Linden Lab has invested quite a lot in the past few years to upgrade their financial systems to meet these new regulations, and they decided to make the savvy move to sell their well-developed virtual economy services to other platforms.
It is no surprise that former Linden Lab platform Sansar (now owned by Wookey) is one of Tilia’s customers. But it is somewhat of a surprise to me that among those new customers is a blockchain-based mobile property trading game called Upland, which I had never heard of before. Here’s a brief Vimeo promotional video:
Now I think it is interesting that a game that describes itself as “a property trading game paired with a decentralized economy” would decide to use Tilia instead of trying to create and monitor its in-game economy. Linden Lab might well be on to something here! I can foresee a time when other social VR platforms, virtual worlds, and games might also make the decision to outsource the management of their virtual economies in this way.
Earlier this year, after an extended break, I rejoined the official Sansar Discord server, and while I have not nearly been as active there as I used to be, I still lurk from time to time. I had a good laugh at this snippet of conversation from the day before yesterday (and yes, I do have both Medhue’s and Vassay’s permission to quote them, and to post this image here on the blog):
Medhue: Literally, Ryan Schultz does more marketing for Sansar than Sansar does.
Vassay: Funniy (sadly) enough, that’s true.
Medhue: IMHO, we have a bunch of people who live in the past, when music was a 50 billion dollar industry. It is not anymore, and likely won’t ever be again. Gaming has always been growing and there are really no signs of it slowing, grabbing more and more of the entertainment market each year.
Wookey has been strangely silent since its purchase of Sansar, and their team have been largely absent from the Sansar Discord. And yes, it is indeed true: even though I barely write about Sansar at all now on this blog, I still do more promotion of Sansar than Sansar does! This relative lack of marketing activity is frankly baffling to me. After all, the often ineffective marketing of Sansar by Linden Lab contributed to the difficulties it encountered in enticing people to visit the platform—and keep them coming back for return visits, a key indicator of success.
As you might know, the money-losing Sansar was recently sold by Linden Lab to Wookey. Many Linden Lab staffers who worked on Sansar moved over to Wookey, including Sheri Bryant, who was Vice President of Strategic Business Development and Marketing and then General Manager at Linden Lab, and is now President of Wookey Technologies (LinkedIn profile). She is widely credited with saving Sansar by setting up its sale to Wookey, and it is under her management that Sansar has significantly shifted its primary focus from a VR-enabled platform for world builders and content creators (i.e. a second-generation Second Life), to a VR-enabled live events venue.
On September 3rd, 2019, Billie Eilish performed a live show in Oculus Venues, which has hosted numerous virtual events since it launched the live concerts feature with a free concert by Australian artist Vance Joy broadcast live from the iconic Red Rocks venue on May 30th, 2018.
In addition, both Microsoft-owned AltspaceVR (which has recently announced a pivot to live events) and the ever-popular VRChat (which is already home to popular talk shows such as ENDGAME, and many other regular live events) are no doubt eyeing the possibility of hosting live concerts on their platforms. And let’s not forget the upcoming Facebook Horizon social VR platform, where Facebook will probably take what the company has learned over the past couple of years with Oculus Venues, and where they will want to sign their own exclusive deals with musical performers to entice people to visit their platform after it launches.
And this is the important point: some profitable companies with very deep pockets—Epic Games (the makers of Fortnite), Microsoft, and Facebook to name just three examples—are going to want to get into this potentially lucrative market. Smaller companies like Wookey, trying to shop around Sansar as a live events platform, are going to find themselves outbid by companies like Epic Games to bring in top talent, which of course brings in more users to Fortnite. It’s a vicious circle; the big players get bigger, while the small ones fight each other for the leftovers.
The coronavirus pandemic has shuttered real-world concert arenas for the foreseeable future, which has only increased the economic pressure on the management representing the artists to sign deals with various metaverse-building companies in order to host virtual concerts and events. There’s probably already a lot of activity going on behind the scenes that we can’t see, but I expect we shall see quite a few announcements for virtual concerts with major musical artists, as well as many smaller artists, over the next six months.
Where Fortnite is already running circles around Sansar, even at this very early stage of the game, is their ability to sign deals with the highest level of talent (using all those billions of dollars of profit earned from their games like Fortnite), and their ability to host massive live events for millions of attendees (again, leveraging off their technical know-how to build and maintain the necessary infrastructure to support millions of Fortnite players playing the game simultaneously all around the world).
One thing that Wookey could be and should be doing for Sansar is promotion—and yet they are leaving it to bloggers like me to talk about the product. Where is the marketing? If they are holding off on marketing, waiting until they land some big-name events, I think that would be a tactical error.
