Virtual Worlds For Global Commerce April 2008
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Transcript of Virtual Worlds For Global Commerce April 2008
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Virtual Worlds for Global Commerce
Virtual Worlds for Global Commerce
Daniel Livingstone
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Welcome to Adventure!! Would you likeinstructions?>no
You are standing at the end of a roadbefore a small brick building.Around you is a forest. A smallstream flows out of the building anddown a gully. In the distance there isa tall gleaming white tower.>
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Games
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Ultima Online
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World of Warcraft
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MUVEsA range of 3D virtual worlds are more ‘general
purpose’ - not games per se– Active Worlds– There– Second Life / Teen Second Life– Habbo Hotel– Kaneva– VastPark– Twinity– Gaia Online– OpenCroquet– Project Wonderland– …
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0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
Subscribers/Users Worldwide
WoW
SL (Residents)
SL (Users?)
Lineage I & II
Runescape
FF XI
Habbo Hotel(visitors monthly)
Some numbers
Annual world-wide subscription income from World of Warcraft?
Estimated: US $2 Billion
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You know, for kids
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Club Penguin: Bought by Disney in 2007 for $700 Million US
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(L)earning From Virtual Worlds
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WoW in Action
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How to make real money the MMOG way• Players can trade items in games• Can trade accounts
– People started selling items and characters for real money
– Virtual assets = real money
• Generally discouraged by developers – with exceptions
• Gold Farming
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Second Life
• Any - and every - user is able to create content– Buildings, Furniture, Scenery– With scripts – pets, vehicles, guns– Avatar clothing, skins, custom avatars
• A user-created world• With IP rights and freely convertible in-world
currency (L$)• Social platform: Engaging with other ‘residents’
is the core experience
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Resident Run Businesses
• Many residents enjoy SL for the ability to create their own content
• Many choose to sell their creations– To cover their in-world expenses– To supplement RL income– Or even as their primary real-life income
• SLExchange & OnRez: eCommerce web sites for Second Life
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What’s in it for business?
• Sales and direct income?
• Marketing?– Market size? Degree of contact?– Engaging with audience
• A business tool?– Virtual meetings
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Virtually There
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Show me the (real) money
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Real Life Business• Many real-life businesses have created
presences in SL, or run marketing campaigns…– IBM, Dell, Sun, Amazon, O’Reilly, Wired, C|Net, BBH,
Vodaphone, BBC, Adidas, Nissan, Sony Ericsson, Fox Movies, Pontiac, L’Oreal, Microsoft, CBS Television, Cisco, Intel, Coke, British Telecom …
• Some have left…– ABM AMRO, …
• New businesses providing virtual worlds marketing & development services– Electric Sheep Co., Millions of Us, Beta Technologies,
KZero, …
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Imaginary worlds, real laws
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LinksGames:Ultima Online: http://www.uoherald.com/news/ World of Warcraft: http://www.worldofwarcraft.com/index.xml You Know, For Kids:Club Penguin: http://www.clubpenguin.com/ WebKinz: http://www.webkinz.com/ Barbie Girls: http://www.barbiegirls.com/home.htmlL(earning) from virtual worlds:Leeroy Jenkins: http://www.youtube.com/watch?v=LkCNJRfSZBUYou play WOW? You’re Hired!: http://www.wired.com/wired/archive/14.04/learn.htmlVirtually There:Tapped-In: http://tappedin.org/tappedin/ Qwaq: http://www.qwaq.com/ Project Wonderland: https://lg3d-wonderland.dev.java.net/ Show me the (real) money:IBM Virtual Business Center: http://www.ibm.com/virtualworlds/businesscenter/http://www-03.ibm.com/press/us/en/pressrelease/23800.wss Virtual Worlds 2008: http://www.virtualworlds2008.com/Imaginary worlds, real laws:US Congress committee meeting on virtual worlds (April 2008):
http://energycommerce.house.gov/cmte_mtgs/110-ti-hrg.040108.VirtualWorlds.shtmlAmerican Bar Association, virtual worlds group:
http://www.abanet.org/dch/committee.cfm?com=ST252000
Further reading:Virtual Worlds News http://www.virtualworldsnews.com/ Virtual Worlds Weekly http://www.virtualworldsweekly.com/ http://terranova.blogs.com/http://learninggames.wordpress.com/