Measuring ROI in the Metaverse

The most interesting news to come out of the Virtual Worlds ‘08 Conference so far is the announcement that MoU is spearheading an industry coalition to commission Forrester Research to do a study on measuring ROI in online virtual worlds. Currently, there is no standard for measuring engagement levels like there are in other media industries such as the Internet, TV and Motion Pictures. This makes it difficult for advertisers to know which virtual world to invest in, a problem that is holding the industry back from reaching its breakout potential.

Forrester’s report will be made public in June. It will be interesting to see if the following develops:

1. Standards.

Will common denominators be established as standards for measuring and comparing virtual worlds?

2. Adoption.

Will the key metrics identified in the report be adopted by a wider group of platform developers, particularly the major ones in general and MMOs in particular as the gaming industry has not been the most transparent group when it comes to statistical reporting. Moreover, what will the strategy be to get competitors to work together for the benefit of all?

3. Validity.

I am sure the intentions are well and good. However, all parties participating in the project are profit making entities, each with their own inherent needs, objectives and constraints. Some are clients others are partners. An independent body might bring some added objectivitiy and validity to the project.

In any case, it is an important effort and one that is certainly needed to advance the overall development of the metavere industy.

Virtual Worlds News: Interview: Millions of Us Announces Industry Coalition for Study on ROI in Virtual Worlds

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