Virtual World Japan Keynote 2007

The Avatar Age Entertainment and Advertising in the Future October 11, 2007

What is Millions of Us?
The world’s leading agency helping brands connect with large online communities, virtual worlds and social networks

Millions of Us: Key Clients
Toyota
General Motors
Mini
Sun Microsystems
Coca Cola
Intel
Microsoft
Comcast
CNN
Warner Brothers
HBO
20 th Century Fox
Diageo
Budweiser

What is an Avatar? Now, an online persona In Hindu lore, the earthly form of a God

The Disappointing Internet

What I expected: 1997

What I Got Where are the people?

Virtual Worlds From Habitat to Second Life 1985 2005

10,000 Foot View of Second Life
9,688,000 residents have built the entire world *
Growing 20% monthly
55% Male/ 45% Female
35% US/ 65% Overseas
Avg. Age = 32
Usage Patterns Avg = 14 hours per month
$US 550 million per year in user-to-user transactions*
Most popular activities are social (Games, parties, concerts, etc.)
Last updated 2007-9-25
20+ Million Hours/Month of Use Escape, Entertainment, Education, Work

How Big Can This Get? Second Life Growth Projections

Who spends $550 Million on Stuff that Doesn’t Exist?
Digital music is “virtual”
Software is “virtual”
When you spend 30 hours a month somewhere, you better look cool

Houston: We Have a Problem Authenticity and Advertising
Only 24% of U.S. residents trust what companies tell them

A Statistic to Ponder
User- generated, social communities represent the fastest growing market segment totaling 31% of all consumer Internet usage
(Comscore, 2007)

The Programming Grid of the Avatar Age Virtual Worlds Blogs User Created Content Communities Social Networks Younger Older Audience Age

Other Worlds 100 Million and Growing. . . . Habbo Hotel: 32 million users Gaia Online: 8.5 million users Zwinktopia: 10 million users Stardoll: 8.5 million users

Some Predictions for 2008
Social networks will become “Avatarized”
Virtual worlds will become more like social networks
Television tie-ins will increase for virtual worlds

Where it all Began Philo T. Farnsworth: 1928

Fast Forward: 2007 Across the Street: 1100 Sansome

And So It Began. . . . . The gentle blue glow

Meanwhile . . . . . 550 million automobiles by 2002

What Happened to Communities?

First Steps Brand Translation

Case Study: Pontiac Motorati
96 acres of land of largely user created “car culture”
From Jay Z to Monster Trucks
Extremely passionate and active community
#2 trafficked corporate region in Second Life

Case Study: Microsoft “Coder’s Cove”
Launched Island and complex social game for Visual Studio on 5/11/2007
Average participant engagement >23 hours. Winners engaged >72 hours
Definitive case study for active user engagement and targeted community development

Campaign Summary WWE SummerSlam in Gaia September 2007

Forum Reporting WWE SummerSlam in Gaia Totals for 7 Days (8/20 - 8/26) Unique Users Posting in WWE Forum: 12,401 WWE Forum Threads: 2,879 WWE Forum Posts: 26,275 WWE Forum Page Views: 847,016 Unique Visitors to WWE Forum: 198,608 Cena Hats Granted: 92,630 Triple H Sledgehammers Granted: 55,824 Orton Chairs Granted: 42,677

Virtual Worlds Meet Television Gossip Girl by Warner Brothers

Telling Stories in Virtual Worlds What is Scion City?

Thank You

Virtual World Japan Keynote 2007

by reuben steiger on May 19, 2009

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