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Where is Second Life going?
Where is it all going? With an MMOG you already know: Content updates, free and paid expansions, and so forth. A broadening and sometimes also a deepening of the game experience. Virtual environments tend to be a bit hazier, largely supported by microtransactions they may include game-elements (like Entropia Universe), sci-fantasy settings (like the upcoming Blue Mars), specific celebrity events (Habbo) or merchandise and marketing-focused experiences (Virtual MTV, Barbie Girls Online and more). In a very real sense the virtual environments industry is largely about focus. Targeting a market, wooing a demographic, and showing them where you are going to take them in the coming days. Interesting, then, that the world's best-known virtual environment, Linden Lab's Second Life lacks the answers to fundamental questions, the answers to which directly impact every user and organization who participates (or who might participate in future). In fact, hardly anyone is asking those questions. Now isn't that peculiar? Are you a part of the most widely-known collaborative virtual environment or keeping a close eye on it? Massively's Second Life coverage keeps you in the loop.
The potential of advertising alliances in virtual worlds
Forget scenery-blocking billboards and ad-saturated sporting events, the virtual world is the newest venture into successful marketing, according to a recent study by Pepsi and MTV. In this study, Pepsi discovered that users averaged 28-minutes per interaction with Pepsi's presence in Virtual MTV compared to its 30-second interaction in the televised version.More importantly, the associated advertising is where this method shines the brightest. Over 90% of users said that Pepsi promoted music and artists through the vMTV survey, yet only 30% said the same thing in regards to the traditional televised version. This specialized audience is key to the virtual world's advertising potential with associate programs such as Pepsi advertising through vMTV. It can certainly make for some interesting alliances or potential buy-outs from the major businesses. Monopoly anyone?
