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

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 Presentation Transcript

  • 1. The Dancers at the End of Time: Researching the Future through MMORPGs Nick Gadsby
  • 2. Or A Tale of Two Virtual Worlds
  • 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. MUD (Multi-User Dungeon)
  • 5.
    • M assively
    • M ultiplayer
    • O nline
    • R ole
    • P laying
    • G ame
  • 6. Persistent Social Dynamic Economies What is an MMORPG? A bit like a computer game, but…
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  • 23. What do you do in MMORPGs?
  • 24. Make a character or avatar
  • 25. Make a character or avatar
  • 26. Go to http://www.youtube.com/watch?v=NCw6Ogt8Thc Make a character or avatar
  • 27. Idealised self Alter ego Player Tool Functional Emotional Make a character or avatar
  • 28. What do you do in MMORPGs? Go to http://www.youtube.com/watch?v=GMmWBL8wtKU
  • 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
  • 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’
  • 31. GUILDS INTEREST GROUPS
  • 32. The ‘Magic Circle’ MMORPG world ‘ Real Life’
  • 33. The ‘Magic Circle’ MMORPG world ‘ Real Life’
  • 34. The ‘Magic Circle’ MMORPG world ‘ Real Life’ Blogs Websites Forums CCG Novels Movies MONEY Addons BRANDS Machinima
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  • 37. American Apparel BBC Radio 1
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  • 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
  • 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
  • 41.  
  • 42. PS3 Home
  • 43. Brands?
  • 44. Brands?
  • 45. Brands?
  • 46. Brands? Have to learn to Play the Game
  • 47. Brands? Don’t be yourself Rule 1. The hype can be real Rule 2. Immersion is everything Rule 3.
  • 48. Don’t be yourself Rule 1.
  • 49. Real Life MMORPG World Don’t be yourself
  • 50. Real Life MMORPG World Don’t be yourself
  • 51. Real Life MMORPG World X Don’t be yourself
  • 52. The hype can be real Rule 2.
  • 53. The hype can be real
  • 54. Blooddrenched Nike Trainers Equip: Increases your movement speed by 200% The hype can be real
  • 55. Immersion is everything Rule 3.
  • 56. Immersion is everything
  • 57. Immersion is everything Go to http://www.youtube.com/watch?v=6T277__wRi4
  • 58. Immersion is everything YOUR ADVERT COULD BE HERE