{"id":98,"date":"2007-03-13T06:17:18","date_gmt":"2007-03-13T05:17:18","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/2007\/03\/13\/mon-grain-de-sel-par-rapport-aux-univers-3d\/"},"modified":"2007-03-13T06:17:18","modified_gmt":"2007-03-13T05:17:18","slug":"mon-grain-de-sel-par-rapport-aux-univers-3d","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2007\/03\/13\/mon-grain-de-sel-par-rapport-aux-univers-3d\/","title":{"rendered":"Mon grain de sel par rapport aux univers 3D"},"content":{"rendered":"

On parle pas mal en ce moment, des univers 3D.
\n Fred<\/a>, avec ce billet<\/a> a en particulier g\u00e9n\u00e9r\u00e9 pas mal de buzz.<\/p>\n

Mon avis est qu’il y a beaucoup de confusion : essayons d’y voir plus clair !<\/p>\n

A mon sens, il y a deux cas d’usages : le jeu et l’univers de rencontre<\/strong>.<\/p>\n

Le jeu<\/h3>\n

Pour les jeux, je pense qu’il n’y a pas de d\u00e9bat.<\/p>\n

Il existe plusieurs jeux, massivement multi-joueurs, qui utilisent des univers 3D. Ce march\u00e9 va \u00e9videment se d\u00e9velopper, avec la g\u00e9n\u00e9ralisation des consoles de jeux connect\u00e9es<\/strong>.<\/p>\n

\"World<\/p>\n

Il y a un lien entre ces plates-formes de jeux et le business. On peut ainsi faire de la publicit\u00e9 pour sa soci\u00e9t\u00e9 \u00e0 l’int\u00e9rieur des univers de jeux 3D<\/strong>, via des panneaux publicitaires ou des objets \u00e0 l’image d’une marque (F1 \u00ab\u00a0brand\u00e9\u00a0\u00bb Renault par exemple, un immeuble qui repr\u00e9sente une marque, …).<\/p>\n

Les plates-formes de rencontre<\/h3>\n

Ce sont des espaces pour rencontrer d’autres personnes.<\/p>\n

Les usages ? La drague \u00e9videmment, <\/strong>mais c’est \u00e9galement une forme de relation sociale. <\/strong>Et puis, il commence \u00e0 y avoir des usages plus professionnels <\/strong>(organiser une r\u00e9union virtuelle, pour une entreprise, une association ou un parti politique).<\/p>\n

L’ic\u00f4ne montante de ces derniers mois, qui repr\u00e9sente cette cat\u00e9gorie, c’est \u00e9videment Second Life.<\/p>\n

\"Image<\/p>\n

Second Life est assez \u00ab\u00a0capitaliste\u00a0\u00bb : on peut \u00e0 peu pr\u00e8s tout acheter et tout vendre<\/strong>.<\/p>\n

Cons\u00e9quence logique : l’espace a \u00e9t\u00e9 rapidement envahi par des annonceurs de tous poils.<\/p>\n

Dans cet univers, je pense qu’il est important de segmenter trois types de business tr\u00e8s diff\u00e9rents : 1) le business \u00ab\u00a0\u00e0 l’int\u00e9rieur de l’environnement\u00a0\u00bb, 2) le business vers l’ext\u00e9rieur et 3) la publicit\u00e9 virtuelle.<\/p>\n

1) Le business \u00e0 l’int\u00e9rieur de l’environnement\u00a0\u00bb, c’est le business purement virtuel<\/strong> : les habitants de Second Life peuvent fabriquer des objets virtuels (meubles, v\u00eatements, …) et les vendre \u00e0 d’autres habitants. C’est du business virtuel mais qui rapporte des vrais dollars.<\/p>\n

C’est un business qui peut tr\u00e8s bien marcher, mais il faut vraiment bien comprendre les besoins des habitants du monde virtuel pour b\u00e2tir des offres adapt\u00e9es. Aujourd’hui, ce sont plut\u00f4t des particuliers qui se lancent dans ce business.<\/p>\n

2) Le business vers l’ext\u00e9rieur, c’est pouvoir acheter depuis le monde virtuel des objets r\u00e9els<\/strong>. Exemple, j’ach\u00e8te des baskets (bien r\u00e9elles), dans le magasin virtuel Nike de Second Life.<\/p>\n

Ce business est assez d\u00e9licat<\/strong>. La raison principale est la suivante : quel est l’int\u00e9r\u00eat pour l’utilisateur d’acheter depuis le monde virtuel ? La question est d’autant plus valable qu’en fait, aujourd’hui, l’acte d’achat se termine dans le navigateur Web…<\/p>\n

3) la \u00ab\u00a0publicit\u00e9 virtuelle\u00a0\u00bb : c’est la possibilit\u00e9 d’acheter des espaces de publicit\u00e9, qui permettront de mettre en avant une marque dans le monde virtuel. Ce mod\u00e8le (le m\u00eame donc que celui des jeux) fonctionne, pour peu qu’on ait pris soin de bien qualifier l’environnement de l’annonce<\/strong> : fr\u00e9quentation du lieu, type de public, …<\/p>\n

Pour conclure…<\/h3>\n

Ce qui rend la situation plus complexe, c’est que les deux cas d’usage ne sont en fait pas bien s\u00e9par\u00e9s. Les univers de jeux sont \u00e9galement des espaces de rencontre, de chat, et r\u00e9ciproquement, on peut jouer dans la plupart des espaces de rencontre.<\/p>\n

Ma conviction, c’est que ces univers vont se d\u00e9velopper<\/strong>, quelques soient les acteurs qui r\u00e9ussiront sur ces march\u00e9s (donc pas n\u00e9cessairement Second Life).<\/p>\n

Pour les entreprises, il faut donc se pr\u00e9parer \u00e0 int\u00e9grer ces nouveaux m\u00e9dias<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

On parle pas mal en ce moment, des univers 3D. Fred, avec ce billet a en particulier g\u00e9n\u00e9r\u00e9 pas mal de buzz. Mon avis est qu’il y a beaucoup de confusion : essayons d’y voir plus clair ! A mon sens, il y a deux cas d’usages : le jeu et l’univers de rencontre. Le […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2,7],"tags":[371,373,8,3],"class_list":["post-98","post","type-post","status-publish","format-standard","hentry","category-e-commerce","category-e-marketing","tag-e-commerce","tag-e-marketing","tag-nouvelles-interfaces","tag-web-20"],"yoast_head":"\nMon grain de sel par rapport aux univers 3D - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2007\/03\/13\/mon-grain-de-sel-par-rapport-aux-univers-3d\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mon grain de sel par rapport aux univers 3D - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"On parle pas mal en ce moment, des univers 3D. Fred, avec ce billet a en particulier g\u00e9n\u00e9r\u00e9 pas mal de buzz. Mon avis est qu’il y a beaucoup de confusion : essayons d’y voir plus clair ! A mon sens, il y a deux cas d’usages : le jeu et l’univers de rencontre. 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