Advertising in Virtual Worlds: The Example of Second Life

Abstract

As consumers become decreasingly responsive towards traditional forms of advertising, advertisers are turning towards more innovative methods.Virtual worlds provide an extraordinary potential for new and enhanced modes of advertising. This study examines the opportunities of the virtual world, Second Life, as a new platform for businesses' advertisement and promotional activities. First, we briefly introduce the concept of virtual worlds and virtual advertising. Then, we go on to explain the development of advertising, with special emphasis on its evolution alongside technological developments. Furthermore, we discuss how virtual worlds developed and how the features of these worlds lent themselves to advertising. Second Life, the most popular virtual world application, is given a special emphasis, and we shall explore opportunities and practices for virtual advertising in this virtual world application.

Factors influencing purchase intent in virtual worlds: a review of the literature

“…As of yet, many prominent brands have already established brand presence in virtual worlds. Brands such as Adidas, Mercedes Benz, Microsoft, and Calvin Klein have created billboards and advergames, been on the virtual radio, organized interactive events, established brand flagship stores and much more (Atli and Can 2015). These brands have already recognized the importance of virtual worlds as channels to communicate with consumers and to share their products with potential buyers.…”