Archive for March, 2009

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Jan Robert Horsfall takes on Chief Marketing Officer position with Turbine

Tuesday, March 17th, 2009

Turbine announced yesterday that they’ve created a new position at their Westwood, Massachusetts headquarters, Chief Marketing Officer, that will be filled by Mr. Jan Robert Horsfall.  In this position Horsfall will be responsible for leading the companies worldwide branding efforts as well as oversee all consumer and partnership marketing programs, including product planning and positioning, and execution of customer acquisition and retention strategies.

“Jan is a veteran marketer with very deep experience in both consumer and online marketing which will help us reach customers in new, innovative ways,” said Jim Crowley, President and CEO of Turbine, Inc. “He brings a proven track record in building surging brands, leading large and successful teams and a deep understanding of what makes consumers tick. We expect his leadership to create world-class marketing programs that drive additional growth for Turbine. Again, it’s clear we’re putting one of the best senior teams in the business together at Turbine!”

Horsfall does not come to Turbine with a gaming pedigree, but rather a myriad of varied experience from a number of industries, including consumer and merchant brand organizations in the Internet, Energy, Telecom and Retail.  And while Horsfall will be focusing on marketing, he’s had past experience with the ‘Big Picture’, having served as CEO for a number of successful companies including Gelazzi, Inc., Whie Summit Strategies, Inc., and Gemini Voice Solutions.  In his role as Vice President of Consumer Brand Strategy at the Valvoline Company, Horsfalls is the man responsible for widespread organizational and strategic changes that saw the company rise from the #5 market share position to  a leading industry position.   Most notable in Mr. Horsfalls’ resume is/was his position as Vice President of Marketing for Lycos Inc.  Lycos still holds the record for worlds’ fastest IPO in NASDAQ history, and was sold to Spain based Terra Networks S.A. in 1999 for $7.5 billion.

“Turbine has built an amazing brand experience with strong global recognition and incredible good will,” said Horsfall. “This is a tremendous opportunity to build upon the company’s strong reputation. The clear goal is to understand our consumer’s values in light of the constant technology and creative innovation which Turbine is known for, and then lead the team that is integrating these brand experiences into our consumers’ lives. It comes down to making these brands naturally indispensible based upon tying together those consumer values and the amazing stuff we’re creating which nobody has ever seen. I hope to combine my enthusiasm for online communities and gaming with my passion for the consumer to help the Turbine brand realize its greatest potential.”

So why create a new position now?  Aren’t Turbine’s offerings cranking in millions of players everyday?  The answer would be yes, but lest we forget what Turbine’s got in the works: a microtransaction based title, a first for the company.  After the flurry of activity around the first of the year (remember Turbine’s public posting of a job ad looking for a microtransactions manager?), if Turbine was getting ready to launch a first, wouldn’t it make sense for them to get a good marketing manager on board?  New and innovative product in the pipe + new position of Chief Marketing Manager = coincidence?

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IGA Worldwide: We need more funding, or a buyer

Monday, March 16th, 2009

It looks like Tim Chang’s predictions on what’s hot and what’s not in the gaming industry are already proving to be right on the money.  Or lack there of in this case.

iga_worldwide_logoLate last week, Dean Takahashi reported on a response the VentureBeat team received from IGA Worldwide chairman Justin Townsend, confirming that the Gordian Group has been hired to keep the company afloat, either via a new injection of capital, or a possible sale.  Townsend says that the company’s preference would be to finish closing a third round of funding, but that IGA Worldwide also has a financial responsibility to it’s shareholders to consider selling the firm.

The Gordian Group has set a deadline of March 27th for interested parties to submit their bids, and Townsend remains adamant that no “low ball” offers will be accepted.

IGA Worldwide and Townsend find themselves in a rather sticky situation.  While the gaming industry has been one of the few areas to remain (relatively) untouched by the global financial crisis, IGA Worldwide specializes in advertising, an area that has taken quite a beating since September.  Townsend admits that times are tough, and that IGA Worldwide laid off 25 percent of their staff in November, staffing the firm with approximately 45 employees.

