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The Avatar AgeEntertainment and Advertising in the Future
Reuben Steiger
CEO, Millions of Us
Virtual Worlds West
San Jose, CA
October 11, 2007
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What is Millions of Us?
The world’s leading agency helping brands connect with large online communities, virtual worlds and social networks
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Millions of Us: Key Clients
• Toyota• General Motors• Mini• Sun Microsystems• Coca Cola • Intel• Microsoft• Comcast• CNN• Warner Brothers• HBO• 20th Century Fox• Diageo• Budweiser
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What is an Avatar?
Now, an online persona
In Hindu lore, the earthly form of a God
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Houston: We Have a Problem
Authenticity and Advertising• Only 24% of U.S. residents trust what companies tell them (Yankelovich, 2007)
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A Statistic to Ponder
User- generated, social communities represent the fastest growing market segment totaling 31% of all consumer Internet usage
(Comscore, 2007)
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The Programming Grid of the Avatar Age
Virtual Worlds BlogsUser Created Content Communities
Social Networks
Younger
Older
Audience Age
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Other Worlds100 Million and Growing. . . .
Habbo Hotel: 32 million users Gaia Online: 8.5 million users
Zwinktopia: 10 million users Stardoll: 8.5 million users
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Some Predictions for 2008
• Social networks will become “Avatarized”
• Virtual worlds will become more like social networks
• Television tie-ins will increase for virtual worlds
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Virtual WorldsFrom Habitat to Second Life
1985 2005
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Where it all BeganPhilo T. Farnsworth: 1928
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Fast Forward: 2007Across the Street: 1100
Sansome
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And So It Began. . . . .The gentle blue glow
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Meanwhile. . . . .
550 million automobiles by 2002
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What Happened to Communities?
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Telling Stories in Virtual Worlds
What is Scion City?
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So that’s how we got here. . .
Now how do we go mainstream?
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Thank You