Analysing Media in Virtual Worlds

September 29, 2007 Analyzing Media in Virtual Worlds Chris Carella, Chief Creative Officer The Electric Sheep Company

Opportunities Esc Proprietary and Confidential
Extend Valuable IP
Create a deeper relationship with the viewer
Build a community
Increase Viewer loyalty
Transmedia = Deeper Stories
Return on Investment
A vMTV resident hangs out while drinking a Pepsi

Game Worlds Vs Social Worlds Esc Proprietary and Confidential
Game Worlds
Massive Multiplayer Online Games
Triple A game budgets
15 months - 3 years dev time
Social Worlds
3D social networks
Event driven
User created content
Games in Social worlds

Media Project Analysis

Community Esc Proprietary and Confidential
People are the content
Sustained group of users
Common interest
Forming social networks
Shared experiences
Virtual Laguna Beach The L Word in Second Life

Building Community Esc Proprietary and Confidential
Celebrate user
Empower user
Human touch
Community Team
Community Roundtable
Encourage social experiences
Virtual Laguna Beach iVillage, Girls Night Out

The Narrative Esc Proprietary and Confidential
A guided and familiar experience
Follow along with the show
Original story
Cross-over potential
Provides Entertainment!
Virtual Laguna Beach, Winter Formal

Transmedia Story Telling Esc Proprietary and Confidential
Explore the world of ...
Deeper Engagement
More time with the property
Drive users back to broadcast
ROAR, The Game

Programming Esc Proprietary and Confidential
Program the world like you program broadcast
Answers: “What do I do?”
A reason to visit
Social Entertainment
New Content
Sustained events
1 - time events
Talent appearances
Changing environments
New Digital goods
Episodic narrative
Justin Timberlake in SL Bantam Dell, Author Event

Games Esc Proprietary and Confidential
Design social games
Limited run
Ongoing game
Social networking
Smokin’ Aces, Second Life Assassin Shockwaves Water Fight

Machinima Esc Proprietary and Confidential
Low cost animation
Create characters
Create sets
Douglas Gayeton My Second Life: The Video Diaries of Molotov Alva Eden’s Garden

Broadcast into the Virtual World Esc Proprietary and Confidential
Broadcast live media
Broadcast recorded media
On demand media
Allow Viewers to Interact
Socially
With the media
Games around the media
Major League Baseball, Yankees vs Redsox

Reporting on the Virtual World Esc Proprietary and Confidential
Reuters covers SL
Full-time staff reporters
Blog
Heads Up Display
Office hours
Real world interviews
Video podasts
Reuters in Second Life Adam Pasick, Virtual Worlds Bureau Chief

Other Potential Strategies

Digital Goods Only Esc Proprietary and Confidential

User Ownership Esc Proprietary and Confidential Motorati: User Created Content

Virtual World Exclusive Content Esc Proprietary and Confidential
Virtual cinematics
Virtual live acting
Improv
Audience participation

Discussion Esc Proprietary and Confidential Chris Carella, Chief Creative Officer The Electric Sheep Company [email_address] 703.400.6533 Chris Carella is Satchmo Prototype

Analysing Media in Virtual Worlds

by Satchmo on Sep 30, 2007

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Analysing Media in Virtual Worlds — Presentation Transcript