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Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
Virtual Worlds 102
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Virtual Worlds 102

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An introduction to Virtual Worlds for businesses and organisations

An introduction to Virtual Worlds for businesses and organisations

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  • 1. Virtual Worlds David Burden Managing Director In Association with:
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. What’s Different? Social Interaction Inclusion Social © 2007 www.daden.co.uk
  • 6. The Synthetic Environment Space 3D Chat Mass True Virtual Worlds MARKET Game & Media Teen Worlds Worlds Niche Kids Worlds & Games Community Virtual Worlds Simulation & Serious Games Closed/MMO Open/VW OPENESS © 2007 www.daden.co.uk
  • 7. 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 © 2007 www.daden.co.uk
  • 8. 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 © 2007 www.daden.co.uk
  • 9. 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
  • 10. 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 © 2007 www.daden.co.uk
  • 11. Second Life Grid Main Grid Teen Grid SL Grid Media World Bank World School World © 2007 www.daden.co.uk
  • 12. Second Life Grid © 2007 www.daden.co.uk
  • 13. 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
  • 14. 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
  • 15. Other Virtual Worlds © 2007 www.daden.co.uk
  • 16. Features vs Cost £1m Games Olive Multiverse £100k SLG Project £50k Cost SL £10k £5k Low High Feature Set © 2007 www.daden.co.uk
  • 17. Uses of Virtual Worlds © 2007 www.daden.co.uk
  • 18. Socialising It’s just another medium © 2007 www.daden.co.uk
  • 19. Entertainment It’s just another medium Over 10,000 visitors over 1 weekend © 2007 www.daden.co.uk
  • 20. eCommerce It’s just another medium © 2007 www.daden.co.uk
  • 21. eBusiness It’s just another medium IBM had 200 visitors a day for Virtual Wimbledon 2007. © 2007 www.daden.co.uk
  • 22. eLearning It’s just another medium © 2007 www.daden.co.uk
  • 23. Imagining It’s just another medium © 2007 www.daden.co.uk
  • 24. 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
  • 25. Virtual Worlds – Who’s There? … and over 70m users and growing © 2007 www.daden.co.uk
  • 26. Aloft & American Apparel © 2007 www.daden.co.uk
  • 27. Wells Fargo © 2007 www.daden.co.uk
  • 28. ABN and ING © 2007 www.daden.co.uk
  • 29. VISA and BCV © 2007 www.daden.co.uk
  • 30. Race for Life The American Cancer Society raised almost $90,000 from its sponsored Relay For Life in Second Life in 2007. © 2007 www.daden.co.uk
  • 31. Dell © 2007 www.daden.co.uk
  • 32. Pontiac vs BMW © 2007 www.daden.co.uk
  • 33. Other Worlds © 2007 www.daden.co.uk
  • 34. 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
  • 35. Virtual Worlds Business Ecosystem Over $1Bn invested in Middleware and Software Component 2007 in Virtual Worlds Providers companies Authoring Tool Providers Server & Workstation Manufacturers Management Consultant Virtual Worlds Virtual Worlds Enterprise Creator Platform Developer Customer Systems Integrator Direction of (Potential) Revenue Flow Hardware Enterprise Manufacturers Communications Providers Integration Tools Source: SRIC-BI Providers © 2007 www.daden.co.uk
  • 36. 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  © 2007 www.daden.co.uk
  • 37. Revenue Models In Uncharted PAYMENT MADE Virtual territory World In-world (VW) retailing/rentals In Virtual Worlds for: Real • marketing Life • sales • VW Consultancy (RL) • support • Design & build In Real Life In Virtual World (RL) (VW) DELIVERY OF SERVICE/PRODUCT © 2007 www.daden.co.uk
  • 38. 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
  • 39. Virtual Worlds Opportunities NO ANALOGUE Raw Materials Search Inventory Logistics Social Media Physical Health Transfer Food & Drink Recommendation Identity Reputation Banking Communication Security Leisure Virtual Worlds Governance Entertainment Tours Advertising Avatar Building Housing Design Marketing Sports Retail Sales Terraforming & Education Transportation Landscaping Art Personal Services Legal Agents Consulting Systems Design © 2007 www.daden.co.uk
  • 40. 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
  • 41. 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. © 2007 www.daden.co.uk
  • 42. Virtual Worlds Marketing In World VW Blogs/Podcasts etc Conventional Media © 2007 www.daden.co.uk
  • 43. 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
  • 44. Characteristics GLOBAL DIGITAL SOCIAL © 2007 www.daden.co.uk
  • 45. 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
  • 46. The Future © 2007 www.daden.co.uk
  • 47. The Future Physics Virtual Functionality Agents User Interface Avatar Interaction Rendering Avatar Appearance © 2007 www.daden.co.uk
  • 48. The Future Early adopter, no “hard” ROI  Many, separate worlds  Short Term Few standards  ( 0 – 5 years) Primarily social and “for fun”, or organisational  learning and PR/marketing Emerging standards and consolidation  Medium Term Becomes viable business tool, and then “business as  usual” (5 – 20 years) Trusted transactions (social, financial, commercial)  Challenging game, then TV, then film media  Global standards and interconnected worlds  Long Term Rise of agents  (15 – 50 years +) Persistent Presence becomes the norm  Possibility of significant societal changes  © 2007 www.daden.co.uk
  • 49. My Second Life... © 2007 www.daden.co.uk
  • 50. One last thought.... “80% of active Internet users (and Global 500 companies) will have a 'second life' by 2011” - Gartner Group April 2007 © 2007 www.daden.co.uk
  • 51. David Burden Managing Director david.burden@daden.co.uk www.daden.co.uk IM: Corro Moseley

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