Posted in Club Penguin, kids, marketing, online advertising, virtual worlds, web business, Webkinz

Marketing & Commercialism in Virtual Worlds « Izzy Neis

Or at least this is often the sentiment I find online from awesome people willing to speak their mind about things that bother them. I respect those peeps and I understand their mentality. I do. But I am not on that bandwagon of anti-brand-immersion. Forgive me, but I’m not. Knowing that these environments cost a LOT of money (not just at first, but continuously– they’re living/thriving environments that need constant attention, supervision, and care), I understand the need for ulterior methods that do NOT cast higher fees onto the user.

To me, it’s the responsibility of the individual in CHARGE of the youngling minor to teach them the difference between idolizing brands, and recognizing brands. And really– to me, the important things to look for in virtual worlds are safety & quality of content/environment– is it fun? Do they get to play and explore? Are they free to be themselves in whatever storyline/epic adventure the virtual world/MMO has to offer? Those are the important things.

Marketing & Commercialism in Virtual Worlds « Izzy Neis

Yeah, yeah, I a bit behind in my feeds.  But I read them all, so it takes awhile.

GREAT post by Izzy with great dialog in the comments.  This is such a big topic and I am on Izzy’s side here on pretty much every point, especially in that taking the extremist view on anything gives you a pretty good chance of losing the battle.  Not always, but more often than not.

That is to say, “no ads – ever” is a bit of a pipe dream, especially in no subscription communities.  These virtual worlds are expensive to produce and run, as Izzy said and as I have said about communities in general for years now.   Maybe sponsored clothing/areas/games isn’t the answer.  But rather than flipping out and lambasting the virtual worlds for being creative in how they keep their doors open, why don’t these groups help figure out a way for the world to pay their employees and stay on the ok side of marketing.  There are solutions that will sit well with everyone that just haven’t been figured out yet.  It’s great to point of problem areas, but let’s take the next step and help determine solution sets as well.

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I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

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