Blog Header

Some notes after the Virtual Worlds Session@PICNIC Amsterdam

10.04.07

Last week I was part of a panel discussion about virtual worlds at PICNIC in Amsterdam. PICNIC is one of the biggest cross media events/seminars in Europe with a very impressing lineup (ranging from Mr Sir Richard Branson to yoga guru and activist Woody Harrelson).

We recorded the audio for an nice podcast but it seems the output from the audio mixer was far too low. I will try to fix the audio, but let me just share my notes:

Jack Myers, author of the book “Virtual Worlds: Rewiring Your Emotional Future” talking about how Virtual Worlds are becoming an embedded part of our culture. Jack discussed how marketeers unfortunately try to bring their traditional marketing models into a changing media landscape. He stated that those marketeers need to rethink what they are doing and come up with new models for marketing, with a much more customer approach. Marketeers, CEO’s and other decision makers are in that sense confused and overwhelmed by the new media opportunities but are not changing their scope. This has leaded to marketing and branding initiatives in virtual worlds that focussed on experimenting and learning but not actually implementing and making true emotional connections with a community. Jack pointed out the importance of understanding virtual worlds and stressed that particularly virtual worlds for tweens offer huge opportunities. This age group is growing up with virtual worlds, online and serious games and online communities, which demands a radical reorientation for marketeers.

You can download Jack’s presentation here

David Burden of Daden discussed what happens when video games meet Web 2.0 and virtual worlds meet geospatial maps of the planet? David discussed the Metaverse Roadmap and stressed that the internet is mainly about Information where virtual worlds are much more about Experience. The ROI should therefore be more defined along the lines of creating experience and engaging your audience. David also showed some interesting forcast stating we will be moving from a media/social space to a transaction space, a entertainment space and ultimately into and agent space and a dream space.

Download Davids presentation here

After these two presentations there was a panel discussion (more…)

Advertising standards for kids in virtual worlds?

08.10.07

According to an article in Virtual Worlds News the Advertising Standards Authority in the UK has decided that advertisements aimed at kids within VWs are allowed as long as it happens on “sponsored land or sponsored activities”, meaning that ads in public spaces such as clubs or hangouts are restricted.

Quite an interesting viewpoint, given that most of the VW’s for kids are entirely sponsored at this point. How do you define a public space in a branded world such as Barbie Girls (owned by moloch Mattel), where everything is branded? Or other VW’s that contain sponsored clubs or hangouts (Dutch bank Postbank opened a lounge in Habbo Hotel, actualy aimed at teachin kids how to earn, save and deal with money - its education combined with commerce!). Now lets not forget these VW’s are platforms, channels and thus why not forbid commercials aimed at kids on television or banners on kids websites?

Its a dubious distinction.



Close
E-mail It