Virtual
Worlds Kids, part of the
Virtual Worlds Expo,
is designed for the owners of kids brands and provides attendees
with the insight necessary to
launch, operate and maintain a virtual world for kids and teens
in this highly competitive landscape. The track focuses
primarily on entertainment worlds, but also addresses the
growing popularity of worlds for education. Kids are dominating the worlds
landscape. There are 95 youth worlds
currently live. Another 68 are in
concepting, development, or testing.
Purse Strings and Piggy Banks: Generating Revenues from Younger
Users As more and more kids turn to the Internet for entertainment
and communications, youth-focused properties have become a hot
ticket for many new virtual worlds developers. As an ever increasing
number of worlds targeting children come to market, and populations
in them soar, companies find themselves looking for creative ways to
generate revenue from kids and tweens. But with parents controlling
credit cards and purse strings, what are developers doing to make
sure their young users can actually put money into the virtual
world?
This session will focus on the changing nature of targeting younger
users and how to ensure positive revenues from this audience. Topics
to be covered include: What can be done to gain parental buy-in? How
can developers create safe, secure financial environments for kids?
What product design considerations need to be made? What is off
limits and what is absolutely required when monetizing kid-friendly
online worlds? -
Kenneth Locker, SVP Digital media, Cookie
Jar Entertainment
Best Practices for Education in Virtual Worlds Join author/educator Cathy Arreguin of San Diego State
University and Global Kids Online Leadership Director Barry Joseph
as they discuss the Global Kids report to the MacArthur Foundation
summarizing important concepts and examples to incorporate best
practices into virtual education using Second Life. This fast-paced
hour will also highlight practical examples and activities designed
to inspire educators and others new to virtual worlds providing a
broad level overview based on reports from the field.
- Barry Joseph, Online Leadership Director,
Global Kids, Inc.
- Cathy Arreguin, Instructor in Virtual
Worlds for Education, San Diego State University
12:00 - 1:00 pm
Lunch
1:00 - 2:00 pm
Hot or Not: Generic, Branded and Functional Virtual Goods…
Oh My! The latest pair of jeans, CoverGirl lipstick, a Skittles
bikini, or a “Go Obama” sign: What’s hot and what’s not? How to
effectively advertise in social media is still a hot debate, and
some doubt it will ever work. Consumers are spending millions of
dollars on online branded goods within virtual communities. The
numbers are becoming hard for brand managers and advertisers to
ignore, but most don’t know what types of opportunities exist and
what is most effective. People don’t want ads, but give them a
branded good they connect to and it’s a different story. Executives
will provide insight into what consumers are demanding and help
brand managers and advertisers learn how to reach key demographics
in virtual worlds. Attendees will learn: Key lessons about what’s
worked and what’s flopped; How to evaluate what type of virtual good
best meets your needs; And best practices to deliver effective
branded items for the avatar-based environment and more.
- Lauren Bigelow, GM and
SVP Marketing, WeeWorld Inc.
- Jeremy Monroe, Director of
Business Development, North America, Sulake
- Matt Sterling, Property
Sales Director - AIM, Platform A/Time Warner
- Debra Aho Williamson,
Senior analyst, eMarketer Inc. (moderator)
2:00 - 2:30 pm
Networking Break and Demos
2:30 - 3:30 pm
Virtual Worlds in Schools Digital media is bringing up a new generation, where among
peers, kids are motivated to engage in challenging activities,
create their own content, and learn new skills. Through their online
activities, kids are finding immediate gratification as well as a
sense of competence, autonomy, self-determination and connectedness.
Is it possible for public education to inspire the same sense of
engagement in learning?
In this case study, Dizzywood will discuss their unique pilot
program with a public school district in Marin County, CA. In
addition to learning core values such as caring, citizenship,
fairness, respect, responsibility and trustworthiness, students are
engaging in activities which train them “to play by the rules,” to
“protect the environment,” and “to cooperate with others.” The pilot
program proves that kids can get excited about learning and engaged
in the process. Is this the model for the future?
- Scott Arpajian, co-founder, Dizzywood
- Patti Purcell, Principal,
Bel Aire Elementary School, Tiburon, CA
3:30 - 4:00 pm
Networking Break and Demos
4:00 - 5:00 pm
Case Study: Bridging the Gap between
Digital First Brands and Consumer
Product Lines Many virtual worlds have stemmed from the creation of
consumer product lines, but Neopets has made the transition from
virtual to the mainstream mega-store shelves. Founded in 1998,
Neopets is now branching out from their original online virtual
architecture and is in the midst of launching their consumer product
line. In order to bridge the gap between online and offline, the
Neopets strategy is to retain the key emotional drivers –
collectibility, exploration and competition – that made the
kids-oriented virtual world so successful. This session discusses
the strategy, challenges and processes of transitioning the once
digital to the now tangible, maintaining the continuity of emotional
drivers between online and offline elements, and evaluate their
latest rates of success.
-
Jeremy Padawer, Vice President of
Entertainment Brand Marketing, JAKKS Pacific
- Stefanie Schwartz,
Vice President, Marketing and Operations, Neopets, Nickelodeon