While the privately held company does not release it’s financial data, according to a VentureBeat source, IGA Worldwide lost close to $11 million on revenues of $3 million in 2007.  IGA Worldwide then projected to lose $26 million on revenues of $3.4 million in 2008.  Townsend was quick to comment that the firm did not, in fact, lose all of that projected cash, as is renegotiated deals with game publishers and platforms.  Townsend also admits that IGA Worldwide had previously guaranteed payments to publishers in exchange for the rights to insert ads into their games.  These agreements simply no longer made sense after the economic collapse made revenue projections unrealistic, says Townsend.

“We had to sit at the table and come up with a new business model that worked for all parties,” Townsend said.

Since being founded in 2004, and launching their first series of ads in 2006, IGA Worldwide has worked with top brands including IBM and McDonalds.  They have raised more that $46 million in two rounds of funding from investors including Morgenthaler Ventures, Itochu Technologies, Translink Capital, Sumitomo/Presidio STX, Easton Capital, DN Capital, Intel Capital, GE/NBCU’s Peacock Equity fund, and KTB Ventures.

Now this is an interesting story to watch.  IGA Worldwide, one of the biggest players on the in-game advertising circuit, is on the rocks.  Will they in fact land more capital and continue forging on through rough waters?  Or, will Microsoft’s Massive, recent news makers Double Fusion, or the big G (Google) step in and snatch IGA Worldwide up and include it in their growing Adsense for Games project?

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Norwest Venture Partners Tim Chang on what’s hot in gaming

Friday, March 13th, 2009

Earlier this month VentureBeat’s Dean Takahashi sat down with veteran VC Tim Chang to discuss what’s hot and what’s not hot in the gaming sector.  As it turns out, one of Chang’s top properties to watch is “white-label engines that fulfill functions such as software-as-a service for virtual worlds”, sound vaguely familiar?

tim_changTim Chang is a principle at Norwest Venture Partners and focuses on digital media, mobile, and Asia Pacific investments.  He has been involved with VC for over ten years, working with Idealab, Gabriel Venture Partners, and joining Norwest in 2007.

Jumping right in, Chang says that the largest ‘cooling off’ of investment capital in the gaming sector is in the in-game advertising market.  While the market is still going strong, Chang sees less and less VC money headed in that direction due to the product being past its peak hype cycle.  Remember, Massive, now owned by Microsoft kicked off the hype cycle when they were purchased for an estimated $400 million.  This purchase set off a deluge of big names buying up hot in-game advertising firms including Google snapping up Adscape, and lest we forget about rapidly becoming big players Double Fusion and IGA Worldwide.

On the opposite side of the spectrum, Chang is quick to point out an industry that is still in it’s peak hype cycle is social games.  Players in this category include Zynga, RockYou, and Playfish.  Another hot topic according to Chang is engines that make high quality, 3D graphics, browser based games a possibility.  Players in this arena include Unity and InstantAction.  Don’t forget that this is also technology that David Perry and the Acclaim crew are keen to nail down.  And last, but certainly not least, Chang points a finger at what he calls, “white-label engines that fulfill functions such as software-as-a service for virtual worlds”.  If that notion of a white-lable SaaS sounds vaguely familiar, that is just one of the offerings that fatfoogoo makes available to it’s customers.

A bit further in the interview, Tim goes on to say that gaming companies and studios of the not-so-distant future will combine talent from both social networking startups and established game companies.  These companies will then be far more likely to explore various alternative monetization models including free-to-play, virtual goods, microtransactions based money makers, as well as hybrids of subscription/free-to-play models.

So despite Barry Gilbert’s recent forecasting of Doom and Gloom in kid based virtual worlds, it seems as though there’s still a very bright future ahead for both free-to-play, microtransaction based games and the technology that powers them.

While you’re here, why not find out a big more about fatfoogoo’s white label offerings, and get in touch?

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Fail: Worlds.com – Patents FTW!

Thursday, March 12th, 2009

In what may very well go down as the WTF of 2009, Worlds.com CEO Thom Kidrin has put the entire Virtual Worlds industry on notice.  He claims that his company patented and owns the IP rights to scalable virtual worlds.  Let’s let that soak in for a moment. ….and we’re back.  In essence, what Kidrin and Worlds.com are doing is threatening the livelihood of an entire industry.  And yes, this lawsuit and IP infringement applies to the big boys as well, including Second Life and World of Warcraft.

