Download - Virtual Worlds 102
Virtual Worlds
David BurdenManaging Director
In Association with:
© 2007 www.daden.co.uk
Who are we? Virtual worlds agency In Virtual Worlds since late 1990s, and Second Life
since 2004 Full Service virtual world developers Specialist expertise in:
Web integration Artificial Intelligence & Natural Language
Member Second Life Developers Directory
© 2007 www.daden.co.uk
Agenda Virtual Worlds Overview A Quick Tour of SL Business Experience of Virtual Worlds Business Models and Opportunities Future Roadmap Questions
© 2007 www.daden.co.uk
Virtual Worlds - a new medium Synchronous and immersive It won’t replace anything “Not” the 3D Internet (or the
future of the Internet) Internet = Information Virtual Worlds = Experience
Not a mass media, perhaps a “meta-media”
Expect other media to have to re-invent themselves
It will bring its own formats, language, stars and turkeys
© 2007 www.daden.co.uk
Social Inclusion
What’s Different?
Social Interaction
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The Synthetic Environment Space
Closed/MMO Open/VW
MA
RK
ET
OPENESS
Niche
Mass
Teen Worlds
Community Virtual Worlds
Game & Media Worlds
Kids Worlds
& Games
Simulation & Serious Games
3D ChatTrue
Virtual Worlds
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Platform vs World
Supplier Platform Shared World
Linden Lab SL Grid Second Life
Forterra/Makena Olive There
Multiverse
Sony Home
Active Worlds Alpha World
Kaneva
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Active Worlds Status: Live c. 2000 Owner: ActiveWorlds Inc Population: Not available Demographic: c.20s-30s Format: Shared & Private Technology: Client/Server Currency: In-world only Revenue Model: Membership Commercial Development:
Minimal Comment
In decline, looking old hat
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There Status: Live c. 2003 Owner: Makena Technologies Inc Population: Not available Demographic: Teens-20s Format:
There - Shared Forterra/Olive - Private
Technology: C/S, Industry stds Currency: In-world only Revenue Model: Membership Commercial Development:
There - Minimal Olive – MTV, DoD, DHS
Comment There - Teen orientated Olive - £1m projects
© 2007 www.daden.co.uk
Second Life Status: Live 2003 Owner: Linden Lab Population: 9.5m registrations Demographic: Avg age 32 Format:
Second Life - Shared Second Life Grid - Private
Technology: C/S, Proprietary Currency: Exchangable Revenue Model: Land+Premium Commercial Development:
Extensive & Decentralised Comment
Dominant virtual world Growing fast Almost too open
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Second Life Grid
Teen GridMain Grid
SL Grid
Bank World School World
Media World
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Second Life Grid
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Multiverse Status: v1.0 Jul 2007 Owner: Multiverse Network Inc Population: not yet available Demographic: world specific Format: Private Technology: C/S, Industry stds Currency: In-world at moment Revenue Model: Revenue share Commercial Development:
Just beginning Private world based
Comment Little technical advance on SL Uses standard industry 3D
tools White label approach + limited
shared/social world
© 2007 www.daden.co.uk
Sony Home Status: Launches 4Q07 Owner: Sony Population: not yet available Demographic: not yet available Format: Shared, Closed Technology: Console Currency: In-world at moment Revenue Model: Media sales Commercial Development:
Centralised Comment
PS3 based Sony chooses what you can
do More 3D chat than open world
© 2007 www.daden.co.uk
Other Virtual Worlds
© 2007 www.daden.co.uk
Features vs Cost
ProjectCost
£1m
£100k
£50k
£10k
£5k
Feature SetLow High
SL
SLG
Multiverse
Games Olive
© 2007 www.daden.co.uk
Uses of Virtual Worlds
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Socialising
It’s just another medium
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Entertainment
It’s just another medium
Over 10,000 visitors
over 1 weekend
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eCommerce
It’s just another medium
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eBusiness
It’s just another medium
IBM had 200 visitors a day for
Virtual Wimbledon 2007.
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eLearning
It’s just another medium
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Imagining
It’s just another medium
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Agenda Virtual Worlds Overview A Quick Tour of SL Business Experience of Virtual Worlds Business Models and Opportunities Future Roadmap Questions
© 2007 www.daden.co.uk
Virtual Worlds – Who’s There?
… and over 70m users and growing
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Aloft & American Apparel
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Wells Fargo
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ABN and ING
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VISA and BCV
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Race for Life
The American Cancer Society raised almost $90,000 from its sponsored Relay For Life in Second Life in 2007.
