Massively^™

When's the perfect time to launch your brand new virtual world? The one that will send kids hunting through their parent's wallets for money for new outfits for their virtual puppy. The one that will have people busily importing their five thousand-strong MySpace friends list into your Scooby-Doo-themed social networking site, The Haunted Amusement Park. Your Shiny Whiter Teeth virtual world that will launch aside your new toothpaste. It all depends on your target audience, says Electric Sheep's Giff Constable.

If you're going after the coveted pre-teen dollar, best to launch it just as the kids are getting out of school. Their parents will likely have their guard down and be more permissive. Though that won't work with college kids. Get them just after exams, but before the new semester. They'll be playing and getting their friends to play so when the new semester starts, your foot is in the door.

Adults aren't likely to play during the Summer (when their kids are hogging the computer, no doubt) -- grab them in the Spring or the Fall when the pressure of summer or the holiday season aren't on their minds. But if you're tying your virtual world to a toy or other consumer item, then the holiday season is your strong season, and you should launch in the Fall in order to make a big splash.

You can spend all the time you need on your virtual world, polish it to a high sheen, but if your intended audience is off doing something else ... you won't have the launch you want.

Businesses have tried marketing to adults in Second Life. It's not working out for them. Instead, adults are gravitating toward casual games, while it's children who have shown themselves to be most receptive to marketing in virtual worlds. Such is the feeling at the Virtual Worlds 2008 conference in New York City, where aside from a single booth promoting Linden Lab's Second Life Grid, the place seemed like a toy fair. Barbie Girls Online, Nickelodeon, Neopets and Dino Kids are getting the big buzz at VW08. Teen-oriented sites like MTV's vLES are mature by comparison.

Electric Sheep's Giff Constable says over the last three years, while he feels more people know what avatars are, he doesn't know any people over the time who have gotten one of their own. Part of that may be just what your definition of avatar is -- if it's meant to be an avatar on Second Life, that's one thing. An avatar in a social space like Facebook, perhaps something else.

Metaverse development company Multiverse has announced a partnership with Vivox, the voice service provider for virtual worlds and MMOs of many stripes. Being able to provide integrated voice chat, 3D positional audio, presence, speaking indicators, and management tools right out of the box will be a definite selling point for developers who are interested in using Multiverse's platform to create their virtual worlds.

Vivox is keeping influential company -- other partners include Wizards of the Coast, IBM, metaverse developers Electric Sheep Company, and EVE Online's CCP Games. With strong strategic alliances like these, they're quickly rising to the top of voice provider solutions for the industry. Let's hope their grasp doesn't exceed their reach.

[Via Business Wire]

Jun Falkenstein recently blogged about a machinima documentary that she was in last summer. When I checked it out, I was surprised to see the all-star crew of machinimators that they assembled for it. They were asked to explain machinima as if the audience had never heard, or seen, of it.

In the video, Philip Debevoise, the President of Machinima.com, discusses what machinima is all about. Frank Dellario, of the Electric Sheep Company-owned ILL Clan, gives us a peek at how his team works as well. I really enjoyed seeing the variety of platforms that this mini-documentary highlighted, and I hope to see more coverage like this in the future!

[Via Stone Falcon Productions]

It looks like Anthony Zuiker and the Electric Sheep Company have made good on their promise to deliver fresh mysteries in the CSI sims of Second Life. Last month's episode revolved around an unidentified man that was murdered by one of three potential suspects. SL's most famous contract killer, Venus, may have been the culprit.

This month could get interesting, as Chris Carella, of ESC, blogged that the Venus storyline that aired in October will air again on February 27th. They will be temporarily increasing the amount of CSI sims in anticipation of new signups. In addition, they have a new Valentine's mystery for you to check out, as well as two new mysteries on the 27th.

However, I'm really curious as to when the conclusion will air. Was it affected by the Writers Guild strike? Don't leave us hanging, CBS!

On January 25-26, Orange Island (previously covered here, here, and here) will host a series of lectures, discussions, and workshops on tech and development oriented topics. Lectures and discussions will take place from 10am - 3pm on Friday January 25, and workshops and classes will be held from 10am - 3pm on Saturday, January 26.

Among the notable figures to attend will be Amazon's Jeff Barr, who will discuss Amazon's Web Services and its application within virtual worlds; John Plevyak, Ph.D of MDC Metaversatility, who will examine the future of virtual worlds and scalability; and members of the Electric Sheep Company's game development team, who will talk about the challenges of designing games for corporate clients.

For more information, check out the Orange Island blog and calendar here. Space for some sessions may be limited, so contact Jade Lily in-world for availability.

[Thanks, Jade!]

In response to our story yesterday about Electric Sheep Company dropping a third of its staff, the Sheep's Valerie Williamson chimed in to assure us that Electric Sheep Company had grown tremendously through the year so far.

