Comments on: Guardian Weighs in on VW vs. In-Game Ad Revenues http://dusanwriter.com/index.php/2008/10/05/guardian-weighs-in-on-vw-vs-in-game-ad-revenues/ Virtual worlds and creativity, business, collaboration, and identity. Thu, 18 Mar 2010 03:17:42 -0400 http://wordpress.org/?v=2.8.4 hourly 1 By: rightasrain http://dusanwriter.com/index.php/2008/10/05/guardian-weighs-in-on-vw-vs-in-game-ad-revenues/comment-page-1/#comment-19939 rightasrain Mon, 13 Oct 2008 22:35:38 +0000 http://dusanwriter.com/?p=970#comment-19939 inworld vs online advertising/sponsorship breaks out as-- fewer more intense vs more less relevant. And the inworld participants tend to be more online saavy which means potentially there is access to people that will tell a lot of people what to do = personal reccomendation. So what is engagement of a few loud mouths with some tech/social web credibility worth? A lot more than spewing google adwords all over. Plus inworld is very cost effective (total gibberish about Dell btw!). On a CPA basis it should be the most effective. Yet, the issue is gross new customers/new sales generated, which will be low. Net net--inworld ad and sponsorship opportunities will yield big results for the companies that do it right (so far...er...none have done this). We of course have some ideas on how this might work! But right now biggest drag on more rl companies making some experiments is the baggage with the SL brand. inworld vs online advertising/sponsorship breaks out as– fewer more intense vs more less relevant. And the inworld participants tend to be more online saavy which means potentially there is access to people that will tell a lot of people what to do = personal reccomendation. So what is engagement of a few loud mouths with some tech/social web credibility worth? A lot more than spewing google adwords all over.

Plus inworld is very cost effective (total gibberish about Dell btw!). On a CPA basis it should be the most effective. Yet, the issue is gross new customers/new sales generated, which will be low.

Net net–inworld ad and sponsorship opportunities will yield big results for the companies that do it right (so far…er…none have done this).

We of course have some ideas on how this might work! But right now biggest drag on more rl companies making some experiments is the baggage with the SL brand.

]]> By: Markus Breuer http://dusanwriter.com/index.php/2008/10/05/guardian-weighs-in-on-vw-vs-in-game-ad-revenues/comment-page-1/#comment-19777 Markus Breuer Tue, 07 Oct 2008 04:24:34 +0000 http://dusanwriter.com/?p=970#comment-19777 While the arcticle is certainly an interesting one and it raises some debateable points, some sentences let me doubt, if it has been researched THAT well ... **************** [...] brands like US retailer Best Buy and computer vendor Dell Computers diverted LARGE CHUNKS OF THEIR MARKETING SPEND there, [... ] says Jack Linden, HEAD OF ... LINDEN LABS ***************** This reads more like a quick copy and paste job. The bottom line is true, though: "Straight advertising" is all about the number of eyeballs I can reach through a certain channel. And SL has maybe 2 Million eyeballs to offer. Thats not really a lot on a global scale. Games have (substantially!) more. That's it. True, but not actually a piece of investigative journalism ;) While the arcticle is certainly an interesting one and it raises some debateable points, some sentences let me doubt, if it has been researched THAT well …

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[...] brands like US retailer Best Buy and computer vendor Dell Computers diverted LARGE CHUNKS OF THEIR MARKETING SPEND there, [... ] says Jack Linden, HEAD OF … LINDEN LABS

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This reads more like a quick copy and paste job.

The bottom line is true, though: “Straight advertising” is all about the number of eyeballs I can reach through a certain channel. And SL has maybe 2 Million eyeballs to offer. Thats not really a lot on a global scale. Games have (substantially!) more. That’s it. True, but not actually a piece of investigative journalism ;)

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