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Dell
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Pontiac vs BMW
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Other Worlds
© 2007 www.daden.co.uk
Agenda Virtual Worlds Overview A Quick Tour of SL Business Experience of Virtual Worlds Business Models and Opportunities Future Roadmap Questions
© 2007 www.daden.co.uk
Virtual Worlds Business Ecosystem
EnterpriseCustomer
Hardware Manufacturers Communications Providers
Virtual WorldsPlatform Developer
Middleware and Software Component
Providers
Authoring Tool Providers
Virtual WorldsCreator
Server & Workstation Manufacturers
ManagementConsultant
Systems Integrator
EnterpriseIntegration Tools
Providers
Direction of (Potential) Revenue Flow
Source: SRIC-BI
Over $1Bn invested in 2007 in Virtual Worlds
companies
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Why Engage with Virtual Worlds? Learning Generic Brand Building (RL or VW) Internal/Partner Communications & Collaboration Service delivery Recruitment Information Visualisation and Analysis New Concept Development CSR
Green issues Disability issues
Revenue
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Revenue Models
In Real Life (RL)
In Virtual World (VW)
PAYM
ENT
MA
DE
DELIVERY OF SERVICE/PRODUCT
Uncharted territory
In-worldretailing/rentals
Virtual Worlds for:• marketing• sales• support
• VW Consultancy• Design & build
In Real Life (RL)
In Virtual World (VW)
© 2007 www.daden.co.uk
Approaching Virtual Worlds What's the aim? Who's the audience? Private world or public world? Which world? Which engagement model? How do you implement? How do you market? How do you staff? How do you maintain interest?
© 2007 www.daden.co.uk
Virtual Worlds Opportunities
Virtual Worlds
Banking
Tours
Identity
Social Media
Reputation
Recommendation
Retail
BuildingAdvertising
MarketingSales
Avatar Design
Education
Consulting
Search
Transfer
Communication
Entertainment
SystemsDesign
NO ANALOGUE
Raw MaterialsLogisticsPhysical HealthFood & Drink
TransportationPersonal Services
Agents
Security
Housing
Governance
Terraforming & Landscaping
Inventory
ArtLegal
Sports
Leisure
© 2007 www.daden.co.uk
Engagement Models Inward looking Look at us.... Sponsorship Look at them.... Event focussed For only 3 days.... Education focussed Did you know that.... Facilitation Look at you..... Object based Look at this.... Service based Let's help you..... Game based Let's have fun... Private Presence Don't look!
© 2007 www.daden.co.uk
Models of Fidelity – Stone 2007
CONTEXT FIDELITY (local, remote): the design of appropriate “background” sensory and behavioural detail (including avatar/agent styles and behaviours) to compliment – and not interfere with – the task being performed and the learning outcomes.
TASK FIDELITY: the design of appropriate sensory and behavioural features into the end user’s task that support the delivery of the desired learning effect.
INTERACTIVE FIDELITY: the degree to which input (control) and display technologies need to be representative of real life human-system interfaces and, where they do not, the careful management of control-display mapping and acknowledgement of human stereotypes. Understanding the benefits/ limitations of virtual vs. real control set-ups.
“HYPO-” and “HYPER-” FIDELITY: the inclusion of too little, too much or inappropriate sensory and/ or behavioural detail (task, context and interaction systems) leading to possible negative effects on serious game/simulation performance and on knowledge or skills transfer.
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Virtual Worlds Marketing
In World
VW Blogs/Podcasts etc
Conventional Media
© 2007 www.daden.co.uk
Approaching Virtual Worlds What's the aim? Who's the audience? Private world or public world? Which world? Which engagement model? How do you implement? How do you market? How do you staff? How do you maintain interest?
© 2007 www.daden.co.uk
Characteristics
GLOBALDIGITAL
SOCIAL
© 2007 www.daden.co.uk
Agenda Virtual Worlds Overview A Quick Tour of SL Business Experience of Virtual Worlds Business Models and Opportunities Future Roadmap Questions
© 2007 www.daden.co.uk
The Future
© 2007 www.daden.co.uk
The Future
UserInterface
Physics
Functionality
Rendering
AvatarAppearance
AvatarInteraction
Virtual
Agents
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The Future
Short Term( 0 – 5 years)
Medium Term(5 – 20 years)
Long Term(15 – 50 years +)
Early adopter, no “hard” ROI Many, separate worlds Few standards Primarily social and “for fun”, or organisational
learning and PR/marketing
Emerging standards and consolidation Becomes viable business tool, and then “business as
usual” Trusted transactions (social, financial, commercial) Challenging game, then TV, then film media
Global standards and interconnected worlds Rise of agents Persistent Presence becomes the norm Possibility of significant societal changes
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My Second Life...
© 2007 www.daden.co.uk
One last thought....
“80% of active Internet users (and Global 500 companies) will have a 'second life' by 2011”
- Gartner Group April 2007