Sansar Editorial: Where Is the Marketing?

The New Sansar Update Load Screen:
A Focus Squarely on Live Events

Why did Sansar fail?

And no, I do not consider Sansar a success, despite the most valiant efforts of the remaining staff who are still working on the platform, and the COMETS, a small group of hard-working volunteers creating and promoting events. Linden Lab themselves did not consider Sansar a success. Why else would the company sell the money-losing platform to Wookey, a company known for buying other companies which have fallen into financial distress, in a last-ditch effort to turn some sort of profit out of it?

What disturbs me most about the change in ownership is that Wookey does not seem to be doing anything different from what Linden Lab has done. The focus remains squarely on live events, but so far, I do not see a whole hell of a lot of those happening, aside from the Monstercat: Call of the Wild series of concerts (okay, there was also a Virtual Rave Prom last Friday, with DJ Yultron).

If this is supposed to be a live events platform, where are all the (NON-volunteer driven) events? Where are the performers? We should have had some announcements by now, surely. During the change in ownership, Sansar lost a lot of those events, and I do not see a lot of new events to replace those that were lost.

Tong Zou, a YouTuber who recently posted a lightly-edited one hour and 40 minute video of his adventures exploring Sansar, had this to say at the very end of his video, after finding Sansar essentially empty in his travels, and only finding a handful of other avatars hanging out at the Nexus:

I mean, this is pretty much the only players on Sansar right now, which is really sad, because in my opinion, Sansar has the best worlds out of any social VR app, but they have the least people, so what the heck? Why do AltspaceVR and VRChat have more people than here, I don’t get it. Not enough marketing or something, I dunno. This is all the people in Sansar. Give me a break. Linden Lab has got to do a better job of promoting this game. This is just sad. This game deserves better than this. This app deserves better than this. C’mon, there only about 10 people here across the entire app.

Tong Zou hits the nail on the head when he says that the company (no longer Linden Lab, but Wookey) needs to actively promote Sansar. If the Wookey-owned Sansar is doing any marketing or promotion, I sure the hell am not seeing any evidence of that. And if they are hoping that word-of-mouth advertising is going to work to attract people to Sansar, they are badly mistaken.

Seriously, what the hell are they doing? From my perspective, Sansar is simply drifting aimlessly. Just because you’ve built a social VR platform that allows for the creation of beautiful worlds, and allows for customizable avatars, and supports a marketplace for content creators to earn money, you can’t just set it out there, among all the current and upcoming competition (e.g. Fortnite Party Royale, Facebook Horizon), and just expect it to grow on its own, without promotion. There’s simply too much else out there competing for attention.

For example, Oasis, the Chinese-based social VR platform I wrote about a while back, has recently done promotions with a number of smaller YouTube vloggers to promote their platform (here, here, here, and here are four examples). I can’t remember the last time I came across a sponsored YouTube video for Sansar.

Where is the marketing push? Sansar isn’t just going to magically sell itself.

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Linden Lab CEO Ebbe Altberg: Second Life Has Seen a 50% Increase in Regular Monthly Users Because of the Pandemic

Second Life’s new logo (more info)

Last year, I wrote:

In the December 2017 issue of The Atlantic magazine, Leslie Jamison wrote an article about Second Life. The webpage for that article has the original article title, Second Life Still Has 600,000 Regular Users (which you can check for yourself by doing a Google search):

However, it would seem that Leslie’s editor at The Atlantic wanted a somewhat punchier title, and so we have The Digital Ruins of a Forgotten Future, which shows up when you click on that link. (I’m pretty sure that Linden Lab is less than pleased with that particular editor.)

There’s a quote from that article which is, to my knowledge, the most up-to-date statistic we have about how many people still use Second Life: “Of the 36 million Second Life accounts that had been created by 2013—the most recent data Linden Lab will provide—only an estimated 600,000 people still regularly use the platform.”

“Only” 600,000? That still makes Second Life, far and away, the most popular metaverse platform, at almost 17 years old. Even popular newer platforms like VRChat don’t have that level of usage. (Note I am talking specifically about open-ended purpose social VR and virtual worlds here, not games like Fortnite which are slowly expanding into non-combat, social environments.)

