Second Life: Virtual Distinction

17. Sep 2007

The hype about the virtual world Second Life seems to come to an end. More and more companies are closing their online-branches. Maybe too soon?

Second Life was created in 2003 by programmers of Linden Labs and meanwhile has more than 8 million registrated users. Many companies use the virtual world for marketing and PR purposes. Users can create their own character called an avatar and try on shoes at Adidas or testdrive the newest Mercedes online. Companies appreciate the direct contact with their potential customers, the positive image transfer and the opportunity to test new product and ideas without spending piles of money.
Still companies continue to withdraw from Second Life. One of the reasons for that is the small number of continuous users. Only a fraction out of the 8 million registrated users visit Second Life regularly and intensively. The expectations of firms like Dell or Starwood have been disappointed.

Was Second Life overrated as a marketing platform or do companies simply lack the patience necessary for success? Some like the betting provider tipp3 are still confident. The company plans to build the perfect stadium in the parallel world for the upcoming EURO 2008.
Aside from Second life other virtual world emerge. Entropia Universe or the Chinese project HiPiHi are heavily demanded.
Time will tell if marketing in Second Life establishes itself or if people reconsider concentrating on their „first life“.