- Virtual world specialist, Dubit, has opened up its virtual world technology allowing its clients direct access to its Game Application Markup Language (GAML) platform.
- The britchicks.com virtual world has been a fantastic success, receiving just under half a million hits over the first weekend.
- Dubit has developed a unique set of tools that allowed Brit Chicks’ creative team to produce the rooms, games, quests, and avatars without any prior programming experience.
Virtual world specialist, Dubit, has opened up its virtual world technology allowing its clients direct access to its Game Application Markup Language (GAML) platform. Dubit has created a specialist toolkit which is easy to use and accessible to creatives, not just developers.
This new way of working means the brands Dubit works with have more creative control of their virtual world and can get involved at various stages in the development process. This new way of working appears to be a bit hit with consumers as well as clients and Dubit has seen some of their best results yet following the launch of their latest virtual world, BritChicks.com.
The website is a virtual world aimed at seven to 12 year old girls and marks the first time that Dubit’s GAML technology platform has been released to a brand. After launching Friday the 2nd of October the britchicks.com virtual world has been a fantastic success, receiving just under half a million hits over the first weekend.
As the first platform toolkit aimed directly at creatives and not developers, the Dubit Virtual World Platform now offers media owners a fast and simple way of taking their cartoons, characters and stories and extending their brand and narrative into online worlds.
The virtual world platform is running on the same scalable technology that Dubit developed to power Cartoon Network’s first world to over 12,000 simultaneous players and 2 million registrations in its first week. But crucially, Dubit has developed a unique set of tools that allowed BritChicks’ creative team to produce the rooms, games, quests, and avatars without any prior programming experience.
Matthew Warneford, chief technology officer of Dubit said: “We believe it is important that virtual worlds should be created by the same people who create great books, cartoons, films and toys. It’s just like the movie industry, millions of dollars of special effects wont guarantee a great film, it’s the narrative that will make a film great. Our role as technology providers is to make it easy for the creatives to build great narratives in immersive worlds, and then get out of their way!”
GAML provides a content management system that allows brands to constantly add rich content to their virtual world. GAML was developed by Dubit to address a growing need for brands to create a presence online. The Dubit Platform is used as a basis for the project and then Dubit work alongside the brand to create bespoke features and styles. The brand then licenses the technology from Dubit and uses the content management system of the platform to constantly add rich content to its virtual world.
Matthew added: “Virtual worlds are becoming more important to brands who want to extend their online presence and want to build a bespoke environment suitable for their audience. However, many brands have found themselves restricted to how far they can venture into this arena as they do not have the skills in-house to develop their ideas.”
Dubit is a youth communications agency incorporating research, marketing and interactive arms based in Leeds, employing more than 40 people. Dubit Interactive specialises in the development of virtual worlds, building on its heritage since creating their first 3D virtual world (www.dubitchat.com) in 2000 which was the first 3D Flash community made by youth for youth.
Dubit has successfully grown in to one of the leading youth agencies in the UK and continues to break new ground in researching and marketing to young people.
About Brit Chicks Productions Ltd.
Brit Chicks Productions Ltd. has been granted a license by Brand Champions Ltd for the digital rights to the brand Brit Chicks. Brand Champions operates as the brand owner, product developer and licensor for the brand and has extensive knowledge and experience in creating quality products and innovative design for the girl’s market which they recognise as two of the key drivers for consumer interest and brand longevity.
Girls who visit the site and become members of the international jet-set will be welcomed by three resident Brit Chicks who will guide them through every step of their online adventure. The players will create a character in the style of one of the chicks – from choosing their hair style and colour, to entering a wardrobe bursting with clothes and accessories just waiting to be worn!
Each girl gets to select a chic city to live in choosing between London, New York, Tokyo or Paris, and will also get their own apartment which they can decorate as they progress through the game. The girls can then select a successful career choosing from a number of vocations including model and singer, and will then have the opportunity to travel the globe for work and pleasure.
The more the player progresses through the game, the more points they earn, allowing them to buy new clothes, kit out their apartments, and go on luxurious holidays visiting vibrant cities and beautiful beaches. Each time they travel in the game they will get their virtual passport stamped, which will act as a logbook for their online adventures.
Other features will include giving and receiving seasonal / special occasion gifts, getting on guest lists and spotting celebrities, owning pets, listening to music, taking photos along the way, and playing games.