Tag: LL News

Blondin Linden appears to be the latest departure from Linden Lab. His reasons for leaving are unclear; there has been no official announcement, nor has he revealed anything via his own Twitter account – neither of which is surprising.

Blondin joined Linden Lab in May 2008, by way of the Electric Sheep Company, the former operators of On Rez, which was purchased by Linden Lab a few years ago and shut down.

Working out the East Coast office (Boston), Blondin had responsibility for Zindra, Bay City and Nautilus, and first came to major prominence when Zindra was being set-up. At that time he found himself pretty much in the firing line between the Adult user community and Linden Lab, as the latter started to effectively back-out of promises and understandings relating to land allocation on the new continent, etc. While Blondin carried a lot of the blame, the fact of the matter was, he did not have the seniority to make decisions, but was pretty much locked into the role of messenger, running back and forth between users who were growing increasingly frustrated and a line management at Linden Lab that increasingly appeared as if it couldn’t give a hoot.

Recently, Blondin has appeared out-of-sorts at Zindra user group meetings (something Ciaran Laval commented upon to me), which have themselves come across as fractious affairs, something which could not have made Blondin’s life any easier. Nor could the fact he reported into Amanda Linden who, when all is said and done, appears to be both embarrassed and frightened by the Adult elements of Second Life – whatever form they take, be they in-world or reasonable discussions (or indeed, entirely innocent words) in the official forums.

Whatever the reason for Blondin’s departure, there are many who will miss him. Despite often being hampered in his work, Blondin did participate in-world, attending parties and events, was well as chairing office hour meetings and, later, user group meetings. In this, he was very much part of a rare breed at the Lab and for this – as much as all his efforts with Zindra, Bay City and Nautilus – he will be missed. His departure also leaves a burning question – who will now run the Adult User Group meetings?

It seems that Linden Lab is looking for a “Social Media Marketing Guru“. Why, oh why, is it “guru” and not something professional-sounding? I’m pretty sure that whoever gets the position, they won’t find themselves sitting in a Battery Street pod with their name and the word “guru” pinned on the outside; and while terms like this may sound super-cool and west-coast “hip”, they actually come across as a combination of trite, clichéd and outright cringe-worthy.

Or is that just my English sensibilities?

When you get past the hip-speak, the post looks to be a mix of both strategic marketing via social media tools to gather new users, and something of a communications manager responsible for Lab / user (resident) interactions.

The former, I can understand. social networks do have a potential to bring-in users to Second Life, providing it is handled correctly. As I mentioned in Tell me a story… the manner in which LL are currently attempting to leverage Facebook has “fail” written all over it. The entire approach is arse-backwards and as such needs to be redefined.

The latter has me a little worried; we’ve already had Amanda Linden proudly announcing the coming on the new Community Platform – and then promptly pointing at Facebook as “the” way to stay abreast of all the latest news on SL (sure a case of “foot, meet mouth” if ever there was one). Now it seems that we’re going to possibly see a further push of LL-to-resident communications away from their own platform.

I’m not entirely sure that if this is the case, it’s a good idea. Certainly, it is very, very gratifying to be able to Tweet to Linden Lab employees and get a genuine response; it’s genuinely appreciated when someone requests something or raises an issue and sees a positive response, coupled with action from Linden Lab. However, the fact remains that the vast majority of company / user communications should be taking place within the framework of LL’s own platform; the fact that figures show support of the new community platform is declining rapidly among SL users (some are predicting it’ll be as the Dodo within a month, although I personally think the decline will stabilise well before then – but will represent a very low-level of engagement from users) is worrying. However, this should not be interpreted in terms of users all being busy elsewhere. Rather, it is symptomatic of the fact that Linden Lab don’t have the courage or the skill set in-house required to manage a vibrant forum community.

Which is a shame; but it’s no reason to keep pushing communications channels elsewhere.

Returning to the more strategic side of the new position, I don’t claim to have all the answers, but I do hope that whoever comes in will take a look at Tell me a story… and will be savvy enough to understand Jonathan Baskin’s piece on “silly social media” and ineffective social media marketing campaigns. Certainly I hope whoever comes in will be allowed the opportunity to spend a lot of time in-world to understand the platform and the rich diversity of activities that go on in Second Life  – and will be able to gather stories from the user base that can more effectively help shape the message to the rest of the world.

Jeff Petersen has joined Linden Lab as the new VP of Engineering. Going under the name of Bagman Linden, Petersen is the second major hire the Lab has made from the gaming community, following-on from the recruitment of Rod Humble as CEO.

He’s certainly an interesting choice, as he notes himself:

For me, the challenges and the opportunities at the Lab are a perfect fit for my background. I come to the Lab with over 20 years of experience as a game developer and engineering lead, primarily in the MMO area. Prior to joining Linden Lab, I spent 10 years working for Sony Online Entertainment doing MMO RPG development (with a focus on the networking, servers, and core technologies), along with PS3 and PSP development. Some of the titles that I worked on include: Everquest, Everquest II, Star Wars Galaxies, Planetside, Untold Legends PS3, Field Commander PSP, FreeRealms, and CloneWars Adventures.

Old timers may remember an early entry into MMO gaming that I developed in a game called Subspace, published by Virgin Interactive Entertainment in 1996. The unique relationship I had with the player base of this product mirrors the relationship between the Lindens and the Residents in many ways. If there is one thing I’ve learned about MMO gaming over the years it is that MMO products have a life of their own, and the player investment in the product is a key aspect of that. Second Life is no different in this regard.  The Residents of Second Life want to see the product succeed every bit as much as Linden Lab does.

Reading this, one cannot help but think that Humble himself had a direct hand in the recruitment of Petersen: the words may be a little different between the two of them, but the sentiment is the same. It is certainly refreshing to hear yet another senior at the Lab talking in terms of player investment in the platform; something that has been a theme of mine for a while now – and to which I’ll be returning.

Another theme that Humble himself has frequently raised in various interviews is the fact that one of the biggest impediments to people getting to grips with Second Life remains the Viewer; and not just new users. From the comments he has made, it’s pretty clear that Humble would like to see the Viewer overhauled for the benefit of the community as a whole. Given this, it is going to be extremely interesting to see what Petersen brings to the table in terms of Viewer development.

Beyond that, it is also interesting to note Petersen’s extensive background in console game development at Sony. There have been more than a few suggestions made that one way in which SL might reach a wider audience might be through the development of a console-based Viewer. It’ll be interesting to see if, over time, any moves are made in this direction as a result of Petersen’s appointment.

Q Linden will be leaving Linden Lab tomorrow, Friday March 4th.

He has been a major force in Viewer development, and since Esbee’s departure has been acting Product / Business Lead for Project Snowstorm.

Last year Q suffered a stroke, which left him hospitalised – but he still called-in to SLCC-10 to join Esbee and Oz in announcing Viewer developments and the launch of Snowstorm itself.

Q has always been approachable and personable. He’ll be missed; I certainly wish him well for the future and with his health.