Maybe that's so, and I hate to look like I'm knocking Ms Williamson (I'm not), but that's straight out of the layoffs handbook.

In a shocking blog entry today, Jeremy Flagstaff noted that the Electric Sheep Company has laid off approximately one-third of their staff, or about 22 people. It has been previously noted that ESC had to cut back on the number of islands for CSI: NY, and now both AOL Pointe and Pontiac are pulling out of Second Life. This news should come as no surprise, but it's still heartbreaking to hear that it happened so close to Christmas.

While it is not known at this time exactly why the layoffs occurred, Jeremy speculates that they will be focusing on technology like OnRez. Joel Greenberg, whose job status is unknown at this time, announced on Twitter that ESC is shutting down their virtual ad network project. In a prophetic blog entry written last week by Rez Menoptra, he speculated on how long builds will last in virtual worlds and who will remember them.

Massively will update you with the latest news on this topic as we hear it. Stay tuned!

According to Wagner James Au at GigaOm, Benchmark Capital has joined the board of Vivox. We're not sure how much Benchmark Capital invested directly. The total was $7.8 million US dollars in Series B financing, some of which also came from Canaan Partners and GrandBanks Capital.

The man behind the deal was Mitch Lasky, formerly with Eletronic Arts' mobile division, now general partner at Benchmark Capital.

According to Chris Carella and Giff Constable, both of the Electric Sheep Company, have indicated today that the Electric Sheep Company is looking to contribute bug-fixes and some modifications back to the open source Second Life viewer.

While the Second Life viewer source code is mostly under the GNU Public License (version 2), however the viewer is actually dual-licensed, with proceeds from the commercial license being used to help fund further development.

I Am Legend (for those of you that have been living under a rock) is the third film adaptation of the 1954 Richard Matheson novel of the same name. Quite the popular property, it has spawned film versions in 1964 (with Vincent Price - now in the public domain and available for viewing or download) and 1971 (with Charlton Heston - I saw that one when it came out); A Rob Zombie song; the upcoming Warner Brothers film with Will Smith; a DC Comics tie-in; planned online, animated featurettes;

And the Second Life game, of course. Whew. The game is doing very well in Second Life indeed. Last week I wandered around and took a look at it.

Metaverse developers, Electric Sheep Company have released an optional update to their custom Second Life viewer, the OnRez viewer, which was developed in conjunction with the recent CSI:NY launch in Second Life.

The optional update has two minor ease-of-use tweaks, relating to voice calls and the integrated Web browser, plus a number of bug-fixes including (thankfully) adjustments to the color scheme for improved readability, and the ability to use the search system for two-letter region names.

The OnRez Second Life viewer can be downloaded from the usual place.

Reuters has reported that there will be a collaboration between the popular CBS show CSI and the game Second Life. There will be two episodes of the series (airing October 24th and November 6th) that prompt viewers to continue the investigation themselves by jumping into a virtual world designed around CSI:NY. This isn't the first time that Second Life has been linked with a TV crime series, but this occasion casts a more positive light on the game.

The news came from the creator of CSI , Anthony Zuiker, at the Virtual Worlds Conference and Expo. TechCrunch has since updated the facts, adding that a link from the CBS website will give three options for CSI fans to participate in. The first option for viewers is a series of forensic puzzles to solve. The second involves players visiting a crime scene in Second Life and then attempting to solve a murder. This second option is called "Murder by Zuiker", and Zuiker himself will judge participants solutions to the mystery and award in-game prizes to the top entrants. The last option will be to follow up on the TV episode's murder case as a crime scene investigator, with all their famous gadgetry at your disposal.

Also noted in the TechCrunch article is that the airing of the episode coincides with the launching of an independant client for Second Life, OnRez, by the Electric Sheep Company. This is the first independant viewer that has been given the official nod by Second Life creator Linden Labs. Secondlifeinsider.com also has a ton of posts on CSI in Second Life, and the new client, so visit them for some detailed information and on-going coverage.

One of the more recognizable names among metaverse development companies (MDCs) is Reuben Steiger's Millions of Us. Steiger's MoU has done work in Second Life, Gaia Online and Zwinky. Omnicom, reported by Reuters to be the world's largest advertising services company, has bought a stake in the company. A majority stake, or just a share - nobody's saying.

Inevitably, the sale is being compared to CBS's investment in rival MDC, Electric Sheep Company - a partnership which is leading to the joint release of a CSI:NY episode revolving around Second Life, and a customized, user-friendly Second Life client.

What Omnicom and Millions of Us have planned at this stage is anyone's guess - advertising is where the smart money is, of course. Could MoU be becoming the general virtual worlds arm of Omnicom? Could be.