Marketing & Virtual Worlds<br />Virtual worlds are dead: long live the virtual<br />Washington University <br />26th May 2...
Outline<br />What this IS and is NOT<br />Me<br />VW’s and Marketing<br />Future<br />Questions<br />
What this IS and is NOT<br />I’m going to cover<br />Virtual worlds in the broad sense <br />Relationships with marketing ...
Ren<br />Rez Day: 11 November 2003<br />Global Head of Strategy: Internet, Applications, Digital Media & non-portfolio Cab...
Eco System<br />
Eco System<br />
Virtual Worlds<br />Bartle’s VW Characteristics <br />It is shared and persistent <br />Interactions occur in real-time<br...
Virtual Worlds<br />
Eco System<br />
Eco System<br />
World / Brand relationships<br />Brands entering <br />Worlds<br />World<br />World as Brand<br />Brands entering <br />& ...
Brand beyond <br />The Virtual World<br />
VW the product<br />
VW the product<br />
Marketing the world<br />
Brand beyond <br />The brand of a sufficiently successful world can be extended<br />External<br />Merchandise <br />Produ...
Brand beyond <br />External<br />
World as Brand: Merchandise <br />
World as Brand: Extension<br />
World as Brand: Co-branding<br />
World as Brand: Co-branding<br />
Brand beyond <br />Internal<br />
World as Brand: Internal<br />
World as Brand: Internal<br />
World as Brand: Internal<br />
In-World Branding<br />
Brands entering the world<br />
Brands entering & exiting the world<br />
Brand as World<br />
Business<br />
Business<br />Non VW companies that<br />Use VW for business outcomes<br />Run in-world business<br />
Business uses VWs <br />Brand Promotion, sales etc.<br />Meet, Share, Decide<br />Collaborative Creation <br />Teach and L...
Business within VWs<br />Who are the customers?<br />B2B <br />See previous slide<br />B2U<br />Business to User<br />
SL / OS business model tree<br />
3rd Sector<br />
3rd Sector<br />See Business (above)<br />Same but different:<br />Money raising<br />WoW Panda<br />Profile raising<br />...
Education<br />
Education<br />See us now<br />Like business & 3rd Sector<br />
Consumers<br />
Eco System<br />
Brand beyond <br />Business Models<br />
VW Consumer Business Model<br />
VW Business Models <br />Primary<br />Subscription<br />Freemium<br />White Label<br />Secondary <br />Boxes<br />Services...
Brand beyond <br />The Rise and Rise and Rise of Freemium<br />
Power Laws<br />ARPU > UAC = <br />
VW Business Models <br />
VW Business Models <br />Source: Games Brief / Social Gold<br />Key: Enable those that want, to spend as much as they want...
VW Business Models <br />TechCrunch / Inside Virtual Goods / Lightspeed -ARPU estimates<br />Virtual gifts: up to $0.50<br...
VW Business Models: Asia <br />Puppy Red<br />50% revenue 1% users<br />PIGG<br />ARPU: $15 pm<br />GREE<br />Monthly Page...
VW Business Models<br />Summary<br />Freemium is dominating<br />Asia does it much better than the West<br />There’s a hug...
Brand beyond <br />Branding<br />
Brand business model<br />+<br />=<br />
Consumers<br />Engagement<br />Simple<br />Average Habbo Session: 43 min<br />Second Life: varies seconds to hours<br />Ad...
Consumers<br />Augmentation<br />The Hills: stars in-world<br />BBC player: always with you <br />Emersion <br />Coke Stud...
Brand beyond <br />Business<br />
Business<br />ROI<br />
Brand beyond <br />Issues<br />
Virtual Worlds <br />Pushing the Freemium limits<br />Market Saturation <br />Regulatory difference and uncertainty <br />
Brand experience<br />Control<br />Copying<br />Hi-jacking<br />Dilution <br />Getting it right & loosing control <br />
Business<br />Businesses Using VW<br />Privacy / Secrecy<br />Employment law<br />Culture<br />Training <br />Technology<b...
Business<br />In-world business<br />$ expectations & power laws <br />Single platform investment<br />Employment law<br /...
