Metaversatility :: Blog

We can’t keep it a secret anymore. GSD&M and us…..are totally going steady. We’re wearing their class ring with pride. They are the quarterback to our…awkward pretty theater geek. The whole relationship is very ‘She’s All That’. Oh the possibilities. We’re already looking for our prom dress.

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Metaversatility and GSD&M Idea City Partner for Virtual Research
AUSTIN, Texas–(BUSINESS WIRE)–GSD&M Idea City and developer Metaversatility have partnered to create a uniquely powerful research program across virtual worlds, providing clients with best-in-class consumer, product and experiential insight and knowledge. Combining their singular expertise, Idea City and Metaversatility collaborated to fill a gaping hole in the growing marketing channels that are 2-and 3-D virtual worlds.

Recognizing that companies were loath to invest too much energy in the unknown, Idea City and Metaversatility worked together in early 2008 to apply innovative research technology in order to allow quantitative market research to be done easily, effectively and efficiently. The IdeaBot system automatically screens and surveys market research panelists in various virtual worlds, including Second Life, allowing for a large and diverse selection of responses. Most importantly though, the IdeaBots allow for the research to happen in-world, instead of, like with other virtual worlds research offerings, being kicked out to the internet to complete an on-line survey. “Just as with typical ethnographic research where you want to experience the consumer in a specific environment, the importance of the avatar being able to answer questions and provide insight in the context of the virtual environment is so important to our ability to apply the findings effectively,” said Maury Giles, Director of Accountability and Analytics at GSD&M Idea City.

In addition to expanding their quantitative offerings, the companies developed best practices for conducting qualitative focus groups within a virtual space, allowing international response without expensive travel costs. The combination of this market research tool-set and marketing experience in virtual worlds creates a unique service offering. In addition, the companies will continue to develop unique and effective campaigns within virtual spaces including There.com (www.there.com), Second Life (www.secondlife.com), and Metaplace (www.metaplace.com) as well as conducting and publishing market research within this new, growing industry.

“As exciting as virtual worlds are, we know that deep knowledge and insight are needed to ensure that they are effective channels for our clients and their business objectives. We are excited to provide our clients with a unique service offering, combining world class research, marketing and in-world build capabilities,” said Rene Huey-Lipton, Director of Marketplace Planning at GSD&M Idea City.

About Metaversatility

Metaversatility is a virtual worlds development company that fosters community, entertainment, education and commerce in on-line spaces. Focusing on choosing the right solution for each client, they work with a variety of virtual worlds to meet goals. From transnational corporations and broadcast media to nonprofit agencies and educational institutions, they have put their communication and technology skills to work on behalf of a diverse range of visionary organizations. For more information visit www.metaversatility.com.

About GSD&M Idea City

Through 36 years of helping grow some of the world’s most successful brands, GSD&M Idea City has become a leading national marketing communications and advertising company using the power of Purpose-based Branding and Dynamic Collaboration to create a destination for visionary ideas that make a difference for our people, our clients, our country and the world. For more information go to www.IdeaCity.com. GSD&M Idea City is part of Omnicom Group, Inc. (NYSE:OMC).

Congratulations to Chadrick who’s claimed his throne on the Association of Virtual Worlds Advisory Board. After campaigning throughout the land he’s finally done it. Take down your “Vote for Chadrick” signs and put up your “Yes We Virtually Can” signs. IT’S TIME FOR CHANGE PEOPLE!!!
The Association of Virtual Worlds welcomes virtual worlds specialist, Chadrick Baker of Metaversatility, formerly of Linden Lab, to its Advisory Board.

Jacksonville, Fla. (PRWEB) March 27, 2008 — The Association of Virtual Worlds welcomes virtual worlds specialist, Chadrick Baker of Metaversatility, formerly of Linden Lab, to its Advisory Board.

“Having Chadrick Baker join the Advisory Board is a tremendous plus for the Association of Virtual Worlds and the whole virtual worlds community. His six years of experience developing virtual spaces, and leadership on governance and legal issues at Linden Lab, will be a great asset for us. Chadrick is pioneer and a visionary and I look forward to working with him.” says Dave Elchoness, Executive Director.

“I’m very pleased to be joining the Advisory Board of the Association of Virtual Worlds. The number of virtual worlds present on the internet is growing, and having a unique place for users and those who want to learn more is a growing need which the Association has recognized. As time passes and the two dimensional web browser is slowly replaced by the three dimensional one, the three dimensional internet will emerge, and it’s those who get involved now who will be considered the new early adopters.”
says Baker.

“Thanks to Chadrick Baker for recognizing the potential of the Association and joining us as we strive to serve the virtual worlds industry, adds Edita Kaye, Founder.

About The Association of Virtual Words:
The Association of Virtual Words is a global industry association for the rapidly growing virtual worlds industry. It serves as a resource for those wishing to experiment and explore virtual worlds for work or play. The Association’s mission is to educate, network, recruit, and further the membership’s collective goals.

I’m moderating a panel at the Virtual Worlds conference, “The Rise of User Generated Virtual Worlds”, and am interested in hearing what questions you all would like to see answered.

On the panel with me is Bruce Joy (CEO of Vastpark), Jason Hable (Director of Business Development with Areae) and Mark Zohar (founder of Scenecaster).