And yet, somehow, the mainstream news media continues to portray Second Life as quaint, outdated, and “forgotten”. In case you doubt that 600,000 figure, it was supported by statistics released by Jessica Lyon, the founder, CEO, and project manager of the Firestorm viewer project:

Let’s get this out of the way first:  542,967 unique users across 9.9 million sessions spending 17.7 million hours logged into Second Life on Firestorm over the last 30-day period. 

If you assume that Firestorm has 90% of the SL viewer market (a reasonable assumption), that still works out to about 600,000 regular monthly users (that is, people who sign into Second Life at least once a month).


Well, in a May 22nd, 2020 VICE story about the boom in business in virtual worlds during the pandemic, Linden Lab CEO Ebbe Altberg (the makers of Second Life), had this to say:

“The Second Life community, which now has about 900,000 active users monthly, hosts hundreds of events daily,” Ebbe Altberg, the CEO of Linden Lab, the creators of Second Life, tells VICE. Altberg reveals that the most regularly attended virtual events include live music performances, shopping fairs, fan fiction conventions, book and poetry readings, academic lectures, fashion shows, and art exhibitions. “Events in Second Life can be held spontaneously or with careful planning,” says Altberg. “We have an events calendar and destination guide that helps the community discover what is happening at any given moment. Inside the Second Life Viewer, many communities also form chat groups that allow for like-minded people to stay informed about the latest events.”

Linden Lab does not often reveal usage statistics, so this is noteworthy. What is also noteworthy is that the number of people who log into Second Life at least once a month has jumped from about 600,000 to approximately 900,000—a 50% increase!

Even though Linden Lab has been trying mightily to promote their virtual world and increase the number of people using Second Life for well over a decade, the company has been caught flat footed by this significant increase in usage (be careful what you wish for!).

In fact, they recently announced that they were unable to respond to a surge in demand for Second Life regions (better known as sims, which is short for “simulators”):

Well, this is awkward…

Due to the ongoing public health crisis, we’ve experienced an unprecedented surge in demand for new Second Life regions. While we are thrilled by the heightened interest, the increased demand has consumed our available inventory of full regions and homesteads (there are still many parcels available on existing regions, both on the mainland and from private estates). 

We are committed to maintaining (and improving) the stability and performance of Second Life. So while we are very gratified that we can be of help to people in these trying times, unfortunately, our current server systems cannot accommodate unlimited growth without adversely impacting that stability and performance. This means that region inventory in Second Life will be extremely limited and may not be readily available until early fall.

As we’ve discussed previously, Second Life is in the process of migrating from our existing dedicated servers to a cloud hosting service. That migration has already moved a number of the most important services and databases, but we are not quite ready to host simulators in the cloud. We have a crack team working on that and are making lots of progress, but there are significant changes needed to make sure that we can provide the performance, stability, and security required. When that process is complete we will have a nearly unlimited region capacity, but until then we are constrained by the size of our existing server fleet.

While our migration project has been underway for some time, even our most optimistic business projections did not anticipate a surge of the magnitude we have seen in recent weeks for additional regions. While we planned for growth driven by improvements to Second Life and other factors, we didn’t expect demand to be created by a global pandemic.

As a result, we are in the unfortunate position of hitting the maximum capacity of our “old” servers until the “new” cloud servers are fully operational.


Of course, Second Life is not the only metaverse platform to see an increase in business because of the global public health crisis. Many other social VR and virtual worlds have seen an increase in use, and they have been receiving many inquiries from educational institutions, businesses, and convention organizers. For example, the Balticon science fiction and fantasy convention, taking place this weekend, set up a virtual convention meeting place in Second Life.

Sensing a business opportunity, the pandemic has led to a sharp increase in the number of companies offering platforms supporting remote team work, or (as I prefer to call them) YARTVRA. (This last link will take you to all the blogposts I have written about the remote teamwork marketplace to date.)

And this is not going to be a temporary situation, either. In a best-case scenario, we are going to have to wait 12 to 18 months for a vaccine, which means that social distancing policies, lockdowns, and quarantines are going to be implemented, off an on, for the foreseeable future by governments around the world. We could well see successive waves of coronavirus infection well into 2021, or even 2022!