Future<br />
Future<br />The<br />BIG<br />Problems<br />
Future<br />Why are virtual worlds not bigger business<br />Barriers to entry<br />Switching costs <br />Characteristics <...
Social is dead<br />What is social media?<br />Together apart<br />Together together <br />Re-connection<br />“social soci...
Location is dead<br />What is Location?<br />Street / Building<br />Offer tie in<br />Right here, right now<br />“micro-lo...
Virtual Worlds are dead<br />What is a virtual world?<br />A thing separated <br />In browser	<br />Facebook / Unity3D<br ...
Future<br />Conclusion<br />
Conclusion<br />VW’s a niche<br />Education<br />Meeting<br />Social<br />End of an interaction continuum<br />Intimacy an...
Future<br />The End<br />Q’s?<br />
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Transcript of "110504 marketing in vw's v1"

  1. 1. Marketing & Virtual Worlds<br />Virtual worlds are dead: long live the virtual<br />Washington University <br />26th May 2011<br />
  2. 2. Outline<br />What this IS and is NOT<br />Me<br />VW’s and Marketing<br />Future<br />Questions<br />
  3. 3. What this IS and is NOT<br />I’m going to cover<br />Virtual worlds in the broad sense <br />Relationships with marketing and business<br />I’m NOT going to focus on <br />Second Life <br />In-world business models <br />
  4. 4. Ren<br />Rez Day: 11 November 2003<br />Global Head of Strategy: Internet, Applications, Digital Media & non-portfolio Cable & Wireless. Product strategy consulting: VW, Not-for profit, teclo’s<br />UK Government Commercial Strategy: Cloud <br />Public Policy and emerging media<br />Ethics of technology <br />Blog: terranova.blog.com<br />Did anyone answer the quiz question about me?<br />
  5. 5. Eco System<br />
  6. 6. Eco System<br />
  7. 7. Virtual Worlds<br />Bartle’s VW Characteristics <br />It is shared and persistent <br />Interactions occur in real-time<br />There is an underlying automated rule set, the ‘physics’ that determines how individuals effect changes <br />Individuals represented within the world <br />and beyond….<br />
  8. 8. Virtual Worlds<br />
  9. 9. Eco System<br />
  10. 10. Eco System<br />
  11. 11. World / Brand relationships<br />Brands entering <br />Worlds<br />World<br />World as Brand<br />Brands entering <br />& exiting Worlds<br />Brand outside <br />the World<br />Brand / World <br />collision<br />Co-Branding<br />Brand as World <br />In-world Brands<br />
  12. 12. Brand beyond <br />The Virtual World<br />
  13. 13. VW the product<br />
  14. 14. VW the product<br />
  15. 15. Marketing the world<br />
  16. 16. Brand beyond <br />The brand of a sufficiently successful world can be extended<br />External<br />Merchandise <br />Product extensions<br />Co-branding<br />Internal<br />Digital Goods<br />
  17. 17. Brand beyond <br />External<br />
  18. 18. World as Brand: Merchandise <br />
  19. 19. World as Brand: Extension<br />
  20. 20. World as Brand: Co-branding<br />
  21. 21. World as Brand: Co-branding<br />
  22. 22. Brand beyond <br />Internal<br />
  23. 23. World as Brand: Internal<br />
  24. 24. World as Brand: Internal<br />
  25. 25. World as Brand: Internal<br />
  26. 26. In-World Branding<br />
  27. 27. Brands entering the world<br />
  28. 28. Brands entering & exiting the world<br />
  29. 29. Brand as World<br />
  30. 30. Business<br />
  31. 31. Business<br />Non VW companies that<br />Use VW for business outcomes<br />Run in-world business<br />
  32. 32. Business uses VWs <br />Brand Promotion, sales etc.<br />Meet, Share, Decide<br />Collaborative Creation <br />Teach and Learn<br />
  33. 33. Business within VWs<br />Who are the customers?<br />B2B <br />See previous slide<br />B2U<br />Business to User<br />
  34. 34. SL / OS business model tree<br />
  35. 35. 3rd Sector<br />