Panel Description:

Just as MySpace, Facebook, Bebo and other social networking sites have boosted the proliferation of user-generated content and personal spaces, new virtual worlds technologies offer consumers the opportunity to not only play in a virtual world, but create their own. As a content provider or brand advertiser, how do you capitalize on the phenomenon when everyone has their own virtual world?

Next week Matt will be conversing with some fine folk on a panel at the Interactive Content Exchange (ICE) in Toronto, Ontario, Canada. Matt will be flying solo for us at this conference, so if you’re in the neighborhood come say hi. Matt’s panel starts at 2:15 pm in the Sky Room and will end at 3:15 pm. The panel is titled “Worlds @ Play”.

He may attempt to blend some reality and stream the thing from the stage on his spankin’ new n95

WORLDS @ PLAY

Club Penguin. Second Life. Maple Story. The Sims Online. These are places you may have been. But likely only if you are under 30. Online worlds, MMOs or social games, they are a phenomenon that continues to sweep across Asia and Europe and are now surging in North America. What are The emerging trends? What are the business models? Will these avatar-based networks soon replace 2-dimension experiences like Facebook?

Moderator:

• Lucie Lalumière, VP Interactive, Earth Rangers

Panelists:

• Leigh Alexander
  Editor, Worlds in Motion / Staff, Gamasutra.com / SexyVideogameland (USA)

• Adrian Crook, freetoplay.biz

• Matt Daly, Cofounder, CCo, Creative Director, etc. Metaversatility.com (USA)

• Barbara Lippe, Art Director & VP International Relations, Avaloop (AUSTRIA)

We’re finally at a break from all of the conference going, and it’s interesting to see the press coming in from the hustle and bustle.

First up, our very own Chadrick Baker is apparently the new mascot of Valleywag
Next up, MMORPG.com mentions our robo-world demo (soon to be formally launched!), mistakenly thinking we’re just a PR company, but I’ll take it.

Finally, Processor Magazine (processor.com) has a quality interview up with myself and a couple of others referencing virtual worlds for corporate use.

These are exciting times for sure, look out for more great things heading your way soon.

My good buddy Ben Richardson sent me a link to a story that pertained to a discussion we’d had previously. As the riplounge ad-network-virtual-world-thing has just dropped beta-styles, it put me in the mood for a good old-fashioned analogy festival!M

I figured that I may as well man up and publicize all of the slander I talk behind closed doors… So my response to Ben’s linking me to this mashable article, and a short subsequent visit to riplounge was as follows…

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Interesting…

Here’s the thing about that: building an “ad network virtual world” is a bit backwards, isn’t it? It’s like building a “wait-in-line and pay-your-bill house” that also happens to be a restaurant that serves food, or a “hangover house” that also happens to be a dance club. Ok, weird analogies, but d’you see what I mean there? People go to a restaurant to eat… paying the bill is a kind of annoying consequence… people go to dance clubs to dance and meet people… the sweat smell and hangover are bothersome side effects. The latter is part of the experience, and even can lead to some interesting stuff, but it’s not the reason you engage in those activities.

You build the virtual world that’s fun for people to use, that has a real focus on empowering users to express themselves toward other users, socialize and make friends, make enemies, whatever they want to do … then you build in promotional stuff and advertising so that you can continue delivering that experience to them for free. And you make those promotional elements and advertising/marketing contextual and even useful/rewarding for them.

You build the restaurant, and then as a necessity you charge the customers for what they consume.

Anyway, I just want to see how they draw their users and make it sticky. Says they have avatars, locations, etc., but so do alot of other places, and those other places have probably been designed with more focus on fun than advertising… but maybe i’m wrong

Ah, here’s another one: it’s like a “lose all of your money” environment that also happens to be las vegas

-M

So We just finished up an exciting week in Austin, Texas at the SXSW Interactive Conference. Tons of great stuff happened that week. Matt got to meet Judge Dread and waved/winked at Moby, Peter and Matt became super-mega-ultra-uber cool rock band studs, and Adri and Chadrick talked up virtual worlds like no-body’s business…..

Either way we, photos are up on flickr. If you have any for us to add please email them to us at team@metaversatility.com

p.s. Big money goes to anyone with some sort of photo or video documentation of any of Matt or Peter’s rock band fame. BIG money. I wont tell you how much because you might get scared…but it’s big.

Joey Seiler has a great post up with some industry reaction to Philip Rosedale changing his position at Linden Lab.

In my opinion, Philip and Linden Lab made a great decision here to bring in new management to help grow the company far beyond what it is now (and into what everyone hopes it will become).

I can’t imagine how hard this decision was for Philip to make. The man obviously LOVES the company, the product, and the environment. Second Life is without question his baby. I absolutely respect him for being able to recognize that new management was best for the company, and further to acknowledge that and act accordingly.

Many people I’ve spoken to previously have shared my concern about the future of Second Life given their experience with its direction and management over the last few years. The “Tao of Linden” and the “future workplace” seem inefficient for a team the size of Linden Lab, making it difficult for residents and developers to see concrete progress. This change in management gives me hope, and that hope makes the day to day problems with Second Life bearable again.

Thanks Philip.