Second chance for second life

Is the headline in today's Sunday Times (UK).

The article points to something we've talked a lot about.

That following the brand gold rush of early 2007 and the mass exodus several months later, virtual worlds such as Second Life are acquiring a different, and possibly much more valuable use for companies and brands.

The Sunday Times article also gives an indication that after the uniformly positive coverage SL had in early 2007 (500 UK media mentions in six months according to research we did for a client), and the resultant backlash, media perceptions of the virtual world are becoming fairer and settling onto a more even keel.

According to the article:

"Not long ago all the world wanted in on virtual worlds - particularly the industry leader Second Life. Firms were piling in to the 3-D universe, setting up stores, opening hotels and offering “free” cars to promote brands. Now, not so much.

"Nevertheless, virtual worlds are here to stay. Among this year’s Virtual World (conference) attendees were Intel, Google, Microsoft and the US Department of State.

"Companies are increasingly turning to virtual worlds not just for brand building, but also to hold meetings and train staff.

"Last week IBM and Linden Lab, operator of Second Life, announced that IBM will run Linden software on its own servers so that it can set up Second Life environments, free from the distractions of the open metaverse."

The rest of the article is here.