A presentation delivered by Nic Mitham (KZero) for the Enne organised conference called 'Jornada Digital Contents: An EStrategy for the Economic Growth and Innovation' 21st October 2011 at Navarra University Spain.

1. Digital Content
Growth Areas & MarketTrends 2011+
Nic Mitham, CEO KZero
FCOM Navarra University, Oct 21 2011

2. About KZero
Consulting, Analytics, Insight

3. KZero services
Sectors: Virtual worlds, branded virtual goods, casual/social gaming,
3D gaming, augmented reality
Start-ups / Pre-launch: Business planning, market sizing, financial
modelling, strategic guidance, launch planning
Operational companies: Marketing strategy, product development,
user analysis, market entry planning, partnerships/busdev
Brands: Media planning, campaign creation, virtual brand strategy,
social media monetization strategies
For VC’s/Investors: Deal-flow, investment analysis, market sizing

4. Clients

5. Media References

6. Virtual Worlds
Full of Weirdos and Loners

7. 1bn
Registered Accounts

8. 200m
Active Users

9. $3bn
Global Market Size

10. Virtual Worlds: Sizes by Territory
North American South America Westen Europe Eastern Europe Asia Other
5%
6% 11% 7%
3% 26%
10% 29% 6% 6%
16% 34% 10% 37%
14% 9%
8% 15% 11% 33%
33% 7%
34%
28%
Age 5 -10 10 - 15 15 - 25 25+
320m accs 652m 385m 42m
Registered Accounts Q2 2011

15. Poptropica
Kids Casual Gaming

16. YouTube Video: search ‘poptropica’

17. Moshi Monsters
Tweens Nurtering and Gaming

18. YouTube Video: search ‘moshi’

19. WeeWorld
Tweens & Teens Avatars

20. YouTube Video

21. Mamba Nation
Teenage Immersive SocNet

22. YouTube Video: search ‘mamba nation’

23. IMVU
Teenage+

24. YouTube Video: search ‘official imvu’

25. Virtual World Social
Media Ecosystems

32. Virtual Goods
Paying for Something that Doesn’t Exist

33. WTF?

35. $7bn
Global Market Size

36. Decorative Virtual Goods

37. Behavioural Virtual Goods

38. Functional Virtual Goods

39. Access-Driven Virtual Goods

40. Virtual Currencies

41. There’s Gold in Them Hills

42. BVG’s
Branded Virtual Goods

46. Sephora in Stardoll

48. Gucci in Ameba Pigg

50. YouTube Video: Search ‘KZero L’Oreal’

51. Virtual Goods vs Advertising ARPPU
$8
Virtual Goods Advertising
$7
$6
$5
$4
$3
$2
$1
$0
Sep 09 Oct Nov Dec Jan 10 Feb Mar Apr May Jun Jul Aug Sep

52. UGC
User Generated Content

53. YouTube Video: Search ‘minecraft’

55. YouTube Video: Search ‘imvu music’

58. Simulcasting
Virtually Being There

62. Metabrands
Lady Goo Goo vs Lady Gaga

63. YouTube Video: Search ‘lady goo goo’

67. Mobile Devices
The Trojan Horse

68. Average Age of a New
Mobile Phone Owner
in the UK?

69. 8 years old

71. Mobile vs Credit Cards
Number of (billions) keystrokes to Purchase Completion
4 80
3 60
2 40
1 20
0 0
Credit Cards Mobile Devices Credit Cards Mobile Devices

72. Avatar Customisation

73. Messaging

74. Transmedia
ConnectedaMedia
A Good Story goes Long Way

75. Virtual Worlds and Toys
Connected Play
Community Building
Virtual World
Downloadable Virtual Goods
Toys
Real World Sales
Virtual Versions, Customization, NPD
Virtual Goods Sales
Unique Activation Codes

76. Virtual Worlds and Media
Storyline/Character Extension
User/Viewer Relationship Building
Virtual World
Audience Growth in New Territories
Media
New Storylines/Characters
Pre-Launch Marketing
Virtual Goods Sales
User Base Growth

77. Transmedia Projects in the VW/MMO sectors
TV
Books Game Consoles
VW/MMO
Toys and Games Movies

79. Augmented Reality
Virtual Stuff in the Real World (In your Face!)

85. YouTube Video: Search ‘hp augmented reality’

86. YouTube Video: Search ‘world builder’

87. web: kzero.co.uk
twitter: @kzeroworldwide
facebook: /kzeroworldswide