Recession and virtual worlds: go real-world

Nic Mitham at Kzero has written a interesting piece on virtual worlds and the challenges they face in the current economic climate. He pays particular attention to ‘pure-play’ worlds, which are those that aren’t linked to a real-world brand.


Pure-play worlds don’t have the relative security of a more widely known brand to leverage from and Kzero’s view is that a foray into the real-world marketing space will assist in surviving the current challenges. It’s a claim that’s hard to refute given the ever-increasing competition in the space – the paying customers (mostly parents) are more likely to feel engaged with a product they’ve eyeballed beyond the computer screen. Of course, a lot of pure-play worlds are hard pushed to maintain their cash flow for development, let alone funding real-world marketing pushes with product to back it up.

In the Australian context, Mycosm, VastPark and MyCyberTwin all fall into the category of worlds with no real-world brand awareness beyond the products they’re developing. To date, Australia has escaped the worst of the worldwide economic conditions – that’s not going to continue forever and these three platforms face some nail-biting times ahead.

Read the full Kzero piece here.

Virtual worlds prominent in BRW’s Top 100 Australian Web 2.0 Applications

BRW have run a feature listing the ‘Top 100’ Australian Web 2.0 applications.

The list is a co-production with Ross Dawson’s Future Explanation Network and you can see the full list here.

The Australia-based virtual worlds that made the list were:

1. VastPark at number 22.

2. MojiKan at number 32.

3. My CyberTwin at number 65.

4. Mycosm at number 69.

That there are four projects in the list shows the strength of the Australian virtual worlds sphere. We’ve covered VastPark extensively and will be profiling the other list entrants in coming weeks. If you’ve used any of these products, what has your experience been?

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