InGame Advertising, 3D Worlds Marketing

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A detailed presentation given at the Online Social Networking and Business Collaboration conference in Sydney in November 2008 - on how to engage with shared social worlds - this includes locative games as well as traditional online game worlds and social 3D web based worlds. Specific focus on the networking elements and how this dictates the types of advertising and collaborative marketing.

Digital Worlds: Social, Virtual, Mobile
• Meet generation V
• What are the opportunities for enterprise, marketers and government?
• The psychological implications of virtual interaction
• What are the mobility limitations of virtual worlds?
Gary Hayes, Director LAMP, Head of Virtual Worlds, The Project Factory
Laurel Papworth, Director & Social Networks Strategist,
World Communities
Paul Salvati, Director,

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InGame Advertising, 3D Worlds Marketing

  1. 1. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE GAME & WORLDS ADVERTISING & MARKETING SOCIAL, VIRTUAL, MOBILE www.personalizemedia.com www.theprojectfactory.com www.lamp.edu.au Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  2. 2. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Service provider, content producer, strategist, director, web 2.0 ‘generator’ •Interactive TV & Broadband Web - BBC 8 years Senior Development Producer •Personalisation - TV-Anytime (Future of Personal & Targeted TV) •Emergent Media Development - Director LAMP, AFTRS •Social Virtual World Producer - Head of Virtual Worlds, The Project Factory • :) 9th top Media Marketing Blog www.personalizemedia.com Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  3. 3. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE BigPond Telstra US Fortune 100s Melbourne/Cog/AFTRS etc: ABC Island Deakin Arts Island Thursday’s Fictions Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  4. 4. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE BigPond ABC Island Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  5. 5. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Laboratory for Advanced Media Production Founded in Sydney through AFTRS mid 2005 Incubated over 60 innovative social cross platform projects - mobile, broadband PC/TV, IPTV, PVR, MUVEs & beyond Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  6. 6. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  7. 7. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Scorched Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  8. 8. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE TALK TODAY Worlds AUDIENCE Virtual Worlds MARKET InWorld Marketing CASE STUDIES Branded Entertainment World FUTURES Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  9. 9. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  10. 10. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE GAME WORLD PLAYERS Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  11. 11. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  12. 12. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Social Virtual ‘Game’ Worlds are ‘Live’ Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  13. 13. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Generation V (virtual) Definition Unlike previous generations, a member of Generation V prefers to socialize, obtain information and communicate through digital methods. These methods are seen by Generation V as a means to expand their network base, allowing them to communicate outside of their physical locations, and even globally. Members of Generation V are not usually defined in terms of a particular age, sex, race or location. Basically, Generation V is made up of people who replace physical experience with an online experience. http://en.wikipedia.org/wiki/Generation_V •Women Comprise 40% of US Gamers •26% of Whom Are over Age 50 •Average age of videogame players has risen to 35 Women age 18 or older represent a significantly greater portion of the game- playing population (33%) than boys age 17 or younger (18%). 65% of American households play computer and videogames. Entertainment Software Association Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  14. 14. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Virtual Worlds are about Lifestyle Marketing Aspirational, feelings, peers, family, friends, fun, entertainment, fantasy, love, death Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  15. 15. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  16. 16. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Many are SOCIAL spaces Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  17. 17. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE A lot are specialised Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  18. 18. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Social Virtual Worlds are part of Social Media Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  19. 19. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  20. 20. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE 60% of Americanʼs play video games - 40% are women 300 million globally in social virtual worlds Club Penguin 6m Habbo Hotel 12m Neopets 6m Stardoll 13m Nicktropolis 5.5m Webkinz 5.5m SVWs inside gameplay environs - Runescape - 5.5m, World of Warcraft 11m, Gaia Online 3.5m Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  21. 21. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE $345 Million Invested So Far This Year •2nd Quarter 2008 - $161 million invested in 14 virtual-worlds •1st Quarter 2008 - $184 million put into 23 virtual worlds •Total this year alone to $345 million across 37 new worlds Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  22. 22. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  23. 23. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  24. 24. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE VIRTUAL WORLDS MARKET Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  25. 25. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE 2008 Global box office sales $27 bln - mpa Six Major Film Studios all media revenue $43 bln - mpa Video games industry $48.3 bln Online games $4.2 bln just in Asia-Pacific In 2012: Games Industry $70 bln - pwc Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  26. 26. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  27. 27. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  28. 28. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  29. 29. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE •US retail gaming $18.85 Billion •Global Box Office $9.6 Billion •US Home DVD market $16 Billion US Entertainment Merchants Association July 1 2008 Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  30. 30. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  31. 31. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Some MMOGs total revenues (rough) Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  32. 32. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Virtual Worlds are Big • Gaia Online does over 50,000 person to person auctions and 1 million message board posts a day- making them the 3rd largest auction site and the 2nd largest message board on the Internet. • Tencent generated $100 million+ in Q1 of 2007 and over 65% of their revenue comes from virtual goods. • Habbo Hotel has over 75 million registered avatars in 29 countries and 90% of their $60 million+ yearly revenue comes from virtual goods. Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  33. 33. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  34. 34. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE vCommerce and Generation V Gaia Online Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  35. 35. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Merging of Games and SVWs Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  36. 36. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Merging of SVWs and TV Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  37. 37. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Merging of SVWs and the 2D web Weblin and RocketOn Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  38. 38. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  39. 39. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE SuperStruct 5500 players in 2 weeks Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  40. 40. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE a collaborative simulation of a global oil shortage 32 days, 60 000 visitors 1800 players 12 countries the best way to change future is to play with it first - CNET apr 2007 Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  41. 41. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  42. 42. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE INWORLD MARKETING CASE STUDIES Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  43. 43. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  44. 44. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Marketing & InGame Advertising Models Easy to Harder 1. Static Advertising 2. Promotions & Sponsored events 3. Virtual Goods & Product Placement 4. Dynamic InGame Advertising 5. Branded Spaces 6. AdverWorlds & AdverGames Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  45. 45. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Static Advertising PriceWaterhouseCoopers estimates total spending on in-game advertising to reach $1 billion by 2010. Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  46. 46. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE NEW FORMS OF ADVERTISING - GAMES US $295 million will be spent on in-game advertising $207 million advergaming (the creation of games to promote a brand) Advergaming will climb to $344 million in 2011, in-game advertising will reach $625 million that year.quot; eMarketer Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  47. 47. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  48. 48. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Government Communications Headquarters InGame Recruitment Tom Clancy’s Splinter Cell: Double Agent and high-octane racer Need for Speed Carbon. By Massive •Increased traffic to the Careers in British Intelligence website by 1,000 percent, from an average 550 unique visitors a day to an average 5,500 •Won the “Innovation” category at the 2008 Recruitment Advertising Awards, and received nominations for several other industry awards •Generated extensive coverage in the national media http://advertising.microsoft.com/europe/ ResearchLibrary/ResearchLibrary.aspx? Adv_CaseStudyID=1664 Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  49. 49. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Splinter Cell with Nivea and Chrysler A series of in-game product placement by Nivea. Aimed at the male 18- to 34-year-old market Bathroom product and billboards with quot;There are many faces of evil. Don't let yours be one of themquot; quot;The 'Good Guy' almost never has a beardquot; Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  50. 50. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Videogame advertising, both in and around game, is effective in driving attention and recall * Three-quarters of gamers notice ads while playing video games * 75% of gamers engage with at least one ad per minute * 81% of gamers engage at least every other minute * ½ second ad exposure is sufficient for a gamer to notice an in-game ad Most gamers believe that ads in games add to the realism and overall experience of playing video games and can have a positive impact. * quot;It's fun to see things in games that are real.quot; * quot;You'd notice a brand if it wasn't there... like they'll put a false brand and I'll be like, what's that?quot; * quot;Like in Ghost Recon, you have the Dodge billboards in the urban areas, and I think that is pretty effective... it adds realism because, you know, you see ads in the real worldquot; * quot;I think being in a game is way better because in TV it can sometimes annoy you and stuff and can have a negative effect on a product. But in a game, I think it has a positive effect.quot; * quot;I have no problem with it. I like it actually.quot; Source: Videogame Advertising Engagement Study, July 2007 Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  51. 51. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Promotions & Sponsored events Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  52. 52. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  53. 53. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  54. 54. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE * The centralized investment in the Second Life island paid for itself after 5-6 events. - If you think about recruitment at Accenture taking place in 49 countries, and each of these countries using the Accenture Careers island rather than building its own, the cost savings really start to stack up. * So Global Recruitment Marketing put a lot of effort into making it easy for recruiters to use Second Life. The team holds meetings, calls, and tours with recruiters and created a guide on how to sign up in Second Life, create an avatar, walk, sit, chat, etc. Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  55. 55. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  56. 56. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Virtual Goods & Product Placement Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  57. 57. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Source: Betsy Book AAAS Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  58. 58. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  59. 59. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Over 80 million registrations 7.5 million per month, 100 000 online at once Branded virtual goods 90% of their $60 million+ yearly revenue comes from virtual goods. Sophisticated Psychographics: 42 000 kids profiled Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  60. 60. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Dynamic InGame Advertising Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  61. 61. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  62. 62. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  63. 63. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  64. 64. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Branded Spaces Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  65. 65. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  66. 66. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  67. 67. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  68. 68. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  69. 69. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  70. 70. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE AdverWorlds & AdverGames Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  71. 71. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE quot;Now our audience can 'live' Laguna Beach: The Real OC by immersing themselves in a next generation hybrid of TV show and virtual communityquot; says Matt Bostwick, SVP Franchise Development MTV Music Group. quot;The virtual world will expand and grow with the show in real time. This will enable the audience to take our content as a starting point and create their own drama. In effect, the audience becomes the content. We created a first class 'virtual team' to implement this consisting of Makena Technologies, Imaginary Forces, The Electric Sheep Company, Analog Protocol and Extra Large Technology to make it happen in record time.quot; Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  72. 72. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Football Superstars is the world's first Virtual Football World. An entire online virtual world designed by football fans exclusively for football fans, where you can enjoy a massively multiplayer experience on your PC. Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  73. 73. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  74. 74. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  75. 75. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  76. 76. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE BRANDED ENTERTAINMENT WORLD FUTURES Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  77. 77. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE BBC Inhabited TV circa 1996 ”Inhabited TV involves the public deployment of collaborative virtual environments (CVEs) so that on-line audiences can participate in TV shows within shared virtual worlds.” BBC R&D 1996 The experiment ran in parallel to the BBC television series The Net. After each TV program, its viewers were invited to become inhabitants in a virtual world whose design mirrored its theme and where they could engage in various events such as debates between performers (e.g., between the author Douglas Adams and BTʼs Peter Cochrane) and playing with interactive objects (e.g., a bouncy castle). Over 2300 people registered to become inhabitants of The Mirror. Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  78. 78. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Blended Entertainment? “Mixed Reality a creative or social activity that takes place simultaneously in real and virtual worlds and where the interaction in each are dependent on each other and resonant Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  79. 79. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Inhabited TV, Mixed Reality Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  80. 80. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  81. 81. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au
  82. 82. Online Social Networking & Business Collaboration World DIGITAL WORLDS: SOCIAL, VIRTUAL, MOBILE Thank You www.personalizemedia.com www.theprojectfactory.com www.lamp.edu.au Gary Hayes, Head of Virtual Worlds, TPF and Director LAMP@AFTRS gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com - lamp.edu.au

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