Chapter 4 Adverworlds, Second Life, and Blurred Reality

According to Plutarch, Alexander the Great wept when he heard the theory that there are infinite worlds. When the king was asked what was wrong, he responded, “There are so many worlds, and I have not yet conquered even one.”1 Virtual worlds may make marketers feel some sympathy for Alexander—amazed by the rapid proliferation of these worlds, and confused by how to conquer even one.

Throughout the course of this book, we have already discussed several virtual worlds—Habbo Hotel, World of Warcraft, and Second Life for starters. While they represent just one portion of the video game industry, virtual worlds are unique in their capability to engage and empower people. Many large businesses ...

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