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The Emergence of Business within Virtual Worlds

In: Brand Avatar

Author

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  • Alycia Mesa

Abstract

Aside from the fact the press has a love/hate relationship with them and advertising/media agencies are mesmerized by the marketing potential, at the end of the day, why should businesses step one digitally altered toe into virtual worlds? The key to 3D virtual worlds is that you are having live, face-to-face experiences whether it be with people or architecture or things that, while graphically “cartoonish” in nature, are surprisingly much more real life and human like. The fact that businesses can put their brand name on to products, games and experiences in virtual worlds so that real-life people via avatars can interact with that brand experientially and go beyond a single messaged, 2D ad is in essence what compels businesses to be there in the first place.

Suggested Citation

  • Alycia Mesa, 2009. "The Emergence of Business within Virtual Worlds," Palgrave Macmillan Books, in: Brand Avatar, chapter 3, pages 31-52, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23371-3_4
    DOI: 10.1057/9780230233713_4
    as

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