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Advertising 2.0

The downfall of Second Life and the rise of Barbie Girls 

Comments:5   Add your comment

Second Life is beginning to take a real pasting in the American business press (don't say I didn't warn you), meanwhile in the first 60 days of its existence, Mattel's virtual world, Barbie Girls, has signed up three million members, and they’re adding new ones at the rate of 50,000 a day.

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Published Jul 23 2007, 11:12 AM by Robin Grant
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Comments

by alex parr
July 23, 2007 3:56 PM
 
i've got to say i'm very happy that Second Life may well be on its way out. i became rather concerned for society when it became apparent the all these 'Second Lifers' were chossing a virtual world over the real one. Moreover the Second Life corporate invasions stank (and still do) of hopeless marketeers eager to appear at the forefront of their role by being part of the 'new big thing'. what's more there is far too much advertising in the real world let alone virtual ones (and that's coming from a marketeer). As for becoming a shape shifting, flying 'avatar', i'm perfectly happy with my regular, walking real body thank-you-very-much. Let's hope Second Life really is on its way out and people start realising the benefits of real human interaction. Rant over.
 
 
by Kevin Sugrue
July 23, 2007 4:18 PM
 
Second Life is technically sophisticated and quite demanding of its users and brands that wish to operate within this virtual space. Like the internet before it, the lowest common activity denominators (chat, sex, gambling) are not just present, they are also intrusive as the content is largely unregulated. However, unlike many of the more recent rivals, SL is open source and is evolving every day through the hard work of the user base and the upgrading of the software. Its easy to dismiss virtual worlds and online gaming as even though they are used by millions, they are still niche. But in general software that is open source has found a continuing and growing customer base amongst general users (e.g. Linux), while closed systems often become big for one specific audience niche. These niches, while relatively large, are often subject to the fashionability of their primary brand franchise. Examples of these include World of Warcraft, City of Hero, Star Wars and Barbie. These brand dominated themes are great to target a set niche audience, but aren´t necessarily likely to be a part of everyday online experience for all net users in the future. Take a tour of Second Life, as well as its competitors. ando ne of the clear differences you will notice is that businesses operate in SL and a retail and service trade has already created a multi-million $ economy their that can transfer funds to and from the real worl with ease. SL certainly isn´t for everyone and many of the large real-world brands that occupy space there do nothing else but take up some room. But SL is still growing at present. Even though America (which accounts for less than half the regular users now) is generating some negative press. Particularly due to the poorly regulated gambling that takes place in SL. As always, you need to understand something before you can decide if it´s appropriate for your brand to participate in it. And participation is what SL demands of brands if they are to appear a valid contributor and presence in this virtual world.
 
 
by George Parker
July 24, 2007 4:41 AM
 
All I know is that the biggest purchase being made on Second Life using Linden Dollars, is genitalia. Which sounds like a load of bollocks to me. Cheers/George
 
 
by James Cooper
July 24, 2007 5:14 PM
 
I guess the point is Second Life doesn't *need* to be for everyone. They probably never assumed it was going to replace first life and be all things to all men. It's the press and marketing consultancies that make these big kinds of claims. I'm sure it will continue to be an important way for some people to spend their time (rather than watching TV for example) and that's cool. Niche is fine. LL will still make a bundle of cash but not take over the world meanwhile our world will keep on turning - if we are not washed away of course.
 
 
by Rob Hopkins
August 3, 2007 11:15 AM
 
I, as well as others (www.Virtualworldsforum.com) still believe that there is a lot that brands can do within virtual worlds like second life. Every day critics will try to pan something that is still relatively niche, but I agree with Kevin Sugrue above, that before you dismiss it as a marketing channel engage with it and learn a bit about it. I believe that as marketers we sometimes have to remember that the channel may well seem irrelevant to us, but it may just be perfect for reaching and engaging with our target market.
 
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