Marketing in Virtual Worlds PDF
Preview Marketing in Virtual Worlds
Marketing in Virtual Worlds This page intentionally left blank Marketing in Virtual Worlds Natalie T. Wood Saint Joseph’s University Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Cover Design: Frubiliciousdesign Editor in Chief: Eric Svendsen Manager, Rights and Permissions: Shannon Barbe Executive Editor: Melissa Sabella Cover Art: Second Life is a trademark of Linden Research, Inc. Editorial Project Manager: Kierra Kashickey Certain materials have been reproduced with the permission of Editorial Assistant: Karin Williams Linden Research, Inc. Director of Marketing: Patrice Lumumba Jones Media Project Manager: Lisa Rinaldi Senior Marketing Manager: Anne Fahlgren Media Editor: Denise Vaughn Marketing Assistant: Melinda Jensen Full-Service Project Management: Preparé, Inc. Senior Managing Editor: Judy Leale Composition: Preparé, Inc. Project Manager: Debbie Ryan Printer/Binder: Courier/Kendallville Senior Operations Supervisor: Arnold Vila Cover Printer: Lehigh-Phoenix Senior Art Director: Janet Slowik Text Font: 10/12 Times Art Director: Steve Frim Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Second Life is a trademark of Linden Research, Inc. Certain materials have been reproduced with the permission of Linden Research, Inc. Copyright ©2011 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All rights reserved. Manufactured in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458. Many of the designations by manufacturers and seller to distinguish their products are claimed as trademarks. Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations have been printed in initial caps or all caps. Library of Congress Cataloging-in-Publication Data Wood, Natalie T., 1970- Marketing in virtual worlds / Natalie T. Wood. p. cm. Includes bibliographical references and index. ISBN-13: 978-0-13-611717-9 ISBN-10: 0-13-611717-1 1. Marketing 2. Virtual reality. I. Title. HF5415.W672 2011 658.8’72—dc22 2009050215 10 9 8 7 6 5 4 3 2 1 ISBN 10: 0-13-611717-1 ISBN 13: 978-0-13-611717-9 To the “real” people in my life. —Timothy, Conor, Ronan and Ava This page intentionally left blank Brief Contents Letter from the Author xiii Preface xiv Acknowledgments xv Chapter 1 An Introduction to Virtual Worlds 1 Chapter 2 An Introduction to Second Life 13 Chapter 3 Creating Your Second Life 23 Chapter 4 User Guidelines and Technical Support 35 Chapter 5 Exercises 43 Frequently Asked Questions 69 Glossary 79 Subject Index 81 Name Index 83 vii This page intentionally left blank Contents Letter from the Author xiii Preface xiv Acknowledgments xv Chapter 1 An Introduction to Virtual Worlds 1 The Evolution of Virtual Environments 2 Multi-User Dungeon (MUD) 2 Massively Multiplayer Online Role-Playing Games (MMORPG) 2 Virtual Worlds 3 The Virtual Worlds Market 3 Characteristics of Virtual Worlds 4 How Do Virtual Worlds Work? 7 Why Are Virtual Worlds Important? 10 Conclusion 12 Activity 1.1 Exploring Virtual Worlds 12 Activity 1.2 Businesses in Second Life 12 Chapter 2 An Introduction to Second Life 13 The Popularity of Second Life 13 Membership 14 Basic Membership 14 Premium Membership 15 Land Ownership 15 Mainland 15 Full Private Regions 15 Homestead Regions 16 Openspace Regions 16 Land Maintenance 16 TheSecond LifeEconomy 16 Who Uses Second Lifeand Why? 16 Individuals 16 Entrepreneurs 17 Corporations 17 Corporate Training 17 Reaching Consumers 17 Not-for-Profits 18 Educational Institutions 18 Conclusion 19 Useful Resources 19 Activity 2.1 An Introduction to Second Life 19 Activity 2.2 IBM in Second Life 20 Activity 2.3 Second Life and Education 20 Activity 2.4 Marketing in Virtual Worlds/Second Life 21 ix
The list of books you might like