The coronavirus pandemic has created an unprecedented business opportunity for social VR platforms and virtual worlds. As the saying goes, make hay while the sun shines!

Photo by Luca Huter on Unsplash

Pandemic Diary: May 21st, 2020

Well, according to the calendar, I am now in day 67 of my self-imposed isolation in my apartment, working from home for my employer, the University of Manitoba Libraries. I have not set foot in a supermarket since March 16th, and I have not set foot in a pharmacy since January 30th, choosing instead to have my groceries and prescription medications delivered when I come close to running out. Aside from a few short trips to my office at the university to pick up some papers, my office chair, my Oculus Rift VR headset (as an emergency backup), and my keyboard and wireless mouse (also as backups), I have stayed at home and helped flatten the curve.

I consider myself fortunate to live in a province (Manitoba) where, to date, we have only had 290 cases of COVID-19 so far, in sharp contrast to the provinces of British Columbia, Alberta, Ontario, and Quebec, and the sea of red that is the United States:

We here in Manitoba have truly benefited from the fact that we live in a relatively geographically isolated area of North America, while the coronavirus pandemic hit other parts of the world first, giving our provincial and city governments valuable time to prepare and implement strict social distancing restrictions. While Canada’s chief public health officer has admitted that they should have closed the borders sooner, Canada is in a much better position overall than many other countries, particularly the United States, Russia, and Brazil, which have seen a surge in cases due to haphazard or even non-existent government responses to the crisis.

I have already explained, via this blog, that I have several underlying health conditions at the age of 56: I am significantly overweight, and I have hypertension, type II diabetes, and asthma. All four conditions (which, of course, are interrelated) put me at much higher risk for a severe, possibly even fatal, case of COVID-19 if I should become infected with this novel coronavirus. And it means that I will probably be among the last group of University of Manitoba Libraries employees to return to the campus. I could be in self-imposed lockdown until there is a vaccine.

I have made peace with this fact, and I have now settled into a kind of routine in working from home, becoming more comfortable with virtual staff meetings held in Webex and Microsoft Teams (our university seems to have largely abandoned its use of Zoom).

The librarians of the Sciences and Technology Library are currently hard at work developing a for-credit university course in information literacy for undergraduate science students, which is to start in September 2020. The University of Manitoba has announced that all its classes in the fall term will be taught remotely, and the head of our libraries system has told us that she does not expect us to return to our physical library offices before January of 2021. The science librarians had been originally planning to deliver our information literacy course in-person and in the classroom, but we are now pivoting to package and deliver the course remotely using Webex.

As part of my little one-man crusade to destigmatize mental illness, I have been honest and up-front with my blog readers about my own struggles with depression and anxiety during the pandemic. In addition to taking antidepressant and anti-anxiety prescription medication, I also have biweekly sessions via telephone with my psychiatrist. On the whole, while I still have some bad days, I am doing pretty well.

You might be interested to learn that, in addition to the above-mentioned supports, I have also entered into a peer mentor/support relationship with a friend of a trusted friend, who has experience as a peer counselor in a healthcare setting and has worked as a volunteer at a telephone crisis hotline in the past. We actually meet up every couple of weeks or so in my Linden Home in Second Life!

I log in as my avatar, she logs in as her avatar, and we have a conversation using voice chat. This is an opportunity to get things off my chest and gain another person’s perspective on my mental health issues, and where I can even talk how I sometimes use Second Life to cope with my self-isolation, without having to provide the kind of contextual, background explanation I would need to make to a real-world counselor! I can also ping her via Discord anytime I feel I need to vent in a safe, supported space.

This person is currently considering setting up a peer listening/support service in Second Life, and I am a sort of guinea pig for her, a test to see how well that would work. She’s also pretty new to Second Life, still working her way up the steep learning curve and getting her bearings, and I have shared many of the things I have learned from my 14 years of experience in SL with her—like the concepts of alts, furries, Gorean role-play, and the absolutely critical importance of ankle lock 😉 .

So, how are you holding up during the pandemic? Feel free to join the RyanSchultz.com Discord server, where we have a fairly active #coronavirus-chat channel, or just leave a comment to this blogpost. I’d love to know how you are doing!