September 29, 2007

Analyzing Media in Virtual Worlds

Chris Carella, Chief Creative OfficerThe Electric Sheep Company

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Opportunities

• Extend Valuable IP

• Create a deeper relationship with the viewer

• Build a community

• Increase Viewer loyalty

• Transmedia = Deeper Stories

• Return on Investment

A vMTV resident hangs out while drinking a Pepsi

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Game Worlds Vs Social Worlds

Game Worlds• Massive Multiplayer Online Games• Triple A game budgets• 15 months - 3 years dev time

Social Worlds• 3D social networks• Event driven• User created content• Games in Social worlds

Media Project Analysis

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Community

• People are the content

• Sustained group of users

• Common interest

• Forming social networks

• Shared experiences

Virtual Laguna Beach

The L Word in Second Life

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Building Community

• Celebrate user

• Empower user

• Human touch• Community Team• Community Roundtable

• Encourage social experiences

Virtual Laguna Beach

iVillage, Girls Night Out

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The Narrative

• A guided and familiar experience

• Follow along with the show

• Original story

• Cross-over potential

• Provides Entertainment! Virtual Laguna Beach, Winter Formal

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Transmedia Story Telling

• Explore the world of ...

• Deeper Engagement• More time with the property

• Drive users back to broadcast

ROAR, The Game

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Programming

• Program the world like you program broadcast

• Answers: “What do I do?”

• A reason to visit

• Social Entertainment

• New Content• Sustained events• 1 - time events• Talent appearances• Changing environments• New Digital goods• Episodic narrative

Justin Timberlake in SL

Bantam Dell, Author Event

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Games

• Design social games

• Limited run

• Ongoing game

• Social networkingSmokin’ Aces, Second Life Assassin

Shockwaves Water Fight

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Machinima

• Low cost animation• Create characters• Create sets

Douglas GayetonMy Second Life: The Video Diaries of Molotov Alva

Eden’s Garden

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Broadcast into the Virtual World

• Broadcast live media

• Broadcast recorded media

• On demand media

• Allow Viewers to Interact• Socially• With the media• Games around the media

Major League Baseball, Yankees vs Redsox

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Reporting on the Virtual World

• Reuters covers SL

• Full-time staff reporters

• Blog

• Heads Up Display

• Office hours

• Real world interviews• Video podasts

Reuters in Second Life

Adam Pasick, Virtual Worlds Bureau Chief

Other Potential Strategies

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Digital Goods Only

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User Ownership

Motorati: User Created Content

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Virtual World Exclusive Content

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• Virtual cinematics

• Virtual live acting

• Improv

• Audience participation

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Discussion

Chris Carella, Chief Creative OfficerThe Electric Sheep Companychris@electricsheepcompany.com703.400.6533

Chris Carella is Satchmo Prototype