It's a Whole New Worlds - of LawsuitsAnd while I thought Atari and Codmasters legal assault on gamers was pretty up there on the ‘say what now?’ scale, Kidrin and Co. may have just taken the number one spot.  Worlds.com is already taking action against NCSoft, creators of City of Heroes and Guild Wars, filing in East Texas, an area know for it’s plaintiff friendly rulings in intellectual property cases.

Speaking to Eric Krangel from The Business Insider, Kidrin said that he “absolutely” intends to pursue follow up suits against Second Life and WoW.

But let’s take a step back and find out where all of this is coming from.  Back in December ’08, the then relatively unknown Worlds.com claimed to be holding a patent on virtual worlds ideas from 1997.  This patent originated from a developers work on a Steven Spielberg backed ‘Starbright World’, a part of the Starlight Starbright Foundation’s work with seriously ill children.  Wanting to protect the privacy and relative closed network feature of the virtual world, the Starbright folks, rightfully so, kept the project quiet.

Fast forward 10+ years, and a number of Starbright’s patents pass from the original creators to Worlds.com.  And while these patents do not cover ‘Virtual Worlds’ per se, and how we view them today, they do cover an architecture for enabling thousands of simultaneous users in a 3D virtual space.  Lawyers from General Patent Corporation pointed at this patent to the Worlds.com management, and encouraged them to pursue licensing deals.

Kindrin asserts that he’s not out to take any companies down and put them out of business, it’s just that he wants to get paid for what he and the Worlds.com management see as their lawful intellectual property.  Ummm, right.

Given the amount prior art available, chances are that this patent lawsuit is already moot.  As WoW Insider deftly points out, the same case could be made around the term ‘Cyberspace’.

However, let’s take a look at the definition of Cyberspace. It was first used in William Gibson‘s 1982 story “Burning Chrome” and again used in a few of his books, with “Neuromancer” being the most popular. Gibson’s definition for Cyberspace reads:

“Cyberspace. A consensual hallucination experienced daily by billions of legitimate operators, in every nation, by children being taught mathematical concepts… A graphic representation of data abstracted from banks of every computer in the human system. Unthinkable complexity. Lines of light ranged in the nonspace of the mind, clusters and constellations of data.”

Now there are a few interesting parts there, in that the Gibson created a fictional representation of a world that was shared graphically with billions of legitimate operators. Sound familiar? It’s exactly what WoW is: a graphical world shared by millions of legitimate operators, abstract data that is unthinkably complex, arranging lines of light in the nonspace of the mind, and teaching children mathematical concepts (ie: threat, gear statistics, etc…)

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SPIL GAMES – world’s top casual games destination

Wednesday, March 11th, 2009

Casual, free-to-play games portal SPIL GAMES saw a 75% increase in traffic and revenue year-over-year in 2008

SPIL GAMESSPIL GAMES provides over 4,000 online casual games through over 50 localized game portals in almost 20 languages.  Through a series of smart segmentations, SPIL GAMES is able to target Families – gamesgames.com, Tweens – agame.com, and Girls – girlsgogames.com.
According to recent comScore data, SPIL GAMES’ worldwide traffic grew 75% in 2008, resulting in the company jumping from the number 5 spot in early 2008 to the number 1 spot by years end.  SPIL GAMES itself is reporting a 269% increase in traffic from the United States as well as a global revenue growth of 125% over 2008.

And it’s not just the US market that has taken notice.  The casual gaming giant saw increases in traffic from many other territories across its network.  After the US, the United Kingdom saw an increase of 113% year-over-year, 52% in France, and 19% in Germany.  These traffic increases are not just a coincidence, as SPIL GAMES’ greatest concentrations of advertising revenue streams occur in the United States, the United Kingdom, the Netherlands, Germany, and France.  The team works closely with advertising partners from around the globe to develop ad solutions and provide in-game advertising seeding that reaches targeted audience segments.  Ultimately, this makes SPIL GAMES not just an attractive destination for gamers, but for advertisers seeking the captivated attention of a highly valuable market.

