading SL developer!)
  • Jeff Brookes, Regional Director – Asia Pacific, Sulake Corporation (habbo.com.au)
  • Mitch Olson, Co-Founder, SmallWorlds.com

There were several important messages in my introduction. Firstly making sure we all understand the different platforms social virtual worlds are operating on so I briefly described

  1. Layered or Parallel worlds – cute 2D type avatars that move over the top of 2D web
  2. Browser Worlds – walled garden that run inside web browsers, often as isometric views as flash or shockwave
  3. Client Worlds – anything from 20MB to 3GB downloads of data and the world is obviously much richer than browser worlds but do need higher spec computers
  4. Console Worlds – a relatively new kid on the block, social spaces that exist on games consoles. All the rendering grunt is there and the avatars are often linked to the PS3, Wii or XBox360 real life account. PS3 Home is the easiest way to match to worlds like Habbo or There.com
  5. Note there are hybrids of the above and I would put ExitReality down as a hybrid of 1 and 3 as it turns a web page into a client style world

Here are the images of the above part of the presentation

worlds_platforms

I decided that a good ‘spine’ to hang the introduction on was the sort of negative questions floating around from those who don’t really understand what’s happening with web 3.0, the live virtual world space. This includes the paranoid printed press, a few out-of-touch businesses, and digital media companies/consultants more interested in iPhone/mobile games or Facebook widgets which is something they can truly explain (read: make money off).

Press hyperbole or myths?

  • Virtual Worlds are on the decline?
  • There’s no one in them?
  • & people don’t spend long there?
  • They are for kids or social ‘games’ not business?
  • There are no marketing models?

But I then addressed each question in turn showing real world stats and examples. Obviously in recession investment in new tech/services are going to be hit and recent reports do suggest a consolidation of investment into kids worlds, hinting at a lowering of VC in the ones I highlighted in my presentation, but this whole area is still something education & business are advised to R&D and understand fully – as a minimum. As we know it will be new ways of doing business, more immersive and efficient ways to collaborate and alternate forms of entertainment that will be partly what will bring us out of recession.

I finished the talk with a quick overview of the main models that virtual worlds (and most online games) can be monetized. Items 1, 3 and 4 were picked up in a talk on the 2nd day of ad:tech looking at how Nike engaged with console ingame campaign experts Massive across a few platforms.

  1. Static Advertising
  2. Promotions & Sponsored events
  3. Virtual Goods & Product Placement
  4. Dynamic InWorld Advertising
  5. Branded Spaces
  6. AdverWorlds & AdverGames

After my talk some great examples from Jeff Brookes from Habbo followed by Mitch from Smallworlds. I am always fascinated by the methods Habbo engages with its loyal and large community and was equally fascinated by Small worlds thinking too and how they are ‘integrating’ themselves with the existing 2D social networked web. This video by the infamous Robert Scoble features Mitch Olsen and Ted of SmallWorlds

They talk about the main traditional world features but then go onto the interesting areas of embeddable worlds (the Google Lively Killer app – not exploited), API integration with almost anything (twitter feeds, YouTube vids, FB updates on walls anyone) and the most interesting ‘missions’. You are encouraged to explore, meet folk, shop and basically get involved – Mitch says this is like the LinkedIn profile thinking, until your profile is 100% filled in you feel like you are missing out. I likened it much more like World of Warcraft, set players tasks, set them group tasks, give them rewards. This to me could be SmallWorlds real killer applet. At the moment they have around 400 000 users and that looks set to take off in the next months.

Tony Fendall blogged about a particularly cute feature that allows (his words) –

One important thing which was missed is that they didn’t have time to talk about all the cool micropayment features (which Ted alludes near the end) such as Gambit, OfferPal and Zong. Gambit and OfferPal are both services which allow users to earn SmallWorlds currency by completing tasks. These tasks include things such as answering surveys and give amounts of currency proportional to the amount of effort put in. This is a great way for players (who may not have a credit card) to still be able to earn a premium SmallWorlds experience. Zong is a simple cell phone payment service, where by users can pay for a premium SmallWorlds experience using their mobile phone. For an excellent look at how we have integrated Zong into SmallWorlds, check out this YouTube video created by the developers at Zong:

Note a cross post from Gary’s other main blog personalizemedia

Mar 082008
 

Thursday’s Fictions built in collaboration with Physical TV has received much critical acclaim since its launch in mid 2007 here is a sample first 20 of voluntary comments delivered in-world. If you have Secondlife installed on your machine click this SLURL to go there now

One of the Five Must-See Sites in Second Life. Bettina Tizzy, NPIRL featured in New World Notes

Deakin

  1. MaYa Miquel – This must be the best sim I’ve ever seen in secondlife. And I’m playing for a while already. I totally love it. thank you!
  2. Dizzy Sparrow – This is a very interesting place and would very much like for there to be more… are you going to be building things for the other days? Please say you are! 🙂
  3. bebop Kohime – the most amzing place ive ever see in secondlife cant wait unyil the other tunnels are finished, thank you
  4. Vedas Enoch – This is by far the most interactive and fun thing I’ve done on SL. Great job!
  5. Trigit Amat – Congratulations! This is one of the most interesting and nicely done places i ve seen in sl! Keep up the great work, i ll come and see the progress regularly! Thank You from Trigit Amat (Trigital Vox)
  6. Lor Gynoid – Cleverly done. I applaud the imagination that went into Thursday’s Fictons.
  7. Kali Idziak – This sim is absolutely brilliant. Thank you for your efforts.
  8. Sinclair Bracken – I thought it was fantastic. I hope you’ll keep it here, and even add to it. I love the poetry, and the sense of mystery. Really wonderful. I may not have gone all the way, and it seems as if there’s more to experience, and one is left with questions, but it’s really great.
  9. Anni Aluveaux – Thanks for the experience, it was exciting.
  10. Jenene Lemaire – amazing build so far, please finish this, one of the best I have seen so far. I want to see this movie now as well. Never heard of it before visiting this sim. Really pleased to have found this.
  11. Kronos Kirkorian – Gary, Just came back to wander through this exhibit again. You’ve done a remarkable job here. Thoughtful, clever, insightful and compelling. You have become very skilled in the use of SL on many different levels. I hope you are proud of the effort, I have not seen anything in SL that comes up to the level of what you have accomplished here. Regards, Kronos Continue reading »