Millions of Us and Rivers Run Red, two major virtual world creative agencies, have announced that they are to participate in Lively’s Preferred Developers Program. As part of the program, Rivers Run Red has been given the ability to design for Lively from launch, and they have built an example room – Avalon – embedded below.
Rivers Run Red is anticipating a high level of demand from brands wishing to get involved in Lively: “In the last five years, we have encountered high demand from companies looking to provide 3D experiences for their communities on the web,” said Justin Bovington, CEO of Rivers Run Red. “Lively by Google is a promising solution for web-based 3D environments and will only help to make the prospect of the 3D Web a reality.” That Google has established a ‘Preferred Developers Program’ so early on in the life of its product is a clear signal of its intent to work closely with agencies going forward, further lending weight to the view that advertising is going to play a key role in Google’s development of Lively in the future.
On a separate note, one has to sympathise with digital agencies, forced to establish ‘new design teams’ to develop for each virtual world launched. Second Life and IBM’s successful ‘teleport’ from one virtual world to another is only one aspect of the push to open standards; in order for efficient development for virtual worlds to take place, it is essential that the push for open standards for metaverse development continues.
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