Virtual Worlds

When reading up on virtual worlds, I was shocked to find out that I had participated in virtual worlds when I was younger without even realizing it. One of the most popular virtual worlds I took part in was Neopets; a virtual world where you raised your own pets, and played games in order to support these pets. Though Neopets was directed to a younger age, I remember when Tyra Banks (yes while the Tyra show was still around) released her own virtual world. You were able to create an avatar of yourself and mingle throughout a virtual version of Tyra’s studio. Here you could meet new people, hang out with friends, and get insider scoop on Tyra Show news. This was probably one of the first instances I saw of a “brand” using virtual worlds to attract more audiences.

Today, when virtual worlds are so popular, it is easier for organizations to set a presence and reach target audiences in a new way. For example, in Second Life several brands and organizations including IBM, Tim Hortons, Reebok, and American Apparel have a presence in the virtual world. Here is a brand map of Second Life. I think that having brands within a virtual world allows the gamer/audience to view the organization/brand in a new way. They are now separating themselves from a strictly consumer world and entering a world of play, where to my understanding, people do not associate brands as strongly. I have mixed opinions on this. I understand where organizations, companies and brands are coming from by putting themselves in this world however, since I am not a player, I do not know if it would have an effect on the experience of the world. I would find it interesting to ask Second Life players to see their opinions on whether it effects the experience or enhances its realness.