3D Virtual Worlds
A waste of time
a wasted opportunity?
Lee Hopkins
IABC World Conference
7th June 2009

of what you think you know
about virtual worlds is
wrong

Computer : 21st C wardrobe
VWs : 21st C “Narnia’s”

Manuel Castells
own terms
social
and own self-communication
movements
projects the product of our
culture
rebellious
confront
individuals
technology is a social
construction
use technology
individual self-construction of
autonomy the social actor

3D Virtual Worlds
connect
keep in touch
around the world

1994-2008 Why do I need a ...

of all statistics in
presentations are made up

Approximate total revenues: multi-user online games & VWs
Second Life: US$14.3m/year
Habbo Hotel: US$60m/year
Final Fantasy XI: US$104m/year
Lineage2: US$195m/year
Lineage: US$281m/year
World of Warcraft: US$2.2b/year

In 2008
Global box office sales US$27b (MPA)
Six major film studios: all media revenue US$43b;
Video games industry US$48.3b;
Online games US$4.2b just in Asia-Pacific
In 2012:
Games Industry US$70 bln (PWC)

aloft
Over the past few months, we have actively solicited input from you,
the Second Life residents, on such design features as public spaces,
guest rooms and exteriors – everything from color palette to space
planning. After reviewing all of your comments, several changes to
the overall design of aloft are a direct result from your feedback. Not
only have these changes been applied to the virtual hotel, they will
also be reflected in the “real-life” aloft hotels.
http://www.virtualaloft.com/

“We developed Scion City to connect with the trendsetters. That's our target
demographic - people who do things first. Trendsetters are instrumental in promoting
brands.”
Adrian Si, Interactive Marketing Manager, Scion
scion

EVE Online

World of Warcraft
http://www.flickr.com/photos/therift/130671212/

http://wow.uiscreens.com/details.php?ssid=329

http://www.flickr.com/photos/joi/86792894/

The new golf?
http://www.flickr.com/photos/ssanyal/563492429/

2.0 It is...
teams &
productivity
& oxygen

3D Second Life

WHAT FOR WHO IS
 Recruitment  KPMG, Accenture,
Johnson+Johnson
 Training  Cisco, Imperial College
London, Uni of London,
Kingston Uni
 Cost-saving  IBM – $320k+
 Productivity improvement  IBM – 95 person/hours
 Health improvement  Uni of Houston
programs

Accountants party in Second Life!
http://www.flickr.com/photos/isfullofcrap/

Accountants in Second Life
Why did accountants party in Second Life?
“We had a really fun time designing the venue and we've had great
feedback from our members, especially those based in regional
Australia and others in England and North America.
“I think something like this will be able to provide our members
with a high level of service irrespective of where they live in the
world.”
Alex Dalidakis, CPA Australia

Coming soon to a
!?! browser near you...

Coming soon to a
!?! browser near you...

Coming soon to a
!?! browser near you...

The Shame strategy
The
strategy

How innovative do you think you are?
Vs
How innovative are you – really?

Description of weakness S (1-5) U (1-5) G (1-5) Action to be taken
S = Seriousness: effect on ability to communicate with stakeholders
U = Urgency: degree to which weakness affects ability to meet needs of Comms Plan Based on COSTanalysis, Lambert (1996)
G = Growth: tendency of problem to worsen if not addressed

Qualified to Exploit? Exploit? Exploit?
Description of communication opportunities Exploit? Y/N Now Future No

Marketable Possible
Description of communication strength in-world? USP? Action to be taken
Y/N Y/N

What could go wrong? Avoidance plan Contingency plan

3D conclusion
• Innovate or die
Innovation
is driving • Increase productivity
change
• Oxygen from outside

of what you think you know
about virtual worlds is
wrong

of all statistics in
presentations are made up