Total registered accounts700m600m 5 to 10 10 to 15 15 to 25500m400m300m200m100m 0m Q1 09 Q2 09 Q3 09 Q4 09 Q1 10 Q2 10 Q3 10 Q4 10 Q1 11 Q2 11
Virtual Worlds and ToysKey Engagement Mechanics
Virtual Worlds and Toys Connected Play Community BuildingVirtual World Downloadable Virtual Goods Toys Real World Sales Virtual Versions, Customization, NPD Virtual Goods Sales Unique Activation Codes
Key Engagement Mechanics Connected Play: Linking the toy to the virtual world via USB, Bluetooth or WiFi to create interactive relationship. Community Building: Growing and nurturing the online fan base of a toy into a global audience. Downloadable Virtual Goods: Allowing users to purchase a digital good and have it available from their toy (eg. sounds or actions). Real World Sales: Virtual fans can become real world customers.
Key Engagement Mechanics Virtual Versions, Customization and NPD: New toy variants can be created in the VW with user customization. Research can also be conducted. Virtual Goods Sales: Real-world customers can be converted into virtual goods sales. Activation Codes: Toys can carry call-to-action activation codes in the VW. New Territories: VW can drive new toy sales from new popular territories.
Virtual Worlds and MediaKey Engagement Mechanics
Virtual Worlds and Media Storyline/Character Extension User/Viewer Relationship BuildingVirtual World Audience Growth in New Territories Media New Storylines/Characters Pre-Launch Marketing Virtual Goods Sales User Base Growth
Key Engagement Mechanics Storyline / Character Extension: VW can be used to extend existing storylines and provide backstories for characters. User / Viewer Relationship Building: VW as a tool to build, stimulate and engage with community. Audience Growth in New Territories: VW can identify potential new broadcast territories. New Storylines / Characters: New storylines / characters can be introduced and tested in VW.
Key Engagement Mechanics Pre-Launch Marketing: VW is an eﬀective tool to build pre-launch awareness and community building. Virtual Goods Sales: Real-world fans / viewers can be converted into virtual goods sales. User Base Growth: Real-world popularity can be converted into ramped-up user bases. Hand-Holding: The VW keeps fans ‘in the zone’ between broadcasts / seasons.