Second Life Case Study

Second Life Case Study

Second Life Case Study
Currently, millions of players are already living in the world of Second Life. The social aspect is predominant in this game. Unlike other massively multiplayer games, there is no quests, no fighting against the environment. Fighting between players are allowed in certain areas, but are not mandatory for progress in the game. The transition to a free model (pay-option still exists) has greatly contributed to the popularity of Second Life, but it was mainly certain peculiarities of the game that explain its current success.
Notably, the total freedom given to residents of Second Life. Indeed, almost all of the virtual world is directly produced by the players, and they are the ones that change their own world. Second Life is also known for its economy: the lack of progress levels typically encountered in MMORPG (Massively Multiplayer Online Role-Playing Game) encourages players to consider the creation and accumulation of wealth and consumption as ends in themselves. On the other hand, the game's internal currency is convertible into dollars. It did not take much for top brands like Adidas, Dior, Toyota fall in love with this new consumerist paradise ...
Beyond the social phenomenon that is becoming Second Life, this "game " certainly seems capable of satisfying different audiences. Some will be attracted by the infinite possibilities in terms of role-playing. Others by social interactions enabled by a world already involves more than 9 million people. More by greed or seeking a showcase to promote their creations.
The model of Second Life do create interest for economic actors. If companies invest in this new space, it is because Second Life is a laboratory for their products and an opportunity to create a new type of relationship with their customers. This website is an unspoiled playground that allows brands to launch a marketing alternative. The first mark on Second Life was "American Apparel", then followed by many others (Toyota,...
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