“We are particularly proud of reaching the number one ranking in casual game portal networks worldwide. SPIL GAMES is a stand-alone, fully-dedicated and independent portal network, while competitors like Yahoo! Games and MSN Games are general portals with a channel for casual games. And, over the last year, we’ve been dedicated to growing our audience through a strategy focused on providing quality, fun-to-play, localized, and segmented portals,” said Peter Driessen, CEO of SPIL GAMES.

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The Hunter now open to all

Tuesday, March 10th, 2009

Billed as the most realistic hunting game online, the Hunter is now open to all, and free-to-play.  Developed by award winning Avalanche Studios (of Just Cause fame), the free-to-play title features a stunning world fit for a hunting paradise.  The gamescape is fully stocked with highly realistic small game and birds right on through to championship winning bear, deer, and elk.

hunter_screenshotSo fill your flask and get prepped and ready for the hunt, as the Evergreen Hunting Reserve is now open to all.  Players start out with a rifle, some appropriate (read green) clothing, and unlimited ammo.  Upon entering the reserve you’re licensed to hunt down Mule deer right off the bat.  Players may want to explore Whitehart Island for a bit to get a hang of the game tracking system. i.e. learn the forest trails and some of the best places to hunt.

The Hunter is free-to-play, but offers a membership upgrade.  Upgraded members have access to three firearms, unlimited ammo for those weapons, and three animal hunting licenses.  But I’ve already got a gun and unlimited ammo, what do I need a membership for?  To get right to the point: the game is actually that good.  Trying to hunt turkey without a shotgun is like trying to spear fish with a fork.  It can be done, but with great difficulty.  The Hunter is so well programmed that gun selection really does matter.  In addition, membership has it’s privileges; members have access to unique animal specialists that can give you some hunting tips and pointers as well as set up personalized challenges for you.

But The Hunter isn’t just all about the hunt; there’s a ton of social networking features already built in that will allow you to share your experiences.

Hunters may interact via the web interface with thousands of other Hunters out on the prowl.  Hunters may form groups, create rivalries, make new friends, and take part in competitions and tournaments again others, or work together to complete truly difficult challenges.  Each player has their own unique nickname, which corresponds to their personalized homepage where they can post journal (blog) entries, photos, and videos of their latest trophies, as well as comment on others’.  Through meeting other in-game hunters, players can converse, pick up hunting tips, learn about hidden stores where they can acquire new hunting kits, and perhaps most importantly, find out who they need to befriend in order to unlock new missions and items.  Naturally, The Hunter portal offers a local, national, and global leader board where players can see if their skills are up to par.

The Hunter also goes beyond it’s own front door, and offers links to Facebook and other social networks as well as RSS feeds and mobile messaging to keep players up to date on hunting news and friends’ progress.

Publishers Emote Games Ltd. do note that they are currently experiencing a landslide of activity out on the Reserve, and have already reached server capacity on multiple occasions.  They know….and they’re working on it.  Please be patient.  On a personal note, I’ve yet to experience any lag or refusal of connection, so perhaps it’s already sorted?

Perhaps one of the most unique free-to-plays I’ve yet to experience, give The Hunter a try for yourself at thehunter.com.

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Piczo calls it a day, joins forces with Stardoll

Monday, March 9th, 2009

San Francisco based teen social network Piczo looks as though they’ve called it a day with trying to make it on their own, and will be joining the Stockholm, Sweden based teen-girl dress-up site Stardoll.  Paid Content UK reports that Piczo will remain independent, however together with Stardoll, they are forming “The Stardoll Network”.  This new network will also include a third member, Paperdoll Heaven (A free title, ad supported).

stardoll1While mainly photo sharing based Piczo claims over 30 million registered users, with 10 million monthly unique views, they’re still a relative ‘unknown’ in the social networking scene.  Part of this low profile stems from the sites’ user base itself – a demographic comprised mainly of 13 – 16 year olds.  In comparison, larger social networking sites such as Facebook, MySpace, and Bebo have an average user age significantly higher.

