Virtual Worlds: The Internet of Avatars

Virtual Worlds: the Internet of Avatars defines the 3D virtual world value chain and key business models, profiles leading companies, examines industry and consumer trends, forecasts market growth, and offers recommendations to large media companies, technology companies, consumer brands, marketers, and enterprises.

“Without appealing content and applications, virtual worlds are nothing but empty shopping malls,” Parks Associates said. “In order to reach mass-market consumers, the industry needs to move beyond its obsession with user-generated content and infuse their worlds with professional content and engaging activities.”

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The Bottom Line

1.0   Introduction: 3D Virtual Worlds

1.1 Definition and Taxonomy

1.2 Key Market Trends

1.3 Drivers and Inhibitors

1.4 Device Diversification

1.4.1    Game Consoles

1.4.2    Mobile Phones

1.5 Lessons from 2D Virtual Worlds

2.0   Virtual Worlds Business Models

2.1 Subscription

2.2 Land Sales and Maintenance

2.3 Virtual Goods

2.4 Virtual Asset Depreciation

2.5 Marketing and Advertising

2.6 Conclusion

3.0   Value Chain Analysis

3.1 Overview of the Value Chain

3.2 Platforms and Worlds

3.3 Virtual Worlds Agencies, Application Developers, and Content Studios

3.4 Media Companies

3.5 Brands and Advertisers

3.6 Enterprise Customers

3.7 Consumers

4.0   China: an Emerging Market

4.1 A Brief Overview of China’s Virtual Worlds Industry

4.2 Key Chinese Virtual Worlds Companies

4.2.1    HiPiHi

4.2.2    Novoking

4.2.3    UOneNet

4.2.4    iLemon

5.0   User and Revenue Forecast

6.0   Recommendations

6.1 Virtual World Companies

6.2 Media and Entertainment Companies

6.3 Brands and Advertisers

6.4 Enterprises

Resource Book

1.0       Consumer Analysis

1.1       Consumer Adoption of Virtual Worlds

1.2       Demographics of Virtual World Residents

1.3       Virtual Worlds Compared to Other Online Media

1.4       Virtual Worlds Usage Patterns and Behaviors

1.5       Expenditure in Virtual Worlds

1.6       Interest in Adopting Virtual Worlds

1.7       Interest in Avatar Portability

1.8       Europe: Virtual World Adoption and User Demographics

2.0       Company Profiles

2.1       Forterra

2.2       IBM

2.3       Linden Lab (Second Life)

2.4       Makena Technology (There.com)

2.5       Millions of Us

2.6       MindArk PE AB (Entropia Universe)

2.7       Multiverse Networks (Multiverse)

2.8       MyCosm (Simmersion Holdings)

2.9       Sony Computer Entertainment America

2.10     The Electric Sheep Company

2.11     Vivaty

2.12     Vollee

3.0       Data Sources

Key Attributes of Virtual Worlds
Participation in Virtual Worlds among Connected Console Households
Purchase of Virtual Items among Connected Xbox 360 and PS3 Households
Global Forecast of Micro-transaction/Item-Sales Revenue for Xbox 360 and PS3
Comparison of Mobile Virtual Worlds and Solutions
Virtual Worlds: Registered Users
The Virtual Worlds Pyramid
Growth of Second Life Premium Subscribers
Percentage of Subscribers Based on Total Registered Accounts: Selected Worlds
Percentage of Paying Subscribers among MMOPRG and Virtual World Players
Second Life Land Pricing
Growth of Resident-Owned Virtual Lands in Second Life
Percentage Paying for Virtual Items among MMORPG and Virtual World Players
Percentage of Spenders and Average Monthly Expenditure on Virtual Items among Virtual Worlds Visitors
Types of Virtual Item Purchases
Growth of Entropia Universe: Registered Users and Revenue (2003-2007)
The Game Advertising Continuum: a Comparison
Perception of Second Life as a Medium for Brand and Product Promotion
The Continuum of Business Models
Virtual World Industry Value Chain
Positioning of Different 3D Virtual Worlds
Comparison of Leading 3D Virtual Worlds
Comparison of 3D Virtual World Technology Platforms
Comparison of Virtual World Agencies
Comparison of Large Media Companies' Virtual World Activities
Comparison of Major Consumer Brands’ Virtual World Activities
Result of MTV's Multi-Screen Engagement Case Study
Roadmap of Enterprise Adoption of Virtual Worlds
2X2: Virtual Worlds Compared to Other Online Communications Tools
Usage of Virtual Worlds Compared to Other Online Communication, Networking, and Entertainment Media
Reasons for Visiting Virtual Worlds
Comparison of Chinese Virtual World Companies
U.S. Forecast of PC-Based 3D Virtual World Users
U.S. PC-Based Virtual World Revenue Forecasts: Virtual Goods, Subscription, and Advertising
Adoption of Virtual Worlds
Adoption of Different Virtual Worlds
Adoption of Different Virtual Worlds among Internet Gamers
Adoption of 2D vs. 3D Virtual Worlds by Age
Active Virtual World Users Are High-Tech Early Adopters
Adoption of Different Virtual Worlds by Age Groups
Adoption of Virtual Worlds by Gender
Usage of Virtual World Compared to Other Online Communication, Networking, and Entertainment Media
Weekly Active Users among Users of Different Online Application
Online Activity by Gender
Online Activity by Age Groups
Correlation between Active Use of Social Networks and Virtual Worlds
Interest in a Special-Purpose Social Network by Usage of Virtual Worlds
Percentage of Virtual World Participants Who Play in Multiple Virtual Worlds
Weekly Hours Spent in Virtual Worlds: Mean and Median
Average Weekly Hours Spent in Different Virtual Worlds
Reasons for Visiting Virtual Worlds
Top Three Reasons for Visiting Virtual Worlds
Percentage of Paying Subscribers among MMORPG and Virtual World Players
Percentage Paying for Virtual Items among MMORPG and Virtual World Players
Percentage of Spenders and Average Monthly Expenditure on Virtual Items among Virtual World Visitors
Interest in Participating in a Virtual World in the Next 12 Months
Interest in Virtual World by Age
Interest in Virtual World by Gender
Interest in Virtual World by Usage of MMORPG
Interest in Avatar Portability
Interest in Avatar Portability: 2D vs. 3D Virtual World Users
Interest in Avatar Portability: Male vs. Female
Europe: Adoption of Virtual Worlds
Europe: Monthly Use of Virtual Worlds Compared to Social Networks
Europe: Gender Comparison of Monthly Users of Virtual Worlds and Social Networks
Age Comparison among European Countries: Monthly Users of Virtual Worlds vs. Social Networks

Publish Date: 4Q 2008

Pages: 127

Authored By:
Parks Associates - About Parks Associates

Executive Editor: Tricia Parks
Published by Parks Associates

© October 2008 Parks Associates
Dallas, Texas 75230

All rights reserved.  No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America. 

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