Wookey needs to get Sansar’s name out there; many people in our attention-deficient society still have no idea that the platform even exists. Yet everybody and their grandmother has heard of Fortnite by now. That is no accident. Epic Games did a masterful job of fanning the flames of user interest. Wookey should be taking notes.
If no action is taken, Sansar is going to continue on its downward trajectory, slowly circling the drain, and eventually will fold. Linden Lab has already made many grievous errors in trying to effectively promote the platform; Will Wookey continue making the same mistakes?
I am not a gamer. The only possible exception to this ironclad rule are puzzle games, such as Cyan’s Myst, Riven, and Obduction, and the truly wonderful Eastshade).
I’m simply not that interested in most shoot-em-up, combat-and-killing-focused games and MMOs (although I did get as far as level 20 in Lord of the Rings Online, only because I am such a Lord of the Rings fan).
To give you one example, I succumbed to peer pressure when No Man’s Sky released a VR-compatible update, and I bought the game. I think I played No Man’s Sky a grand total of three hours, maximum, and that was in desktop mode! Since then, it has been quietly gathering dust in a corner of my hard drive.
So I came to Fortnite as a clueless newbie with pretty much zero previous computer game experience.
I have written about the phenomenally successful battle royale game of Fortnite several times on my blog already. I blogged about Marshmello’s concert in Fortnite back in February 2019, and in November of that year, I even went so far as to actually download and install Fortnite on my computer, just so I could visit, explore, and report on the groundbreaking decision by the Royal Canadian Legion (Canada’s military veterans’ association) to create a custom-built Remembrance Island within Fortnite to celebrate Remembrance Day on November 11th (which I blogged about here and here). I thought it was such a cool way to reach out to an audience that the Legion probably would have otherwise had difficulty connecting with (namely, children and teenagers).
I then promptly uninstalled the game and pretty much forgot about it.
I must confess that…I am rather skeptical that Fortnite, as it is right now, would form a useful model for the future metaverse. Games are designed to be focused more on linear play-through and set objectives, while virtual worlds are meant to be more open-ended and less goal-oriented in nature (although you can certainly have games within virtual worlds). As well, you can have thriving social communities in MMOs like World of Warcraft and Lord of the Rings Online, so there is a somewhat fuzzy boundary between games and virtual worlds.
Well, today I am going to eat those words.
I have decided to start covering Fortnite on this blog. Why? Well, it’s because of something new in Fortnite, called Party Royale: an open-ended, non-combat extension of the game.
Party Royale went live in Fortnite on April 29th, 2020 as part of the game’s most recent update. The mode has no weapons and no crafting — the two hallmarks, one would think, of the Fortnite experience. Instead, an in-game message invites players to “hang out with friends, play games, perfect your skydive and more.” Also noteworthy: Unlike normal Fortnite games, Party Royale mode is not limited to 100 players.
Here’s the slickly-produced official trailer for Fortnite Battle Royale:
On May 8th, 2020, Fortnite held its first big event in Party Royale, dubbed the Fortnite Party Royale Premiere: an epic concert featuring not just one, but three top-tier, internationally-known DJs: Deadmau5, Steve Aoki and Dillon Francis. I’ll be writing more about that in another blogpost later, but if (like me) you missed all the fuss, here’s a replay of the one-hour event:
And you can bet that Epic Games has been busily signing deals with the representatives of various big-name musical performers for future concerts to be held in Fortnite Party Royale. They’re only just getting started.
And their reach (over 250 million Fortnite players as of March 2019) means that they have a huge potential audience for those future concerts, 85% of whom are aged 18 to 34—a highly-desired advertising target market that makes corporations salivate, and which is significantly younger than the userbase of more established virtual worlds like Second Life:
Last night I attended yet another concert in Fortnite’s Party Royale mode, the combat-free zone where everyone just hangs out and doesn’t kill each other. It’s a small island and an early experiment, and yet as I witnessed live sets performed by Dillon Francis, Steve Aoki and deadmau5, all world-famous DJs, I couldn’t shake the feeling that I was yet again witnessing something pretty significant and incredible.
I’ve talked a lot about the Metaverse with Fortnite, the grand virtual world that may end up replacing the internet someday, and in fiction, often appears in immersive VR form, and is full of brands and companies vying for their place among users. And you can definitely feel a significant step in that direction from Fortnite, especially last night as I, controlling X-Men’s Psylocke as my Avatar, danced with John Wick and Harley Quinn and dozens of other player avatars during the hour-long show.
