The Dancers at the End of Time: Researching the Future through MMORPGs Nick Gadsby
Or A Tale of Two Virtual Worlds
8 million users worldwide Spawned novels, card & board games and movie planned Ushered in the ‘Age of WoW’ Ubiquitous main...
MUD (Multi-User Dungeon)
<ul><li>M  assively </li></ul><ul><li>M  ultiplayer </li></ul><ul><li>O  nline </li></ul><ul><li>R  ole </li></ul><ul><li>...
Persistent Social Dynamic Economies What is an MMORPG? A bit like a computer game, but…
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
What do you do in MMORPGs?
Make a character or avatar
Make a character or avatar
Go to  http://www.youtube.com/watch?v=NCw6Ogt8Thc   Make a character or avatar
Idealised self Alter ego Player Tool Functional Emotional Make a character or avatar
What do you do in MMORPGs? Go to  http://www.youtube.com/watch?v=GMmWBL8wtKU
Absolute freedom Game rules & objectives Closed economy Open economy Factions: shared goals Individual goals & objectives ...
Absolute freedom Game rules & objectives Closed economy Open economy Factions: shared goals Individual goals & objectives ...
GUILDS INTEREST GROUPS
The ‘Magic Circle’ MMORPG world ‘ Real Life’
The ‘Magic Circle’ MMORPG world ‘ Real Life’
The ‘Magic Circle’ MMORPG world ‘ Real Life’ Blogs Websites Forums CCG Novels Movies MONEY Addons BRANDS Machinima
 
 
American Apparel BBC Radio 1
 
Station Exchange – official marketplace for  Everquest II  players For buying and selling in game coins, items and charact...
Edward Castranova, Economist, Indiana University 1/5 of the players interviewed considered the in-game world as their  mai...
 
PS3 Home
Brands?
Brands?
Brands?
Brands? Have to learn to Play the Game
Brands? Don’t be yourself Rule 1. The hype can be real Rule 2. Immersion is everything Rule 3.
Don’t be yourself Rule 1.
Real Life MMORPG World Don’t be yourself
Real Life MMORPG World Don’t be yourself
Real Life MMORPG World X Don’t be yourself
The hype can be real Rule 2.
The hype can be real
Blooddrenched Nike Trainers Equip: Increases your movement speed  by 200% The hype can be real
Immersion is everything Rule 3.
Immersion is everything
Immersion is everything Go to  http://www.youtube.com/watch?v=6T277__wRi4
Immersion is everything YOUR ADVERT COULD BE HERE
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The Dancers at the End of Time: Researching the Future through MMORPGs

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Presentation for the MRS 2007 Conference on the phenomenon of virtual worlds and brands relationship with them

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The Dancers at the End of Time: Researching the Future through MMORPGs

  1. 1. The Dancers at the End of Time: Researching the Future through MMORPGs Nick Gadsby
  2. 2. Or A Tale of Two Virtual Worlds
  3. 3. 8 million users worldwide Spawned novels, card & board games and movie planned Ushered in the ‘Age of WoW’ Ubiquitous mainstream media coverage Open to commerce ‘ Real Life’ brands opened up shop in game Featured on Radio 4 Featured in an episode of South Park
  4. 4. MUD (Multi-User Dungeon)
  5. 5. <ul><li>M assively </li></ul><ul><li>M ultiplayer </li></ul><ul><li>O nline </li></ul><ul><li>R ole </li></ul><ul><li>P laying </li></ul><ul><li>G ame </li></ul>
  6. 6. Persistent Social Dynamic Economies What is an MMORPG? A bit like a computer game, but…
  7. 23. What do you do in MMORPGs?
  8. 24. Make a character or avatar
  9. 25. Make a character or avatar
  10. 26. Go to http://www.youtube.com/watch?v=NCw6Ogt8Thc Make a character or avatar
  11. 27. Idealised self Alter ego Player Tool Functional Emotional Make a character or avatar
  12. 28. What do you do in MMORPGs? Go to http://www.youtube.com/watch?v=GMmWBL8wtKU
  13. 29. Absolute freedom Game rules & objectives Closed economy Open economy Factions: shared goals Individual goals & objectives Anyone can play Socialising & Communities Money, programming skills useful
  14. 30. Absolute freedom Game rules & objectives Closed economy Open economy Factions: shared goals Individual goals & objectives Anyone can play Money, programming skills useful The ‘New Golf’
  15. 31. GUILDS INTEREST GROUPS
  16. 32. The ‘Magic Circle’ MMORPG world ‘ Real Life’
  17. 33. The ‘Magic Circle’ MMORPG world ‘ Real Life’
  18. 34. The ‘Magic Circle’ MMORPG world ‘ Real Life’ Blogs Websites Forums CCG Novels Movies MONEY Addons BRANDS Machinima
  19. 37. American Apparel BBC Radio 1
  20. 39. Station Exchange – official marketplace for Everquest II players For buying and selling in game coins, items and characters Handled transactions of $1.87 million in its first year
  21. 40. Edward Castranova, Economist, Indiana University 1/5 of the players interviewed considered the in-game world as their main place of residence in 2005, the collective volume of annual trade in MMORPGs exceeded $1 billion Norrath, the game world in Everquest, had a GNP about the same as Bulgaria’s By 2020 the total population of MMORPGs is expected to be in excess of 100 million Author of Synthetic Worlds: the business and culture of online games Average time spent in MMORPG – 20 hours a week
  22. 42. PS3 Home
  23. 43. Brands?
  24. 44. Brands?
  25. 45. Brands?
  26. 46. Brands? Have to learn to Play the Game
  27. 47. Brands? Don’t be yourself Rule 1. The hype can be real Rule 2. Immersion is everything Rule 3.
  28. 48. Don’t be yourself Rule 1.
  29. 49. Real Life MMORPG World Don’t be yourself
  30. 50. Real Life MMORPG World Don’t be yourself
  31. 51. Real Life MMORPG World X Don’t be yourself
  32. 52. The hype can be real Rule 2.
  33. 53. The hype can be real
  34. 54. Blooddrenched Nike Trainers Equip: Increases your movement speed by 200% The hype can be real
  35. 55. Immersion is everything Rule 3.
  36. 56. Immersion is everything
  37. 57. Immersion is everything Go to http://www.youtube.com/watch?v=6T277__wRi4
  38. 58. Immersion is everything YOUR ADVERT COULD BE HERE

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