Stardoll shares a similar story, while flying well below the ‘grown-ups’ radar, the site has been a hit with it’s not always easy to please target audience: teenage girls.  Stardoll currently reports 27 million accounts, and not only allows users to naturally dress up dolls in any way they wish, but have also been courting pop stars to create their own alter-egos.

The third member of the Stardoll Network is Paperdoll Heaven, launched last December.  The name was the original name for Stardoll itself when it launched in 2004.

What is particularly noteworthy about the newly formed Stardoll Network is that they’ve truly got a mixed bag here.  It looks as though the Network is placing one of the big three monetization modules in each child site.  Stardoll includes microtransactions, Piczo includes a ‘Piczo Plus’ option (subscription), and Paperdoll Heaven will be free via ad-support.

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New free-to-play inline skating MMORPG from gPotato – Street Gears

Friday, March 6th, 2009

In a refreshing change from the quickly becoming overpopulated Chinese Mythology free-to-play MMORPG space, the gPotato.eu team is proud to announce the official opening and release of the newest title in their stables: Street Gears.

Street Gears is a free-to-play inline skating MMORPG where players can take on the persona of a hard core inline skater fond of freedom and pure action sport.  Hailing from Park Town, skaters of any level can ride freely across the city and engage in a wide variety of challenges including speed based races on a number of tracks, team tournaments, and naturally, busting out fresh moves rakes in big points.  Over 50,000 open-beta testers have put the title through it’s paces, with a number of changes and upgrades being made to the game.

To celebrate the release, Street Gears is now packed with even more trickery and polyurethane shredding goodness.  A new race mode, additional quests, and an additional streetgears_screenshot_01new license, the Pro II, have been added, as well as the new Enberton track, which seeks to put players’ reflexes to the ultimate test.  Street Gears players are now also able to create a second character, including the newly introduced rider named Rush, an ex-soldier who’s a heart core inline skater at heart.  Additionally, players may now enjoy Street Gears via any USB pad device, as gPotato has upgraded the controller support features.

And it’s not just all about the new games features that have been introduced, as Street Gears has a number of in-game activities currently running and upcoming.  The Asian Love Festival which kicked off on February 12th, is accented with a number of multicolored lanterns decorating the gamescape.  A week long team tournament that culminates on the 12th of March will offer the winners a chance to have their team logo displayed on the X-Games stadium half-pipe, along with a host of other outstanding prizes.

If you’ve had enough of this winter, perhaps it’s time to grab your inlines and make your way to the Park Town skate park.  Surely, a nice 720 frontside would put a smile on anyone’s face.  Head on over to Street Gears at gPotato.eu for more fast and furious, free-to-play fun.

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fatfoogoo POWERS IN-GAME COMMERCE FOR “CAMPFU™”, REBEL MONKEY’S™ PREMIER ONLINE VIRTUAL WORLD

Thursday, March 5th, 2009

Virtual Goods Store and “FuCash™” System Provided By fatfoogoo For MMO Community

SAN FRANCISCO – March 5, 2009 – fatfoogoo, the leading provider of in-game commerce ecosystems, today announced it will power the economic platform for Rebel Monkey’s premier virtual world, CampFu.  CampFu is a browser-based Massive Multiplayer Online (MMO) community focused on real-time cooperative gameplay for casual gamers. In the free-to-play environment, players may purchase virtual items such as avatar clothing or in-game boosters through the white-labeled fatfoogoo game commerce system to enhance their overall online experience.

fatfoogoo is claiming its stake in the multi-billion dollar gaming industry with leading game commerce software that handles microtransactions, subscriptions, virtual currencies, e-wallets, goods trading and more. In turn, it offers software publishers and developers an easy way to tap into unchartered revenue streams and focus on core game development and distribution.  In addition to partnering with companies like Rebel Monkey, fatfoogoo is the only monetization software provider integrated with Project Darkstar, an open source development environment created by Sun Microsystems Laboratories, which caters to the online games, virtual worlds and social networking industries.

fatfoogoo and Rebel Monkey began their partnership through Project Darkstar.  Rebel Monkey quickly determined that fatfoogoo’s monetization software system fit perfectly with their commerce needs.  fatfoogoo compliments the core competencies of the virtual world, supporting both cash (i.e., “FuCash”) and point-based (i.e., “Tickets”) transaction systems.

