1. Avatar Rights Re-visited: Real ID
and Augmented Reality
Andres Guadamuz
SCRIPT Centre, University of Edinburgh
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2. The apology thing is getting stale...
(give it up already!)
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3. Do avatars dream of electric rights?
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4. We’ve been here before...
Hands off MY avatar! (R. Reynolds).
Intellectual Property Rights in Virtual Environments: Considering the
Rights of Owners, Programmers and Virtual Avatars (W. Barfield).
Constructing Virtual Properties: What Do Avatars, Feedback and
Exploits Have in Common?” (N. Gervassis).
Owned: Finding a Place for Virtual World Property Rights (T. Westbrook).
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5. Some arguments
Copyright subsists on avatars,
but whose copyright is it?
Sweat of the brow?
Natural property arguments
(Locke).
Emotional investment.
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6. The tyranny of the EULA
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7. Blizzard’s EULA
“4. Ownership.
A. All title, ownership rights and intellectual property rights in and to the
Game and all copies thereof (including without limitation any titles,
computer code, themes, objects, characters, character names,
stories, dialog, catch phrases, locations, concepts, artwork, character
inventories, structural or landscape designs, animations, sounds,
musical compositions and recordings, audio-visual effects, storylines,
character likenesses, methods of operation, moral rights, and any
related documentation) are owned or licensed by Blizzard [...]”
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8. Second Life
“3.2 You retain copyright and other intellectual
property rights with respect to Content you
create in Second Life, to the extent that you
have such rights under applicable law. However,
you must make certain representations and
warranties, and provide certain license rights,
forbearances and indemnification, to Linden Lab
and to other users of Second Life.”
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9. Avatars are locked in Virtual Worlds
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10. Change is on the way
Real money value of virtual
goods
Commercial value of avatars
Augmented reality
Personality tied to avatars
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11. Real money value of virtual
transactions (VERN)
USD (millions)
10000
7500
5000
2500
0
2004 2005 2006 2007 2008 2009
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12. 75% of respondents purchased virtual goods
Study by Venture Beat, http://bit.ly/95Cbq1
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13. Assets held by avatars have commercial
value
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14. Augmented reality
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15. Augmented reality
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16. Augmented reality
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17. Augmented reality
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18. Augmented reality
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19. Virtual worlds in the real world
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20. Virtual worlds in the real world
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21. Virtual worlds in the real world
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22. Virtual worlds in the real world
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23. Virtual worlds in the real world
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24. Real ID
Blizzard proposed to tie a
person’s real name with their
avatar
Outrage!!!
Blizzard backed down
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25. 17
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26. Character details available online
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27. Data mining (who needs a hug?)
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28. Mobile Armory in WoW
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29. Blurring
personality
boundaries
Virtual worlds go mobile
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30. What is virtual identity anyway?
Hint: they are all the same character
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31. Concluding...
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32. Avatars unite!
a.guadamuz@ed.ac.uk
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