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BizReport : Social Marketing : July 15, 2007


Businesses abandon Second Life presence

Businesses that were once early adopters of marketing in Second Life are now among the first to leave, according to a recent article in The LA Times.

by Helen Leggatt

Second Life residents who were against the invasion of commerce into their virtual world must be dancing in their virtual streets. The LA Times has an interesting article which claims some marketers are preparing to abandon their in-world presence.

The once-hyped online virtual world hasn’t yet proved a successful stomping ground for marketers. Or perhaps marketers haven’t yet found what motivates virtual residents. Either way, virtual stores stand empty, corporate events and promotions have fizzled out and virtual attacks are an increasing possibility.

American Apparel and Starwood Hotels, some of the first businesses to explore Second Life, are moving out. "There's not a compelling reason to stay," said Brian McGuinness, vice president of Aloft, a brand of Starwood Hotels & Resorts Worldwide Inc., via The LA Times.

Meanwhile, Crowne Plaza has been upgrading its already extensive Second Life conference and meeting facilities.

Tags: e-commerce, Second Life, virtual world










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