  36. 36. 3rd Sector<br />See Business (above)<br />Same but different:<br />Money raising<br />WoW Panda<br />Profile raising<br />Walk for life<br />Engagement <br />Virtual Bikes<br />
  37. 37. Education<br />
  38. 38. Education<br />See us now<br />Like business & 3rd Sector<br />
  39. 39. Consumers<br />
  40. 40. Eco System<br />
  41. 41. Brand beyond <br />Business Models<br />
  42. 42. VW Consumer Business Model<br />
  43. 43. VW Business Models <br />Primary<br />Subscription<br />Freemium<br />White Label<br />Secondary <br />Boxes<br />Services <br />Objects<br />Advertising<br />
  44. 44. Brand beyond <br />The Rise and Rise and Rise of Freemium<br />
  45. 45. Power Laws<br />ARPU > UAC = <br />
  46. 46. VW Business Models <br />
  47. 47. VW Business Models <br />Source: Games Brief / Social Gold<br />Key: Enable those that want, to spend as much as they want<br />
  48. 48. VW Business Models <br />TechCrunch / Inside Virtual Goods / Lightspeed -ARPU estimates<br />Virtual gifts: up to $0.50<br />Simulation games: $1.00 +<br />Club Penguin / Habbo: $1.40<br />Online Poker: $2.00<br />
  49. 49. VW Business Models: Asia <br />Puppy Red<br />50% revenue 1% users<br />PIGG<br />ARPU: $15 pm<br />GREE<br />Monthly Page Views: 35.7 Billion <br />http://games4networks.posterous.com/?tag=arpu<br />
  50. 50. VW Business Models<br />Summary<br />Freemium is dominating<br />Asia does it much better than the West<br />There’s a huge untapped market<br />
  51. 51. Brand beyond <br />Branding<br />
  52. 52. Brand business model<br />+<br />=<br />
  53. 53. Consumers<br />Engagement<br />Simple<br />Average Habbo Session: 43 min<br />Second Life: varies seconds to hours<br />Advanced: Co-design<br />Interaction<br />Touch the brand<br />Identity<br />Be the brand<br />
  54. 54. Consumers<br />Augmentation<br />The Hills: stars in-world<br />BBC player: always with you <br />Emersion <br />Coke Studios<br />Brand experience is pushed much further than often the physical<br />
  55. 55. Brand beyond <br />Business<br />
  56. 56. Business<br />ROI<br />
  57. 57. Brand beyond <br />Issues<br />
  58. 58. Virtual Worlds <br />Pushing the Freemium limits<br />Market Saturation <br />Regulatory difference and uncertainty <br />
  59. 59. Brand experience<br />Control<br />Copying<br />Hi-jacking<br />Dilution <br />Getting it right & loosing control <br />
  60. 60. Business<br />Businesses Using VW<br />Privacy / Secrecy<br />Employment law<br />Culture<br />Training <br />Technology<br />
  61. 61. Business<br />In-world business<br />$ expectations & power laws <br />Single platform investment<br />Employment law<br />Property law<br />Platform owner & reality of IP<br />
  62. 62. Future<br />
  63. 63. Future<br />The<br />BIG<br />Problems<br />
  64. 64. Future<br />Why are virtual worlds not bigger business<br />Barriers to entry<br />Switching costs <br />Characteristics <br />Social <br />Location <br />There not here<br />
  65. 65. Social is dead<br />What is social media?<br />Together apart<br />Together together <br />Re-connection<br />“social social”<br />Facebook / Spotify – play together <br />Long Live Social<br />
  66. 66. Location is dead<br />What is Location?<br />Street / Building<br />Offer tie in<br />Right here, right now<br />“micro-location”<br />Long Live Location <br />
  67. 67. Virtual Worlds are dead<br />What is a virtual world?<br />A thing separated <br />In browser <br />Facebook / Unity3D<br />Augmented Reality<br />Making the physical world virtual<br />Color<br />Long Live Virtual<br />
  68. 68. Future<br />Conclusion<br />
  69. 69. Conclusion<br />VW’s a niche<br />Education<br />Meeting<br />Social<br />End of an interaction continuum<br />Intimacy and exclusion is heightened<br />The marketing mix<br />New experience are more fluid, more here, more now <br />
  70. 70. Future<br />The End<br />Q’s?<br />

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