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Forbes: How Technology Can Save Retailers

Forbes writes recently about how the fashion industry can benefit from understanding and adopting new mediaopportunities, including virtual worlds.

‘For the fashion industry, traditionally a late adopter of technology, it has been a particularly steep learning experience even though pre-teens and teens directly and indirectly control billions of dollars in purchasing power.’

Creating deeper and more emotive based relationships with this hard to reach demographic (such an over-used term – apologies) is the key and this means going way beyond the TV spot.

Continue reading →

31 May

Second Life needs to do a David Beckham

Ok then, so, an analogy between Second Life and David Beckham.

In 1991 at the age of 16, David Beckham signed as a professional footballer with Manchester United. He had some early success being part of the FA Youth Cup winning team that year and made his first team appearence in 1992. As a promising young player people started to consider him an aspiring talent.

However, despite playing a lot of football matches, it was one defining moment that put him on the map – a 50 yard goal in 1996/97 season. At this point he became a household name.

Obvously from here he started playing for England, winning a lot of trophies for Man Utd, hooking up with a Spice Girl and eventually moving to play for Real Madrid. He became a global brand.

Last year he made a brave move and shifted over the LA Galaxy. Would this be the end of Beckham? Would anyone in the UK care? Would the US care? Well, he’s just had another defining moment – one which could quite easily elevate him into an even higher position as a global footballing brand.

Nevermind a 50 yarder. Try 70.

In another single defining moment, he’s done it again.

Continue reading →

31 May

May marketing news

Uncategorized

Sunday Times covers BDO Second Life launch

Ambling in Ambling: Boats, power, cars and speakers

Brands and Worlds. Whos the Daddy?

Children in Virtual Worlds conference

Ikea to sell virtual furniture in The Sims

Metaverse 08 conference

Official and unofficial machinima

Virtual goods and Stardoll overview from Google Zeitgeist08

More Interoperability news

NY Times talks about virtual world brand placement

Updated virtual world data for Q2 2008

Global Kids Inc brings worlds together

Agencies need to get ?¢‚ǨÀúTech Cred

Presentation audio available from vBusiness Expo

Connected London

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29 May

Connected London

Uncategorized

Om Malik over on Gigaom is referencing a recent Ofcom report(The Nations & Regions Communications Market 2008 May) in the story, ‘In London, a Glimpse of a Broadband Future’.It’sabout the state of connectivity in London and the UK. Full article is here.

Snapshot:

In London:

* 40 percent of people watch TV or video content online.

* 20 percent make VoIP calls.

* 32 percent are using their mobile phones to access the Internet.

* 19 percent listen to audio content on their mobiles.

What’s next? Maybe a virtual London.

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29 May

Presentation audio available from vBusiness Expo

Uncategorized

Clever Zebra ran their successful first virtual business conference in SL recently. Whilst this event focussed mainly on business applications, I closed the first day with a more consumer perspective, explained the Seven Point Plan for marketing in virtual worlds.

The audio for this presentation is here (registrationrequired)and the supporting slideshow is here.

Other speakers at the event included Erica Driver (Forrester), David Fenech (Kelly Services), Sandra Kearney (IBM), Laura Thomas (Dell) and Barry Joseph (Global Kids). All these audio files can be accessed here .

The second vBusiness Expo event takes places in July. Here’s the microsite for registration/info.

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29 May

Agencies need to get ‘Tech Cred’

Adweek is carrying a story from the 4A’s Digital Conference. Mark Kvamme from Sequoia Capital comments on how he views the convergence of advertising and technology in the context of agencies.

“You have to have world-class creative but you have to have world-class tech folks who can translate that into conversations,” said Kvamme, currently a venture capitalist at Sequoia Capital, one of Silicon Valley’s leading VC firms.
Google, which Sequoia backed, found that its market share would change based on whether its search results came back a tenth of a second faster, proving that technology is far more than just an add-on as media becomes increasingly digital, Kvamme said. Continue reading →
29 May

Global Kids Inc brings worlds together

Uncategorized

Taken from the press release:

On March 20, 2008, spearheaded by Global Kids, Inc., a unique collaboration amongst virtual worlds, which combined report audiences of over 10 million users, streamed live from the Waldorf Astoria where Kofi Annan received the John D. and Catherine T. MacArthur Foundations first award for international justice. While Annan spoke before a live audience of 1,200 people inNew York City, hundreds more watched and discussed the live speech across four virtual world communities, creating the largest massively multiworld simulcast to date.

