iMedia Connection: The Marketing Reality of a Virtual World
Monday, December 4th, 2006I published another article at iMedia Connection this week. There’s always a feeling of vulnerability in publishing anything. Exposing the world to your thoughts is not as easy as it seems. I say that because my latest article will ruffle some feathers. I wrote about the commercialization of SecondLife, which is a massive, multiplayer game whose content is created entirely by its members. I love the idea of it, even if the execution could be made more rewarding. It has some growing up to do. And as such, it also has some growing pains to overcome. Namely, commercial growing pains. SecondLife, I argue, is going to have to learn to live with its capacity to be commercialized. There’s no way around it. I offer a less bleak way of doing so in the article, but nevertheless, I have a feeling that most SL members will find my conclusions disturbing. SecondLife is not designed to be a refuge from commerce. So commercial and residential will have to learn to get along.
I’m bringing this up on the Dandelife blog now because I fear the same will be true of Dandelife. I know Dandelife cannot survive on my good looks alone.
I’ve been reluctant to commercialize the site beyond Google adsense for the time being. I’d like my members to think that I have their best interests at heart when I finally figure out a way to match the needs of my advertisers with theirs as members. We’re in it together, after all.
iMedia Connection: The Marketing Reality of a Virtual World


