Csven (thanks for the warm welcome in SL) points to the critique by Clickable Culture of a recent post by Shanth Ideas that offers tips to marketers eyeing virtual worlds. Highlights:
1. Few of the existing virtual worlds allow and even fewer encourage marketing activities by the real world brands.
2. Very few of these worlds are open-ended and integrate user-created context within the main game.
3. In-world brands exist in the context of the overarching megabrand of the host virtual world.
4. Blogging and reporting on in-world experiences is not (yet) big enough to make any significant difference.
5. The virtual world is not a contiguous space encompassing a variety of games.
6. Outside companies might find themselves competing with established in-world businesses for the same virtual market.
7. Just because an outside brand is established doesn't mean it will be more desirable in a user-created online world. It may be more viable for outside brands to co-opt in-world brands rather than try to compete directly.
(#6 and #7 are in the comments section)
1. Few of the existing virtual worlds allow and even fewer encourage marketing activities by the real world brands.
2. Very few of these worlds are open-ended and integrate user-created context within the main game.
3. In-world brands exist in the context of the overarching megabrand of the host virtual world.
4. Blogging and reporting on in-world experiences is not (yet) big enough to make any significant difference.
5. The virtual world is not a contiguous space encompassing a variety of games.
6. Outside companies might find themselves competing with established in-world businesses for the same virtual market.
7. Just because an outside brand is established doesn't mean it will be more desirable in a user-created online world. It may be more viable for outside brands to co-opt in-world brands rather than try to compete directly.
(#6 and #7 are in the comments section)
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