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LGWIV: Chris Klaus keynoteDecember 2nd, 2008 |
Here’s some rough notes on Chris Klaus’ keynote this morning. Seems to me like he’s almost pitching Metaplace. 
It’s nice to see industry leaders all pushing in the same direction.
Chris Klaus, Kaneva
Virtual worlds have been one of the more exciting segments for everyone here. I tried to write a videogame when I was a kid, ended up in security instead. Now I want to help change the world by enabling kids with the tools that we are seeing, and with games and vws we can do that.
Wanted to talk at a high level about main themes we are seeing in the industry. We are seeing patterns, divergence emerging. Some are entertainment, some are more serious and business oriented. Also will talk a bit about Kaneva.
Opportunity: 80% of Internet will engage in a VW by 2011 — Gartner. Consumer need: entertainment, connect me, enable me to express creativity and individuality, in an immersive 3d environment that is easy. Business need: engage with customers where they spend time, in our own space, without needing to develop tech from scratch.
8bn market for VW goods by 2018
addressable market 50-60m
Convergence with social networks.
#1. watch 3d TV with friends and other stuff around rich media within a virtual world.
#2. Target community. Very different from world to world. Long term we will see VWs move to niche communities.
#3. Brand safe environments. A success criterion is whether there are self-policing mechanisms.
#4. Does your brand fit the world? It doesn’t make sense to have a MCD’s logo tattooed to a dragon. To fit in brands, the easiest world to build is a modern day one.
#5. Real time engagement — webcasts into the world, like interviews with TV cast members, stuff where you can see an engagement. Not just in world — Twitter, videocams, etc.
#6. Rewards and incentives, something lacking in most of the worlds to date. The games do it well, but it is a missed opportunity in virtual worlds — builders are rewarded but what about everyone else? Look to games for models: level progression, badges, leaderboards and ranking, etc more.
#7. Fun & casual games. Dancing, treasure hunts, trivia, card games, etc — icebreakers. and allow the community to make them! And tie them into the reward system.
#8. Hollywood at home. Augment reality, mirror events in real time. there was the Screen Actors Guild awards show, and we did a simulation of the red carpet, etc. Represent patterns people are familiar with, people want to be in them. Mirror worlds, traveling to LA, NYC, Shanghai…
#9. encourage creativity. The tools right now are too complex for this. But new paradigms are coming — and around all kinds of digital content, not just 3d assets. Music festivals, etc.
#10. Package the experience. Starbucks provides a reliable experience everywhere in the world. VWs don’t do this yet.
About Kaneva: Latin for “canvas.” Want to be a hub to lots of creative experiences. STAR System: Synthetic Theme-based Augmented Reality. Allowing partners to have their own STARs.
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