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30 Apr

Kaneva roadmap video

Kaneva roadmap video. Insight about the strategy behind Kaneva, from CEO/Founder Chris Klaus and Chief Gaming Office/Co-Founder Greg Frame.

29 Apr

More tourism marketing projects coming into Second Life


More tourism marketing projects coming into Second Life: As a marketing and informational platform, Second Life is ideally suited for tourism marketing. This trend to date has been led by Galveston Island, in the US.

However, there’s several new tourism marketing projects currently in development, interestingly led by the Italians. The Tuscany marketing project has been in development for a little while. The project, commissioned by Fondazione Sistema Toscana (the official Tuscany tourism organisation) was actually meant to go live March 30 so has slipped a little. Here’s the current state of play

Only two of their six islands appear to be in build stage at the moment.

Another Italian project, ‘Experience Italy’ looks as though it could be launched before Tuscany. It’s another multiple island project (an ambitious strategy). Continue reading →

SL brand map updated v1.5

SL brand map updated v1.5: The Second Life brand map (view it here) has been updated to include:


UGS (thanks AK)


Level 3

25 Apr

May Marketing Safaris


May Marketing Safaris: registration is now open for marketeers interesting in going on a marketing safari in Second Life.

Over 200 UK marketeers have to date taken the tour, which is designed to demonstrate the opportunities for brands inside Second Life.
To register for a safari, visit the dedicated website here.

25 Apr

The 7 Point Plan for marketing in Second Life: Full report

The 7 Point Plan for marketing in Second Life: Full report. Following on from the popularity and interest in the short assessment of marketing strategies for Second Life, a full report is now available.

The 7 Point Plan for marketing in Second Life report is designed and aimed at marketeers across all sectors and business types. The report explains the key areas marketing departments need to address in order to assess and then develop targeted and meaningful campaigns in Second Life.

The report also demonstrates the seven points with relevant and up to date case studies (good and bad) and examples of the brands already in Second Life.

Order the report here.

24 Apr

SL major brands no.25: Mazda


SL major brands no.25: Mazda: Mazda Europe have just launched their real-world concept car, the Hakaze, into Second Life. The venue, Nagare Island, is basically a beach with a few roads to drive the car on.

Overall, it’s a very disapointing place to visit. Sure, you can rez up one of the cars and drive it. But that’s about it. I get the feeling that Mazda thought it would be simply enough just to replicate the car in Second Life and let it talk for itself. Clearly a major trick missed.

The venue has no real stickyness and although it was relatively busy when I visited it, I very much doubt they will grow a significant community off the back of the venue. Apparently they also mis-handled the launch event too.

Marketers – remember – This is marketing, so have a plan. Continue reading →

24 Apr

Daily Telegraph covers SL automobiles

Virtual Research

Daily Telegraph covers SL automobiles: The Saturday Telegraph, Apr 21, ran a story about automobile brands in Second Life (thanks to Steve Bax for pointing this one out).

The article is your typical ‘first time a journalist has explored SL’ piece but nevertheless, does a reasonable job describing the several existing venues opened up by car brands in SL.

For a complete assessment of the strategies deployed by automobile brands in SL, click here to request the case study.

More information:

Automobile brands wishing to learn more about the opportunities for virtual world business should contact Nic Mitham directly, here.

24 Apr

SL major brands no.24: STA Travel


SL major brands no.24: STA Travel: The world’s largest student and youth travel company, STA Travel is the latest brand to enter Second Life.

This has been a carefully considered move by STA and the island has many different features and functionality. The most interesting aspect of the venue is a dedicated area (with a HUD) for visitors to use dorms as a meeting area, complete with the ability to customise them – designed to encourage repeat visits and use of the venue. Continue reading →

23 Apr

Money talks and kudos teleports

Money talks and kudos teleports. This is the second extract from the Reperes market research study recently completed. The first extract, the perception of brands in Second Life is here.

Marketers are realising the benefits of involving the resident population inside Second Life as a valuable resource of creativity. Part of the Reperes study asked the 1,085 sample base about content co-creation and the incentivisation of taking part in such an initiative.

The first question was ‘Have you taken part in a co-creation project?’. The chart below shows the answers:

A third of the respondants have no interest in taking part in any kind of idea submitting or design creation initiatives. Encouragingly for brands, the remaining two thirds are receptive, with 4% already having done so.

Continue reading →

17 Apr

The perception of the brands in Second Life

Virtual Research

The perception of the brands in Second Life: Reperes market research part one.

Paris-based market research agency Reperes have just sent me their study on the perception of the presence of brands in Second Life. This is the latest of several market research studies on Second Life.

The report looked at the perception of the brands already in SL, offers advice for establishing a RL brand and gives an evaluation of the marketing initiatves deployed by brands to date.

Contributing to the research were 1,085 avatars interviewed between 13 – 18 March 2007.

Over the next few posts I’ll break out the main findings from this report and I wanted to start with some analysis I found in part surprising – the brand recall (prompted and spontaneous) of the companies in Second Life.

Coming out on top is Adidas with 69% awareness from the study. No surprises here as the virtual Adidas store is an obvious interpretation of a first step into SL and is frequently referenced in the media.

BMW bests Mercedes Benz which I feel is slightly surprising and also of interest because the Mercedes island is a much better consumer venue than BMW.

The Starwood Hotels Aloft concept scores weakly. I think this is due to the fact that this island was from ‘the early days’ (2006) and therefore the newer residents missed the coverage. Shame, because it’s a great place.

What surprised me the most was PA Consulting. They came bottom in this research which is odd because they push their venue hard with good events and initiatives such as their demo second island.

More insight into this market research to follow.

Related information:

Marketing in SL report

Case studies

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