“We are pleased to work with Rebel Monkey on their microtransaction needs and support a wide variety of payment options for CampFu’s players,” said Martin Herdina, co-founder and CEO, fatfoogoo.  “fatfoogoo’s unique technology provides companies like Rebel Monkey the proven in-game commerce technology they require without complications.”

Rebel Monkey sees online cooperative games as occupying the nexus of casual games and social networking.  With CampFu, players can team with up to four players at once in real-time, while the virtual world environment can support thousands more. Some of the initial co-op games to be played on CampFu include FunGeez, WordMob and Veg-Out.

“We were immediately impressed with fatfoogoo offering and the robustness of their service.  Its complementary game commerce platform accelerated our ability to bring CampFu to market,” said Margaret Wallace, CEO, Rebel Monkey.  “The comprehensive technology is just what CampFu requires; the support of both hard cash and point-based commerce is fundamental to our platform.”

About fatfoogoo
fatfoogoo is the leading in-game commerce solution for monetizing online video games, casual games, virtual worlds and social networks. fatfoogoo provides partners, developers and publishers with world-class monetization solutions. Its comprehensive platform manages all aspects of financial interaction, in-game economies, real world and branded currency, as well as traditional user and subscription management. Publishers can choose white label solutions or individually configured modules. Founded in 2006 by telecommunication veterans, Daniel Petri and Martin Herdina, fatfoogoo is headquartered in Austria and also has offices in the US and the UK. For more information, please visit www.fatfoogoo.com.

About Rebel Monkey, Inc.
Rebel Monkey, Inc. is a NYC-based entertainment company. Founded in 2007, the company focuses on bringing new kinds of immersive experiences to casual gamers. Rebel Monkey’s premiere Casual MMO, CampFu, is all about providing real-time multiplayer co-op games to players worldwide. Built on top of Rebel Monkey’s own multiplayer gaming platform, CampFu offers collaborative gaming, highly customizable avatars, and an array of virtual goods in a fun online environment. For more information, please visit www.campfu.com.

Contact
Heather Sorensen
Plugged In PR for fatfoogoo
+1-503-841-0625
heather@pluggedinpr.com

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Double Fusion appoints Monika Madrid to VP of Biz Dev, Josh Larson heads to Mochi Media.

Thursday, March 5th, 2009

The past two days have seen a few changes over at in-game advertising giant Double Fusion.  On Tuesday, Double Fusion announced that they’ve recently appointed Monika Madrid to the position of Vice President of Business Development, reporting directly to CEO Jonathan Epstein.

Prior to her appointment, Madrid has held positions at LiveGamer and Ubisoft, and will now be responsible for developing Double Fusion relationships with publishers and platforms across a wide gamut of gaming properties and types.

“Monika is one of the first true early-adopters of in-game advertising,” said Epstein. “Her traditional and entrepreneurial game industry background, strategic licensing, distribution and ad sales experience, and her experience with digital item sales models makes her the perfect addition to our team as we build out our growing in-game ad network of free and ad-supported games for everyone.”

But hold the phone…what happened to Josh Larson, the previous VP of Biz Dev?

mochiDon’t sweat it for Josh, as one day later, Mochi Media, one of the worlds largest casual online game networks, announced that they’ve acquired John as their new Vice President of Sales and Marketing.  Larson’s new gig will focus his efforts on leading Mochi Media’s sales, marketing and PR efforts, as well as guide the company’s monetization strategy.  Does this man sleep?

As mentioned above, Larson comes to Mochi directly from Double Fusion, but also has nearly eight years of experience with GameSpot, where he served as VP of games.  Larson’s GameSpot position saw him leading product development and overseeing business direction, while setting strategic vision, goals, budget and messaging for CNET‘s Entertainment division, and developing sponsorship and partnership opportunities

“I’ve been watching Mochi Media grow into the leader in online games over the last year-and-a-half, so it’s thrilling to be able to join the team and help the company grow even further,” Larson said. “My experience can only add to the deep well of knowledge and talent already at the company — it will be fun to see how we progress moving forward.”

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