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Entries from December 2006

In-Game Advertising: Double Fusion Gets Venture Funding

December 19, 2006 · Leave a Comment

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San Francisco-based in-game advertising company, Double Fusion has raised $26 million in venture capital funding.

The round was led by Norwest Venture Partners and two existing investors ponied up on the round, namely Jerusalem Venture Partners and Accel Partners. Also participating in the round were a number of strategic investors – Time Warner, Hearst Corporation, IDG Ventures Pacific and Sedona Capital (Japan).

Double Fusion sees the rapid growth of in-game advertising as being driven by the huge and ongoing shift of audiences to interactive games from other media, coupled with advertiser concerns about the engagement value of other media. In-game advertising provides advertisers with new forms of advertising in an immersive environment, offering new ways for brands to engage deeply with their most important target audiences.

The funding from this round will be used for aggressively scaling key areas of the business including its media sales, technology, and international operations to maintain its leadership in what analysts project to be one of the fastest growing worldwide media businesses.

Talking about the round, Double Fusion’s CEO, Jonathan Epstein said, “Videogames are providing a new advertising vehicle that not only delivers a highly engaged audience, but fundamentally changes the way consumers are able to interact with brands. Advertising, in turn, creates new business models for game companies that will continue to accelerate the growth of the gaming audience.”

In May, through its MSN division Microsoft acquired Massive Incorporated, another in-game advertising company. The big question is who do the latest investors in Double Fusion see as the ultimate exit acquirer…Google?

Categories: Advertising · MMOG · Media · Tech/Silicon Valley · Venture Capital · Web · publishing

Second Life Unplugged

December 18, 2006 · 1 Comment

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Writing on GigaGamez, the new member of the GigaOMpire, Wagner James Au takes a close look at the Second Life metrics being bandied about.

It’s a long winded piece filled with much exception at Clay Shirky’s rant on Valleywag.  But there are some nuggets in there.

Gotta run – spending the day in Auckland – so I’ll leave it to you to sift thro…

Categories: MMOG · Media · Social Media · Startups · Web · publishing

The state of Australian Venture Capital

December 17, 2006 · Leave a Comment

We’ve blogged over at Techcraunch regarding the abysmal state of venture capital downunder.

Categories: Sydney · Tech/Silicon Valley · Venture Capital

Social Media: The 5 Rules of Game Mechanics

December 17, 2006 · 3 Comments

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Amy Jo Kim over at Shufflebrain has crystallised the 5 Rules of Game Mechanics:

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

…and applied these to social media plays in an excellent presentation. I agree with Susan Wu, this is a must read.

Amy Jo concludes with a prognosis for the future…expect to see more serious applications that feel like games and more games that teach real-world skills.

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Categories: MMOG · Media · Social Media · Socnet · Web · publishing

Exploring the Areae between Web 2.0 and Persistent Worlds

December 17, 2006 · 3 Comments

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Raph Koster brought us Ultima Online and Star Wars Galaxies.

He is now launching Areae with the aim of…taking the tired old virtual world and making it into something fresh and new…new tech that will literally change how virtual worlds are made…something anyone can jump into. Something where everyone can find something fun to do or a game to play. Something where anyone can build their won place o the virtual frontier.

Together with John Donham, Raph has “a cool world or two incubating on the backburner”.

Areae is Latin for “many places, many worlds” and Chocorisu extrapolates what Ralph is cooking in stealth mode…

Given the people involved there’s obviously a strong basis in virtual worlds, so we can immediately imagine something along the lines of Second Life. But instead of one muddled, incoherent mess of boxes with streaming video on them, something more intricate and web-like: a series of inter-connected worlds. Say I want to make my own Dungeons and Dragons themed world: I can choose to link my valley to another D&D fan’s world–and I wouldn’t necessarily be stuck next to a furry sex club just because of arbitrary geography, like in 2nd Life.Given the involvement of Cory Doctorow, one of the founders of Boing Boing who whines on and on about DRM and open source all the time, I’m guessing it’s at least a partly open system. This fits in with the web-based ethos they’re hinting at. I’m going to guess it’s an architecture whereby I can host my own virtual world and link with others. I expect they’ll make money through hosting, but open the software so others can host as well and link back and forth freely.With the various MUD and social world advisors involved, I can imagine a strong social element. Consider the explosion of the blogosphere, and community sites like Flickr and MySpace: there are huge lessons to be learnt in bringing people together. Traditionally it’s been through common goals like fighting goblins and getting to level 60. With SL there’s the goal of earning millions in fake money. MySpace there’s the implicit goal of having a shag.So, in conclusion, it’s an open-source system for making money off interactive 3D porn sites.

