Virtual Worlds

           David Burden
            Managing Director




In Association with:
Who are we?
          Virtual worlds agency
      

          In Virtual Worlds since late 1990s, and Second Life
      ...
Agenda
          Virtual Worlds Overview
      

          A Quick Tour of SL
      

          Business Experience of V...
Virtual Worlds - a new medium
          Synchronous and immersive
      

          It won’t replace anything
      

  ...
What’s Different?




            Social Interaction
                   Inclusion
            Social


© 2007 www.daden.co.uk
The Synthetic Environment Space


                           3D Chat
                  Mass                               ...
Platform vs World

               Supplier    Platform        Shared World
              Linden Lab   SL Grid         Seco...
Active Worlds
      Status: Live c. 2000
  

      Owner: ActiveWorlds Inc
  

      Population: Not available
  

    ...
There
      Status: Live c. 2003
  

      Owner: Makena Technologies Inc
  

      Population: Not available
  

     ...
Second Life
      Status: Live 2003
  

      Owner: Linden Lab
  

      Population: 9.5m registrations
  

      Demo...
Second Life Grid
                                 Main Grid
      Teen Grid



                                           ...
Second Life Grid




© 2007 www.daden.co.uk
Multiverse
      Status: v1.0 Jul 2007
  

      Owner: Multiverse Network Inc
  

      Population: not yet available
 ...
Sony Home
      Status: Launches 4Q07
  

      Owner: Sony
  

      Population: not yet available
  

      Demograph...
Other Virtual Worlds




© 2007 www.daden.co.uk
Features vs Cost

                         £1m      Games             Olive
                                       Multive...
Uses of Virtual Worlds




© 2007 www.daden.co.uk
Socialising




                         It’s just another medium




© 2007 www.daden.co.uk
Entertainment




                          It’s just another medium

   Over 10,000 visitors
   over 1 weekend

© 2007 ww...
eCommerce




                         It’s just another medium




© 2007 www.daden.co.uk
eBusiness




                                 It’s just another medium

                         IBM had 200 visitors a d...
eLearning




                         It’s just another medium




© 2007 www.daden.co.uk
Imagining




                         It’s just another medium




© 2007 www.daden.co.uk
Agenda
          Virtual Worlds Overview
      

          A Quick Tour of SL
      

          Business Experience of V...
Virtual Worlds – Who’s There?




  … and over 70m users and growing
© 2007 www.daden.co.uk
Aloft & American Apparel




© 2007 www.daden.co.uk
Wells Fargo




© 2007 www.daden.co.uk
ABN and ING




© 2007 www.daden.co.uk
VISA and BCV




© 2007 www.daden.co.uk
Race for Life




 The American Cancer Society raised almost $90,000 from its sponsored Relay For Life in Second Life in 2...
Dell




© 2007 www.daden.co.uk
Pontiac vs BMW




© 2007 www.daden.co.uk
Other Worlds




© 2007 www.daden.co.uk
Agenda
          Virtual Worlds Overview
      

          A Quick Tour of SL
      

          Business Experience of V...
Virtual Worlds Business Ecosystem
                                                                                        ...
Why Engage with Virtual Worlds?
          Learning
      

          Generic Brand Building (RL or VW)
      

         ...
Revenue Models


                   In            Uncharted
    PAYMENT MADE




                   Virtual        territo...
Approaching Virtual Worlds
          What's the aim?
      

          Who's the audience?
      

          Private wor...
Virtual Worlds Opportunities
   NO ANALOGUE
   Raw Materials                                          Search
             ...
Engagement Models
          Inward looking       Look at us....
      

          Sponsorship          Look at them....
 ...
Models of Fidelity – Stone 2007
        CONTEXT FIDELITY (local, remote): the design of appropriate “background”
    
   ...
Virtual Worlds Marketing




                                In World
                         VW Blogs/Podcasts etc

    ...
Approaching Virtual Worlds
          What's the aim?
      

          Who's the audience?
      

          Private wor...
Characteristics


    GLOBAL
       DIGITAL
    SOCIAL
© 2007 www.daden.co.uk
Agenda
          Virtual Worlds Overview
      

          A Quick Tour of SL
      

          Business Experience of V...
The Future




© 2007 www.daden.co.uk
The Future

                                        Physics



                          Virtual                   Functio...
The Future
                             Early adopter, no “hard” ROI
                         

                         ...
My Second Life...




© 2007 www.daden.co.uk
One last thought....


       “80% of active Internet
       users (and Global 500
       companies) will have a
       's...
David Burden
   Managing Director


david.burden@daden.co.uk

    www.daden.co.uk

   IM: Corro Moseley
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An introduction to Virtual Worlds for businesses and organisations

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Virtual Worlds 102

  1. 1. Virtual Worlds David Burden Managing Director In Association with:
  2. 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. 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. 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. 5. What’s Different? Social Interaction Inclusion Social © 2007 www.daden.co.uk
  6. 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. 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. 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. 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. 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. 11. Second Life Grid Main Grid Teen Grid SL Grid Media World Bank World School World © 2007 www.daden.co.uk
  12. 12. Second Life Grid © 2007 www.daden.co.uk
  13. 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. 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. 15. Other Virtual Worlds © 2007 www.daden.co.uk
  16. 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. 17. Uses of Virtual Worlds © 2007 www.daden.co.uk
  18. 18. Socialising It’s just another medium © 2007 www.daden.co.uk
  19. 19. Entertainment It’s just another medium Over 10,000 visitors over 1 weekend © 2007 www.daden.co.uk
  20. 20. eCommerce It’s just another medium © 2007 www.daden.co.uk
  21. 21. eBusiness It’s just another medium IBM had 200 visitors a day for Virtual Wimbledon 2007. © 2007 www.daden.co.uk
  22. 22. eLearning It’s just another medium © 2007 www.daden.co.uk
  23. 23. Imagining It’s just another medium © 2007 www.daden.co.uk
  24. 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. 25. Virtual Worlds – Who’s There? … and over 70m users and growing © 2007 www.daden.co.uk
  26. 26. Aloft & American Apparel © 2007 www.daden.co.uk
  27. 27. Wells Fargo © 2007 www.daden.co.uk
  28. 28. ABN and ING © 2007 www.daden.co.uk
  29. 29. VISA and BCV © 2007 www.daden.co.uk
  30. 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. 31. Dell © 2007 www.daden.co.uk
  32. 32. Pontiac vs BMW © 2007 www.daden.co.uk
  33. 33. Other Worlds © 2007 www.daden.co.uk
  34. 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. 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. 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. 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. 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. 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. 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. 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. 42. Virtual Worlds Marketing In World VW Blogs/Podcasts etc Conventional Media © 2007 www.daden.co.uk
  43. 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. 44. Characteristics GLOBAL DIGITAL SOCIAL © 2007 www.daden.co.uk
  45. 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. 46. The Future © 2007 www.daden.co.uk
  47. 47. The Future Physics Virtual Functionality Agents User Interface Avatar Interaction Rendering Avatar Appearance © 2007 www.daden.co.uk
  48. 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. 49. My Second Life... © 2007 www.daden.co.uk
  50. 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. 51. David Burden Managing Director david.burden@daden.co.uk www.daden.co.uk IM: Corro Moseley
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