Finland-based virtual world MoiPal is moving into a series of branded virtual goods partnerships involving record labels and Finnish music artists. While MoiPal is based in Finland, the mobile-oriented virtual world does not refuse users from other regions, or break users up into groups based by region. Instead, all MoiPal users are allowed to interact freely in a single contiguous setting.
MoiPal's branded goods are the result of deals with record labels and individual artists. Artists place MoiPal avatar creation widgets on their websites or MySpace pages, which then allows users who sign up for MoiPal to create an avatar decked out in band-specific costume pieces and clothing branded with the band's logo. Artists in a relationship with MoiPal are also invited to come into the virtual world to interact with other users, or to perform concerts in the virtual world's capital, MoiPal City.
MoiPal's deal with the EMI record label allows the label to use MoiPal to promote up-and-coming artists. MoiPal users can send a SMS text message to purchase a full costume set for a new band like Haloo Helsinki. MoiPal's deal with the label in cases like this calls for 50/50 revenue sharing. MoiPal is currently in talks with other labels to arrange similar deals.
Individual bands MoiPal has deals with include Lordi, Lovex, and Hanoi Rocks. In addition, Lordi uses the virtual world to interact with fans. Launched in October 2007, MoiPal currently has over 100,000 users. The virtual world's goal is to be serving over one million users by the end of 2009. MoiPal primarily builds its userbase through its own Facebook apps, and the promotion deals with music artists. Most new growth is coming from SouthEast Asia, and overall MoiPal claims to be adding 600 new users per day.
With MoiPal growing an international userbase, it is interesting that thus far most of the bands signed to its branded virtual goods deals are Finnish. Rapid growth of MoiPal in SouthEast Asia suggests that it would be in MoiPal's interests to pursue deals with Thai, Korean, or Filipino artists in order to cater to their new userbase.
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