At events coordinated by Global Kids, Inc. within There.com, Whyville, Second Life and Teen Second Life,virtual world residents, both teens and adults, viewed the MacArthur Foundation awards ceremony in which Mr. Kofi Annan received the first MacArthur International Justice Award of $500,000 to be distributed to a non-profit of his choice. During the live presentation, the virtual audiences, led by Global Kids staff with support from the virtual worlds companies Makena (There.com), Numedeon (Whyville), and Linden Lab (Second Life), engaged in vigorous discussion and debate.

A demonstration video can be viewed at:http://youtube.com/watch?v=tEtDEdyf3bMand samples of the teen responses can be read at:http://tinyurl.com/6bn62x.

This unique collaboration among some of the largest teen-oriented virtual worlds emphasizes the importance of using virtual worlds for education and civic engagement, said Global Kids Online Leadership Director, Barry Joseph. It was inspiring to be part of such a unique collaboration with such amazing partners.

Virtual worlds continue to be used for commercial purposes and the platform must not be overlooked for education as well, said Michael Wilson, CEO of Makena Technologies. We are proud to support Global Kids and help to promote the work they are doing to make a difference for urban youth throughout the country.

We are continually amazed at the energy and enthusiasm our kids bring to the live events we host in Whyville, said Jen Sun, President of Numedeon. For many of them, this was the first time theyve heard about Kofi Annan. We had a lively and inspiring discussion around international justice and civic awareness.

This is exactly the type of use I envisioned when we developed what would become Second Life almost nine years ago, said Philip Rosedale, Founder and Chairman of the Board, Linden Lab. I believe virtual worlds have a responsibility to not just enhance the lives of its users but make a tangible difference in their communities and the larger society. Global Kids innovative work in Second Life, and this event in particular, serves to demonstrate how virtual worlds can be used to address real world concerns.

In April, Global Kids did it again, this time with a simulcast of a presentation by Archbishop Desmond Tutu (http://youtube.com/watch?v=iKRmP1wvsnA). These events exemplify Global Kidsrole asthe foremost nonprofit in virtual world education. Since 2005, Global Kids has leveraged the educational potential of virtual worlds to inform and involve people in pressing international and public policy issues. Global Kids brings students from its New York-based programs into the virtual worlds and conducts youth leadership programming and streams audio and video of major international events into the worlds, as well. This work is conducted in collaboration with the MacArthur Foundation, UNICEF, the U.S. Holocaust Memorial Museum, Youth Venture, and the International Criminal Court, among others.

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29 May

Updated virtual world data for Q2 2008

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The K Zero Universe graph has been updated with Q2 2008 data. Several worlds in development have been added including Jumpstart, Kraze, WeeWorld, Whirled, Ourworld and Mycosm. Here’s an extract from the 10 – 20 year old average age sector.

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The full Universe graph is here.

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29 May

NY Times talks about virtual world brand placement

Entering virtual worlds for real-life pitches is the story headline over on the NY Times today. The article delves into the deals made by McDonalds, H&M and Ikea to place virtual brands into the Sims. Some extracts from the story:

Electronic Arts, the worlds largest video game company, said it made the deal with Ikea, the Swedish furniture manufacturer, in response to requests in online players forums for more modern, realistic furniture.

Michael Goodman, an analyst at the Yankee Group, said that last year, marketers spent about $180 million on in-game advertising, including sponsorships like Ikeas deal. He has predicted that spending would rise to $332 million this year, but said he was considering lowering that forecast slightly, as growth seems to be slower than expected.

Full article here.

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More Interoperability news

Interoperability

Virtual Worlds News has an about some recent developments in the field of Interoperability. There’s been a call for requirements for “Information exchange with Virtual Worlds” by the ISO MPEG Working Group.

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Here’s a quick extract:

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The summary of the call looks at three example use cases that would be improved with interoperability, virtual travel (ranging between worlds), interaction and rich communication with the physical world through a variety of systems and interfaces, and developing avatars that better show human emotion.

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Interoperability is an interesting area with an unclear path ahead. In fact, just this morning I was discussing this topic at Metaverse08. I’ve written aboutInteroperabilitybefore (hey, I’ve even got a blog category about it) – here’s some of my angles…

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Interoperability or Outeroperability

Competitive Rivalry in Virtual World

Brand-holding the Orientation process

Interoperability, virtual goods and forced migration

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