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Virtual World Japan Keynote 2007


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Keynote presentation given in late October 2007 at Inaugural Virtual Worlds conference in Tokyo Japan

Published in: Technology

Virtual World Japan Keynote 2007

  1. 1. The Avatar Age Entertainment and Advertising in the Future October 11, 2007
  2. 2. What is Millions of Us? <ul><li>The world’s leading agency helping brands connect with large online communities, virtual worlds and social networks </li></ul>
  3. 3. Millions of Us: Key Clients <ul><li>Toyota </li></ul><ul><li>General Motors </li></ul><ul><li>Mini </li></ul><ul><li>Sun Microsystems </li></ul><ul><li>Coca Cola </li></ul><ul><li>Intel </li></ul><ul><li>Microsoft </li></ul><ul><li>Comcast </li></ul><ul><li>CNN </li></ul><ul><li>Warner Brothers </li></ul><ul><li>HBO </li></ul><ul><li>20 th Century Fox </li></ul><ul><li>Diageo </li></ul><ul><li>Budweiser </li></ul>
  4. 4. What is an Avatar? Now, an online persona In Hindu lore, the earthly form of a God
  5. 5. The Disappointing Internet
  6. 6. What I expected: 1997
  7. 7. What I Got Where are the people?
  8. 8. Virtual Worlds From Habitat to Second Life 1985 2005
  9. 9. 10,000 Foot View of Second Life <ul><li>9,688,000 residents have built the entire world * </li></ul><ul><li>Growing 20% monthly </li></ul><ul><li>55% Male/ 45% Female </li></ul><ul><li>35% US/ 65% Overseas </li></ul><ul><li>Avg. Age = 32 </li></ul><ul><li>Usage Patterns Avg = 14 hours per month </li></ul><ul><li>$US 550 million per year in user-to-user transactions* </li></ul><ul><li>Most popular activities are social (Games, parties, concerts, etc.) </li></ul><ul><li>Last updated 2007-9-25 </li></ul>20+ Million Hours/Month of Use Escape, Entertainment, Education, Work
  10. 10. How Big Can This Get? Second Life Growth Projections
  11. 11. Who spends $550 Million on Stuff that Doesn’t Exist? <ul><li>Digital music is “virtual” </li></ul><ul><li>Software is “virtual” </li></ul><ul><li>When you spend 30 hours a month somewhere, you better look cool </li></ul>
  12. 12. Houston: We Have a Problem Authenticity and Advertising <ul><li>Only 24% of U.S. residents trust what companies tell them </li></ul>
  13. 13. A Statistic to Ponder <ul><li>User- generated, social communities represent the fastest growing market segment totaling 31% of all consumer Internet usage </li></ul><ul><li>(Comscore, 2007) </li></ul>
  14. 14. The Programming Grid of the Avatar Age Virtual Worlds Blogs User Created Content Communities Social Networks Younger Older Audience Age
  15. 15. 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
  16. 16. Some Predictions for 2008 <ul><li>Social networks will become “Avatarized” </li></ul><ul><li>Virtual worlds will become more like social networks </li></ul><ul><li>Television tie-ins will increase for virtual worlds </li></ul>
  17. 17. Where it all Began Philo T. Farnsworth: 1928
  18. 18. Fast Forward: 2007 Across the Street: 1100 Sansome
  19. 19. And So It Began. . . . . The gentle blue glow
  20. 20. Meanwhile . . . . . 550 million automobiles by 2002
  21. 21. What Happened to Communities?
  22. 22. First Steps Brand Translation
  23. 23. Case Study: Pontiac Motorati <ul><li>96 acres of land of largely user created “car culture” </li></ul><ul><li>From Jay Z to Monster Trucks </li></ul><ul><li>Extremely passionate and active community </li></ul><ul><li>#2 trafficked corporate region in Second Life </li></ul>
  24. 24. Case Study: Microsoft “Coder’s Cove” <ul><li>Launched Island and complex social game for Visual Studio on 5/11/2007 </li></ul><ul><li>Average participant engagement >23 hours. Winners engaged >72 hours </li></ul><ul><li>Definitive case study for active user engagement and targeted community development </li></ul>
  25. 25. Campaign Summary WWE SummerSlam in Gaia September 2007
  26. 26. 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
  27. 27. Virtual Worlds Meet Television Gossip Girl by Warner Brothers
  28. 28. Telling Stories in Virtual Worlds What is Scion City?
  29. 29. Thank You