Sony has just revealed its plans for a 3D universe and social networking service called ‘Home’, where people can meet, chat and share content with ‘friends’. This is supposed to be part of a new movement called ‘Game 3.0’ – I’m clearly behind the curve as I’d never heard of Game 2.0 or even 1.0 – anyone?! Sony is also hoping that brands will want to create spaces within their 3D ‘Home’, and I’m almost sure they will as everyone wants a slice of the virtual pie.
With the rise of social networks like MySpace and 3D worlds like Second Life, many brands are attempting to harness the power of user-generated content. They often do this in a ‘me-too’ type fashion – a great example of this is the Dr. Martins beautifully executed but utterly pointless freedm2 site (this amused me), which attempts to be everything. Nevertheless, this will be an interesting one to watch out for – there’s no denying the vast gaming community that exists out there, and perhaps there is a consumer need for this community to share and collaborate in a virtual space.