When I posted the clips online, many of my followers remarked that this looked like Second Life, and honestly, while the Metaverse is still ages away in its “true” form, it does feel like Fortnite is gearing up to start with something more akin to Second Life or PlayStation Home instead.
Second Life operates as a virtual world where players are not killing each other, but rather building homes, trading goods and services with each other, and attending events (Second Life was doing concerts a decade before Fortnite).
Now, it seems like Fortnite is on that path, but in a more attractive package. These days screenshots of Second Life unintentionally make it look like some sort of porn sim (though plenty of naughty stuff can and does happen in Second Life), while Fortnite’s Pixar-like animation and brand deals with Marvel, DC, Star Wars and more are combining different intellectual properties in one place in a way that no other game has before in a better-looking world.
Fortnite has pretty much all the pieces it needs for its own version of Second Life. With Party Royale, it has a combat-free hub where you can’t destroy anything and you just hang out playing minigames and attending events. With Fortnite Creative, you have an infinite hub of user-generated content that could be used to populate expansions to that initial world.
Combine those two together, and what do you have? Really, all the building blocks you need for a virtual world in the Unreal engine. How long until Epic starts letting players build their own houses in an expanding Party Royale zone? How long until creators can sell their custom works to other players, creating an in-game economy? My guess for both, not long.
Second Life had better be looking over their shoulder. A new competitor has appeared in the race. And they have deep pockets: Epic Games made a profit of $3 billion over 2018 (source). Fortnite has the potential to steamroller over Second Life, particularly as SL’s significantly older user base begins to decline. And you can bet the youngsters are flocking to Fortnite and other games in droves. While Second Life still has its relatively small but intensely passionate fan base, it is widely seen as outdated, faintly quaint technology among the general public (remember this recent article in The Atlantic magazine?). That’s why Linden Lab embarked on the ultimately disastrous Sansar project in the first place; they knew that Second Life could only be extended so far, and they could see that the writing was on the wall.
Marshall Honorof of Tom’s Guide (link up top) summarizes the potential impact of Fortnite Battle Royale quite nicely:
What’s interesting about Party Royale mode is not necessarily the feature itself, but that Fortnite is beginning to establish itself as a digital alternative to the “third place”: a location where people feel at home that isn’t their house, or their office. For a lot of people, this is often a bar, or a gym, or a coffee shop — places where it’s basically impossible to go right now. Party Royale could encourage people to mingle digitally in the long run, or it could just be a stopgap until things get back to normal in the physical world. We’ll know for sure in (hopefully) a few months.
The line between what is a virtual world and what is a game has always been a somewhat blurry one. For example, virtual worlds such as Second Life have always been home to games, for example, But the launch of Party Royale in Fortnite is the clearest signal yet that the game companies want to move into the open-ended virtual worlds market, too. The game companies might not actually refer to them as “virtual worlds”, but that is essentially what they are.
So, last night, I went and reinstalled Fortnite on my personal computer. Things are about to get very, very interesting, and I want to be there when it happens! And expect expanded coverage of Fortnite Party Royale on this blog in the future.
The ongoing global public health crisis that is the coronavirus pandemic has forced many media companies to rethink how they promote their content and attract eyeballs. Flashy, crowded launch parties (with the requisite celebrities and attendant social media influencers) are simply out of the question, and savvier metaverse platforms are neatly stepping into the newly-created marketplace for virtual events.
Be among the first to experience live video streaming inside Second Life at an exclusive Adult Swim screening event, held this Friday, May 8 at 4:00 p.m. (SLT/Pacific)/7:00 p.m. (ET).
Watch two classic episodes and two all-new unreleased episodes from the forthcoming second season of “The Shivering Truth” at this special event, to be held in-world at a new venue created exclusively for this screening.
During the event, you can chat with fellow fans of the show and other special guests as you experience the show together for the first time in the virtual world. Free limited-edition virtual gifts and mementos will also be distributed during and after the show — just look for the “Free Gifts” kiosk near the front entrance.
The event also marks the first media partnership utilizing the new limited-release Second Life Viewer, which enables content creators and entertainment companies to broadcast live video events to virtual world audiences. In the future, you may see several new forms of entertainment including movie and TV premieres, live concerts, and artist/fan meet-and-greets. We’re very excited to partner with Adult Swim for the debut of this new feature, which we plan to integrate into the main Second Life Viewer release in the coming weeks.
Those of us who have given up the default Second Life viewer, in favour of more fully-featured alternatives such as Firestorm, will need to download and install the special view from SL before visiting the suitably spooky venue (at this SLURL). I expect that this will be the first of many such media events in future, and no doubt Linden Lab hopes to attract more users to Second Life via these initiatives.