Virtual worlds, a reality

This week, I had the opportunity to begin a new life... in Second Life. Ah, yes, how many lame jokes can we make with that name and the concept of a virtual reality?

My Internet marketing assignment teleported me to the virtual world of Second Life. I found the experience a bit strange at first; in fact, it was similar to a game. You start the process by signing up for a free account on the Second Life Web site. Then, after downloading and installing the software, you are able to create a new identity, or avatar. (Interesting side note: This isn't a word we hear everyday, but dates back to 1784. It's root is Sanskrit and refers to the incarnation of a deity or human being.)

Choosing an alternative identity isn't exactly easy either. You not only have have the option of naming, shaping and dressing this avatar, but also get to choose between human and animal form. The creation step is time consuming - there are myriad details, from head to toe, that you can change on your Second Life identity, and unlike reality (well, at least for most of us), you have the freedom to change "your look" as many times as you want.

Once you complete the makeover, you have to figure out how to move this figure around the virtual world. But wait, no cars? At this point in my exploration of Second Life, I have not found any autos or hovercrafts, but since your avatar can literally fly there really is no need. Best yet, the famous Star Trek phrase, "Beam me up, Scotty!" is now a reality, because you "teleport" from island to island on this planet.

Although at first glance it seems like a game, Second Life is also quite real. Other avatars in Second Life can chat with you and sell you goods and services. And just like real life, material goods are expensive. You can buy and sell virtual land to build your Second Life island or shop for a new look to dress up your avatar. But this isn't play money; the Linden, Second Life's form of currency, has an actual exchange rate. Humans are making a lot of money with their avatars by selling goods/services and leasing property.

Some experts say this is the future of internet marketing. Will, or maybe the question is, when will this be? Today, a Wall Street Journal article discussed Second Life and the potential of marketing through virtual worlds. Several companies started Second Life stores in the technologies early stages, like American Apparel, but without much success. Now other companies are exploring similar opportunities to market their products in virtual worlds, and others are carefully rethinking their virtual marketing plans. Several virtual worlds exist beyond Second Life, too, such as Gaia Online. As history tell us, competition typically spurs development and improvement of technology, as well as decreased opportunity and operation costs.

Virtual worlds are certainly a reality, although a little green, but perhaps the days of life in the Matrix aren't that far away after all.