second life

Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar1Steve Mulder

Second LifeBusinessBoom,Bust, orBoth?

Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar2

Unique residents

Number of registered users (excludes alternate accounts but includes individuals that have not logged in)

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

Sep2005

Nov2005

Jan2006

Mar2006

May2006

Jul2006

Sep2006

Nov2006

Jan2007

Mar2007

May2007

Jul2007

Sep2007


Premium residents

Number of paying accounts

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

Sep2005

Nov2005

Jan2006

Mar2006

May2006

Jul2006

Sep2006

Nov2006

Jan2007

Mar2007

May2007

Jul2007

Sep2007

1.4% of total registered users


Other population stats

• Avatars logged in during last 60 days: 1.5 million

• Avatars logged in during last 30 days: 1 million

• Avatars logged in during last 14 days: 630,000

• Avatars logged in during last 60 days: 450,000

• Avatars typically online concurrently: 40,000


Top countries

Country of origin for active avatars (logged in for over an hour during Sept 2007)

0%

5%

10%

15%

20%

25%

30%

35%

Un

ited

Sta

tes

Ge

rma

ny

Bra

zil

Jap

an

Un

ited

Kin

gd

om

Fra

nce

Italy

Ne

the

rlan

ds

Sp

ain

Ca

na

da

Au

stra

lia

Po

lan

d

Po

rtu

ga

l

Be

lgiu

m

Ch

ina

Arg

en

tina

Sw

itze

rlan

d

Me

xico

De

nm

ark

Western Europe38.7%

North America33.3%

Asia9.0%

South America

8.7%

Other10.3%


Age and gender

Users with active avatars (logged in for over an hour during Sept 2007)

0%

5%

10%

15%

20%

25%

30%

35%

40%

13-17(Teen Grid)

18-24 25-34 35-44 45 plus

Male58%

Female42%


Money supply

Total balance of Linden dollars owned by residents

0

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

3,000,000,000

3,500,000,000

4,000,000,000

Sep2005

Nov2005

Jan2006

Mar2006

May2006

Jul2006

Sep2006

Nov2006

Jan2007

Mar2007

May2007

Jul2007

Sep2007

US $13+ million


Amount of virtual land

Mainland + islands in km2

0

100

200

300

400

500

600

700

800

900

1000

Oct2006

Nov2006

Dec2006

Jan2007

Feb2007

Mar2007

Apr2007

May2007

Jun2007

Jul2007

Aug2007

Sep2007


In-world entertainment activities


What’s Happening?

What’s Working?


Gartner’s hype curve


Major brands in SL by category

Tourism/travel13%Retail

13%

Professional services11%

Media13%

Technology21%Automobiles

9%

Sports/leisure9%

Financial services11%


PR and Brochureware


Umm…

Why???


Where are all the people?


If you build it, they will come

…just isn’t true in Second Life


Events


Brand Immersion


Real-World Ecommerce


Customer Service


Recruiting


Education and Training


Training simulators


Collaboration


Real-World Product Development and Prototyping


Perfect Controlled Useless

Second Life as walled garden


Second Life asgarden center

Portable

Sharable

Useful!


In-World Products and Services


Distributed marketing


“The most successful business people in Second Life have taken a look at the commercial landscape and determined where needs exist.

If you are not authentic and do not offer anything to the community, you are likely to be ignored.” Catherine SmithDirector of MarketingLinden Labs


ROI of Second Life?


The new market is

DIALOGUE,

the new currency is

INTERACTION,

and the exchange rate is variable, based on

ENGAGEMENT Grace McDunnough


Engagement = Attention + Interaction


Attitude toward real-life brands in SL

49% are generally positive

More positive than negative

25%

Neutral34%

Mostly positive24%

More negative than positive

12%

Mostly negative5%


Interactions

Longer visitsObject interactions

Repeat visitsReferrals

Free takeaways Purchases


• Non-profit organization for reliable info on virtual worlds:– Size and engagement of user base

– Vibrancy of economy

– Key aspects of technology

• mmi.wikidot.com


Next Steps


Immerse yourself


Establish goals and metrics before going in-world


Be useful


Treat it like the new Web, not like a game


Commit to the journey


Other Virtual Worlds


Virtual worlds’ growth forecasts

www.kzero.co.uk/blog/?page_id=1312


80% of active Internet users will have a "Second Life" in the virtual world by the end of 2011

Gartner


Thank You

Steve Mulder

[email protected]

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