13. 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
14. Key Engagement Mechanics
Connected Play: Linking the toy to the virtual world via USB,
Bluetooth or WiFi to create interactive relationship.
Community Building: Growing and nurturing the online fan base of
a toy into a global audience.
Downloadable Virtual Goods: Allowing users to purchase a digital
good and have it available from their toy (eg. sounds or actions).
Real World Sales: Virtual fans can become real world customers.
15. Key Engagement Mechanics
Virtual Versions, Customization and NPD: New toy variants can
be created in the VW with user customization. Research can also be
conducted.
Virtual Goods Sales: Real-world customers can be converted into
virtual goods sales.
Activation Codes: Toys can carry call-to-action activation codes in
the VW.
New Territories: VW can drive new toy sales from new popular
territories.
22. 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
23. Key Engagement Mechanics
Storyline / Character Extension: VW can be used to extend
existing storylines and provide backstories for characters.
User / Viewer Relationship Building: VW as a tool to build,
stimulate and engage with community.
Audience Growth in New Territories: VW can identify potential
new broadcast territories.
New Storylines / Characters: New storylines / characters can be
introduced and tested in VW.
24. Key Engagement Mechanics
Pre-Launch Marketing: VW is an effective tool to build pre-launch
awareness and community building.
Virtual Goods Sales: Real-world fans / viewers can be converted into
virtual goods sales.
User Base Growth: Real-world popularity can be converted into
ramped-up user bases.
Hand-Holding: The VW keeps fans ‘in the zone’ between broadcasts /
seasons.