Hmmm, Chocorisu has some good points there, but also some crazy non sequiturs. We’ll just skip the sex-related references.

Areae is funded by Crescendo Ventures and Charles River Ventures. We can glean more sense regarding Areae from one of its investors, Susan WuAreae sits at the intersection between Web 2.0 and MMOGs.  If you think about it, the Web 2.0 and the Massively Multiplayer Online Gaming communities have largely been pretty siloed – gamer developers go to game industry conferences and Web 2.0 folks go to Web 2.0 conferences, and there has not been enough intermingling between the two communities. 

Susan goes on to predict what these two communities can learn from each other:

Here’s what the 2 communities can learn from each other: Game designers have been creating rich, fully immersive environments for years.   All of the design principles that I thought about when I was designing MUDs are identical to the issues facing Web designers today – how do I create more immersive environments? How do I give participants -equity- in this virtual world? How do I make users feel like real citizens in my social ecosystem? How do I create better scale around world and object creation? How can I expose building tools that were previously available only to Admins and Devs to the end users – and make them dead simple to use?   How much content should I pre-seed and what content containers do I think users are going to be more likely to want to customize and make their own? 

Yet, the Web 2.0 crowd knows a lot that the game devs don’t: how to create massively scalable, low barrier to entry, micro-chunked experiences.  How to create appealing, mass market products that are appealing to a diverse demographic.  How to iterate quickly and create production processes that give you tremendous economies of scale around innovation. 

Susan makes some profound points…points which resonate with us at Yoick – expect to hear more from us in 2007 about the intersection between the web and persistent worlds.

Categories: MMOG · Media · Social Media · Socnet · Startups · Tech/Silicon Valley · Venture Capital · Web · publishing

Xmas Break: Fat Snapper Fishing in New Zealand

December 16, 2006 · Leave a Comment

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Posts will be sporadic over the Xmas Break. Some of the Yoick team are beavering away, but I’m down south on Waiheke Island (just off Auckland, New Zealand) for a fortnight.

Got in late last night from Sydney and hit the water before sunrise for a spot of fishing with the Fat Snapper. No surprises what will be on the bbq this evening. Josh below, taking a break from Eve and Runescape…
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Categories: Sydney

Launching Techcraunch: Aussie Technology

December 14, 2006 · 1 Comment

The Yoickpire is growing — we are launching Techcraunch…THE Australian tech blog.

Our premise is that there is a lot to crow about downunder….we have awesome technologists here and it’s about time they had a stage.

Stop by and let us know your thoughts…first blog post here.

Categories: Media · Social Media · Socnet · Sydney · Tech/Silicon Valley · Web · publishing

Le Web No More

December 14, 2006 · Leave a Comment

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I’d hoped to get over for the Le Web unconference this year in Paris, but it’s been a crazy few weeks so prioritised elsewhere. It seems this was fortuitous — lost of blogink spilt on the actual event …start here and follow the white rabbit…

Categories: Media · Social Media · Web · publishing

Look Alive: Sydney is Buzzing

December 14, 2006 · 2 Comments

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I was chatting with fellow Yoicker, Phil Morle, today and commenting on how Sydney seems to have come alive in the past few months. After a long hiatus, this beautiful city is totally buzzing with activity and there are a good few folk doing great things - some of whom have graced this blog, but there are many unsung heroes cooking up a mean technobroth.

As we head for the Xmas break I’d like to pause and thank the many, many folk who have made 2006 one of my most memorable years. I look forward to interacting with you all in 2007 – it will be a huge year, a year in which user generated video and UGV advertising comes into its own, a year in which 3D persistent worlds move into the spotlight and a year in which Yoick becomes a verb.

Hear’s to ya all! 

Categories: Media · Social Media · Socnet · Startups · Sydney · Video · Web · publishing

Google Gets Munched

December 13, 2006 · Leave a Comment

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Need we say more…(for the great unwashed..it’s Edvard Munch’s birthday).

Categories: Media · Search · Web