Can virtual worlds make a real impact?

Growing numbers of organisations are looking to harness 3D multiplayer gaming as a way of strengthening customer engagement, writes Stuart Sumner

3D gaming can be great fun, but can it really get EU citizens interested in the workings of the European Parliament?

The explosion of social media has been one of the striking trends in internet use over recent years. Sites such as Facebook, Twitter and Myspace are used by private business and government bodies as a way of reaching out to their audience, especially the sometimes hard-to-engage younger demographic.

But there is a new trend, one with a greater potential for interactivity than conventional web sites, and one that offers a fusion between networking and, well, fun. The new kid on the block is 3D multiplayer gaming.

Massively multiplayer online gaming (MMOG) has been around for decades. One of the earliest examples was 1974’s Mazewar, which involved moving around a wireframe maze and shooting other players. Technology and user expectation have moved on since then, and today’s best-known multiplayer online game is arguably Blizzard’s flagship product World of Warcraft, with more than 11 million subscribers globally.

Last year, the European Parliament’s Directorate-General for Communication released a tender asking “for the development and launch of an innovative web site which uses creative methods to generate interest and raise awareness about the role of the European Parliament”.

European Service Network (ESN), a Brussels-based communications agency, won the bid and is now developing a virtual 3D European Parliament game in which users will be able to roam, interact and develop their own virtual legislation. Passing up on the opportunity to call it “World of Lawcraft”, ESN has chosen “Citzalia” for its title.

Ahmed ElAmin, Citzalia project editor at ESN, explained how it will work: “[Users] enter as themselves and are represented in the 3D space by avatars. They are not competing, but they will be able to gain experience points and use them to perform more actions, such as make informed comments on debates among members in topic areas. They build experience points by comments on articles and also by gaining them as other members approve of their articles.”

On the motives driving the EU to fund the project, ElAmin said: “They want to get EU citizens debating and talking about [European law] and get people to participate on the issues the EU Parliament debates. Citzalia is a tool for EU citizens who want to understand more about the way parliament works.”

The question of who will be motivated to enter the world of Citzalia remains unanswered at this point, since the site has yet to launch and is still in a beta trial phase. Is there a crossover between those interested in the European Parliament and those interested in online gaming?

“We’re entering new territory,” said ElAmin. “Nobody knew if Facebook would work. We’re trying something, and doing everything we can to ensure its success.”

It seems that the public also has its doubts. Commenting on a video demonstration of the game posted on YouTube, user opium47 said: “This game is not real. There are no lobbyists.”

Funding the development of a bespoke game is not the only option open to organisations looking to engage with their audience in a new and virtual way. It could be cheaper to build a presence into an existing virtual environment, which has the benefit of bringing with it a stable and active user base. Many private firms have a presence in online world Second Life, and until recently, so did Tameside Metropolitan Borough Council.

Having paid £36,000 to rent an island in the virtual world – and have a town hall set up complete with museum – the council pulled the plug on the project after just 14 months, citing a lack of any measurable benefit as the reason.

Corporations play online games to win

Private enterprises are also finding 3D worlds to be a novel way to reach their customers. International companies such as IBM and consulting group PA Consulting have visually impressive locations within Second Life, where interested parties can go to watch corporate videos and even meet and chat to their staff over VoIP technology. It is this differentiation that provides the edge over traditional web sites.

Similarly, Honda has jumped into Facebook’s new Car Town application, a social game heavy on product placement. Users in the game perform tasks to gain virtual currency, which is exchanged for new cars and vehicle makeovers. The cars themselves are modelled on real-life brands, and Honda has signed on to provide a virtual showroom and its soon-to-launch CR-Z sport hybrid.

“Car Town allows Honda to connect with customers at their point of passion,” said Steven Center, vice president of national marketing operations for American Honda. “With Car Town, participants can engage with and experience Honda in a fun and casual environment that’s not overtly commercial.”