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What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
What's The ROI? Virtual Worlds Introduction
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What's The ROI? Virtual Worlds Introduction

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Gary Hayes's intro and 15 minute session talk - Virtual Worlds & Business: What's The ROI? …

Gary Hayes's intro and 15 minute session talk - Virtual Worlds & Business: What's The ROI?
Virtual worlds are maturing at a rapid rate and brands are realising there are valuable business opportunities within them. Whether the objective is engagement, research or brand presence, virtual worlds are proving to be a legitimate marketing channel. In this session our panel will look to provide insights into the business benefits of working within a virtual world. Our panellists will provide:

- An overview of virtual worlds and why they’re suitable for business

- Insight for brand involvement including what’s in it for both the brand and the consumer

- Considerations before entering a virtual world and how to be successful

- Identifying the KPIs and how to measure the success of a campaign

- Engagement and brand presence

- With case study examples, this session will bring to life the importance of engagement and brand presence in a virtual world and how organisations are testing, developing, connecting, and marketing within these communities.

DISCUSSION LEADER:
Gary Hayes, Director, Laboratory for Advanced Media Production, AFTRS


PRESENTER:
Jeff Brookes, Regional Director - Asia Pacific, Sulake Corporation (habbo.com.au)

Mitch Olson, Co-Founder, SmallWorlds

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  • 1. tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? Moderator | Gary Hayes Presenters Gary Hayes | Director LAMP@AFTRS & CEO MUVEDesign Jeff Brookes | Regional Director - Asia Pacific, Sulake Corporation Mitch Olsen | Co-Founder, SmallWorlds
  • 2. tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? Gary Hayes | LAMP@AFTRS & CEO MUVEDesign (lamp.edu.au & muvedesign.com)
  • 3. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? BigPond Telstra US Fortune 100s Melbourne/Cog/AFTRS etc: ABC Island Deakin Arts Island Thursday’s Fictions © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 4. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 5. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? 1. Layered Worlds © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 6. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? 2. Browser Worlds © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 7. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? 3. Client Worlds © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 8. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? 4. Console Worlds © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 9. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? Press hyperbole or myths? Virtual Worlds are on the decline? There’s no one in them? & people don’t spend long there? They are for kids or social ‘games’ not business? There are no marketing models? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 10. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? Virtual Worlds are on the decline? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 11. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? Virtual Worlds are on the decline? Investment in Virtual Worlds •Oct 06 - Oct 07 - US $1 billion US •Oct 07 to the present day - US $918 million This breaks down roughly as: •Q3 08 - $148.5 million invested in 12 VW companies •Q2 08 - $161 million in 16 VW companies •Q1 08 - $184 million in 23 VW companies •Q4 07 - $425 million in 15 VW companies Source: Virtual Worlds Management Reports © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 12. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There’s no one in them? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 13. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There’s no one in them? Club Penguin 6m Habbo Hotel 12m 300 million globally in social virtual worlds Habbo & WoW - 100 mill registered Neopets 6m Stardoll 13m Runescape - 7 mill active, 140k at once Entropia - 700k reg, plan 15m concurrent! Second Life - regularly at record breaking concurrency of 70k Webkinz 5.5m Nicktropolis 5.5m 60% of Americanʼs play video games - 40% are women © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 14. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There’s no one in them? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 15. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There’s no one in them? 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?A dv_CaseStudyID=1664 © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 16. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? & people don’t spend long there? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 17. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? & people don’t spend long there? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 18. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? They are for kids or social ‘games’ not business? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 19. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? They are for kids or social ‘games’ not business? Virtual Worlds are partly about Lifestyle Marketing but… © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 20. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? They are for kids or social ‘games’ not business? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 21. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? They are for kids or social ‘games’ not business? •“The centralized investment in the Second Life island paid for itself after 5-6 events - 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 | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 22. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? They are for kids or social ‘games’ not business? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 23. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? They are for kids or social ‘games’ not business? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 24. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? 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;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; Source: Videogame Advertising Engagement Study, July 2007 © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 25. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? 1. Static Advertising 2. Promotions & Sponsored events 3. Virtual Goods & Product Placement 4. Dynamic InWorld Advertising 5. Branded Spaces 6. AdverWorlds & AdverGames © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 26. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? 1. Static Advertising NEW FORMS OF ADVERTISING - GAMES Static Advertising PriceWaterhouseCoopers estimates total spending on in-game advertising to reach $1 billion by 2010. •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 | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 27. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? 2. Promotions & Sponsored events © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 28. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? Source: Betsy Book AAAS 3. Virtual Goods and Product Placement © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 29. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? Dynamic InWorld, InGame Advertising © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 30. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? 5. Branded Spaces © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 31. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? 5. Branded Spaces © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 32. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? 6. AdverWorlds & AdverGames © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 33. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? quot;Now our audience can 'live' Laguna Beach: immersing The Real OC by 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 | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 34. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? 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 | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 35. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 36. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 37. Ad:tech tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? There are no marketing or ad models? © Gary Hayes | lamp.edu.au www.muvedesign.com gary.hayes@aftrs.edu.au or gary@muvedesign.com
  • 38. tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? THANKS
  • 39. tuesday march 10 3:45pm - 4:35pm Virtual Worlds & Business: What's The ROI? Jeff Brookes | Regional Director - Asia Pacific, Sulake Corporation (habbo.com.au)
  • 40. Sulake Corporation | Strictly confidential - legally protected and privileged information

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