The concept of Virtual Worlds or generic computer based simulated environments has been around since the mid 1990s. However it was only recently that the Virtual World made its presence felt on the real world – especially with regard to marketing & promotion opportunities.
Virtual worlds came in all shapes and forms, yet in general they can be divided into two categories, which can be defined as “scripted” and “unscripted”. Scripted worlds are those where users play a specific character for a scripted video game. Users can interact with one another to form teams and try to attain a defined objective. A good example of these worlds is “The World of Warcraft”. On the other hand, in “unscripted” Worlds users have the luxury to edit or alter their profiles (called Avatars) to play more dynamic/multipurpose roles. Community games like “Second Life”, “There” and “Moove Online” are example of this type of Virtual Worlds.
Irrespective of the type Virtual Worlds have given birth to a labyrinth of sub-worlds where millions of people live, interact, explore, experience and even work. As of May 2007, “Second Life” had 6.5 million members, including three US Presidential Candidates, a Unitarian Pastor, as well as sixty (60) real-world companies, including giants like Coco-Cola, Reebok, Nissan, Calvin Klein and Vodaphone – the companies identified “Second Life” as a potential marketplace for making “real” money. Indeed the economy for virtual goods and services exchanged on these Virtual Worlds is estimated to be around $800 million.
The web is teeming with examples of how companies have used Virtual Worlds to generate revenue streams. From the Virtual Knightsbridge, where an entrepreneurial avatar rents out apartments to other avatars on “Second Life”, to ordering real pizza from Pizza Hut, from inside the EverQuestII game the concept of Virtual products and services is full of exciting new possibilities. Virtual worlds have the potential to become an appealing space to create interesting experiences connected and tied to the physical reality—something impossible to duplicate with websites.
Apart from the marketing opportunities the Virtual World quite literally offers a NEW way of conducting business in real life. Despite the hype, most businesses have taken half a decade to recognize the potential of generic computer based simulated environment within the enterprise. According to a study conducted by Forrester Research only 11% of businesses have actually adopted Virtual Worlds to supplement their work/effort.
Some of the principle advantages of using Virtual Worlds within an enterprise are:
Networking
Virtual Worlds enable companies to create rich 3-D environments that “mimic” the real world. Such environments offer a huge advantage over static and boring 2D profiles of most social/office networks, and enable employees to interact and collaborate in a much more realistic a practical manner (without incurring the cost of creating an actual brink and mortars infrastructure) .
Virtual Training
Virtual training is one of the most exciting feature of computer based simulated environment. No other technology can duplicate the benefits of integrated virtual training. Virtual teams can find solutions and solve problems in a cost effective manner. Moreover since everything is simulated, businesses can evaluate procedures, thus enabling them to better prepare for the real deal.
Collaboration
Virtual Worlds enable multiple people to work together on an infinite number of projects, while maintaining the concepts of group cohesion and physical proximity. It is one of the most important elements of using Virtual Worlds within an enterprise.
The need for cost cutting, especially with regard to travel, training, and meeting is increase the use of Virtual communities. Slowly, companies are leaving the physical world behind to jump onboard the Virtual express. Let’s see when the same get mainstream acceptance here in the Middle East.
Johnny Huntington, Managing Director, Traffic Online
JLT
