Browser-based virtual world developer RocketOn has announced a partnership with Animax to create parallel virtual worlds. RocketOn is a virtual world which operates through the browser on top of the existing web; you might walk your avatar on top of the Google homepage for example, or discuss a YouTube video with other avatars which happen to be on the same webpage. Animax is a full-service creative agency for virtual worlds. In the partnership, RocketOn will provide the technology and development, whilst Animax will provide the strategy and creatives for the project.
The appeal of the RocketOn virtual world concept for a brand is clear. For some websites, there will be a clear advantage in allowing users to create an avatar which then moves over that website. RocketOn has made it possible for a website to implement its technology without the need for a plugin download. An otherwise static web experience can therefore be made into a fast-paced social experience for relatively little cost, given that there is no need to develop a full 3D environment. "RocketOn is a great way to launch and manage parallel virtual worlds," says Michael Bellavia, CEO of Animax. "It enables us to create rich browser-based, virtual environments anywhere on the web without a user download. In a matter of weeks, we can literally build out a virtual space, deploy it on a website and populate it with content."
The RocketOn concept is not flawless, however. The avatars are scattered across the (very large) web, which may make it harder to build a critical mass on the service. There is also a danger of a 'build it and they will come' attitude. It has been consistently demonstrated that marketing campaigns in virtual worlds work best when there is a unique aspect to the campaign which goes beyond mere conversation. The most successful campaigns have involved far deeper and more exciting interaction than merely the ability to talk to other customers. That's not to say that the RocketOn platform can't support such innovation, just that it must be tempting for websites to simply add RocketOn to their website, given how easily it can be done, thinking they can now be certified 'Web 2.0 Compliant', without thinking through what they aim to achieve in business terms.
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