Virtual World Sites

Virtual world sites (VWSs) are destination sites on the World Wide Web where people congregate for entertainment that involves meeting and interacting with one another. VWSs are used for a variety of other purposes, including organizations’ promotional activities.

Participants in a VWS assume an online identity in the form of a computer-generated character or avatar. Rich computer graphics and animation software create a complex social system where avatars engage in social exchanges, activities, and transactions designed to immerse them in the online experience.

VWSs operate similarly to massive multiplayer online role-playing games (MMORPGs), but are not games that emphasize competition or winning. Instead, most VWSs’ focus is on self-expression, creativity, interaction, and building relationships. VWSs differ from social networking sites because there is no assumption that participants reveal their real-life identities or seek contacts outside of their virtual experience.

Organizations can employ virtual world sites in online public relations programs by sponsoring a site or by participating in a third-party site operated on the World Wide Web (usually by a for-profit company). The most prominent sponsored VWSs cater to children and preteenagers and feature simple user interfaces, basic games, and cartoon graphics that extend and enhance playing with the toys marketed by the sponsors. Examples include http://Webkinz.com, Barbie Girl, http://TyGirlz.com, and Build-a-Bearville.

Many VWSs directed to teenagers and adults actively encourage participation by commercial and other organizations as a critical source of revenue. Such participation can include paid sponsorships of featured components within the site, paid display advertising within the site, and e-commerce sales of branded virtual products for use by avatars or actual merchandise for use by participants in their real lives. (Purchases made by avatars are paid for with credits or script given to participants [Page 964]as part of a membership or available for purchase using a credit card.)

Second Life is the best known VWS, and numerous organizations have established virtual public spaces in Second Life by purchasing “islands,” renting “store fronts” or erecting edifices. Other VWSs similarly sell street kiosks, billboards, counters in stores, walls in museums or galleries, for example.

Within Second Life's public spaces, businesses can operate product showrooms and promote their latest products, while religious organizations can conduct worship services and embassies can promote cultural and political understanding about the sponsoring country. Second Life encourages organizations to create private spaces where employees, customers, and other invited guests can come together virtually. Organizations can conduct meetings, create product simulations and tests, train employees, conduct virtual previews or tours, and conduct market research. Access requires authorization.

VWSs strive to create a novel, visually attractive and engaging experience; however, they have not yet reached their full potential as public relations or promotional tools. VWSs remain comparatively unknown, and require participants to learn how to adeptly navigate through the often complex space. They are comparatively expensive to operate and appeal most to larger organizations that can attract a sufficient audience to justify the cost. Organizations also need to think imaginatively and continuously provide reasons for participants to return.